The key strategy in any public policy campaign is to understand the medium you are working in. Poll, find out what people want, then craft solutions in the language they best respond to. 

Before you even get to the point of working with legislators or drafting a ballot initiative its best to understand the electorate that you are trying to convince. Instead of going through a lot of trouble to push an idea that isn't popular, learn early on whether people care about the issue, and if they do, learn about how they are best reached and persuaded on it.