NO on Proposition 197 - Mountain Lion Hunting Proposition

We quarterbacked a massive statewide free media campaign against Proposition 197 on the March 1996 Ballot.  Pundits gave us no chance of defeating this measure because it was being voted on within months of several vicious lion attacks in Northern and Southern California.  The NRA had committed to finance the hunter-backed initiative to create a management plan to control Mountain Lions.  Using a carefully crafted strategy that combined free media and paid advertising, we defeated the NRA-backed measure with 58% of the statewide vote

Articles
Sacramento Bee, Mar 19, 1996, “$100,000 from NRA in mountain lion war”
San Jose Mercury News, Mar 19, 1996, “Hunting groups top donors in mountain lion campaign”
Sacramento Bee, Mar.20, 1996, “ No to trophy-hunts mountain lions”