Pre-K Campaign
Situation:
Then-Miami-Dade Mayor Alex Penelas was spearheading a statewide effort to get a constitutional amendment on the ballot to offer a voluntary pre-kindergarten education to every Florida four-year-old. Based on polling data and similar efforts in other states, we knew we would face opposition from some conservatives and struggle against a lack of public understanding about how much and how early young children learn. We also expected opposition from some elected officials because of the cost.
Strategy:
We launched an aggressive campaign to educate Floridians about the value of a quality pre-kindergarten education. We framed the issue as an investment that would save the state millions in future costs relating to remedial education and retention. We garnered strong editorial support and extensive print and broadcast coverage, with visits to pre-K programs around the state to speak to parents and build support.
Outcome:
The amendment passed with nearly 60 percent of the vote, requiring the Florida Legislature to create a voluntary, universal, quality pre-kindergarten program for Florida four year olds.
