Initiative 2117 posed a direct threat to Washington’s environmental progress and community well-being. The challenge was clear: combat misleading messaging and mobilize key voter demographics in Seattle’s International District and Central District—two communities with distinct cultural identities and concerns. With Asian and Black communities disproportionately impacted by environmental policies, the campaign needed to connect authentically, resonate deeply, and drive action.
I partnered with the No on I-2117 campaign to deliver a hyper-targeted, culturally resonant digital strategy that spoke directly to these communities, leveraging tailored messaging and design to ensure the initiative’s risks were both seen and understood.
We developed messaging that addressed the unique priorities of each demographic:
In Seattle’s International District, we focused on the initiative’s impact on air and water quality, issues that resonate deeply within immigrant and Asian-American communities tied to small businesses, family health, and cultural preservation.
In Seattle’s Central District, messaging highlighted how I-2117 would worsen environmental injustices, harming Black families and historically marginalized neighborhoods already impacted by systemic inequities.
This community-specific approach ensured the campaign wasn’t delivering a one-size-fits-all message but instead met voters where they were—speaking to their values, experiences, and concerns.
I crafted ad visuals that reflected each community's cultural richness and identity. For the International District, the designs incorporated clean, bold visuals referencing neighborhood icons and multilingual elements. In the Central District, the imagery centered on Black families, community strength, and the fight for environmental justice. By aligning design with culture, the ads stood out and built trust.
EXECUTION
Hyper-Targeted Digital Ads: We ran precision-targeted digital ads across platforms, delivering messages directly to the audiences in Seattle’s International District and Central District. By leveraging voter and demographic data, we ensured these ads reached residents who were most impacted and most likely to vote.
Tailored Creative Strategy: Each ad series was carefully designed to balance education with urgency. For the International District, ads emphasized family health and clean water. For the Central District, we amplified the urgency of preventing environmental backsliding and the initiative’s disproportionate harm to Black communities.
OUTCOMES
The No on I-2117 campaign delivered results that mattered: stopping harmful policy and empowering historically marginalized communities to engage and vote.
High Engagement Rates: Ads in both districts achieved above-average click-through and engagement rates, demonstrating the power of culturally relevant messaging.
Community Connection: Feedback from partners indicated that the campaign’s design and tone built trust and resonated deeply within target demographics.
Effective Voter Outreach: The hyper-targeted approach ensured that critical communities were informed, mobilized, and motivated to vote No on I-2117.
TAKEAWAYS
At Upper Left Strategies, we specialize in crafting campaigns that connect with real people. By combining community-centered messaging, culturally aligned design, and strategic targeting, we helped No on I-2117 build a campaign that empowered diverse communities to take action and protect their future. Upper Left Strategies’ work on No on I-2117 highlights three essential lessons:
Audience-Specific Messaging Works: Tailoring your message to reflect community values builds trust and drives engagement.
Culture-Informed Design Matters: Creative that aligns with an audience’s identity helps campaigns stand out and connect.
Precision Targeting Delivers Results: Hyper-targeted digital strategies ensure resources reach the right people in the right places.
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