In 2012 a collection of unions, liberals and special interest groups launched an all out assault on Michigan's constitution, placing five proposed constitutional amendments on the ballot. One would have enshrined collective bargaining rights in the constitution, backed by the UAW. Another was a give-away to the SEIU. A third was an expensive renewable energy boondoggle.
A coalition spearheaded by the Michigan Chamber of Commerce formed to defeat them all, hoping to convince voters to say "No" to everything, rather than attempting to defeat each proposal on the merits -- the hard and expensive way. WWP was brought on to produce the media campaign.
After extensive focus groups and polling, we found the vocabulary that voters would respond to: Hands off our constitution. We pounded away with that message, defeating every proposal on the ballot, some going down in landslides. There was such a backlash to Big Labor's overreach that just weeks later the state Legislature passed a "Freedom to Work" law, handing labor unions their biggest defeats ever in the birthplace of the UAW.