The Challenge
Proposition 129 aimed to simplify Arizona’s ballot initiative process by requiring that all proposed measures focus on a single subject. While the measure itself was simple, communicating its purpose proved complex. Many voters were unfamiliar with the initiative process or suspicious of ballot initiative changes. A campaign was needed to proactively shape the narrative, clarify misconceptions, and build broad, values-based support across ideological lines.
The Strategy
Pac/West Strategies served as lead on the proponent campaign known as “Yes on 129: Make it Simple, Arizona.” Working alongside Arizona partners, we worked to quickly deploy a statewide campaign to pass Proposition 129 that featured the following central components:
- Conduct statewide opinion polling and message testing to identify knowledge gaps and hone persuasive language.
- Build a flagship campaign website, donation portal and a full suite of social media channels and regular content to serve as primary platforms for engagement and education.
- Design and produce digital and broadcast advertising entirely in-house with messaging focused on common sense reform and government accountability, grounded in language that resonated with voters on both sides of the political aisle.
- Centralize campaign management—from strategy to messaging to creative and media buying—all under Pac/West Strategies’ in-house team.
The Results
Proposition 129 passed on Election Day with 55% of Arizona voters in support. The “Yes on 129: Make it Simple, Arizona” campaign successfully positioned the measure as a straightforward fix to a broken process, countering opposition narratives and avoiding the confusion that often plagues down-ballot measures. Pac/West’s ability to manage the campaign from research through implementation ensured a streamlined, effective effort with measurable impact.
