Yes on 2Q
Denver Health
The Challenge
Following our awareness work, Denver Health needed community support for something bigger: 2024 Ballot Measure 2Q. A critical sales tax initiative that would permanently fund Denver Health’s essential services. We needed to drive a “yes” vote during an election cycle riddled with economic anxiety and failed tax proposals. No pressure.
The Insight
Data told us that lower-income voters, those who relied most on Denver Health, were the least likely to vote yes on a tax increase. We needed to target, empower, and mobilize these exact voters with empathy, urgency, and trust.
“The success of 2Q reflects the feel-good advertising that backed it.” — Denver City Councilmember Kevin Flynn
The Solution
We developed a highly targeted, multi-language, data-informed campaign with deep neighborhood engagement. Using digital, OOH, video, social, and Spanish-language media, we delivered precision messaging tailored to each audience segment.
From the slogan “Vote Yes on 2Q” to the Spanish-language campaign “Sí en la 2Q,” every touchpoint reinforced Denver Health’s indispensable role in every household, every zip code.
The Results
- 25M digital impressions (double pre-election pace)
- 83% video completion rate
- 1.46M social impressions with 34.41% engagement
- 122K paid search impressions with an 8.05% CTR
- 64% of voters said they would vote yes after seeing our campaign
The Impact
Ballot Measure 2Q passed with overwhelming support, even as — especially as — other tax measures failed. The campaign didn’t just deliver votes. It delivered trust.
