BACK IN 2000, THERE WASN’T MUCH ACCOUNTABILITY
Ballot Initiative / Live Calls
BACK IN 2000, THERE WASN’T MUCH ACCOUNTABILITY
that get your message heard
Question 777 – misleadingly dubbed “Oklahoma’s Right to Farm” – was propped up by the deep pockets of Big Agriculture and was poised to hurt small farmers. Thanks to a flood of misinformation, The Humane Society’s polling did not look promising for the No on 777 campaign. They needed to talk to rural voters early on to identify supporters, undecideds, and potential grassroots messengers, but these conservative and sparsely populated communities were difficult to canvass.
We ran live calls with the No on 777 campaign to identify rural voters who opposed the measure or remained undecided, and asked how many people outside of their immediate household they talked to about politics. Anyone who spoke to more than six other people would be considered an Influential voter. Influentials in these rural areas are powerful advocates because they are viewed as trusted sources. Once identified, the campaign targeted these Influentials with additional mail pieces so they could spread our messaging within their community and combat misinformation from Big Agriculture.
Results: We identified over 5,000 Influential voters who were opposed to or undecided on Question 777. This was the beginning of a grassroots network that the campaign activated when the race heated up, as Influentials leveraged their standing in the community to convince and turn out voters. On Election Day, the No on 777 campaign easily won by a 60-40 margin.