Tobacco War:

 collapse sectionPreface

 collapse section1. Introduction
 The Changing Environment of Tobacco
 Recurring Themes
 collapse section2. Beginnings: The Nonsmokers' Rights Movement
 The Berkeley Ordinance
 Proposition 5
 The Tobacco Industry Joins the Battle
 The $43 Million Claim
 The Postmortem
 Proposition 10
 Going Local
 The San Francisco Ordinance
 The Tobacco Industry's Counterattack
 Tobacco Control Advocates Mobilize
 The Proposition P Campaign
 Lessons from the Proposition P Campaign
 collapse section3. Proposition 99 Emerges
 The Idea
 The Coalition for a Healthy California
 The Legislative Effort
 The CMA and the Tobacco Industry
 The Napkin Deal
 collapse section4. Beating the Tobacco Industry at the Polls
 Locking in Money for Prevention
 Organizing the Campaign
 The Industry Campaign
 Getting the Medical Providers to Buy In
 Collecting the Signatures
 Launching the Election Campaign
 Putting the Issue before the Voters
 The CMA's Quiet Withdrawal
 The Fake Cop Fiasco
 Reflections on the Industry's Defeat
 collapse section5. Moving to the Legislature
 The Tobacco Industry's Pricing Strategy
 Conflicting Views of Health Education
 A Hostile Legislative Environment
 California's Fiscal Problems
 Down the Legislative Path
 The Coalition's Disintegration
 The Governor's Budget
 The Tobacco Industry's Legislative Strategies
 collapse section6. Proposition 99's First Implementing Legislation
 The Voluntary Health Agencies' Legislation
 Other Significant Tobacco Education Legislation
 The Child Health and Disability Prevention Program
 Negotiations and Agreements
 Project 90
 The Battle over the Media Campaign
 The Research Account
 The Outcome
 collapse section7. Implementing the Tobacco Control Program
 Two Different Models
 Leadership at DHS
 The Media Campaign
 The Local Lead Agencies
 Encouraging Diversity
 The Schools: A Different Approach
 Early Leadership Problems
 Monitoring and Accountability
 Formalizing Noncooperation between DHS and the Schools
 collapse section8. The Tobacco Industry's Response
 The Industry and the Media Campaign
 “It's the Law”
 The Industry and the Schools
 collapse section9. The Battle over Local Tobacco Control Ordinances
 Beverly Hills
 The Escalating Fight over Local Ordinances
 Long Beach
 Placer County
 The Sacramento Battle over Measure G
 The Tobacco Industry's Plan: “California's Negative Environment”
 The Tobacco Industry and the California Public Records Act
 collapse section10. Continued Erosion of the Health Education Account: 1990-1994
 Early Postures
 The CMA Position
 Governor Wilson's Budget Cuts
 The Tobacco Industry's Strategy
 The Final Negotiations
 AB 99 Emerges
 The Governor Tries to Kill the Media Campaign
 The First Litigation: ALA's Lawsuit
 The 1992-1993 Budget Fight
 Positioning for 1994
 The Governor Kills the Research Account
 collapse section11. Battles over Preemption
 SB 376: The First Threat of Preemption
 The Voluntary Health Agencies Accept Preemption
 The Birth of AB 13
 The Tobacco Industry's Response: AB 996
 The View from outside Sacramento
 AB 13 and AB 996 on the Assembly Floor
 On to the Senate
 The Philip Morris Plan
 The Philip Morris Initiative
 The Continuing Fight over AB 13
 The Philip Morris Signature Drive
 The Legislature Passes AB 13
 AB 13 and Proposition 188
 The Stealth Campaign
 The “No” Campaign
 The Wellness Foundation
 The Federal Communications Commission
 collapse section12. The End of Acquiescence
 The Governor's 1994-1995 Budget
 The Creation of AB 816
 Objections to CHDP
 The Hit List
 The ANR-SAYNO Lawsuit
 The Conference Committee Hearing
 The CMA
 Last-Minute Efforts to Stop AB 816
 The Floor Fight
 The Final Bill
 collapse section13. The Lawsuits
 Child Health and Disability Prevention
 Comprehensive Perinatal Outreach
 The Health Groups' Victory
 The Lawsuit's Aftermath: SB 493 in 1995
 The SB 493 Lawsuits
 collapse section14. Doing It Differently
 The Need for a Change
 The December Meeting
 The CMA
 The Governor's Budget
 Changes in the Legislature
 The Coalitions Form
 The “Hall of Shame” Advertisement
 The Wellness Grant
 The CMA House of Delegates Meeting
 The Philip Morris Memo
 The Governor's May Revision
 Reaction to the Governor's New Budget
 Attempted Restrictions on the Media Campaign
 The Research Account
 The Final Budget Negotiation
 Engaging the Media
 The End of the Diversions
 collapse section15. Political Interference in Program Management
 Squashing the Media Campaign
 “Nicotine Soundbites”
 Implementing Pringle's Pro-Tobacco Policies
 Shutting Out the Public Health Community
 The TEROC Purge
 The Strengthened Advertisements
 The 1998 Hearings
 Trying to Control TEROC
 Delayed Implementation of the Smoke-free Workplace Law
 Pulling the Advertisements for Smoke-Free Bars
 The California Tobacco Survey: TCS “Fires” John Pierce
 collapse section16. Lessons Learned
 The Players
 The Keys to Success: Ideas, Power, and Leadership
 Ideas: Knowing What You Want
 Power: Turning Ideas into Action
 Leadership: Seizing Opportunities and Challenging the Status Quo

 collapse sectionAppendix A
  Appendix B Important California Tobacco Control Events
  About the Authors

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