Yes on Prop 35

The Challenge

In January 2012, we became the communications arm of the Yes on Prop 35 campaign. Prop 35, an initiative on the November 2012 ballot to stop human trafficking of women and children, needed to stand out in the midst of a busy election cycle with nine other initiatives on the ballot.

Our goal was for Prop 35 to become the “no-brainer” on the ballot with voters from all political stripes supporting the initiative. In order to achieve this, voters needed to hear about the importance of this initiative from a broad coalition of supporters, including the survivors of human trafficking.

Our Work

Between January and November 2012, we relentlessly implemented a strategic communications plan for the Yes on Prop 35 campaign. Highlights of our work for the campaign include:

Press Conferences and Events – Full Court Press planned, executed and provided press outreach for events for the Prop 35 campaign throughout the state. From campaign kick-off press conferences to a stateside tour by our field organizers, our team worked tirelessly to ensure that these events were covered by a broad range of media outlets.

Proactive Story Pitching and Management of Press Requests – from the start of the campaign in January to its finish in November, the campaign garnered hundreds of press clips. This level of attention was due to our proactive outreach strategy and a relentless drumbeat of information through press releases and pitches to reporters.

Editorial Board Outreach – through the course of the campaign, we proactively contacted editorial boards throughout the state, providing them with information and coordinating endorsement meetings. Prop 35 was endorsed by dozens of newspapers from diverse geographies and political bents, including the San Francisco Chronicle, the San Bernardino Sun, the Bakersfield Californian, and La Opinión.

Opinion Pieces – together with the campaign’s partners in law enforcement, advocates, survivors of human trafficking, and elected officials, we wrote and placed opinion pieces in papers and blogs in communities throughout the state – bringing the voices of the campaign directly to the voters.

The Result

Prop 35 passed in November 2012 with over 81% support and over 10 million votes – making it the most popular initiative in California’s history.