The cigarette box is meant to remind voters that big corporations like Philip Morris have donated more than $10.5 million to support the initiative that would limit an individual's ability to bring lawsuits under California's unfair business practices laws.

"The only way you fight back against a huge corporate-funded campaign is not by money, but through people," said Election Watchdog's Douglas Heller.

His group has raised only $274,000, less than a thirtieth what their opponents raised. Like other campaigns that have been far outspent by an initiative's supporters, they have to rely heavily on media events — newspaper stories, editorials, and talk radio. This election year, small budget initiative campaigns are also using a variety of less common strategies to reach voters and spar against the giants.

The Yes on 64 campaign, one of those mega-campaigns, has hired a powerful consulting firm, GC Strategic Advocacy, to produce its television ads. The firm's founding partners, Rick Claussen and Ben Goddard, were behind an infamous television ads from the early nineties, "Harry and Louise." The ads, which featured two earnest actors as concerned Americans, were credited with helping derail President Clinton's proposed health care reforms.

Election Watchdog cannot afford television advertising. Instead, the campaign took its giant cigarette box on a "public health tour" to fifteen California cities and set it up in front of businesses that it says consumers have sued using the current law. The campaign was in San Rafael Thursday, in front of a nursing home. Lawsuits are pending against the operators for failing to meet the state's minimum staffing requirements.

In addition to the traveling smokes, the campaign launched an e-advertising effort. The animated Flash animation ad can be e-mailed and features a bill singing about the evils of Proposition 64. It was donated by an animation company supportive of the campaign.

Robert Stern, President of the Center for Governmental Studies and one of the authors of Democracy by Initiative, said these tactics might fall short.

"It makes them feel better, but traveling around really doesn't help," said Stern. "If you don't have a million dollars, it doesn't really matter. We have 33 million people, 20 million registered voters in the state. About 13 million will vote." Television, said Stern, remains the most effective way to deliver political messages.

The plurality of voters may vote no on 64, but many still remain undecided, according to the California's Field Poll. Election Watchdog's best hope may be the $1.6 million that lawyers and others raised to buy some television advertising.

The campaigns opposed to Proposition 63, which would tax the wealthy to support mental health programs, have raised less than $50,000. Supporters have raised more than $3 million. Allison Brisker, Chairwoman of the No on Prop 63 Committee, said their campaign started out with bumper stickers and e-mails. They've now joined efforts with the Howard Jarvis Taxpayers Association, which is fighting a group of initiatives that would raise taxes and has created general ads for television and radio.

David Binder, president and founder of the respected polling firm David Binder Research, agreed that television is crucial, but he said campaigns underestimate how frequently people make political decisions through conversations with friends and family.

"One thing campaigns need to do is create a buzz and get people talking," said Binder. "Because generally people don't talk about these initiatives at all."

The campaign against Propositions 68 and 70 — the first would allow gambling at card clubs and race tracks, the second would ease gambling restrictions on tribal lands — has been thoroughly outspent by the ballot's sponsors. Supporters of 68 and 70 have raised about $26 million for each. Governor Schwarzenegger's opposition campaign has raised the relatively paltry sum of $3.2 million. But the campaign has Governor Schwarzenegger, who may be the ultimate buzz creator.

"There's a difference between a celebrity and this particular governor. Ben Affleck is a celebrity, but I doubt his endorsement is going to move many people," said Todd Harris, a consultant to the governor. "The governor is the most popular politician in the state and he has an unparalleled ability to garner media attention, in particular television news. If you had to assign a dollar amount, it would be in the millions."

Field polls suggest both will be defeated.

Even opposition campaigns that don't have the benefit of Governor Schwarzenegger's endorsement may have reason to take heart this evening. Stern said the large number of measures on the ballot this year means people are likely to vote no because they cannot learn about all of them. He said people seldom vote for initiatives they don't understand.

Said Stern, "The voters are pretty savvy. They are rarely tricked into passing an initiative."