Hawaiʻi depends on reliable interisland shipping to keep goods moving and communities connected. As the state’s primary regulated freight carrier, Young Brothers relies on approval from the Public Utilities Commission for rate increases—a lengthy process that often results in dramatic rate hikes and financial uncertainty for businesses statewide.

To modernize the system, lawmakers introduced the Water-Carrier Inflationary Cost Index (WICI), legislation designed to replace large, unpredictable increases with smaller, more consistent annual adjustments tied to inflation.

Using statewide polling and research, Yuit developed and launched a strategic advocacy campaign to build public and legislative support for WICI. The campaign included the creation of the Island Shipping Matters brand, website, digital advertising campaign, video, and outreach materials for legislators and business organizations.

Digital ads drove audiences to the campaign website, where supporters could easily contact legislators and advocate for the bill. Just two months after launch, WICI passed.

The legislation created a more stable and predictable rate structure for interisland shipping, reducing rate shocks for Hawaiʻi businesses while allowing Young Brothers to implement manageable annual increases that businesses can better plan and budget for.

Key Campaign Highlights:

• Campaign planning began early in the year, with launch in February 2026
• Yuit worked closely with YB’s lobbyists and leadership to on the strategy.
• Website and digital campaign launched within two weeks of development
• Within two months, performance focused on awareness metrics rather than CTR:
   – Paid Social: 435,338 impressions | 177,238 reach
   – Targeted Digital: 310,842 impressions | 119,235 reach

Visit website page: islandshippingmatters.com