This document summarizes the campaign strategies used by opponents of Proposition 8, a California ballot measure that eliminated the right of same-sex couples to marry. The campaign focused its message on convincing voters that allowing gay marriage would not be "live and let live" and that there would be consequences. They emphasized the argument that gay marriage would be taught in schools through grassroots videos. Despite playing on fears, the campaign strategically focused every message on this one point, betting that it would sway voters to say no to Proposition 8.