The Case: In his first budget address in 2016, newly elected Philadelphia Mayor Jim Kenney proposed a “soda" tax that would create funds to expand pre-k education, rebuild the city's community centers and invest in community schools. Philadelphians for a Fair Future (PFF) was a coalition of parents, education advocates, labor unions and business leaders and community and faith-based leaders. PFF led the movement to build community support for the tax, but they knew that an aggressive lobby effort in City Hall wouldn’t be enough. When going up against the beverage industry with unlimited funds, a strategic public education and engagement advertising campaign had to be planned and executed that went beyond reaching the general public. An intentional ad campaign was needed to reach the minority communities and their families that stood to be positively impacted by a soda tax.

Our Role: PFF turned to Potomac Waves Media to write and produce a series of urban radio ads to encourage the African American community to make their voices heard and to take action by contacting City Council in support of the soda tax. While there were communications efforts to the general market audience, PWM crafted an ethnic media plan to include radio and digital outreach in African American and Latinx communities. These efforts also complemented the campaign's earned media efforts in the community.

The Results: Despite being heavily outspent by the giant beverage industry 4-1, Philadelphians for a Fair Future was successful in their effort to pass the “soda” tax - the Philadelphia Beverage Tax. In June 2016, the Philadelphia City Council voted 13-4 to approve a historic tax that would fund city-wide pre-k for the city's three and four year olds, rebuild or renovate the city's community centers and address other important community needs.