Yes on 129: Make it Simple, Arizona:
Driving a ballot reform measure to success
Overview
Proposition 129: Make it Simple, Arizona was a ballot measure in 2022 that aimed to ensure all future ballot measures in Arizona would consist of a single subject. Pac/West Strategies was retained by the Yes on 129 coalition to conduct public opinion polling, and subsequently build a marketing campaign to grow support for the proposition.
Multi-subject ballot measures can be used by lawmakers to bait voters into voting for policies which may be unpopular by packaging them into measures containing more favorable policies. A strong coalition led by Arizona Farm Bureau, Arizona Pork Council, the Arizona Chamber of Commerce, and National Pork Producers Council, came together to run the yes campaign—Make it Simple, Arizona—to support Proposition 129.
Our Work
Pac/West Strategies worked to bring in a team uniquely suited to tackle the challenges of pushing a ballot measure over the finish line with less than three months of runway. In mid-September, a ballot measure committee was formed to advocate for the passage of Proposition 129.
Pac/West Strategies conducted public opinion research to establish a baseline of support and used those findings to inform the subsequent media outreach campaign. The campaign included the construction of media infrastructure (website, social media) and the execution of message dissemination (digital ad spends, broadcast media buys). From there, the campaign launched external infrastructure, including:
- Flagship website for news and donations
- Portfolio of social media accounts
- Digital advertising campaigns
- Broadcast media buys
The advertising campaign was managed by the Pac/West Strategies communications team, and all aspects of the project, from initial strategy to content creation to media buys, were completed in-house at Pac/West Strategies. The campaign proved successful, with Proposition 129 passing comfortably—55% Yes to 45% No.
Social media post for voter outreach
30 Sec Video Advertisement
Digital advertisement for voter outreach
