When the votes were finally counted, "The 'tough 200s,' looked more like the trounced 200s," exclaimed CCA President Michael Pedigo, DC.
It was the second time in eight years that voters had turned down a statewide no-fault initiative. It was also the second time the California Chiropractic Assoc. campaigned against such an initiative. When early public opinion polls indicated Proposition 200 was looked on favorably, CCA undertook an aggressive grassroots campaign to educate and inform the public about the shortcomings of the initiative. CCA and ICAC agreed early on to fight the initiative together.
The campaign to defeat Proposition 200 took shape when phone trees were established up and down the state to solicit contributions. Articles, flyers and newsletters flooded the chiropractic community with information concerning Proposition 200's potentially detrimental effects on doctors' practices and their patients.
The cornerstone of the campaign was the development and production of over 10,000 "No-Fault Action Kits" that were mailed to every DC in the state. The kits launched the campaign into high gear and put Proposition 200 on the radar screen for many doctors.
Aware that television and radio exposure would play the dominant role in the campaign against Prop. 200, CCA joined with a coalition of anti-Prop 200 associations to purchase airtime. The media buys began in mid-February and saturated the airwaves right up to election day. The commercials ran morning to night, from Siskiyou to San Diego.
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