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Overview
After spending $235,000 to collect signatures, activists placed an initiative on the 1998 Oregon general election ballot that sought to ban clearcutting and the use of forest pesticides. Just 16 weeks before the election, forest product industry leaders hired a campaign team that included CFM to defeat Measure 64. Salem-based Public Affairs Counsel managed the campaign and Sacramento-based Goddard Claussen Porter Novelli handled paid media.
Challenge
Early media polls showed the measure might pass.
Approach
Using solid research, CFM worked to reposition the debate, calling the measure a radical change in Oregon's successful forest protection laws. CFM conducted an audit of every major Oregon media outlet, identifying reporters likely to cover the measure and editors who would offer opinions. The outreach and subsequent continuous follow-up generated editorials opposing the initiative from 56 out of the 57 editors who wrote about the measure.
Result
Voters overwhelmingly defeated the measure 81 to 19 percent. In fact, Measure 64 got fewer votes on election day than it had signatures on the petitions that qualified the initiative to the ballot. In addition to defeating the measure, CFM worked to increase awareness and support for the state's Forest Practices Act that directly addressed many of the concerns expressed by Oregon citizens regarding forest management.
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All Eyes on Washington
 The fate of several major issues – health care, climate change and immigration – hang in the balance this fall in the nation's capital. What happens or doesn't happen will shape the Oregon legislative agenda for sessions in 2010 and 2011.
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