Alabama Forever Wild: Moms Ballot Initiative for Land Trust

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Instead of TV and video games, we get out here and let our kids run wild.

This initiative protects Alabama parks and natural places for our children and our future.

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Yes on 1 reauthorizes the Forever WIld Land Trust for the next 20 years in Alabama. Our original polling put us at 50% of the vote with AA woman being our swing vote. Women/Moms moved the most after positive messaging. "Mom" was created to talk to that group of people with our strongest message, clean water and outdoor space.

"Mom" was our first ad on the air. We needed to capture the attention of our swing target and this did. We knew that this campaign could win and we just needed to communicate our message to the right audience. In the end we won with almost 80% of the vote.