Case Study: Spirit of Colorado defeats Proposition 112 with Novitas Communications

Spirit of Colorado reaches 1.6 million with Novitas Communications

Novitas Communications was hired by Spirit of Colorado to combat a potentially damaging ballot measure, Proposition 112. The challenge was to craft a narrative that would resonate with key demographic groups, specifically women and Latinos, and persuade them that the measure would negatively impact education, community, and job opportunities in the state.

The solution implemented by Novitas Communications was a rapid-fire, multi-channel campaign utilizing print media, social media, and TV/radio. The team placed targeted op-eds in local papers and ran a highly effective social media blitz with content in both English and Spanish. This strategy resulted in a social media reach of over 1.6 million and an exceptional average click-through rate of 2.72%. The campaign is credited with energizing 250,000 voters, and Proposition 112 was defeated by a wide margin, failing 43% to 57%.

Spirit of Colorado