SITUATION
The League of Conservation Voters Action Fund (LCV) asked GMMB to develop a paid media strategy for selected Dirty Dozen and Environmental Champion candidates for the 2002 election cycle. GMMB worked on Dirty Dozen campaigns against Heather Wilson (NM-01), George Gekas (PA-17) and John Sununu (NH Senate) and for Senator Tom Harkin (IA) an Environmental Champion.

APPROACH
LCV commissioned research in all four targeted campaigns to assess the public's perception of the candidate's environmental record. While the details were different for each candidate, one thing remained the same. The public overwhelmingly felt that conservation or environmental issues were important in deciding how to cast their vote.

In New Mexico, voters believed that by siding with corporate polluters and earning one of the worst records in Congress, Wilson was out of step with their needs - and the needs of New Mexico. GMMB developed an ad detailing Wilson's environmental record, including her vote to allow more mining waste on public lands, the fact the she has accepted thousands of dollars from oil, gas, mining and electric utility interests, and her status as a member of the Dirty Dozen.

In Pennsylvania, survey respondents felt that Gekas' votes to roll back clean water laws and his long (20-year) tenure in Congress were reasons to vote against him. GMMB developed an ad highlighting Gekas' voting history and length of time in office. The ad used a moderate approach to effectively communicate LCV's message to voters of all stripes who care about environmental protections.

The New Hampshire Senate race drew national attention because it was viewed as a toss up race that could decide which party controls the Senate. The environment was a top-tier issue for voters. Both candidates engaged on environmental issues clearly displaying their differences. GMMB developed a TV ad that reached 84 percent of the state attacking Sununu's votes against water quality and a community's right to know about toxic emissions.

Iowa voters were particularly concerned about how environmental issues like safe drinking water and a community's right to know about toxic emissions would affect their health and well-being. GMMB's ad was a non-traditional environmental spot: a testimonial featuring Iowa resident Bob Anderson telling his story, praising Harkin for helping former workers of an ammunitions plant who had been exposed to toxic materials.

RESULTS
Together, GMMB and LCV were successful in both Pennsylvania and Iowa. In addition, LCV's work in Pennsylvania was profiled on National Public Radio in an October 17, 2002, piece that gave a behind-the-scenes look at LCV's Dirty Dozen campaign from the announcement naming Gekas to the list through Election Night.