Givel M S, Glantz S A
Institute for Health Policy Studies, University of California, San Francisco 94118, USA.
J Public Health Policy. 2000;21(3):268-95.
In 1979 and 1980 in Dade County, Florida, a small grassroots advocacy group, Group Against Smoking Pollution (GASP), attempted to enact a clean indoor air ordinance through the initiative process. The tobacco industry's successful efforts to defeat the initiatives were expensive high-tech media-centered campaigns. Even though GASP's electoral resources were extremely limited for both initiatives, GASP utilized similar media-centered tactics. This approach attempted to defeat the tobacco industry in its own venue, in spite of the tobacco industry's vastly greater resources. Nevertheless, the industry defeated these ordinances by narrow margins because of broad voter support for the initiatives before the industry started its campaigns. Health advocates will never have the resources to match the tobacco industry in expensive high-tech media-centered initiative campaigns. Rather, their power lies in the general popularity of tobacco control legislation and their ability to mobilize broad grassroots efforts combined with an adequately funded media campaign.
1979年和1980年，在佛罗里达州戴德县，一个小型草根倡导组织——反吸烟污染组织（GASP）试图通过倡议程序颁布一项清洁室内空气条例。烟草业成功挫败这些倡议的努力是代价高昂的、以高科技媒体为中心的宣传活动。尽管GASP在这两项倡议中的选举资源极其有限，但它采用了类似的以媒体为中心的策略。这种方法试图在烟草业自己的领域击败它，尽管烟草业拥有多得多的资源。然而，由于在烟草业开展宣传活动之前选民对这些倡议广泛支持，该行业以微弱优势击败了这些条例。在代价高昂的、以高科技媒体为中心的倡议活动中，健康倡导者永远不会有资源与烟草业相匹敌。相反，他们的力量在于烟草控制立法的普遍受欢迎程度，以及他们动员广泛的草根力量并结合资金充足的媒体宣传活动的能力。
