Problem Missouri’s transportation infrastructure (roads and bridges) was falling apart. Maintenance needs were rising faster than the state’s ability to build or repair roads. Solution A sophisticated media plan supporting Amendment 3 started with billboard advertising to brand the proposal. Forty-five days before the election (on November 2, 2004), the Amendment 3 campaign spent $120,000 on billboard posters throughout the state, as well as one freeway bulletin. The billboards said: Amendment 3 End the Diversion. Repair Our Roads. No New Taxes. “The branding effort worked,” said Rhoades. “Voter awareness shot up after the billboards went up.” Next, the campaign placed messages on pump handles as gas stations. Then, 17 days before the election, the campaign deliv- ered (persu

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