[3] Raffi Hovannisian, leader of the Heritage party launched the alliance's first-day of campaigning with a tree planting ceremony in central Yerevan.

[4] The alliance made clear that they were opposed to the rule of the Republican Party of Armenia and announced that they would be open to working alongside other opposition parties, namely the Armenian National Congress and the Armenian Revolutionary Federation.

The alliance campaigned on anti-corruption platform, pledging to eliminate the rule of oligarchs and increase government transparency.

The alliance also vowed to improve urban planning, sanitation, and transportation in Yerevan.

[6][7][8] Following the 2013 Yerevan City Council election, the alliance came in third place, winning 8.48% of the vote.