Following research to gauge the receptivity of Montana voters to the bill’s purpose, the Design4 team crafted a strategic messaging plan. We wrote and produced web, broadcast TV and radio messages tagged with a question most responsible parents would ultimately find to be reasonable: “Wouldn’t You Want To Know?” Because the campaign needed to reach as broad an audience as possible of both pro-life and pro-choice voters, all messaging was centered in the reality of parenting a child in the middle of a life-changing situation.

The positive, reality-centered campaign resulted in a 70% “YES” vote to ensure LR 120′s passage and garnered solid support from both pro-life and pro-choice voters. Click here for more on this messaging and media campaign.