October 2026 | Campaigns
In the spring of 2026, polling suggested Albertans supported the government's referendum proposals by a margin of 65% to 35%.
We had a problem. Our principal opponent was the Government of Alberta itself.
Decide Campaigns created Alberta's Voice and developed a simple strategy built around the psychological principle of anchoring.
Stay in Canada. No to the Nine.
We connected an overwhelmingly popular proposition, remaining Canadian, to opposition to the nine additional referendum questions. It became the foundation of our campaign.
The slogan was everywhere. On thousands of lawn signs, tens of thousands of buttons, nearly 100,000 brochures and across Alberta's digital landscape.
Decide Campaigns created the strategy and brand. An extraordinary network of Alberta's Voice volunteers brought it to life.
The financial imbalance was enormous. The Alberta government invested approximately $4.3 million promoting its referendum positions. Alberta's Voice spent approximately $330,000.
Despite that disparity, Albertans rejected all four constitutional questions. On the five remaining questions, the No vote finished between 42% and 48%, substantially narrowing the gap from where our campaign began.
We won four of the nine questions outright.
The campaign demonstrated what can happen when a clear strategy, a compelling brand and an extraordinary volunteer organization work together.
We didn't win every question. But we helped build a province-wide movement, challenged a government with vastly greater resources and contributed to an outcome that looked very different from the one anticipated when we began.
A simple idea. A disciplined strategy. Thousands of volunteers. And a campaign that changed the conversation.