A ballot initiative (also known as a ballot measure or proposition) is a petition signed by a minimum number of registered voters to force a public vote on a proposed state bill or local ordinance. Even though ballot initiatives have been around since the Declaration of Independence, only 24 states and the District of Columbia currently use them on a statewide level. A referendum, in contrast to a ballot initiative, is when a rulemaking body – such as a legislature – acts first by calling for a vote by the people.

If your organization is trying to get a ballot initiative or referendum passed or defeated, Adfero can help. Many of our staff members have worked on state and national campaigns, as well as on Capitol Hill, so we know how to function in the midst of a high-pressure, rapid-response campaign. As a full-service public relations firm, we offer a wide variety of traditional and online PR tools that rock the vote.

For example, Adfero uses the most sophisticated techniques to create targeted lists of voters with email addresses, combining them with your organization’s lists to effectively spread your message far and wide. Through various advocacy techniques, we can successfully develop a sizable opt-in subscriber list in support of the campaign.

In addition to an email program, Adfero can establish and maintain a strong presence on some of the more popular Web sites and blogs in the state, delivering advertising impressions through a program that combines targeted online banner advertising, blog advertising, pre-roll advertising, and paid search word advertising.

We can even create a humorous animated segment to run on your campaign Web sites and to promote through viral tactics, spreading the word among supporters and key reporters. Adfero created a light-hearted animation for a client fighting a ballot initiative in California during the 2006 election cycle. The spot earned significant media attention and attracted over 20,000 YouTube hits in less than two weeks. More importantly, the proposition was soundly defeated. The client was thrilled, and so were we.

The next time you find yourself up against a ballot initiative or referendum, we hope you’ll cast your vote for Adfero.