- Eight weeks before a crucial congressional committee vote, the team was tasked with educating and influencing more than a dozen Members of Congress to support a "hard date" for the transformation to digital TV broadcasting. Opponents claimed it would disrupt long-held TV viewing habits and impose undue burdens on low-income, aged and minority households.
Strategy and tactics:
- Replaced the pro-industry messaging with a populist approach: "Better TV and stronger communities for everyone;" and emphasized that there were workable solutions to helping special populations
- Conducted "grass-tops" outreach to educate and mobilize influential constituents
- Placed earned and paid media in affordable, hometown media outlets, as well as congressional-focused outlets
- Generated 500+ VIP letters, emails and calls to the Members of Congress
- Secured 11 members' support and won the key votes in committee and the full Congress