For almost a decade, Agenda has provided the Navajo Transitional Energy Company (NTEC) with strategic communications, creative and broad consulting services in support of its Native-American-owned coal mines in New Mexico – and more recently, in Wyoming and Montana.
Recently, the Navajo Nation’s interests have been under attack, most notably in Arizona under Proposition 127 – a ballot measure that, if passed, would have crippled the Tribe’s interests across the Southwest. Agenda was charged with analyzing the political environment and creating the campaign strategy, messaging, creative elements and social media platforms that centered on educating Arizona voters that Proposition 127 would result in the loss of Navajo jobs, revenue to the Navajo Nation, and most importantly harm Native American families. We also helped establish the “Save Native American Families” committee, which allowed us to reach Arizona’s other Native American tribes and engage their support. The committee’s TV commercials – all developed by Agenda – were broadcast widely throughout Arizona both on traditional and digital platforms. The campaign message was also broadcast daily from late September to election day on radio stations in Phoenix, Tucson, Flagstaff and the Navajo Nation (in the Navajo language) and were shared via paid social media promotions on YouTube, Facebook, Instagram and Twitter. The final vote was 69% against Proposition 127 – a resounding shift from support to opposition by more than 10% in less than 3 months. Agenda’s creative work for Proposition 127 earned Agenda the 2019 Reed Award from Campaigns & Elections for the Best Use of Radio Targeting and for Best 60-Second TV Ad for an independent campaign.