Press Release: “YES on 6” Ballot Campaign to Protect Water and Nature Launches First Ad: “Naturally”

For Immediate Release

October 5, 2026

Contact: Andrew Farnitano, 925-917-1354, andrew@acfstrategies.com

“YES on 6” Ballot Campaign to Protect Water and Nature Launches First Ad: “Naturally”

Ballot Question 6 Would Create Dedicated Nature for All Fund for Water and Land Conservation in Massachusetts — Without Raising Taxes

BOSTON — The “YES on 6” ballot campaign, which aims to create a dedicated source of funding for land and water conservation in Massachusetts, today released their first campaign ad. Question 6, the Protect Water and Nature ballot initiative on the November statewide ballot, would create a new Nature for All Fund and dedicate funds from the existing state sales tax on sporting goods to protecting and conserving water and nature — without raising taxes.

Titled “Naturally,” the ad features Mass Audubon wildlife biologist Lyra Brennan and The Trustees park ranger Matt Zieper addressing how Question 6 would protect clean drinking water; conserve forests, family farms, and natural wildlife habitat; and create more parks, trails, and greenspaces for all to enjoy. The ad, part of a planned seven-figure media buy through Election Day, will initially air on digital channels and connected television.

“More than 120 organizations support Question 6 because they understand the urgent need to protect clean drinking water, preserve forests and wildlife habitats, build more trails and parks, and increase access to the outdoors and nature for everyone in Massachusetts,” said Sam Anderson, Senior Director of Government Affairs at Mass Audubon and Chair of the Vote Yes for Water and Nature ballot committee. “Now, as Election Day nears, we want to ensure that voters across the state understand how Question 6 will fund these critical natural resources for future generations – without new taxes.”

The new ad can be viewed at www.youtube.com/watch?v=ikEgX1RJcDc.

Script:

Lots of questions on our ballot this fall. Only one has a butterfly in it. That’s question 6. It protects the forests and wetlands that filter our drinking water — and protects the birds, fish and pollinators that live here. It builds trails and parks. A dedicated fund — up to $100 million a year from existing taxes on sporting goods. An annual public report on how the money gets spent, and no new taxes. Yes on 6. Naturally.

Background

Question 6, the ‘Protect Water and Nature’ initiative, would dedicate funds from the existing state sales tax on sporting goods to protecting and conserving water and nature — without raising taxes. Question 6 would create a dedicated Nature for All Fund with as much as $100 million each year to support the conservation and restoration of water and natural areas in Massachusetts, protect the quality of our drinking water and natural wildlife habitats, and support the creation and improvement of parks, trails, greenspaces, and other outdoor recreation spaces.

The Nature for All Fund would be funded by the state’s existing sales tax on sporting goods like camping gear, golf clubs, and fishing equipment — not by creating a new tax. Question 6 allocates just 0.16% of the state’s $63.4 billion annual budget, but it would make a big difference for land and water. Question 6 would also establish a public oversight board that would approve all expenditures from the fund, with strict annual reporting requirements to track every dollar spent.

Question 6 is supported by a diverse coalition of more than 120 environmental, conservation, and community organizations and businesses throughout Massachusetts, including the state’s leading nonprofit land and water conservation groups such as Mass Audubon, The Trustees, Appalachian Mountain Club, the Conservation Law Foundation, Massachusetts Rivers Alliance, The Nature Conservancy, and Trust for Public Land, as well as dozens of local and regional groups from every corner of the state.

Over the last year, the coalition collected more than 122,000 signatures from Massachusetts voters to put nature on the ballot. Volunteers from dozens of organizations within the coalition contributed to this tremendous showing of support by collecting thousands of signatures from their neighbors at farmers’ markets, festivals, trailheads, and wildlife sanctuaries.

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The YES on 6 campaign is led by Nature for Massachusetts, a large and diverse coalition of environmental, conservation, and community organizations that seek to create a dedicated, annual revenue stream to conserve water, land, urban greenspace, outdoor recreation access, and wildlife in Massachusetts. For more information, visit natureforma.org.