PhRMA
Although the traditional media was saturated with the 'Yes on Prop 78/No on Prop 79' message prior to the 2006 California election, Californians for Affordable Prescriptions (PhRMA) wanted to ensure that they were not neglecting 'new media' outlets. Grassroots Enterprise was brought in to create a virtual commercial to promote the ballot measure and echo the message that Californians were hearing elsewhere.
The client’s objective was to highlight the shortfalls of Prop 79 in reducing the costs of prescription drug benefits. The Grassroots team had less than two weeks to get the message out online. By developing two Flash animation pieces that traded on the irony of the 1980's Ad Council "this is your brain on drugs" public service announcements, the message came across loud and clear.
The Flash pieces gained tens of thousands of viewings in the course of 10 days leading up to the election. It was a key part of the overall anti-Prop 79 effort and reinforced the message being heard by the public elsewhere. Because the timeline was so abbreviated before the election, the advertisement had to be direct, hard-hitting and creative in order to be effective. By working with themes already familiar to the audience, the advertisement was able to achieve the goals of the client and Prop 79 was overwhelmingly overturned.
This project was a 2006 Pollie Award Winner from the American Association of Political Consultants: Best Persuasion Online Ad, State Ballot Measure (Silver).
Featured Project
2007
DC Vote
Online Outreach Leads to Real World Action
Sometimes emails, faxes and phone calls aren't enough. Sometimes you have put "feet on the street" to take your campaign to the next level. We help do just that with our social media and blog strategies.
