Case Study: Agents of Action

Posted by Kassy Perry

Grassroots Campaign to Defeat Prop 45

The Agents of Action campaign communicated specifically with insurance agents — letting them know how their active involvement was crucial to defeat Proposition 45 and equipping them to educate their network of clients, colleagues and friends. To accomplish this task, PCG designed and implemented a comprehensive grassroots outreach campaign. PCG used existing trade association gatherings and a host of proven education and outreach techniques (both traditional and online) to inform insurance agents and to identify agents willing to educate others about Proposition 45. Once agents expressed an interest in becoming involved in the Agents of Action campaign, we encouraged them, in aggregate, to mobilize between 50,000 to 100,000 clients, family and friends and to vote against the initiative.


  • Prop 45 defeated on November 4
  • More than 12,000 agents engaged and activated through grassroots outreach
  • Total of 499,017 Californians reached through campaign activities