Raising the minimum bar entry age from 19 to 21 in a college town is a challenge to say the least. In Iowa City it was a necessity given the escalating threats to public health and safety, the risk of becoming an underage drinking destination, and the burden on taxpayers. The issue had already been defeated on the ballot once in 2007 when the city council voted to put a 21 ordinance in place in early 2010. When bar owners and students petitioned to put a referendum against the ordnance on the November ballot, a coalition of concerned University of Iowa and Iowa City leaders banded together to protect this urgent safety initiative.
Westergaard was brought in to build advocacy for this movement and ultimately drive votes to maintain the 21-ordinance. The team started by building a strong brand identity system around the issue. The 21 Makes Sense logo anchored all messaging and quickly became a viral element of the campaign — appearing on yard signs, stickers, buttons, and Facebook avatars. Another core message point established early on was clarifying the ballot language as a ‘no’ vote against the referendum actually maintained the ordinance. Thus was born our campaign call to action — Vote No to 19. 21 Makes Sense.
As data supporting increased safety and decreases in public health risks emerged, a key campaign initiative became educating the public. A robust campaign website served as the hub for campaign communications offering safety data, a growing list of supporters, frequently asked questions, and an advocacy toolbox with info on writing letters to the editor, finding satellite voting locations, absentee ballot request forms, yard sign requests and more. As fall approached a media campaign was launched featuring online advertising and targeted cable TV.
Nick Westergaard also served as campaign manager — setting strategy, guiding daily operations, organizing field teams, and handling communications and media relations. All these efforts paid off on November 2nd when voters in Iowa City stood up and maintained the 21 ordinance.
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