Gila River Beaver

Client: Conservation Voters New Mexico

Project Details

During the 2020 primary, Conservation Voters New Mexico partnered with TCW to run an independent expenditure ad program against State Sen. Gabriel Ramos. Ramos had a long history of advocating for the diversion of the Gila River, so for this political advertising example, we created a custom-illustrated beaver character that was used across three pieces of direct mail. On Election Day, Ramos lost by over 20 points. Additionally, in the weeks following the election, the Interstate Stream Commission voted to end the Gila River diversion project, bringing the environmentally harmful project to a close after 25 years.