This talk by Dr. Joanna Everitt (University of New Brunswick) examines how candidate self-presentation choices and media coverage affect the extent to which local candidates from underrepresented groups can mobilize voters who share their identities. This research explores how candidates who are women, sexual minorities, racialized or Indigenous draw on their identities to appeal to voters; how the media cover these candidates' identities; and how voter affinities with these candidates can reduce declining political engagement.