Healthier Colorado’s Voter-Approved Soda Tax Wins Ballot Measure 2D

Challenge

Working with Healthier Colorado and the Healthy Boulder Kids coalition, the GFM|CenterTable team was tasked with developing, managing and executing a marketing, earned media and community relations campaign as part of the City of Boulder’s sugary drink tax November 2D ballot measure.

Additional Background:
In 2016, the City of Boulder voters passed the nation’s second voter-approved soda tax on distributors of sugary drinks. As part of Colorado’s complex tax law, Taxpayer Bill of Rights (TABOR), the city was required to estimate revenues from the tax.

Measure 2D was placed on the 2018 City of Boulder ballot as part of TABOR asking voters to allow the city to continue to use revenues above the estimate for community health programs as the voters intended.

If the measure passed, excess revenues would continue to fund health equity initiatives, including educating lower-income and minority communities about nutrition and exercise. If 2D failed, Boulder would have to refund more than a million dollars to drink distributors and lower the tax.

Solution

In the two months leading up to the election, GFM|CenterTable worked with the Healthy Boulder Kids coalition to support the campaign efforts by developing and coordinating strategic initiatives tailored toward the City of Boulder residents such as:

• Developing City of Boulder ballot language recommendations in favor of support of the 2D ballot measure
• Providing strategy for Boulder City Council discussions on the issue
• Developing, designing and delivering messaging throughout that campaign for use by the Healthy Boulder Kids coalition such as:
  • One-pager fact sheet on the 2D measure
  • Q&A and media statements
  • Script for targeted social media videos
  • Newsletters aimed toward the Boulder community
  • Updating the original website and social media properties

In addition to the above, GFM|CenterTable also managed a media relations campaign leading up to the November 6 vote. The team coordinated and participated in editorial board meetings with the Daily Camera, solicited and prepped key stakeholders for media interviews and developed Op-Eds and letters to the editor.

Throughout the campaign, the GFM|CenterTable team also worked closely with the grassroots Healthy Boulder Kids coalition attending frequent meetings and offering strategic counsel on weekly calls.

Results

Ballot measure 2D was approved by more than 65 percent of voters.

Highlights of the campaign included strong media relations led by the GFM|CenterTable team, with more than 20 earned media hits that included guest commentaries, letters to the editor and news articles; targeted digital advertising and mailers; campaign collateral including logo and messaging development; community outreach and support from non-profits; targeted emails and newsletters; and ongoing grassroots support from the Healthy Boulder Kids coalition.

Earned Media Relations Examples

• Extra cash from Boulder’s sugary drinks tax should fill gaps in health funding
• From the Editorial Advisory Board: Sugar tax not all sweetness for city
• Nonprofit leaders unite in support of Boulder Issue 2D
• Elections 2018 – Boulder’s Sugary Drink Tax