An Institute of Medicine report was used to create an education and advocacy campaign to defeat the proposition. The study, the largest of its kind undertaken, revealed people of color have poorer health and higher death rates than their white counterparts. Targeted to advocacy groups, key public figures and California media, the campaign showed the importance of data collection in fighting such disparities.
Called “Unequal Treatment, Unequal Health,” the effort underscored such facts as Latinas had the highest rate of cervical cancer in the state, or that African Americans were 63 percent less likely to be given pain medication over whites, making the wisdom of defeating this proposition clear to the various constituents. Due to increased public awareness about the importance of such research, the proposition was overwhelmingly defeated, with 64 percent of all voters casting ballots against the measure.