Tobacco Documents Online

C LOS ALAMOS THE SITUATION! In early 1982, a smoking restriction ordinance was proposed to the Los Alamos County Council. The seven member council rejected the measure by a vote of 4 to 3 after a typical hearing. The leader of the proponent group, Ruth Olsher, a G.A.S.P. member who is known to us from previous battles in the Washington, D.C. area, there- upon organized an effort to-qualify the measure for a special ballot election under provisions of the county initiative law. On October 15, 1982, the Los Alamos City Clerk certified to county councilors that sufficient valid signatures had been obtainedito qualify 'the measure for the ballot. Los Alamos initiative law provides that upon such certification the County Council must either enact the proposed measure as an ordinance or refuse to enact it and set a date for a special election. On November 22, the County Council by a vote of 4 to 3 refused to enact the measure and, by unanimous vote, set January 11, 1983 as the date for the special election.

C Los Alamos is a remote New Mexico community located about 30 miles west and north of Santa Fe. Population is approximately 20,000 with high~ voter registration of nearly 11,000 and a history of higher than normal voter turn-out for electionQ. The Atomic Energy Commission is the major employer in the community. Tarrance poll taken in September, 1982 showed that an extremely high~ proportion of the registered voters (25%) hold graduate degrees.. The Tarrance poll also indicated that 54% of the voters would favor the measure. A subsequent poll taken by AT Research, Inc. for the local newspaper reported that 63% favored the measure. Media outlets in Los Alamos consist of a daily newspaper tThe Los Alamos Monitor) and one radio station (KRSN!). The Tobacco Institute's New Mexico legislative counsel, Bob Barberousse, who successfully organized opposition to the measure at each step of the way, is confident that a viable local campaign committee will be organ- ized. According to Barberousse, at least two members of the Los Alamos County Council have express~d a desire to organize a campaign iniopposi- tion to the measure. Barberousse seems to have the confidence and trust of a number of Los Alamos citizens who would be important to suchia com- mittee. He will participate in an organizing meeting for such commi6tee ~ on Tuesday evening, December 7, 1982. ~ O') ~ tr ~ 2

r As with any "special" election ballot we have two major problems: 1.) To persuade voters to vote against the measure. 2.) To sufficiently motivate a majority to turn out to vote against the measure. Local counsel advises that Los Alamos has no financial expenditure re- porting requirements. As it appears on the ballot, the measure will be worded as follows: "Shall Los Alamos County adopt an ordinance pro- hibiting smoking in specified places frequented~ by the public setting forth exemptionsand~ pro- viding penalities." A"No" vote is a,vote against adopting the ordinance. O CJ ~ c w . ~

STRATEGIES Overall strategy should be to conduct a winning but low visibility cam- paign and to keep as low a profile as possible for tobacco industry in- volvement. Our aim should be to find our voters and motivate them with- out doing the same for the other side. Several techniques are recommended to accomplish this: - 1. Develop as large and active a local campaign committee as possible; seek usable endorsements from as many notable individuals and groups as possible; encourage discussion of the measure and provide spokesmen for local Chamber of Commerce, business, service and civic clubs. 2. Attempt to persuade the local mediaoutlets, particularly the daily newspaper, to support a"No" position!on the measure; have local business and political leaders contact editors and publishers. Identify (by phone banks to all voter households) voters who are disposed to vote "No" on the measure, or who are per- suadable, and offer positive reinforcement of their expressed~ attitudes by targetted direct-mail communications and subse- p ' ~ quent phone banks. Have no further contact with voters who M report strong "Yes" position. 0 Gj . aD i,

Time and mechanics involved do not permit the establishment of adequate phone banks in Los Alamos by the week of December 13. Therefore, we contemplate using the existing phone bank of a major Washington area polling firm with experienced phone bank operators and~professional supervision to perform at least the identification phase of the phone bank operation. ~4. Ensure that "No" voters turn out to vote on January 11 by get-out-to-vote effort primarily through final phone banks in last days of campaign. 5. Public Campaign - i.e., radio or newspaper advertising, signs in store windows, restaurants, etc., while not in~keeping with a low visibility campaign, may be recommended if, for example, sufficient endorsements can be secured to justify a final day half-page ad in daily newspaper, or if sufficient interest is generated among local businessmem, restaurateurs, etc. 5

~EEKLY ACTIVITIES SCHEDULE r l Week of o Organization meeting for local committee (12/7). 12/6 Election of chairperson(s). Effort to seek addi- tional endorsements and persuade local media (ongoing). o Tarrance survey taken (12/7) of 400 registered voters for more in depth attitudes information and refinement of persuasion messages. Results by 12/12. o Secure computer tape of county registered voters: develop telephone lists for phone banks and direct mail labels. Week of 0 First phone bank to identify "Yes" and "No" voter 12/13 households and determine attitudes and opinions ex- pressed for future targetted~mailings. o Continue efforts for endorsements and favorable local media stories by local committee members. Week of o First mail drop to "No" voter household~s which~will 12/20 closely identify local committee members and tar- get themes based on~phone bank identification. O c:J . ~ ~ o Continue local endorsement efforts continue: 0~ 0 continue efforts for favorable news and~editorial 0 coverage. A

f CEKLY ACTIVITIES SCHEDULE ` Week of o Second mailer to "No" and persuadable voters only, 12/27 with targetted local messages. o Continue efforts with local committee members as opportunities arise. o Review campaign; attempt to measure impact of first wave of phone bank and mail. o Prepare third mail piece, probable late week drop to arrive 1/3 or 1/4. Week of o Possible second phone bank with more persuasion 1/3 messages. o Full effort by local campaign~committee members; interviews with local media; attempt to address all civic and~ service clubs not previously addressed; possible Chamber of Commerce endorsement letter; and personal letters from local notables to tar- getted voter categories. Week of o GOTV phone bank 1/10 0 Possible endorsement ad in local newspapers. 7

BUDGET C C 6 o Local Counsel special fee (legal, organizational, $ 5,000.00 o oversight) Extra local assistance (personneL, office, tele- 5,000.00 o phone, etc.) Phone Banks (4) (Includes phone list & message 1Z4,500.00 o preparation) Phone Bank Management & S'upervision 12,000.00 o Direct MaiL (2) (Maximum of 4 different mailings, 9,500.00 o approximately 15,000 pieces, includes creative, printing, preparation and~ postage) Polling 7,500.00: o Advertising Contingency 10,000.00 Total Projected Budget $ 63,500.00 8