D. Presentations and Updates

3. Carmen Nevarez, MD, MPH, Public Health Institute - Update on Proposition 54

Dr. Nevarez sounded a celebratory note at the Summit with her report on the defeat of Proposition 54 and the important role played by Ethnic Physician Organizations in moving the California Medical Association to actively oppose its passage. During their previous Summit in June 2003, the EPOs were unanimous in their view that the Proposition would have substantial negative health consequences for the communities they serve. That opposition was carried to the CMA's House of Delegates and was a significant factor in achieving CMA opposition to the measure.

Proposition 54 was the Ward Connerly initiative that would have banned collection, use and dissemination of data classified by race, ethnicity, color, or national origin by any local or state public institution in California. The coalition of civil rights, education, and health organizations opposing the Initiative were faced with an uphill struggle to defeat it. As recently as August 2003, only 36% of Californians opposed the Proposition and, due to the scheduling of the Gubernatorial recall election in October, the campaign had only eight weeks to turn that around.

Yet the campaign to defeat Proposition 54 was a resounding success with the measure losing in every county except Orange. Dr. Nevarez outlined the keys to this successful effort. Of major importance was the ability of the opposition campaign to gather sufficient contributions to reach the public through mass media. However, without the right message, the media campaign would not have turned public opinion in California.

The coalition of organizations opposing Proposition 54 learned through polling and focus groups that the message that resonated most with California voters was that the Proposition would have a negative impact on health care. As a result, media efforts focused on communicating that message. In order for this strategy to be effective, the education and civil rights members of the coalition agreed to let the health message lead even though the Proposition would also have had major implications for the quality of schools and the protection of rights of minorities.

Enlisting the California Medical Association in the opposition to Proposition 54 was a critical element of the success of the campaign. The ability to list physicians, along with nurses and other health professionals, as opponents to the measure enhanced the credibility of the claim that it would be harmful to the health of Californians