Issue 22 gave Cincinnati voters the option to sell the city-owned railroad to a major rail operator and generate hundreds of millions in revenue for city infrastructure repairs.

The challenge? A train derailment in nearby East Palestine brought increased scrutiny on rail operators. It didn’t help that Cincinnati had a long history with financial mismanagement.

The mail layered seamlessly with the TV ads to relay the citywide benefits while inoculating against key attacks. And we used micro-targeted flights to localize the benefits: voters received mail telling them exactly how much money Issue 22 would bring to their neighborhood. Our early program launch defined the issue before early and absentee voting, and helped buoy our campaign before negative media narratives took hold.

Issue 22 passed with 51.68% of the overall vote. We over-performed among early voters which held our margins through E-Day.