High‑Visibility Constituent Actions
Beer Institute
PROBLEM
Lawmakers needed a clear reason to support the CHEERS Act.
The task was to turn broad support for beer into simple, high‑visibility constituent actions that made the issue feel urgent and impactful to community institutions and individuals in the hospitality sector.
SOLUTION
THG executed a people-first, grassroots advocacy campaign with a frictionless path for supporters to contact Congress. The campaign was deployed across targeted geographies and channels, as well as in person at multiple events in multiple states and Washington, D.C. This multi-channel and mixed-media approach was essential to converting awareness into steady, organic support for the bill.
SERVICES
Paid and Earned Media | Grassroots Activation
RESULTS
The campaign translated broad support for the CHEERS Act into visible, constituent‑driven action. By making participation simple and personal, THG helped mobilize hospitality stakeholders and community voices in key geographies—building steady, organic support and reinforcing the bill’s urgency with lawmakers.
OUR IMPACT
3.5K
Letters Sent to Lawmakers
155K
Impressions
8.1%
Click-Through Rate
Recruited advocates in target states to send letters to lawmakers
Humanized the policy impact to influence lawmakers