The Why

Called the Protection of Amendment, Amendment 10 promised four protections for Floridians. It protects Floridians' right to vote for all constitutionally mandated officers; protects veterans by mandating the Department of Veterans’ Affairs be retained; protects your tax dollars by setting the start date for legislative session in even-numbered years to January; and protects our families by creating the Office of Domestic Services & Counterterrorism within the Florida Department of Law Enforcement.

Initial polling showed that only 25% of Florida voters supported the amendment.


  • Advocacy
  • Earned media
  • Direct mail
  • Social advertising
  • Programatic display and video
  • Video production

The How

A targeted omni-channel campaign was developed and launched statewide that combined creative with paid, owned and earned media – educating Florida voters about this important amendment, and securing its passage.

The Results

Amendment 10 passed with 63.15% of the “Yes” vote from nearly 5 million Floridians.