When asked to assess current business, political or policy
environments, we are often posed the question
“What worries you most?” Our answer?
“Worry is for those without a plan.”

PUBLIC AFFAIRS STRATEGY

CHALLENGE:
A Fortune 100 company found itself in a broadly hostile political environment, facing punitive legislation and regulation.

SOLUTION:
JDA developed a public affairs strategy that created a public profile using earned and digital media to balance adverse messages and redefine the issue on more favorable terms complementing the government relations and corporate communications.

DEFEAT I-1098
Washington State is one of seven states in the country that does not have a state income tax. In April 2010, Bill Gates, Sr. proposed Initiative 1098. According to Gates, I-1098 would impose a state income tax only on those making more than $200,000 per year, reduce property taxes by 20% and increase the business and occupation tax credit to $4,800. The revenue would provide more funding for state services, such as healthcare and education.

When I-1098 was introduced, only 30% of surveyed registered voters opposed the measure.

JDA Frontline worked collaboratively with the Defeat 1098 campaign to produce creative television advertising that would focus on one message – that a state income tax would be expanded to everyone in just two years, while the legislature can spend the money any way they choose. The Defeat 1098 message countered every promise detailed in the measure. The first TV spot began airing October 1, and moved likely voters from 39% to 51% in just 10 days, while the percentage of those in favor of I-1098 remained the same at 41%. By election day, Defeat 1098 secured 64.25% of the vote.

Defeat 1098 “Aim” :30 TV from Laura Crawford on Vimeo.

PORT AUTHORITY OF HOUSTON
Litter and debris that flows from the Houston storm drainage system through Buffalo Bayou eventually ends up in Galveston Bay. It’s a problem that negatively affects the Port Authority of Houston’s effort to maintain their commitment to improving the environment as well as Houston’s overall image.

The ad campaign educates Houstonians about the overall impact of littering on the environment, how the Port of Houston is restoring the area from years of damage, and reminds them to keep the city and Buffalo Bayou “clean and green.”

Port Authority of Houston from Laura Crawford on Vimeo.