California Council of Community Mental Health Agencies
MEDIA EXPERTISE
California Council of Community Mental Health Agencies – Proposition 63
CHALLENGE
Making the Case for an Elite Tax to Benefit Californians With Mental Illness
New taxes rarely attract wide voter support. In addition, despite progress, misperceptions and stigma associated with mental illness remain in California. Not surprisingly, then, Proposition 63 that aimed to create an elite tax to fund community-based mental health services and treatments had an uphill battle. The CALIFORNIA Council of Community Mental Health Agencies sought out Perry Communications Group’s media experts to influence voter support for Proposition 63.
SOLUTION
Create a Personal Connection Between Voters and the Californians Who Would Benefit From the Mental Health Initiative
Perry Communications Group’s media strategy featured consumers with mental illness telling voters their personal success and horror stories, which powerfully illustrated the need for accessible community-based mental health services. Media tactics included a kick-off press conference at the State Capitol. To maximize media interest, a public rally of mental health advocates ranging from medical professionals to law enforcement leaders was organized to reinforce consumer testimonials shared at the press conference. This initial push in Sacramento fueled local media outreach in key districts, tailored to specific voter sentiment identified in public polling.
RESULT
Key Political Commentator Support and On-Strategy Coverage in Priority Districts Helps Initiative Pass
- Kick-off press conference secured broad Capitol bureau coverage, including articles in The San Francisco Chronicle, The Sacramento Bee, The San Jose Mercury News and The Orange County Register.
- An essential analysis in support of the initiative was featured in The Sacramento Bee’s political blog, which was written by The Bee’s well-known editorial columnist Daniel Weintraub.
- Three million on-message media impressions were generated by local feature stories across the state, reaching pivotal voting districts.
- Proposition 63 – the Mental Health Initiative – was soundly passed by voters.
