THE CHALLENGE
At the time, Louisiana lacked a statewide smoking ban for bars and gaming facilities. Yet, entire cities in Louisiana were going smoke free and individual bars and gaming facilities were voluntarily banning smoking, due to the will of citizens. However, the pace was slow due to the unknown impact on business and lobbyists representing big tobacco. The challenge set forth was encourage citizens to demand a healthier Louisiana through the support of a statewide ordinance making bars and gaming facilities smoke-free.
THE ROUX STRATEGY
The supporter audience or “Do-good” individuals and businesses felt powerless when fighting this issue against the dominant lobby pressures. Yet, “Do-good” citizens were willing to show support in less aggressive ways.
The strategy was to give our Do-good citizens meaningful ways to express their opinions, on a measured scale too big to ignore, even if as simple as a phone call or letter. Media was charged with giving the constituents a portal to act at a place and time that worked for an audience of everyday influencers.
THE SOLUTION
Roux took advantage of the educational and accountable nature of digital media to give citizens a place to show their sentiment by doing activities that fit into their everyday lives. This included showing more concrete evidence, by asking them to act and show support. We invested 14% of the budget on a series of online surveys targeted to adults in the state of Louisiana, for the client to capture undisputable, measurable evidence and support of the state-wide ban.
OUTSTANDING RESULTS
Within 146 days our citizen activists swung into action producing:
45,000+
Web sessions
10,000+
Social media comments
52,000+
Affirmative random survey results
125
Informative video views
