Uber and Lyft Drivers in California Will Remain Contractors
Yes on 22
Driving the conversation.
+31%increase
in public support for Prop 22.
25Endorsements
in papers across California.
8,400Drivers
shared personal stories that were featured prominently on the website.
120KDrivers
signed up to support Yes on 22.
In 2019, app-based rideshare and delivery drivers’ employment status came into question and the state of California moved passed Assembly Bill 5 to reclassify drivers as employees rather than independent contractors—a decision the majority of drivers opposed.
01Strategy
By 2020 the wheels were in motion for Prop 22, a ballot initiative to clarify the employment status of California’s app-based drivers as independent contractors. Our team supplemented a paid media strategy with an aggressive earned media approach that made it clear that the drivers themselves were supportive of Prop 22.
02Solution
Clyde ran an aggressive campaign to recruit and train drivers for media engagements, ensuring their voices were prominently featured in news coverage in California and around the world. We successfully countered opponents’ arguments that Prop 22 was bad for drivers with proof that drivers supported the measure. Our engagement with editorial boards also resulted in 25 newspaper endorsements across the state.
03Execution
Yes on 22 won the vote by a 18 point margin (59-41). This was a tremendous change in three months: in July 2020, the campaign did a ballot test that showed just 28% support for Yes on 22 and 54% against it.
Media Coverage
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