Legacy Tobacco Documents Library: California's Tobacco Propositions

California's Tobacco Propositions


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Proposition 10

Proposition 10 appeared on the California ballot in 1980 as a less-stringent version of Proposition 5. Prop 10 would have established smoking and no-smoking sections in public places but did not require partitions, limited how much government could spend on signs, included citations for violators, and gave nonsmokers fewer protections than Proposition 5 would have. It was ultimately defeated with a 54% "No" vote.

The documents below provide insight into the industry's campaign to defeat Proposition 10 including advertising plans, use of focus groups and creation of an industry-backed campaign committee called Californians Against Regulatory Excess (CARE).

Transcript of Loveday Speech in Minneapolis (1979)

Speech by Paul Loveday, chair of the Propositions 5 & 10 campaigns, on why they lost Prop 5, what mistakes were made, and what could be done to win next time.

http://legacy.library.ucsf.edu/tid/rqy25e00

California Proposition 10; Voter Attitudes and Opinions: Focus Groups (1980)

One of the initial planning documents for the campaign against Proposition 10, this document identifies strong initial support for the initiative and warns that the basic challenge is how to oppose the initiative without inadvertently reinforcing the already strong public support for it. With the assertion that "the more people know about the law, the more likely they are to oppose it," the authors propose a combination of direct mail and electronic media to inform the electorate.

http://legacy.library.ucsf.edu/tid/fgy25e00

Analysis of Proposition 10: Based on Exit Poll (1980)

Presents results of an exit poll conducted for the tobacco industry by CARE to determine why they won the Proposition 10 campaign. The poll found that support for the measure was strongest among liberals, the young, political independents, and San Francisco Bay Area residents.

http://legacy.library.ucsf.edu/tid/iaz28e00

Summary Analysis California Separate Sections Study (1980)

A detailed analysis of the strengths and weaknesses of Proposition 10, as well as research to test for alternative methods for coping with the initiative: challenging the ballot proposition; supporting a model law in the state legislature; taking advantage of ambiguities in the law; and the evaluation of various counter-advertising themes. Analysis also finds that stressing ambiguities in the initiative is a potentially successful strategy for getting people to vote NO, particularly the more educated and affluent.

http://legacy.library.ucsf.edu/tid/woy28e00