During the 2022 cycle, Change Media Group worked with Opportunity Arizona to narrow the Republican majority in the Arizona legislature. To do this, we focused on three Democratic candidates in two highly-competitive state legislative districts in Phoenix and the surrounding suburbs.
This heavily-tested and highly-creative bilingual program gave Arizona voters the information they needed to make an informed decision about their state legislators, and we are proud to have won every race targeted with Opportunity Arizona’s state legislative paid program in 2022.
After reading the latest research and polling results, we identified the top issues. Education and extremism polled highly across the board, especially with Latino voters.
After message testing highlighted top issues, we produced multiple videos with different messages and angles.
We then ran these videos through a creative test, and were able to identify the most persuasive creative.
With a Spanish radio ad inspired by the “Us Moms” video, we were able to reach 10.5k Latino voters in key district zip codes through streaming radio platforms.
Overall, we served over 22 million impressions and reached 175,614 voters across the two legislative districts with an average frequency of 16.4 times per week.
This multilingual program helped ensure narrow victories for all three targeted candidates.
Program Metrics by Week
| Weeks | Impression | Spend | Frequency |
|---|---|---|---|
11 | 814,740 | $18,520 | 10.7 |
10 | 2,044,927 | $41,118 | 25.7 |
9 | 2,367,648 | $50,571 | 24.1 |
8 | 2,203,000 | $40,019 | 20.0 |
7 | 2,182,949 | $38,665 | 13.6 |
6 | 2,274,899 | $40,746 | 15.9 |
5 | 2,210,558 | $39,162 | 15.4 |
4 | 2,208,017 | $38,093 | 17.4 |
3 | 1,909,038 | $38,934 | 14.5 |
2 | 1,858,410 | $36,899 | 16.1 |
1 | 2,227,817 | $71,835 | 25.0 |