shared personal stories that were featured prominently on the website.
signed up to support Yes on 22.
were held to train more than 200 drivers in key markets across the state.
were conducted by CLYDE’s SVP Geoff Vetter, the Yes on 22 spokesperson.
In 2019, app-based rideshare and delivery drivers’ employment status came into question, and the state of California moved to pass Assembly Bill 5 to reclassify drivers as employees rather than independent contractors—a decision the majority of drivers opposed.
By 2020 the wheels were in motion for Prop 22, which would clarify the employment status of California’s app-based drivers as independent contractors. Our team built out a communications program with unique angles for each week to increase support for Prop 22 among voters as well as current and potential drivers.
Leverage surround sound media coverage to promote the wealth of facts and economic data points and the experiences of drivers themselves to demonstrate that Prop 22 would benefit app-based drivers’ earnings, California’s economy, and more. We placed the primary focus on app-based drivers who supported Yes on 22 making them the face of the campaign.
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.
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