Passing a Critical Statewide Environmental Initiative
A statewide coalition of environmental groups, including the NJ League of Conservation Voters and the Trust for Public Land needed to educate the public about an important ballot initiative that would dedicate funds from environmental damage settlements to environmental cleanup and preservation. With limited resources, the coalition needed a strong brand and to deploy a targeted digital campaign to reach as many likely voters as possible.
We worked with coalition stakeholders to develop a strong brand and educational message for the campaign, then developed an out-of-the box digital campaign that was aimed at stretching advertising dollars as far as possible. We created an online quiz as well as social and display advertising to engage and educate likely voters in key areas.
The NJ Public Question 2 passed with 69%, outperforming Public Question 1. The digital campaign reached over 200,000 highly targeted voters across screens and platforms.