Case Study:

Marsy’s Law - Illinois Crime Victims’ Bill of Rights

Marsy’s Law - Illinois Crime Victims’ Bill of Rights


Mac Strategies Group was engaged to implement a comprehensive public relations/public affairs campaign to promote a ballot initiative in hopes of securing support from voters across Illinois to implement the Marsy’s Law legislation when they reached the polls on Election Day. Our objective was to execute a statewide strategy to raise awareness for the Crime Victims’ Bill of Rights (Marsy’s Law) constitutional amendment to ensure its passage in the 2014 Illinois general election by securing the required 60% voter approval.


Mac Strategies Group had just three months to accomplish its objective. Our team organized 9 media tours blanketing media markets across Illinois, including: Chicago, Champaign-Springfield, St. Louis-Metro East, Peoria-Bloomington, Rockford, Davenport-Rock Island-Moline, Paducah-Cape Girardeau, and Quincy-Hannibal. During the course of the campaign, our team secured wide reaching media coverage totaling 164 placements – including, 8 favorable editorials and 4 Associated Press stories that were syndicated in more than 30 outlets across Illinois. We were also able to increase campaign Facebook page followership to 1,115 and gained approximately 40 new Twitter followers per week. The Chicago Tribune had editorialized against the Crime Victims’ Bill of Rights when it passed the legislature during the 2014 session. After our team engaged, the Chicago Tribune changed their stance and weighed in favor of the constitutional amendment [(10/27/14): Chicago Tribune, Vote yes on the Illinois constitutional amendments]. In the end, Illinois voters overwhelmingly passed The Illinois Crime Victims’ Bill of Rights Amendment with 78.4 percent ‘yes’ votes on November 4, 2014. The amendment received a total of 2,653,475 votes, making it the highest vote total of any candidate or question on the ballot.