01 / Background
In 2016, Proposition 56 sought to raise California’s tobacco tax for the first time in nearly 20 years. This meant taking on the powerful tobacco industry, which had repeatedly used its massive political war chest to stave off previous attempts, keeping California’s tobacco tax among the lowest in the country. But this time, a well-organized and broad coalition of local support knew the tobacco playbook and were ready for a new fight, and hired GMMB to join them.
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