Vote NO on 2 Campaign Defeats Effort to Repeal Affordable
As the agency that developed and managed the strategic
communications strategy for the Vote No on 2 Campaign, we are
thrilled to have soundly defeated this ballot initiative that
sought to repeal the state's primary tool for creating affordable
housing for seniors and working families.
Starting in January, we worked hard to re-educate thought
leaders, the media and voters about the importance of keeping this
complex law. We clearly defined our messages, stuck to them, and
took our positive campaign on the road, meeting with 20 editorial
boards across the state. We also wrote and pitched op-eds that
resonated with each community, where they were placed under the
byline of local leaders.
We secured 66 "NO on 2" editorials in 52 papers
(some editorialized multiple times) including those in The
Boston Globe, Worcester Telegram and Gazette,
Springfield Republican, Cape Cod Times, Berkshire Eagle,
MetroWest Daily News, Boston Business Journal and WCVB
Channel 5. Even more satisfying than the volume of favorable
coverage was the fact that we were able to flip in our favor papers
that had been opposed to the law for years. We also placed op-eds
in 47 newspapers and had letters to the editor in dozens more. Our
social media presence also was robust on Twitter and Facebook,
platforms that we helped populate and feed content. The campaign
website was updated daily with news coverage and videos that we
produced, including interviews with affordable housing residents
who were passionate and credible spokespeople for us.
The results speak for themselves. While we had the lowest
funding levels of any of the other two ballot initiatives, we won
by the greatest margin - 16 percent with 1.25 million no votes.
And because we are both a full-service agency and passionate
about the issues, we even pitched in with fundraising efforts,
housed the campaign in our office, and worked the polls around the
state on Election Day.
Best of all, we believe we helped achieve the outcome that was
best for the state, the environment, the economy and the
hardworking people who live here.