California Secretary of State
Every voter, every language, in WEEKS.
The California Secretary of State chose The Sax Agency as prime agency of record for statewide voter-education, not a subcontractor, but the lead accountable for the whole of it, directing a coalition of agencies underneath.
Gallery
Inside the WORK.
The Challenge
Where it STARTED.
When the first gubernatorial recall in nearly 20 years was called for September 2021, every registered voter in California had to understand the election, the ballot, and their options to cast it, on a timeline measured in weeks, in the languages real communities actually speak.
What We Did
The APPROACH.
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01
Served as Prime Agency of Record, owning the strategic communications plan end to end and directing a coalition of five subcontracting agencies.
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02
Built a statewide campaign, then layered in tactics to super-serve each of the 58 counties, including LA County, rather than translating a majority-market plan after the fact.
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03
Produced strategic, in-language, culturally relevant media across paid, digital, social, PSA and animated video, reaching underserved communities including African American and Native American audiences and California's 12 threshold languages.
The Outcome
A statewide behavior-change campaign delivered on an election timeline, and a partnership the state has returned to across the 2021, 2024 and 2025 cycles.
integrated 2021 campaign
California counties
threshold languages
Documented outcome metrics confirmed per engagement before external use.
Want results like these? Let’s start with YOURS.
Tell us what you’re accountable for. We’ll show you, honestly, how we’d reach it.