Building the public conversation behind Ohio Issue 1

Issue 1 put a contested question directly to Ohio voters: whether to establish a constitutional right to reproductive medical treatment, including abortion. A ballot measure like this is decided less in paid advertising than in the ordinary conversations voters have with one another, and by late 2023 many of those conversations were happening on social media, where reliable information competed with confusion, misinformation, and heat. The campaign needed a way to meet voters in those spaces, give them something dependable to reason from, and keep the exchange civil enough that people would stay in it.

Indigo built its part of the campaign around Facebook Groups, the format best suited to sustained, participatory conversation rather than one way broadcast. The approach worked established groups already engaged on the issue and stood up new ones, then supplied both with accurate, current information about what the amendment did and why it mattered. Interactive content, polls, live question and answer sessions, and room for members to share their own perspectives kept participation high. Moderation held the discussion to a respectful standard, and misinformation was answered directly through fact checking rather than left to spread. Where it fit, the effort connected members to advocacy partners and grassroots activity beyond the screen.

Across the run of the campaign, Indigo managed the daily rhythm of the groups end to end: producing and placing content, moderating in real time, answering questions, and correcting the record when false claims surfaced. The team amplified members' voices and personal stories, tracked sentiment, and adjusted messaging as concerns shifted. What took shape was a set of communities where voters could find information they trusted, work through a difficult subject, and reach a decision they felt confident in.

Group membership climbed sharply over the campaign, a signal of rising interest in the measure. Engagement stayed high throughout, with members discussing, sharing, and returning rather than passing through. Misinformation was caught and answered quickly, the tone held civil with few exceptions, and members reported feeling more confident and better informed about where they stood. On November 7, 2023, Ohio voters approved Issue 1.