A non-profit client sought to advance a high-profile environmental initiative, but was wary of past controversies and doubted its ability to counter the arguments of deep-pocketed opponents. We began with a “defensive research” project that outlined the organization’s specific vulnerabilities as well as the thematic attacks the initiative would face. Armed with this strategic insight, we helped the client craft a powerful and inclusive campaign that not only anticipated every attack from the opposition, but also used each attack as an opportunity to build momentum and support for the initiative, which was successful despite opponents’ vastly larger resources.