In 2024, Arena was called on to lead the fight against CI-126, a Montana ballot initiative funded by out-of-state groups with deep pockets to change how primary elections are conducted. The goal of the initiative was to impose a top-four primary in Montana, similar to the jungle primary system being used in California.

Despite being outspent 20-to-1, Montanans ultimately voted NO and defeated the initiative. Read on to learn how Arena helped make this happen.

The Problem

CI-126 was backed by formidable, out-of-state groups with an estimated $20M in funding from undisclosed sources

Our client believed that passage of the initiative would have led to voter confusion and weakened the state’s strong tradition of clear, competitive elections.

Without strong, targeted messaging, voters could easily have been confused by groups promoting the measure as harmless reform.

The Strategy

The campaign’s objective was to ensure Montanans understood what the initiative proposed and what the consequences would be if passed. The effort would need to mobilize voters to reject CI-126. 

Arena mounted a multi-channel marketing effort that included streaming video, targeted political mail and regional newspaper ads that would reach voters across multiple touchpoints. 

The campaign framed the measure as a threat to Montana’s values and way of life by out-of-state special interest groups. Messaging would be rooted in contrast, clarity, and emotional storytelling to ensure voters understood the real consequences of CI-126.

Key messaging points:

• Expose the out-of-state funding: Define the funders of the initiative as wealthy activists who were out of step with Montana.
• Mobilize low-propensity Republican voters: Educate them on how passage would disrupt Montana’s elections, traditions, and values.
• Define the stakes: Highlight the dangers of changing Montana’s tried and true election system.
• Localize the message: Emphasize that opposing the initiative protects Montana voters from outside interference.
• Emotional storytelling: Use visuals and messaging to make the potential “chaos” tangible and relatable.

The Results

Throughout the campaign, hundreds of thousands of digital impressions were delivered through CTV/OTT, several statewide political mailings were delivered to hundreds of thousands more and print ads were placed in major regional newspapers.

Ultimately, CI-126 was defeated at the ballot box, with more than 51% voting against the initiative.

Conclusion & Key Takeaways

The campaign demonstrated that disciplined strategy, clear messaging, and multi-channel execution can counter well-funded outside interests. Key insights include:

• Contrast drives clarity: A powerful, relatable narrative was created by communicating the difference between Montana’s way of life and the chaos that would occur by changing the system.
• Layered communication matters: Mail, print, and streaming ads reinforced each other, amplifying the message across channels.
• Local framing is essential: Highlighting out-of-state funding and the threat of an “out-of-state takeover” resonated with voters and drove results.

Work with America’s #1 Direct Voter Contact Firm

Arena’s work on CI-126 shows that even modest budgets, when applied in a strategic, multi-channel marketing campaign, can influence statewide outcomes against national money and outside influence. Contact Arena now, and learn how we can help your campaign or ballot initiative overcome great odds to win on Election Day.