More than two-thirds of San Rafael voters now agree an upgraded and expanded library is needed, suggesting that the ad campaign using our films had a positive impact. We were commissioned to create a series of films to impact community awareness and influence voter opinion, in order to make funding an updated and expanded Public Library in San Rafael a priority. We had a two part media objective: an awareness campaign and a voter campaign.
Initially we created an 8-minute awareness campaign film, then created re-edits which were used in collaboration with Team CivX, California’s leaders in election strategy and communications for public agencies, for a voter campaign designed to maximize impressions (rather than clicks) in order to shape opinions. The ultimate measuring stick for an awareness campaign was whether it moves opinions, and polling showed that it did. In terms of voter support, they saw the strongest support for a library funding measure that they'd seen in the past 10 plus years, despite a lot of economic pessimism.
In total, the films delivered 911,836 impressions, broken down as follows across various ad platforms: 299,682 through the Google Ad Network , 184,160 through the Programmatic Ad Network (this reaches targeted voters wherever they travel on the internet), 159,507 on Facebook, 102,283 on Instagram, 81,264 on Youtube, 60,180 on NextDoor, 24,760 on LinkedIn.