Better PA Roads
Safeguarding Pennsylvania's Infrastructure
Pennsylvania's roads and bridges were in a state of disrepair, jeopardizing the safety of residents and hindering economic growth. After decades of siphoning over $5 million in infrastructure budget to other state funding issues and the collapse of I-95, one of the busiest highways in the northeast, something had to change. The Pennsylvania Infrastructure Coalition needed a way to galvanize public support and urge lawmakers to prioritize infrastructure improvements. Think Big stepped up to pave the way for change.
The Challenge
With the state government in a gridlock over how to address the crumbling infrastructure, it was crucial to humanize the issue and make it resonate with both the public and policymakers.
The Approach
We launched a hard-hitting, multi-platform campaign that showcased the dangerous realities of Pennsylvania's roads and bridges. We used compelling visuals and interactive social media strategies to give voters a voice and bring their concerns directly to the screens of lawmakers and influencers.
The Results
The campaign resonated deeply with Pennsylvanians, sparking a wave of public engagement and putting pressure on lawmakers to take action. The result? A victory for safer roads, stronger bridges, and a more secure future for Pennsylvania. We helped transform frustration into action, helping pass Governor Shapiro’s budget plan that guaranteed budget to improve Pennsylvania’s infrastructure.
STATS
9.5M
impressions from key Pennsylvania voters
3,567
policy influencer and lawmaker clicks to the landing page
15,000+
engagements on ads from both voter and influencer audiences across the entire campaign
77%
overall video completion rate from voters and policy influencers/lawmakers across the entire campaign (industry standard is 70%).