Overview
In early 2024, Colorado People’s Action (CPA) spearheaded a civic engagement campaign aimed at driving support for five critical bills related to air quality in the Colorado Legislature. The campaign ran in two rounds of ads between April 20th and April 30th, 2024. The goal was to use digital media to raise awareness and encourage action from key constituencies to support these bills through targeted ad placements.
Campaign Goal
The primary objective was to drive civic engagement and support for five air quality bills, which were introduced to address harmful ozone pollution and air quality enforcement in Colorado. The campaign aimed to inform the community and motivate them to contact their representative and attend the rally.
Strategy and Implementation
Communications Shop developed a digital strategy that included both video reels and static graphics. The ads ran across Facebook and Instagram, targeting specific zip codes and demographics as recommended by CPA and their coalition partners. The messaging focused on key themes of health, safety, and environmental justice, with calls to action that encouraged the public to contact their representatives and attend the rally on April 25, 2024. Creative assets emphasized the impact of air quality on public health, particularly in vulnerable communities.
- Partner : Colorado People's Action
- Categories : Civic engagement
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The campaign was divided into two phases:
- Phase 1 (April 20-22, 2024): Focused on SB24-165 and SB24-166, highlighting the urgent need to improve air quality.
- Phase 2 (April 26-30, 2024): Emphasized support for HB24-1330, HB24-1338, and HB24-1339, expanding the conversation to permit reforms and environmental justice.
Creative Development: The assets included 10 deliverables (five graphics and five reels), each adapted to fit different platforms. The reels were designed to increase video engagement, while static images were crafted to deliver concise messaging.
Results:
- Impressions: The campaign generated over 1.8 million impressions.
- Audience Reach: It reached 645,311 individuals, exceeding initial expectations.
- Engagement: A total of 1,954 link clicks and 50,549 video thru-plays showcasing the effectiveness of the video reels.
- Bill Success: Although not all bills passed, HB24-1338, focused on environmental justice, was successfully signed into law.
This case study highlights how CPA’s partnership with Communications Shop effectively combined strategic messaging, digital outreach, and coalition support to raise awareness of key environmental issues in Colorado.
