|California’s Proposition 2: Campaign Against Farm Animal Cruelty
The Humane Society of the United States (HSUS) took its animal rights movement to the ballot box in California with a ballot initiative to protect farm animals from cruel and inhumane treatment. Proposition 2 prohibited the cruel confinement of farm animals in a manner that does not allow them to turn around freely, lie down, stand up, and fully extend their limbs.
Initial survey and focus group research showed that voters strongly supported ending these cruel practices. Our goal was to hold that support and keep up its intensity. There was some concern about the potential increase in the cost of eggs in this tough economy, but few voters ever responded to that dialogue. Their desire to end cruel farming practices trumped economic concerns.
We knew the industry would have plenty of money and our goal was to get on the air first, stay up with more penetration, and focus on a consistent message. By starting TV ads early and getting our clear, common-sense message out there before the opposition, the Yes on Prop 2 campaign was able to show voters that the measure was about treating all animals humanely and ending animal cruelty. The Humane Society campaign started with a strong base of support and solidified it before the opposition could chip away at it with a cost argument.
"We’ve worked closely with Bob Meadow for 15 years. We could not have had the successes we have had at the ballot box in gaining voter approval for more humane treatment of animals in over a dozen states, without the strategic insights provided by Bob and his research team at Lake Research Partners."