Case Study – Prop. 202 (Indian Self-Reliance)


In 2002, SIMG was retained as the lead Southern Arizona consultant for Proposition 202 by a coalition of 17 Arizona Indian tribes. SIMG developed and implemented a comprehensive communications strategy that focused on direct contact and persuasion with community groups and voters. In the closing months of the campaign, SIMG participated with the client in more than 90 events and had contact with and obtained support from more than 350 community organizations in Southern Arizona. In addition, SIMG organized 300 people to work at the polls and walk on Election Day, implemented a targeted mail program, and coordinated phone bank and email efforts for the client.

On Election Day, Southern Arizona overwhelmingly provided the winning margin for the statewide passage of Proposition 202, which was the only gaming initiative that passed in 2002. Pima County provided the highest voter support in the state with more than 62 percent. In Pima County alone, 60,126 more people voted “yes” on Proposition 202, thus overcoming the margin of “no” votes of the statewide results.