The San Francisco Chronicle, Mayor London Breed and Gavin Newsom had driven down support for Measure C to barely 50% by claiming the city already spent enough on homelessness. We only had four weeks of TV to turn the campaign around.

Measure C was passed with over 61% of the vote, winning 70% of the vote on Election Day. Our creative process helped balance the needs of a diverse group of major donors, which included activists, progressive organizations and a Fortune 500.

Beacon used “people on the street” to depict the diverse, grassroots coalition supporting Measure C.  We showed that the Yes on C plan only taxed the city’s biggest companies, not regular San Franciscans. We fought back against misleading attacks by highlighting C’s strict accountability measures. To speak to San Francisco’s largest minority groups, we also created ads in Spanish, Mandarin and Cantonese.