How did the Brittany Maynard campaign reach California voters?

What will be an ideal response?

One of the most visible elements of this campaign was the media advocacy strategy to reach voters, opinion leaders, policymakers, and opposition groups in California. The media strategy relied upon the personal stories of terminally ill individuals, their families, and others who had been directly impacted by this issue and who were committed to taking part in the campaign. Maynard’s telegenic personality supported a strong media relations campaign that developed around her personal story.