2003 Mexican legislative election

[3] According to polls, many voters were disappointed in President Vicente Fox for not fulfilling his campaign promises to create millions of jobs upon his election in July 2000, even though his approval ratings remained high.

Given that the PAN was unable to win a majority in the Congress of the Union in the 2000 elections, primarily in the Chamber of Deputies, it claimed that several of its electoral pledges and campaign promises, including the so-called structural reforms (labor, energy, and fiscal), would not be fulfilled.

[5][6] The communication strategy had two main goals: first, it was to remind voters of the wrongdoings and corruption of the PRI rulers when they were in power; second, it was to take advantage of President Vicente Fox Quesada's popularity.

In this sense, the phrase "The PRI is on your side" was created, signifying that the party belonged to the working class and was focused on finding solutions to significant societal issues.

That is, take advantage of the frustration felt by a large number of voters who supported Fox in 2000 but were disappointed by the poor performance of his administration and the non-implementation of the promised reforms.

[6] In this way, the PRI created a communication plan that was centered on the issues that the general public was most concerned with, promising to protect the interests of the vast majority and, most importantly, raising expectations of a correction of the government's long-standing political vices and practices.

Secondly, the strategy employed by this party was centered around capitalizing on Andrés Manuel López Obrador's immense popularity as the Federal District's Head of Government in order to garner support.

Third, the PRD created an electronic media communication campaign to try and convince voters that neither the PAN nor the PRI was a good choice for government because, while in power, they had failed to address societal issues.

To put it briefly, the PRD sought to position itself as a hopeful alternative for a large number of Mexicans in light of the shortcomings of the PRI and PAN administrations.

Organizing computer raffles for the public, having its candidates and supporters clean up empty lots, rivers, and roadways, and using its environmentalist banner in commercials were some of its other tactics.