The Challenge
Californians for Affordable Prescriptions retained Forward Observer to assist in a campaign to support Proposition 78 and oppose Proposition 79 on the November 2005 California statewide ballot.  The initiatives were competing measures addressing the cost of prescription drugs in California.  The campaign committee sought out Forward Observer to assist in advancing substantive arguments and responding to the opposition.

The Solution
Forward Observer utilized its proprietary methods to provide research support to the campaign that was fast, comprehensive, and sophisticated.

We conducted a detailed inventory of all potential arguments and facts that the opposition was or might have been offering, and also identified areas needing a substantive response as a defensive measure.  As part of that effort, we sourced a specialized economic research firm that rebutted a key claim of the opposition, which was that Proposition 79 would reduce costs for small businesses. 

Working with the campaign’s legal counsel, we verified every campaign advertisement and other paid communications prior to release.

We conducted research on government drug programs in other states, and the campaign used this material to refute claims by “experts” importeds from these states to bolster the case for Proposition 79.

The Result
Proposition 79 steadily lost public support over the course of the campaign.  The initiative had 57% support in a June 2005 Field Poll, but lost 41.5% to 58.5% on Election Day.  Voters also rejected Proposition 78, leaving the status quo essentially in place.

Services Provided
• Strategy Consulting
• Opposition Research
• Economic Analysis

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