A statewide approval rating moved from 23% to 96% in two years.
Applied Behavioral Strategy at population scale. The same framework was then replicated in West Virginia with identical results.
- Decision Science
- Thought Engineering
- Behavioral Revenue System
What was breaking before the engagement.
Pennsylvania's starting public approval on the reform sat at 23%. The state's media environment was not moving favorably without coordinated effort. Legislators do not move on reform until the underlying public number moves first — and the number had been stuck for years.
The mandate was simple and severe: move statewide approval to a point where elected officials could act. The constraint was that argument alone would not do it. The audience was every voter in the Commonwealth.
What the data on the decision actually said.
Public opinion is not moved by argument. It is moved by saturation of context — by the small repeated pre-conscious commitments that accumulate from hearing peers and credentialed sources speak about an issue in a particular way over time.
The 73-point swing was therefore never a campaign in the traditional sense. It was a re-engineering of the surface area on which the average Pennsylvanian encountered the topic. Read the population's predisposition; engineer what the population's attention metabolizes by default.
What we built.
A statewide influence campaign was built and run. Educational materials were designed and distributed at scale. An event model was deployed that covered the full geography of the Commonwealth over a two-year arc — so the message did not arrive from above but from inside the room, again and again, with credentialed local sources in front of credentialed local audiences.
The sponsoring senators of the eventual Medical Marijuana Act adopted the same framework for their public outreach. Once the framework was working in Pennsylvania, the same architecture was deployed in West Virginia. Same arc, same result, same speed.
What the bottom line did after.
If your firm has a version of this problem, the work is the same.
Every engagement starts with a short conversation about whether the work between us is real. No deck, no funnel, no auto-sequence. Thirty minutes.