Promoting Affordable Housing: Vote Yes on 9

Clarendon managed the Vote Yes On 9 campaign, a statewide ballot initiative for a $50 million housing bond. Clarendon was retained for this campaign by HousingWorksRI, a coalition of businesses, civic organizations, nonprofits, and community organizations focused on ending the state’s severe shortage of quality, affordable housing. Coalition funding derives from three main sources: the Rhode Island Foundation, the United Way of Rhode Island, and Rhode Island Housing.

Clarendon and HousingWorks adopted a campaign strategy with a two-pronged approach: putting a “face” on the issue of affordable housing by focusing on the real stories of real Rhode Islanders, and crafting and communicating messages that were research-tested and proven effective with voters.

Clarendon’s strategic framework for the campaign included the “50 Days, 50 Stories” initiative, which focused on real Rhode Islanders needing real help. Our earned media approach successfully landed the campaign in nine major Rhode Island newspapers, two college newspapers, all three network television stations, talk radio, cable television, leading news and political blogs – and culminated in endorsement by the Providence Journal. Our paid media included print ads, outdoor advertisement, a television commercial, and radio spots. A campaign website allowed voters to locate the “50 stories” on a Rhode Island map, sign up to volunteer for the campaign, and practice their vote on a virtual ballot.

We also coordinated grassroots activities at over 100 field events reaching over 55,000 potential voters, and engaged volunteers in distributing campaign collateral including lawn signs, bumper stickers, lapel stickers, palm cards, and posters. Clarendon also managed grassroots presence on Election Day, and deployed nearly 130 volunteers over 120 priority polling stations in support of Question 9.

The result? The bond passed with 66% of the statewide vote, winning in every city and town, and is believed to be the largest margin of victory for an affordable housing bond ever in the country.