Clinton embraces 'first mama' role in second White House run
Back then, Clinton believed she needed to project an image of strength and experience in order to convince voters she could be the first woman to serve as commander-in-chief — a "kind of tough single parent" rather than a "first mama," as her chief strategist Mark Penn described at the time.
"Everything we need to do in our country really starts with how we treat our children," Clinton said at a recent campaign event, surrounded by parents and preschoolers at a YMCA in Rochester, New Hampshire.
A few days later at the National Association of Latino Elected and Appointed Officials in Las Vegas, she made an impassioned push for parents to read, talk and sing to their babies — arguing that helping kids is an economic initiative to prepare the country for "the jobs for tomorrow."
The decision to infuse gender into her campaign reflects a strategic calculation that Clinton's last presidential run fundamentally changed what voters expect in a president and helped foster the growth of a feminist presence online that is ready to pounce on anything resembling sexism.
"Women understand the challenges that women and families face in their daily lives," said Jessica O'Connell, the executive director of Emily's List and the former national director of operations for Clinton's 2008 campaign.
Last week in New Hampshire, Clinton was relaxed and playful as she settled into a rocking chair at the Strafford County YMCA and prepared to read "The Very Hungry Caterpillar" to a group of preschoolers.
Circling behind her was a video camera manned by Jim Margolis, her media adviser, carefully capturing those grandmother moments for history — and future campaign ads.