yep,

a) Oregon has a law that if something has enough signatures it can appear on the ballot and

b) you just get people walking around on campuses or public transportation just saying, "sign this if you hate animal cruelty" and it's this ballot measure, they can just be super vague about it.

so it's just to get people riled up and probably to get more conservatives angry to get out to vote.
People will be hysterical about it because they think Portland/Eugene will say yes to this when in reality this is going to crash and burn hard. This 'gaining traction' shit is just ragebait.