The optional one cent sales tax supports many critical services and amenities in Natrona County. Every four years, voters are given the option to renew the tax in November’s general election. But in 2014, many citizens worried that a tax-averse community would let the tax lapse. The Natrona County One Cent Committee hired Adbay to ensure that every citizen understood the stakes. We were proud to create this thirty second video, which aired frequently on local television and Facebook in the weeks leading up to the election. It not only tugged at the heartstrings of voters with a compelling story (based on true events), but it helped secure a landslide victory for proponents.