"Making Participation Possible"

The Citizens Clean Elections Commission administers and enforces the Citizens Clean Elections Act, an innovative system of campaign finance reform. They needed to educate voters, candidates and activist groups about the purpose of the Act and how they can get involved in the political process and candidate debate opportunities.

Plan

The primary objective was defined as building public awareness and understanding of the Citizens Clean Elections Act. The 2004-05 campaign included Off Madison Ave's integrated approach, utilizing research and strategy, public relations and online surveys. Specifically, the results of the January 2004 online survey were used to obtain the initial sense of changes in voter awareness of Clean Elections compared to the 2003 independent poll results.

Create

Based on the outcome of the study, the goal was to then conduct a strategic road map outlining community events, speaking engagements and deskside briefings to educate target audiences and increase voter awareness about the Clean Elections Act, including a monthly schedule of Op-Ed pieces, strategic pitches and a speakers bureau program.

Achieve

In March 2005, the Citizens Clean Elections Commission announced a 34 percent increase among registered Arizona voters who are familiar with the Clean Elections Act. According to the research study, 78 percent of Arizona registered voters are familiar with the Clean Elections Act. The research poll was administered and analyzed by Behavior Research Center (BRC), an independent market research firm located in Phoenix, Arizona. More than 400 Arizona voters statewide participated in the phone interviews, and the participants represented a cross section of the state's voter base in terms of gender, age, political party, ethnicity and location in the state.

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