– Social Media: The coalition built Twitter and Facebook accounts specific for the campaign that showcased: o Links to newspaper and magazine articles that spoke about the campaign/issue o Compelling infographics with voter- tested messaging o Short videos featuring farmers
sharing how Prop 15 would harm their family farm as well as farmers throughout the state
o “Vote Early” and “Vote”
infographics posted when ballots hit mailboxes and on election day encouraging the public to vote “no” on Prop 15
– Customizable Digital Assets: To easily allow voters to show support on social media for the Family Farmers Against Prop 15 campaign, “Vote NO on Prop 15” social frames and banner images were available to download, customize and use. – Letters to legislators and community leaders: The coalition sent letters to California Governor Gavin Newsom and select mayors throughout California detailing how Prop 15 would have exposed much of California’s food supply to steep property tax increases. • Result: The measure was defeated with 52% of California voters rejecting Prop 15.
• Result: Nearly 1,000 consumers participated in the #BeMyClementine social media competition, with three winners taking home prizes. ADVOCACY CASE STUDY: Family Farmers Against Prop 15 (a coalition of leading agricultural organizations including Western Growers, California Farm Bureau and Agricultural Council of California) • Campaign: Family Farmers Against Prop 15 • Current Event: Ballot Proposition, Election Day 2020 • Tactics: – Website: The coalition developed and launched cafarmersagainstprop15.com to serve as a hub for voters to take action by either donating to the cause or joining the coalition. The website also housed information about how the proposition would affect family farmers, as well as press releases and sharable infographics and videos. – YouTube Videos: A series of videos (many of which featured WG members) were created and shared on social media, the website, and through digital advertising to help educate
voters on the potentially negative effects of Prop 15. – Radio Ads: Several radio spots featuring California farmers were produced and aired on rural stations throughout the state. – Media Relations: The coalition distributed several press releases at strategic points during the campaign, which were amplified by the public relations efforts of the participating coalition members.
MAY | JUNE 2021
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Western Grower & Shipper | www.wga.com
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