When the local, multigenerational family dairy industry came under attack in Sonoma County, a proactive, positive grassroots campaign was launched to defeat the outside animal rights extremists pushing this harmful measure.

We strategically targeted voters with messaging that highlighted the social, cultural and economic implications of the measure while reinforcing the community’s positive perception of local animal agriculture.

Sonoma County Measure J

Challenge

Fighting against outside interests with questionable practices and scare tactics by staying on message with positive content highlighting real people and their stories, while also staying coordinated with the several different entities and individuals involved in the opposition campaign.

Solution

Develop and execute a comprehensive and coordinated campaign that strategically targeted voters through a variety of channels, delivering clear, compelling messages about the economic and cultural importance of the dairy industry to the region, specifically in protecting local jobs and ensuring continued access to high-quality, locally sourced products.

Result

The measure was resoundingly rejected by voters, sending a clear message to proponents and policymakers about the political strength and vital role of the dairy industry in the region and across the state.