Fighting for Abortion Rights in Florida
In 2024, Change Media Group was proud to support the Floridians Protecting Freedom coalition’s fight for abortion rights in Florida.
41
Versioned Videos
26
Videos Tested
23
Unique Concepts
Digital-First Video Strategy
Our digital-first video efforts focused on several key concept categories to effectively communicate our message. At the start of the campaign, we produced simple text-on-screen explainer videos alongside visually impactful spots designed to outline the abortion ban and advocate for a Yes vote as the only way to stop it. Key examples included “It’s Simple 1.0” and “Her Room”.
In Phase 2, we produced a series of direct-to-camera validator videos featuring doctors. These included individual testimonials and compilations, with notable spots such as Dr. Early and Dr. Grande, which ran in Weeks 6 and 5.
In the 3rd and 4th round of creative, we focused on mobilization-specific content, as well as creative pieces that told heartbreaking true stories. We highlighted the Ohio 10-year-old girl’s story in “Yes Means” and “Ohio Storybook”, a young woman’s harrowing story of rape in the Spanish-language ad, “Her Story”, and Dr. Daniels’ account of a Florida patient who had been raped.
In total, we tested 26 creative pieces that achieved lifts up to 11.4%.
Strategically Targeted Digital & Streaming
Our digital & streaming ads strategy was multi-faceted, and included the following initiatives:
List-targeted digital to modeled persuasion, modeled retention, & modeled mobilization universes
Google Search campaign targeting information seekers through related search terms
Meta campaign to boost organic social media content
Statewide Black affinity audience campaign on YouTube
Tiered zip-indexed campaigns on YouTube
Small market gap-filling campaigns on YouTube & Streaming TV
Additionally, we launched a campus persuasion program at 10+ college campuses across the state.
Campus Persuasion Round 1
Campus Persuasion Round 2
Amendment 4 Results
Overall, the digital effort delivered over 650 million impressions to 7 million voters. This effort, along with the TV, mail, and other grassroots efforts of the campaign, led to a 57.2% Yes vote, just shy of the 60% threshold.
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