San Francisco Prop C

The successful campaign for San Francisco's Proposition C in 2018 was led by our firm. The historic measure created funding for childcare and early education in San Francisco. Prop C cleared the way for San Francisco to be the first city in the nation to provide universal childcare and early education to its youngest residents.

The victory was one of the first test cases to pass a tax measure placed on the ballot through a citizen initiative, requiring that the measure only need 50% +1 to win rather than two thirds which is required if a measure is placed on the ballot by a governing body.

Supervisor Norman Yee smiling while holding a young child at a playground, promoting San Francisco Proposition C for childcare and early education.
Yes on C campaign mailer showing children and families with bilingual text promoting early education access in San Francisco.

Our Approach

A short window made necessary signature gathering with a combination of volunteers and a paid firm. The campaign secured more than 18,000 signatures in less than a month and connected the campaign with tens of thousands of voters at their doors.

The measure faced massive opposition that labeled it the largest tax increase in San Francisco history. The real estate industry drastically outspent the Prop C campaign. We were able to overcome this spending disadvantage with early media, targeted advertising in Chinese and a digital media program.

Our messaging that engaged parents, educators and progressive champions ensured San Francisco working families could stay in our City. Proposition C passed and more than 3,400 children receive financial assistance for childcare.