The document discusses how industries and activist groups use direct-to-public persuasion to influence voters on policy ballot initiatives. It finds that strong arguments benefit both sides but strong activist arguments have a greater impact. It also finds that suspicion of activist arguments negatively affects outcomes more than suspicion of industry arguments. Additionally, it notes that industry tends to use financial arguments that are seen as stronger and less suspicious, while activists use societal arguments seen as stronger and less suspicious. The document concludes by recommending that industries take an offensive approach using financial arguments, while activists take a defensive approach focusing on societal arguments.