Case Studies

A Grassroots Campaign: Let Voters Decide – Yes on 1

Situation
Pro-gambling lobbyists and their clients were pushing the Michigan Legislature to nearly double the number of slot machines and casinos in Michigan by the end of 2004. In order to stop the spread of gaming, Proposal 1 was put on the ballot. With Proposal 1, gambling expansion would have to be approved by voters in the local community where gambling would occur and then by voters statewide.

Strategy
A substantial margin of support in Detroit was critical to the overall goal of statewide approval of the Let Voters Decide—Yes on 1 initiative.

Berg Muirhead’s moved quickly to develop a strategy that was designed to generate support through disseminating a Detroit specific message to voters. This Detroit specific campaign was targeted to reach African American, Latino and Middle Eastern American voters residing in Detroit and its surrounding communities that have similar populations and viewpoints. The campaign goal was achieved through public relations, earned media and field operations.

Results
Majority of voters in Detroit—67%—decided to vote YES on Proposal 1. The campaign’s success meant Detroit jobs were secure and the rest of the state must abide by the same rules as Detroit’s three casinos.