Defeating “Death with Dignity”: Morality and Message in a Massachusetts Referendum

In November 2012, a ballot measure entitled “Death with Dignity” that would legalize physician-assisted suicide was placed before the voters of Massachusetts. The Catholic Church, which had exerted substantial policy influence in the commonwealth but had recently seen its authority falter, faced a popular proposal that the bishops considered morally objectionable. No longer able to intercede effectively with elected officials, mobilize the laity in large numbers, or win solely by stressing church teachings, the church pursued coalition politics and funded a television and Internet campaign that emphasized secular and cultural arguments grounded in the church’s moral understanding of life rather than religious legitimizations. The initiative, which held a commanding lead in mid-September, was narrowly defeated. The case shows how the Catholic Church in Massachusetts, even in a weakened state, has learned to adapt politically and gain support for its position on an important moral policy concern.