Launched in 2018, Power California works to mobilize young people of color across California to participate and lead systems of government at all levels and to ensure that voters and elected leaders reflect the full diversity of California. From August to November 2018, Change Consulting provided communications strategy and earned media outreach support for their campaign to mobilize young people to register for and vote in the midterm elections.
To inform a comprehensive and flexible communications roadmap to take Power California through the election cycle, Change Consulting reviewed media coverage on the civic engagement among young people in California and across the U.S. We also worked with Power California to refine messaging that served as the framework for all content produced over the course of the campaign. We developed a wide array of earned media materials as needs and opportunities arose, including press releases tailored for key markets, campaign event advisories, talking points for media messengers, targeted media pitches, dedicated election day messaging and op-eds from Power California messengers and partners. We also updated pitch angles as needed to tie Power California’s work to the rapidly changing news cycle.
We secured placement for op-eds from Power California young people in the Fresno Bee and the Orange County Register and secured coverage on the campaign in the Los Angeles Times, Mother Jones, KQED, KPCC, NPR, LA School Report, the LA Daily News, the Fresno Bee, the Sacramento Bee, the LA Sentinel, Radio Bilingüe, Univision, La Opinion, World Journal and more.