The Schools and Communities First Campaign, California

The Schools and Communities First initiative, Proposition 15, sought to reclaim $12 billion annually for schools and local communities by closing corporate property tax loopholes. This funding aimed to support essential services such as hiring more counselors, enhancing libraries, and strengthening first responders. 

A statewide strategy was designed to inform and mobilise communities, with content created to highlight pandemic-exacerbated inequalities, while lobbying efforts secured backing from over 1.7 million voters for the initiative. Digital push and toolkits were designed, and media and PR efforts were strategically used to organise in-person and digital events to raise awareness and generate support. Technical information was transformed into  easy-to-understand content for effective dissemination.