Issue Advocacy Campaigns

GTB Strategies, Examples, and How to Succeed

Issue advocacy campaigns are a powerful tool for organizations and businesses seeking to influence public opinion, shape policy, and drive legislative change in New Jersey. Unlike direct lobbying, issue advocacy focuses on raising awareness and mobilizing public support around specific causes. From healthcare and environmental protection to economic justice and education reform.

In 2026, New Jersey’s political and regulatory landscape is more dynamic than ever, with advocacy campaigns playing a pivotal role in determining which issues gain traction. This guide explores how lobbying firms like GTB Partners design and execute successful issue advocacy campaigns, highlights recent examples, and provides actionable strategies for your organization.

1. What Are Issue Advocacy Campaigns?

Issue advocacy campaigns aim to:

  • Educate the Pubic
  • Mobilize Supporters
  • Influence Policymakers

Unlike direct lobbying, which involves communicating directly with lawmakers, issue advocacy often uses grassroots organizing, media outreach, digital campaigns, and coalition-building to achieve its goals.

2. How Lobbying Firms Run Issue Advocacy Campaigns in New Jersey

A. Strategic Planning and Messaging

  • Define Clear Goals:
    Whether it is securing funding for behavioral health services, protecting environmental resources, or advancing economic justice, campaigns must have specific, measurable objectives.
  • Target the Right Audience:
    Use polling, focus groups, and data analytics to fit messages to resonate with key demographics.
  • Develop a Multi-Channel Approach:
    Combine traditional media (op-eds, press releases) with digital tools (social media, email campaigns, and online petitions) to maximize reach.

B. Building Coalitions and Grassroots Networks

  • Partner with Like-Minded Organizations:
    Collaborate with non-profits, trade associations, and community groups to amplify your message. For example, the 2026-2027 Common Agenda for Environmental Policy united environmental advocates, legislators, and business leaders to push for clean energy and accountability for major energy users.
  • Empower Local Advocates:
    Train and support community members to testify at hearings, write letters to editors, and engage with lawmakers. The New Jersey Self-Advocacy Project (NJSAP) demonstrates how grassroots networks can drive policy changes for people with disabilities.

C. Leveraging Media and Public Relations

  • Earned Media: Secure coverage in local and state outlets to highlight your issue. Op-eds, press conferences, and expert interviews can shape public perception.
  • Paid Media: Use targeted ads (digital, radio, print) to reach specific audiences. Issue ads are a “powerful weapon” in advocacy, encouraging the public to contact officials about your cause.
  • Social Media Campaigns: Platforms like Twitter, Facebook, and Instagram are essential for mobilizing supporters quickly. The ALS Bucket Challenge and HeForShe campaigns show how viral social media efforts can raise awareness and drive action.

3. Recent Example of Successful Issue Advocacy Campaigns in New Jersey

A. Behavioral Health Funding (NJAMHAA)

  • Campaign: “Untold Stories – Why Access to Care Must Be the Highest Priority” (FY2026)
  • Goal: Secure increased state funding for mental health and substance abuse treatment.
  • Strategies: Used “leave behind” materials, op-eds, and direct advocacy with legislators to highlight the human impact of underfunding.
  • Result: Influenced the Governor’s proposed budget and raised public awareness of behavioral needs.

B. Environmental Justice (New Jersey LCV)

  • Campaign: 2026-2027 Common Agenda
  • Goal: Lower energy costs, boost clean energy, and protect Liberty State Park from privatization.
  • Strategies: Unified environmental groups, legislators, and community advocates under a shared policy roadmap. Launched a public awareness campaign to hold big energy users accountable.
  • Result: Positioned environmental justice as a top legislative priority.

C. Self-Advocacy for People with Disabilities (NJSAP)

  • Campaign: Statewide Self-Advocacy Network
  • Goal: Empower individuals with disabilities to advocate for their rights and influence policy.
  • Strategies: Monthly regional meetings, leadership training, and direct engagement with lawmakers.
  • Result: Increased representation and policy changes benefiting people with disabilities.

4. How GTB Partners Can Elevate Your Issue Advocacy Campaign

A. Expertise in New Jersey’s Political Landscape

  • GTB Partners brings 50+ years of government experience, including former officials who understand the nuances of Trenton’s legislative and regulatory processes.
  • Strategic Advocacy: From crafting compelling messages to navigating complex procurement and policy challenges, GTB Partners ensures your campaign is heard by the right people at the right time.

B. Comprehensive Campaign Support

  • Coalition Building: Connect with key stakeholders and allies to strengthen your cause.
  • Media and Digital Strategy: Develop and execute multi-channel campaigns that resonate with policymakers and the public.
  • Crisis and Risk Management: Prepare for opposition and adapt strategies to overcome challenges.

C. Proven Track Record

  • GTB Partners has successfully advocated for clients across industries, from healthcare and energy to economic development and social justice. Their integrated approach combines traditional lobbying with cutting-edge issue advocacy tactics.

Contact GTB Partners Today!

Issue advocacy campaigns are a cornerstone of democratic engagement in New Jersey, offering organizations a powerful way to shape policy and drive change. By leveraging strategic planning, grassroots mobilization, and expert support from firms like GTB Partners, your campaign can achieve its goals and make a lasting impact.