It’s Your Decision: Meals Tax Referendum public information campaign

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2014

Henrico County launched the precedent-setting meals tax referendum public information campaign, “It’s Your Decision,” to inform residents and voters about the county’s proposal for a 4 percent charge on prepared meals and beverages. The campaign explained Henrico’s reasoning for seeking a new revenue source, highlighted the county’s history of sound fiscal management and financial stewardship, detailed how potential new revenues would be used and demonstrated the significance of the decision facing voters. The campaign invested voters with a personal stake in the referendum’s outcome, linking their vote to maintaining the quality services — notably the county’s premier school system — they expected as county residents. “It’s Your Decision” employed an array of communication tools to deliver that information, such as a website, social media, television programming, direct-mail brochures and news releases. It also featured an extensive public outreach effort that engaged citizens directly through more than 100 meetings. The referendum appeared on the county ballot as part of the statewide general election on Nov. 5, 2013. Voters approved the measure, making Henrico the first Virginia county with a population greater than 200,000 to authorize a meals tax by referendum.