Beyond Multichannel
C&C's business model stresses the importance of input from all facets of the organization. MacIntyre cites C&C's highly successful role in a 2009 case in which the Montana Supreme Court ruled that the right to choose medical aid is permitted for terminally ill adults.
"After the ruling, we had to put a practice in place to make people understand it's legal to engage in life-ending care," he says. "At the same time, we had to fight the state legislature, to keep them from creating a new law. We had to raise money; deal with the media; issue action alerts; produce TV commercials, written ads and video for public events. The same messaging was often involved in several different actions. We treated everyone involved as supporters rather than just donors, activists or clients. We asked them to attend public hearings, sign petitions, make contributions — every action that might be of help."
