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Case
Study 4: Proposition 10 (1998)
Proposition 10 was a 50 cent per pack tax on
cigarettes in order to provide funding for early childhood services
throughout California. The campaign was chaired by Rob Reiner, a
longtime children's advocate, and featured starpower and bipartisan
support not often seen in California politics. Notables involved in
the campaign included former Surgeon
General C. Everett Koop, Charleton Heston, Martin Sheen, Meredith Baxter,
former Congressional representative Michael Huffington, and a wealth of
others public and private figures.
Malings in this campaign emphasized the local
benefits of Proposition 10, the bipartisan support enjoyed by the
initiative, and
the need to provide early childhood services so that all California's
young might have an opportunity to grow up healthy and ready to learn.
The mailing program included highly targeted pieces that highlighted
specific local programs that would be supported by the measure.
Television and radio spots featured some of
the prominent proponents of the measure, including C. Everett Koop,
Charleton Heston, Martin Sheen, and initiative Chair Rob Reiner, as well as strong supporting
messages for the initiative and against the tobacco industry.
Proposition 10 passed with 50.5% of the vote in spite
of being outspent by a margin of over 6-1.
Case
Study 1: LEARN
Case
Study 2: "Great Park" Irvine Public Outreach
Case
Study 3: Prop 172 |
