If the ads are any indication, Proposition 50 offers Californians a stark choice: “Stick it to Trump” or “throw away the constitution” in a Democratic power grab.
And like so many things in 2025, Trump appears to be the galvanizing issue.
Even by the incendiary campaigns California is used to, Proposition 50 has been notable for its sharp attacks to cut through the dense, esoteric issue of congressional redistricting. It comes down to a basic fact: this is a Democratic-led measure to reconfigure California’s congressional districts to help their party win control of the U.S. House of Representatives in 2026 and stifle President Trump’s attempts to keep Republicans in power through similar means in other states.
Thus far, the anti-Trump message preached by Proposition 50 advocates, led by Gov. Gavin Newsom and other top Democrats, appears to be the most effective.
Supporters of the proposal have vastly outraised their rivals and Proposition 50, one of the most expensive ballot measure campaigns in state history, leads in the polls.
“Whenever you can take an issue and personalize it, you have the advantage. In this case, proponents of 50 can make it all about stopping Donald Trump,” said former legislative leader and state GOP Chair Jim Brulte.
Adding to the drama is the role of two political and cultural icons who have emerged as leaders of each side: former President Obama in favor and former Gov. Arnold Schwarzenegger against, both arguing the very essence of democracy is at stake.
Schwarzenegger and the two main committees opposing Proposition 50 have focused on the ethical and moral imperative of preserving the independent redistricting commission. Californians in 2010 voted to create the panel to draw the state’s congressional district boundaries after every census in an effort to provide fair representation to all state residents.
That’s not a political ideal easily explained in a 30-section television ad, or an Instagram post.
Redistricting is a “complex issue,” Brulte said, but he noted that “the no side has the burden of trying to explain what the initiative really does and the yes side gets to use the crib notes [that] this is about stopping Trump — a much easier path.”
Partisans on both sides of the aisle agree.
“The yes side quickly leveraged anti-Trump messaging and has been closing with direct base appeals to lock in the lead,” said Jamie Fisfis, a political strategist who has worked on many GOP congressional campaigns in California. “The partisanship and high awareness behind the measure meant it was unlikely to sag under the weight of negative advertising like other initiatives often do. It’s been a turnout game.”
Obama, in ads that aired during the World Series and NFL games, warned that “Democracy is on the ballot Nov. 4” as he urged voters to support Proposition 50. Ads for the most well-funded committee opposing the proposition featured Schwarzenegger saying that opposing the ballot measure was critical to ensuring that citizens are not overrun by elected officials.
“The Constitution does not start with ‘We, the politicians.’ It starts with ‘We, the people,’” Schwarzenegger told USC students in mid-September — a speech excerpted in an anti-Proposition 50 ad. “Democracy — we’ve got to protect it, and we’ve got to go and fight for it.”
California’s Democratic-led Legislature voted in August to put the redistricting proposal that would likely boost their ranks in Congress on the November ballot. The measure, pushed by Newsom, was an effort to counter Trump’s efforts to increase the number of GOP members in the House from Texas and other GOP-led states.
The GOP holds a narrow edge in the House, and next year’s election will determine which party controls the body during Trump’s final two years in office — and whether he can further his agenda or is the focus of investigations and possible impeachment.
Noticeably absent for California’s Proposition 50 fight is the person who triggered it — Trump.
The proposition’s opponents’ decision not to highlight Trump is unsurprising given the president’s deep unpopularity among Californians. More than two-thirds of the state’s likely voters did not approve of his handling of the presidency in late October, according to a Public Policy Institute of California poll.
Trump did, however, urge California voter not to cast mail-in ballots or vote early, falsely arguing in a social media post that both voting methods were “dishonest.”
Some California GOP leaders feared that Trump’s pronouncement would suppress the Republican vote.
In recent days, the California Republican Party sent mailers to registered Republicans shaming them for not voting. “Your neighbors are watching,” the mailer says, featuring a picture of a woman peering through binoculars. “Don’t let your neighbors down. They’ll find out!”
Tuesday’s election will cost state taxpayers nearly $300 million. And it’s unclear if the result will make a difference in control of the House because of multiple redistricting efforts in other states.
But some Democrats are torn about the amount of money being spent on an effort that may not alter the partisan makeup of Congress.
Johanna Moska, who worked in the Obama administration, described Proposition 50 as “frustrating.”
“I just wish we were spending money to rectify the state’s problems, if we figured out a way the state could be affordable for people,” she said. “Gavin’s found what’s working for Gavin. And that’s resistance to Trump.”
Newsom’s efforts opposing Trump are viewed as a foundational argument if he runs for president in 2028, which he has acknowledged pondering.
Proposition 50 also became a platform for other politicians potentially eyeing a 2026 run for California governor, Sen. Alex Padilla and billionaires Rick Caruso and Tom Steyer.
The field is in flux, with no clear front-runner.
Padilla being thrown to the ground in Los Angeles as he tried to ask Homeland Security Secretary Kristi Noem about the Trump administration’s immigration policies is prominently featured in television ads promoting Proposition 50. Steyer, a longtime Democratic donor who briefly ran for president in 2020, raised eyebrows by being the only speaker in his second television ad. Caruso, who unsuccessfully ran against Karen Bass in the 2022 Los Angeles mayoral race and is reportedly considering another political campaign, recently sent voters glossy mailers supporting Proposition 50.
Steyer committed $12 million to support Proposition 50. His initial ad, which shows a Trump impersonator growing increasingly irate as news reports showing the ballot measure passing, first aired during “Jimmy Kimmel Live!” Steyer’s second ad fully focused on him, raising speculation about a potential gubernatorial run next year.
Ads opposing the proposition aired less frequently before disappearing from television altogether in recent days.
“The yes side had the advantage of casting the question for voters as a referendum on Trump,” said Rob Stutzman, a GOP strategist who worked for Schwarzenegger but is not involved with any of the Proposition 50 campaigns. “Asking people to rally to the polls to save a government commission — it’s not a rallying call.”