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Initial polling showed that only 25% of Florida voters supported Amendment 10, named the “Protection Amendment” for protecting four groups: voters, to choose constitutionally mandated officers; veterans, by mandating the Department of Veterans’ Affairs be retained; taxpayers, by setting the start date for legislative session in even-numbered years to January; and families, by creating the Office of Domestic Services & Counterterrorism within the Florida Department of Law Enforcement.

A targeted multi-channel campaign was developed and launched statewide to educate voters. It combined creative with paid, owned and earned media. Amendment 10 passed with 63.15% of the vote on a ballot initiative.