Case Study: CRER defeats Colorado Amendment 66 with Novitas Communications

CRER defeats Amendment 66 with Novitas Communications, winning 66%–34%

Coloradans for Real Education Reform (CRER) faced a significant challenge in defeating Amendment 66, a ballot initiative to raise Colorado's income tax. Opponents of the measure, backed by over $12 million from unions and out-of-state billionaires, heavily outspent CRER, which had a budget of just over $100,000. The customer engaged Novitas Communications to help overcome this financial disadvantage and win the campaign through strategic communications.

Novitas developed a disciplined campaign for CRER that focused on earned media, social media, and grassroots advocacy, specifically targeting demographics like working families and women. The solution overcame the massive funding gap and resulted in a landslide victory, with Amendment 66 being defeated by a margin of 66% to 34%. The successful campaign by Novitas also garnered national media attention and earned the firm a Silver Anvil award.

CRER