Coloradans Protecting Patient Access
Leveraging Advocacy Communications to Influence Health Care Policy
Challenge
In 2024, Colorado trial attorneys introduced ballot measures that would have eliminated reasonable limits on medical liability lawsuits and dismantled key professional protections that support patient safety and continuous improvement in care. These proposals threatened to drive up health care costs, reduce access—especially in rural and underserved areas—and undermine the quality and safety of care for all Coloradans. In response, Coloradans Protecting Patient Access (CPPA), a broad coalition of Colorado-based organizations, proposed a more balanced legislative solution that ensured fair compensation for patients while preserving health care affordability, access and safety. To advance this critical policy, CPPA partnered with GroundFloor Media’s advocacy communications division to launch a strategic effort targeting both lawmakers and the public.
Approach
To build broad support for the bill and drive legislative action, our team implemented a two-pronged strategy: mobilizing constituents across Colorado to contact their lawmakers and directly engaging decision-makers, including legislators and the governor. We launched a centralized campaign website featuring clear messaging and an easy-to-use “Take Action” page that empowered Coloradans to email their representatives with just a few clicks. Our communications strategy included earned media (i.e., op-eds, press releases, media outreach), robust owned media (i.e., partner toolkits with social content, graphics, flyers, email templates, as well as compelling website stories showcasing real-world impact) and a targeted paid media campaign. Paid efforts included social media ads aimed at constituents and geo-targeted to lawmakers, as well as high-visibility placements and ads in The Denver Post, Colorado Politics and The Colorado Sun.
Display ad
Social media post
Social media post
Website screenshot
Website screenshot
Results
The campaign generated strong engagement and impact across multiple channels, successfully activating both the public and policymakers. Highlights include:
1.67 million
Ad impressions
8,600
Visits to the campaign landing page
14,600
Total website visitors within one month
1,700+
Emails sent to lawmakers and the Governor
4
Secured opinion editorials in key publications
300,000
Estimated potential op-ed readers
As a result of these efforts—alongside the work of the lobby team, coalition partners, the Governor and a bipartisan group of legislative leaders—a meaningful legislative compromise was reached between CPPA, the Colorado Trial Lawyers Association, the Colorado Chamber of Commerce and the American Property Casualty Insurance Association. This agreement prevented a costly and divisive ballot fight over medical liability policy and preserved Colorado’s medical confidentiality laws, which are essential to peer review, patient safety and continuous quality improvement.
