Fighting Against the Grain

CASE STUDY:

Fighting Against the Grain

Background

A national air transportation stakeholder opposed a sweeping and widely-popular legislative effort to privatize the nation's air traffic control (ATC) system.

Challenge

Many other interests supported the bill and promised to spend millions of dollars on lobbying and advertising in support.

Objectives

ROKK Solutions was asked to design a public affairs strategy to counter the political momentum of the legislation by highlighting the dangers of air traffic privatization.

Execution

ROKK Solutions conducted high-level media education, convened editorial board meetings, leveraged stakeholder voices and generated extensive written materials for rapid response. Our digital advertising strategy consisted of targeted grassroots/grasstops activation in key markets with soft support for privatization.

Result

By sounding alarms early, and through methodic amplification of our message, support for the initiative waned. Lacking sufficient votes in Congress, efforts to privatize ATC were abandoned.

Break Through the Noise