Civic participation in local school board elections plays a vital role in sustaining democracy. The mission: reignite awareness and inspire residents in key regions to not just vote — but to run for office — reinforcing that local school boards are the foundation of a functioning democracy.
Democracy works locally — but only when people show up. Here's how we moved an entire state to pay attention.
The Challenge
Solution
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We met communities where they already were, with voices they already trusted:
- Used social listening to identify credible, community-specific spokespeople whose voices carried weight with target audiences
- Tailored messaging by region to align with how local leaders consume and share information
- Deployed a fully integrated PESO strategy — paid advertising, earned PR, social media, and existing civic platforms — delivering a consistent message across every touchpoint
- Designed the campaign across the full engagement funnel — from broad awareness down to active participation and advocacy
Results
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Metric
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Result
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|---|---|
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New Website Visitors
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+120%
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Website Engagement in Target Regions
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+262%
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"Changing civic behavior isn't a media problem — it's a trust problem. We solved both."
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