THE BUZZ — Gov. Gavin Newsom is trying to convince California’s 20 million voters to overhaul the state’s mental health system. To do it, he’s leaning on homeless veterans. In the first TV ad for Proposition 1, shared exclusively with Playbook, the Democratic governor highlights one portion of his $6.4 billion proposal to create 11,000 new treatment beds and change the way counties spend their mental health budgets. The measure funnels $1 billion of that total to housing for veterans who are homeless or at risk of becoming homeless. Legislative debate over the governor’s proposal focused heavily on how it would change California’s decades-old mental health law. But this first ad stays away from the proposition’s most controversial elements — like shifting money away from mental health programs to housing, or increased involuntary treatment for the state’s sickest people. Instead, it highlights how it would help some of the most sympathetic figures a political campaign could ask for. “California veterans have given everything for our freedom, often at extraordinary cost to themselves,” Newsom says in the ad. “Prop 1 is for them.” The 30-second ad airs statewide starting today with a seven-figure ad buy. Watch it for yourself. Prop 1 is largely expected to pass, despite opposition from mental health care providers and patient advocates, thanks in no small part to the governor’s role as the face of the campaign. A recent POLITICO | Morning Consult Poll clocked support at more than 70 percent of likely primary voters. The ballot measure is also a chance for the ambitious governor to show he’s taking bold steps to address California’s homelessness crisis, a black mark on the state’s national reputation that could hinder his dreams of higher office. As of Jan. 20 the campaign has more than $14 million in cash on hand, according to state records. Prop. 1 spokesperson Anthony York said this is the first of several spots the campaign will launch ahead of the March 5 primary, noting the tight deadline. “We want to make sure voters come out to the polls, they know that this is there and that when they’re in the booth or filling out the ballot at their kitchen table, that they make sure to vote ‘yes’ on Prop. 1,” he said. GOOD MORNING. Happy Tuesday. Thanks for waking up with Playbook. Now you can text us at 916-562-0685 — save it as “CA Playbook” in your contacts now. Or drop us a line at lkorte@politico.com and dgardiner@politico.com, or on X — @DustinGardiner and @Lara_Korte WHERE’S GAVIN? Nothing official announced. GUESS THE NEW SENATE LEADERS, WIN PRIZES — State Sen. Mike McGuire is scheduled to be sworn as the new President Pro Tem in less than a week. But who will be his picks for key Senate leadership positions? Now's your chance to make your predictions and compete against your fellow politicos (and the Playbook authors). If your guess is the most accurate you'll receive a shout-out in California Playbook and an extra special swag bag. Remember: If you don't leave your name and email with your prediction, we won't be able to contact you if you win.
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