Save Our Healthcare (Proposition 414)
A November 2003 ballot proposition for a tax to support funding the Maricopa Medical Center

Situation:  

All indications were that this ballot measure was destined to fail. Prop 414 was on the ballot in an off-year election and the small percentage of voters who would be voting were not likely to support it. Voters associated “County Hospital” with giving free medical care to illegal immigrants and those milking the system. Using detailed research and a clear strategic focus, Ceres leadership helped shift public perceptions of county healthcare and ensure passage of the proposition.

Approach:

• Created a core set of campaign messages, based on research findings that demonstrated the importance of the County Hospital to residents and their medical care.
• Delivered messages through media stories, TV ads and direct mail campaigns.
• Secured and media trained Police Officer Jason Schechterle, a former Burn Center patient, to serve as campaign spokesperson.

Results:

Prop 414 passed with 58 percent voter support.