In perhaps the touchiest, feeliest appeal yet of the November tax campaign, Carol Kocivar, president of the California State PTA, invites viewers in an online ad to "be" Proposition 38 - just like her.
"I am 38," she says. "Will you be, too?"
The campaign for Proposition 38, the initiative rivaling Gov. Jerry Brown's tax measure, was in the digital equivalent of Mr. Rogers' Neighborhood today to announce a video contest urging Californians to record stories about how higher taxes could help their local schools.
The campaign said the contest winner will be featured in a primetime TV ad this fall.
"We're not looking for a full-length, Hollywood feature," Kocivar says. "Just a clip showing your face and sharing your authentic story, and you can even record it on your webcam or your camera phone."
The video, she says, could be "funny, serious, creative or dramatic. It could feature you, your family, your school. Just don't use any copyrighted content, and be positive."