This document outlines a public education campaign in California to build support for implementation of national health care reform. It discusses polling that shows initial plurality support for reform that grows when people learn about the law's provisions. The campaign's goal is to educate "persuadable" voters like moderates and those who will directly benefit on popular reforms like prohibiting denial of coverage for pre-existing conditions. The document provides messaging guidance and asks organizations to get involved by discussing reform in their communities.

1. “Ask Me About Health Care Reform” A Public Education Campaign to Support Health Care Reform Implementation in California

2. Our Presentation Prologue: Evolution of a Public Discussion Polling: California – Where We Are Now Goal: A Stronger Constituency for Better Health Care Campaign: “Ask Me About Health Care Reform” Fit: Where Do You/Does Your Organization Fit

3. Prologue Evolution of Public Discussion

4. Evolution of Public Discussion Health Reform was 2008 campaign promise, 2009 priority, 2010 passage Congressional process / partisan battle focus Tea Party protests Public doubt Obama focuses Law Passes

5. The Polling California Voters and Health Care Reform: Current Attitudes and Strategic Implications Survey Conducted: April 8-12, 2010 800 Californians Surveyed; 200 Oversample of DTS Voters Survey conducted by Fairbank, Maslin, Maullin, Metz & Associates (FM3) - Public Opinion Research & Strategy

6. In general, do you support or oppose the new healthcare law/health reform plan recently approved by Congress and signed by the President? Total Support 49% TotalOppose 42% Q5. Initially, a plurality of Californians support reform.

7. The fundamental divisions on the issue are partisan. First Ask: Initial Support for Reform by Party 76% 15% 36% 49% 83% 14% 5. In general, do you support or oppose the new healthcare law/health reform plan recently approved by Congress and signed by the President?

9. 50% of those who have had trouble paying for health care in the past three years;

10. 49% of those who have been denied coverage for a pre-existing condition;

11. 48% of those who lack coverage today;

12. 41% of those in households where a member has lacked coverage at some point in the past three years;

13. 36% of those with household incomes under $60,000 per year; and

16. Consistent supporters (47% of the electorate): indicated that they support reform each of the four times they were asked;

17. Consistent opponents (38% of the electorate): indicated that they would oppose reform each of the four times they were asked;

18. Swing voters (15% of the electorate): shifted positions (in any direction) over the course of the survey, or remained consistently undecided.Fully 85% of voters are dug in to positions of support or opposition – as is the case on many contentious policy issues.

19. The Persuadables Ideology – Independent, Moderate The Gainers – Most notably the uninsured

20. Groups that shift to support reform over the course of the survey that respond to information. 7% Shift to Support Reform(Positive Movers) Opposition SUPPORT

21. Provisions of the Law

22. Three out of five Californians offer strong support for several provisions of the law. (% Rating Each Item a 6/7 on 7-Point Support Scale)

23. Key Poll Conclusions and Lessons

24. Poll Conclusions Support today for health care reform is greater in California than many other regions nationally but still a highly partisan issue. Receiving information about health care reform content builds and intensifies support among all Californians regardless of party or “decline-to-state” registration. Californians who are self-described moderates in political outlook and independent voters who register “decline-to-state” are particularly responsive to information about health care reform’s provisions, as are Californians who would most directly benefit from health care reform.

26. No more denials for pre-existing conditions

27. Young adults stay on planListener/Audience

29. Strengthen their relationship with their doctorBoost Prevention

30. Conclusions Polling shows that a public education campaign on health reform benefits is a great investment to build support and make implementation a success.

31. The Goal A Stronger Health Base for Better Health Care

32. Building a Stronger Health Base High-Profile Moment Success of Implementation Key Health Base Grows New Directions for Health ASK ME ABOUT HEALTH CARE REFORM

33. Fit Where Do You Fit?

34. Where Do You Fit? Talking, Writing Supporting Reform Educating Members Community Outreach Resources Give Health Care to a Graduate Send a gift of health care coverage to a graduate. Let them know how the new health care bill will protect them. Ask Me About the New Health Care Law

36. No more denials for pre-existing conditions

38. Addendum Messages That Work

39. Messages stressing the broad distributionof benefits and insurance company reforms are generally most compelling. Ranked by % Very Convincing 65% 60% 13. Here are some statements from people who support the new healthcare law approved by Congress and the President. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support the plan. *Split Sample

40. Continued 63% 61% 61% 13. Here are some statements from people who support the new healthcare law approved by Congress and the President. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support the plan. *Split Sample

41. Continued 59% 61% 61% 13. Here are some statements from people who support the new healthcare law approved by Congress and the President. Please tell me whether you find it very convincing, somewhat convincing, or not convincing as a reason to support the plan. *Split Sample