Advocacy in Action: Applying the Catalyst Model to AB 2513

The onboarding process for new clients, as well as diving into new projects from existing clients, is always an exciting time for us. Understanding the issues, outlining success metrics and developing the strongest strategy and plan possible is the kind of work we love to do.

We've talked a lot about how we do this through our Catalyst Model and how it truly sets us up for success. But while it serves as our overarching framework, no Catalyst Model process is the same. We tailor it to every client or campaign's unique needs, starting with applying it to specific categories, each leading to a different approach:

• Amplify your Advocacy: A focus on legislative campaigns

• Amplify your Expertise and Story: Supporting reputation management

• Amplify your Influence: A focus on specific issues management

• Amplify your Outcome: Centered around elections & campaigns

But what does that look like in practice? Let’s take a look at a real-life case study around our Advocacy pillar: opposing AB 2513 (Pellerin) in 2024. This was a bill that appeared to empower consumers through transparency, but in reality, burdened small businesses and undermined public trust by obstructing practical solutions like better ventilation. In this context, our campaign seized a moment to reframe the narrative and reinforce fact-based, flexible policymaking as a more effective path forward.

This is how we applied the Catalyst Model to this specific legislative campaign:

1. DEFINE THE SITUATION: AB 2513 proposed mandatory warning labels on gas stoves sold in California, requiring manufacturers/retailers to comply as soon as 2026. These redundant requirements based on unsubstantiated claims of health risks were static and could not be updated by any state agency. While well-intended, we knew the bill as written wasn’t good policy, and with the right approach, so would our target audience.

2. FRAME THE MESSAGE: While the intent of the bill was commendable, we quickly identified it as misguided policy - based on incomplete science - that would result in an inflexible and redundant mandate that could undermine public trust, hurt small businesses and impede meaningful solutions. We crafted messaging to dispel these myths and correctly frame the issue.

3. IDENTIFY THE TARGET AUDIENCE(S): We developed a targeted digital campaign aimed specifically at legislators, their staff and their constituents. Additionally, we focused on reaching regulatory agencies such as California Air Resources Board (CARB) and California Department of Public Health (CDPH), and the Governor’s office and his advisors.

4. RECRUIT THE MESSENGERS: In an effort to challenge the misleading claims around gas stoves, it was necessary to find the right voices to deliver that message. We turned to experts; scientists, engineers, and public health professionals who could break down the science in a way people understand using real data and peer-reviewed research. We also engaged industry leaders, including appliance manufacturers and small business owners, who would be directly affected by the bill.

5. REPEAT THE MESSAGE: Once the message was clear, the audience identified and the messengers recruited and deployed, it was essential to ensure that our content was seen and heard consistently. Through a highly targeted multi-channel digital media campaign, our tailored messages were delivered repeatedly to over 11,000 influencers, decisionmakers and stakeholders. This, along with our earned media efforts, allowed us to consistently present fact-based arguments and equip allies with the tools needed to push back effectively.

Ultimately, the campaign culminated in a major success: Governor Gavin Newsom vetoed the bill, explicitly referencing our messaging in his official veto letter - a clear indication that our strategy not only broke through, but made a lasting impact.

Our work on AB 2513 demonstrates how a disciplined campaign approach, powered by our Catalyst Model, can cut through noise, clarify the stakes and ultimately change outcomes. By staying focused, strategic and relentless in our messaging, we helped shift the narrative away from performative policy and allowed room for discussion about practical, science-based solutions. That’s what sets our approach apart: we don’t just respond to the moment, we define it.

Check out our website or reach out to learn more about how the Catalyst Model could benefit the work your organization does.