CASE STUDY
Yes on 2 Massachusetts Ballot Campaign
In 2024, Impulsion Strategies led the communications strategy and execution for the successful Yes on 2 campaign in Massachusetts — a ballot initiative that passed with over 60% of the vote.
Pairing message discipline with creative tactics and strong execution, we won the argument early. Our people-first narrative crossed partisan lines, focusing on the real-life harm of high-stakes testing on students and teachers. We drove a relentless earned media drumbeat of local endorsements, compelling opinion pieces, interviews, and educational storytelling. We finished strong with a relentless ed board push and additional high-profile endorsements. The result: a win for students, parents, and educators rooted in common sense and coalition power.
Ending High-Stakes Standardized Testing in Massachusetts
The Yes on 2 campaign sought to remove the MCAS test as a graduation requirement in Massachusetts. But the political environment was tricky: entrenched opposition from the Governor, limited public understanding of the issue, and a polarized media climate that leaned into horse race coverage.
This wasn’t about eliminating testing entirely. It was about nuance: maintaining high standards while ending the harmful overreliance on one high-stakes exam. We had to simplify that message and make it real for voters — fast.
What We Delivered
A Human Story, a Clear Message, and Relentless Execution. We built a narrative that resonated across political identities, backed by real stories of student stress, unfair barriers, and teacher expertise. Then we created and implemented the full campaign comms plan across earned, paid, and digital that delivered consistent momentum with aggressive media engagement and disciplined messaging.
What set us apart:
– Narrative Control: We made our case before the opposition had the chance to define us
– Hyperlocal Strategy: From school boards to city councils, we brought the fight to every level
– Unified Communications: Earned, paid, and field efforts all spoke from the same playbook
