Purpose

FirstStrategic worked with the members of the First Things First Committee in efforts to pass a statewide cigarette tax increase to fund early childhood development programs in 2006.

Strategy

FirstStrategic provided the campaign committee with community relations, public relations, local grassroots strategy and media strategy. FirstStrategic was responsible for the development of all aspects of the campaign and educating the Arizona voters on Proposition 203. This included developing the correct messaging to brand the campaign through its website, television and radio advertisements, direct mail and media coverage and working with a large coalition of supporters, developing a speaker's bureau and reaching out to hundreds of local groups and organizations with our message.

Results

Proposition 203 was passed with 53% of the approximately 1.5 million votes cast. The passage of the initiative created a tax on tobacco products that generates $150 million annually dedicated to early childhood education, health and development programs.