Truth on Prop 32 Digital Strategy / Video

Truth on Prop 32 Digital Strategy / Video

In the summer of 2012, the backers of Proposition 32 had enough signatures to qualify for the California November ballot. Prop. 32’s goal was to systematically eliminate working peoples’ and unions’ ability to participate in the political process by barring campaign contributions.


With polling numbers showing a 60/40 approval split and union households unaware of the issue, Swell was brought on to create a new brand, message and grassroots campaign to defeat Prop 32.

We quickly created an action campaign to get union rank-and-file and everyday Californians talking about the Proposition. With a simple but powerful social media and collateral campaign, Swell began to build a powerful and recognizable brand.


With the help of BridgeStreet, Swell helped to organize a concert at Nokia Theater with Crosby, Stills & Nash, and Tom Morello of Rage Against The Machine.

More than 6,500 people attended the concert. In a matter of weeks the campaign amassed a 30,000 person digital army for the campaign’s Get Out The Vote efforts.


In the final weeks before Election Day, Swell designed outdoor ads that were seen across Los Angeles.

In November, Prop. 32 was defeated by 13%.