2006 was an extraordinarily busy election year in California. An anticipated $200 million would be spent on broadcast advertising alone. Our client, a coalition headed by Planned Parenthood called The Campaign for Real Teen Safety, No on Proposition 85, was looking to defeat a contentious proposition with only a $4.2 million TV budget.
Prop 85—mandating that a physician notify a parent or legal guardian of a pregnant minor at least 48 hours before performing an abortion—had been defeated in 2005 as Proposition 73. Fundraising to challenge the same proposition a second time had been difficult. No on 85 needed Ogilvy to make sure every dollar raised produced the maximum impact at the polls…
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