Seattle Protects Women
In-Language Ethnic Media Storytelling (5 Languages)
Developed a multichannel marketing campaign for AdWords, Facebook and digital retargeting via regional media.
GOAL
Design and implement a unique earned-media strategy to increase voter turnout In favor of I-124.
STRATEGY
Examined employment and industry data to fully understand the proposed initiative’s benefits and perceived drawbacks, and craft stories.
EXECUTION
Sourced Spanish, Chinese, Filipino and Ahmaric–speaking housekeepers and spokespeople willing to tell their stories to reporters and transcreated content in Spanish, Tagalog, Ahmaric and Chinese.
RESULTS
Achieved coverage in Seattle Chinese Times, El Rey Radio, Univision, Epoch Times, International Examiner, La Raza and Inquirer.net. Seattle voters approved I-124 with 77% yes vote.
