In 2022, Michigan was one of six states with an abortion amendment on the ballot, the only one of those deemed a battleground state, and the first “Yes” ballot initiative campaign regarding abortion rights in decades. The stakes were extremely high, with real-world consequences for Michiganders and for the nation. It was critical to persuade and drive voters to the polls in support of Proposal 3 to restore the rights citizens had under Roe vs. Wade. All eyes were on Michigan.

Our goal was to reach voters who had a demonstrated belief that Roe should stand, but needed to be persuaded that passing Proposal 3 was the best way to maintain the status quo in Michigan, and that there were serious consequences if it failed. This audience skewed moderate – many of these voters may not have personally supported abortion, but agreed that it is health care and should be available without government intervention.

With just 12 weeks between launch and Election Day, we knew our messaging needed to be airtight. It was informed by polling, confirmed by creative testing, and then echoed across all mediums. While the style and messengers changed, there was a high level of message discipline across the team.