When organizations opposing a “personhood” amendment on the Colorado ballot were devising their strategy to defeat the measure, they focused their attention not just on their home turf, but on a national audience.

“The idea was to have people outside of Colorado realize we’re all in this together, because what happens in Colorado could happen in your state or your town next year,” said Jen Caltrider, digital director for ProgressNow Colorado Education. “We wanted to have people talking about Colorado’s personhood amendment at the national level, and then for that conversation to reach back into Colorado.”

With this as their goal, Caltrider and other organizers built a fundraising campaign around an online video titled “Help Colorado Say No to Personhood.” The video begins with a news-style narration describing Colorado as “ground zero in the fight for women’s rights.”

The web-based campaign against the amendment is a move away from the passive approach pro-choice advocates have taken online during in this electoral fight.

“Personhood USA, the national leader in the movement to ban all abortion in the United States is based right here in Colorado,” the narrator continues. “Every two years, they ask Colorado voters to ban all abortions, even in the case of rape and incest, and many common forms of birth control. They’ve attempted these same drastic abortion bans in at least 12 other states. … They claim they would protect unborn human beings. What they would really do is give more rights to a fertilized egg than the mother herself.”

The video features women saying “No means no,” and offering reasons to oppose the personhood amendment, which would expand the definition of a “person” in Colorado’s criminal code and wrongful death statutes to include “unborn human beings,” conferring them with full legal rights.

“What happens here determines what happens in your city, in your state; determines what happens all across the country,” the video’s narrator says. “It is going to take all of us, standing strong, to put an end to the attacks on our rights.”

A landing screen directs viewers to an IndieGoGo donation page, which has raised $25,000 toward the campaign goal of $40,000, with donations from across the country and world.

The money will be used for a “smart digital campaign in Colorado as people are getting their ballots,” Caltrider said.

In an email to Rewire, A Voice for Brady spokesperson Jennifer Mason disputed the claims made in the video, pointing to a USA Today analysis stating that the impacts of vague personhood measures, if passed, should not be considered definite because they’d have to be decided by the courts. However, that analysis did not dispute the potential impacts of the amendment, as outlined by opponents of the measure.

Mason’s campaign has its own video, telling its story of Heather Surovik’s loss of her 8-month-old fetus, which she’d named Brady, in 2012 crash when her car was struck by a drunk driver. Surovik survived the crash and talks about the tragedy at press events and legislative hearings and now is a champion of the pro-Amendment 67 campaign along with leaders of Personhood USA.

During the Voice for Brady video, Surovik says, “The law says that Brady wasn’t a person. Brady was eight pounds two ounces. Brady was a person. His life was worth defending.”

Colorado has a law, called the Crimes Against Pregnant Women Act, which allows prosecutors to bring charges for recklessly terminating a pregnancy, resulting in jail time for the perpetrator.

Murder charges cannot be filed because the law specifically does not “confer personhood, or any rights associated with that status, on a human being at any time prior to live birth.” Thus, no fetus, even at an advanced stage, can be considered a victim of a reckless act, like the one Surovik endured.

To raise awareness of the arguments against Amendment 67 and to drive more people to donate, Caltrider posted a piece on the Huffington Post titled “Hello America, It’s Me, Colorado,” which got more than 100,000 shares and 375,000 “likes” on Facebook.

“After all the attacks on women over the past years, we’re sensitive,” said Caltrider, offering her view on why the campaign has been successful. “We’re exhausted by it. Enough already. But you have to be in constant battle mode.”

“We’ve gotten comments like, ‘I thought Colorado was more progressive; I’m surprised something as crazy conservative could happen there,’” Caltrider told Rewire. “There’s lots of complacency about it here in Colorado. People know it’s been on the ballot before, but they don’t understand that it’s so much more deceptive this year.”

Caltrider points to the text voters will see on their November ballot: “Shall there be an amendment to the Colorado constitution protecting pregnant women and unborn children by defining ‘person’ and ‘child’ in the Colorado criminal code and the Colorado wrongful death act to include unborn human beings?”