Campaign to Pass a Crime Package for a Safer New Mexico

Project: Safer New Mexico Campaign
Client: New Mexico Works
Role: Video Producer & Editor | Visual Strategist

Client Objective:

Governor Michelle Lujan Grisham entered the 2025 legislative session with a clear goal: pass a sweeping package of public safety and behavioral health bills to address New Mexico’s long-standing crime challenges. These proposals were built on months of statewide town halls and reflected urgent feedback from constituents, law enforcement, and mental health advocates. To build momentum behind the legislation, the Governor’s team needed a campaign that could both educate the public and activate voters to pressure lawmakers—fast.

Our Solution:

Working closely with the campaign team, I produced and edited a series of 30-second television spots—including this flagship ad—which aired across major media markets in New Mexico. These spots combined emotional resonance with clear policy messaging, underscoring both the urgency of the crime crisis and the Governor’s plan to address it.

We also launched SaferNewMexico.org, a purpose-built website designed to channel constituent action. Users could instantly email their legislators in support of the bills. To drive traffic, we ran a multi-platform digital campaign: homepage takeovers on high-traffic news sites, targeted social ads, and multiple rounds of peer-to-peer text messaging. As a result, the campaign generated over 3,700 messages to state lawmakers—building visible, public-facing pressure on the legislature.

The outcome: the Governor signed the crime and behavioral health package into law at the halfway point of the session. The campaign was widely credited with building public urgency and bipartisan support behind a set of reforms that had previously stalled.