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PR and politics collide in a contentious campaign
An all-at-once minimum wage raise was a bad idea, so one PR team took it on—and won.
It was a contentious issue: Pressure to raise the minimum wage in Washington state had been mounting, and many municipalities had already taken action. Communication agency JayRay undertook the assignment to educate voters about the implications of an all-at-once raise on behalf of the Tacoma-Pierce County Chamber of Commerce. For producing an eye-catching campaign that produced tangible results, the Chamber/JayRay team has won first place in the “PR Design” category of PR Daily’s 2015 Visual & Infographics Awards
Voters in the city of Tacoma were faced with a choice that was (in the eyes of opponents) more radical than any others. While other efforts to raise the minimum wage to $15 per hour were phased in over a period of time (like neighboring Seattle, which will raise the minimum wage to $15 over seven years), the Tacoma ballot initiative called for an immediate increase.
JayRay produced a series of materials, including a video, infographics, tales from business owners, and a toolkit that businesses could use to help voters understand the implications of an immediate $15 minimum wage. The graphic design was consistent across all materials, from more complex infographics to simple sharable social graphics.
The material was shared via a microsite, social media paid and earned impressions, direct mail, and more. And it worked, with the city council ultimately sending a more moderate proposal to voters, which won 71 percent of the vote.
For producing an eye-catching campaign that produced tangible results, congratulations go to the Chamber/JayRay team of Kathleen Deakins, Kacie Leacy, Moira Davin, Jay Hember, Barbie Pratt, Tom Pierson, Josh Van Whyne, and Carrie Davis.