During the campaign, our client faced two aggravating circumstances. The first was the nationwide electoral decline of the Social Democrats in the Czech Republic. They did not defend their position in the Chamber of Deputies in the last parliamentary elections, and election results from parliamentary elections often correspond with election results in second-tier elections, which include local elections. The 2022 local elections confirmed this trend.

The second circumstance that candidates had to deal with was the fact that they went into the election under a new, unfamiliar brand. This brings with it two problematic aspects. The first is that much more resources must be spent on the campaign to ensure voters remember the new brand and form a relationship with it. The other problematic aspect is the perception of the new brand as such - some undecided voters may have felt misled by the fact that the old familiar CSSD was hiding under the new brand. This could then have the same effect on traditional Social Democrat voters, who in turn may have felt betrayed that they did not stick to the party name or simply did not find it on the candidate list.