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Our client’s objective was to use the Internet to convince lawmakers to vote against Senate Bill 1955, which would have negated state-mandated coverage for treatments like mammogram screenings.
In addition to crafting the overall messaging for the campaign, MSHC Partners created print and web advertisements for the American Cancer Society Cancer Action Network. Our campaign was executed to reach citizens and lawmakers, and our goal was to mobilize grassroots constituencies to pressure lawmakers in their home districts.
Our campaign generated over 173,000 emails to the lawmakers in the Senate. Our efforts resulted in acquiring more than 50,000 new activists, which inspired hundreds of media stories, letters to the editor, and editorials. Ultimately, the Senate killed SB 1955; the bill never reached the floor for a vote.
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