Tobacco War:
  Epigraph
 collapse sectionPreface
 •Notes

 collapse section1. Introduction
 •The Changing Environment of Tobacco
 •Recurring Themes
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 collapse section8. The Tobacco Industry's Response
 •The Industry and the Media Campaign
 •“It's the Law”
 •The Industry and the Schools
 •Conclusion
 •Notes
 collapse section9. The Battle over Local Tobacco Control Ordinances
 •Beverly Hills
 •Lodi
 •Sacramento
 •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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes
 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
 •Conclusion
 •Notes

 collapse sectionAppendix A
 •ORGANIZATIONS AND PROGRAMS
 •PEOPLE
  Appendix B Important California Tobacco Control Events
  About the Authors
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