Arizona for a Healthy Future (Proposition 303)
A November 2003 ballot proposition for a tax supporting the Maricopa Medical Center

Situation:

Proposition 303 was a ballot measure to raise tobacco taxes by 60 cents per pack (an estimated $149 million annually). The monies would benefit a variety of beneficial health care programs. Prop 303’s investors and supporters were concerned voters would not understand the complicated measure, would be skeptical of where the monies were going and would vote the ballot measure down. They feared the tobacco companies would enter the race, pumping in millions of dollars and ensuring voter confusion. Ceres leadership helped communicate this complex issue in a way that resonated with voters.

Approach:

• Developed simple and powerful “Save Lives” message to summarize Prop 303 position and its benefits:
  • Providing health care for working and uninsured families
  • Keeping trauma centers and emergency rooms open
  • Preventing deadly diseases
  • Funding research efforts and supporting scientific research in universities
  • Raising the cost of cigarettes—and reducing smoking
• Managed all communications and media relations.
• Crafted and placed media stories, TV ads and direct mail pieces.

Results: 

Prop 303 passed with an overwhelming 67% voter support on Election Day.