The Little Red Wagon Story
While the name of Family Connections’ Community Leadership Awards conjures up cute sweet images from children’s books, the story behind the title is one of fierce determination to ensure that City leaders not only recognize the critical needs of children, but also provide mandatory funding annually to invest in their livelihoods and futures. In 1991 Margaret Brodkin and Coleman Advocates for Children & Youth, San Francisco passed Proposition J, which came to be known as the Children’s Amendment. The victory was a landmark in children’s advocacy in the United States. However, the journey to this pivotal moment in history was an uphill battle. Following years of working as an advocate for a Children’s Budget in San Francisco and receiving no support from City officials, Margaret Brodkin, then executive director for Coleman Advocates decided the only way to make this happen was to undertake a Charter Amendment Campaign.
Over a three-month period, Coleman Advocates spearheaded a tireless grassroots petition drive. Along with Coleman’s Board and staff, parents, non-parents, activists, and “people who just wanted to do the right thing for children” gave a considerable amount of their time to gather 68,000 signatures to place the amendment on the ballot. Margaret’s idea was to deliver the signatures in little red wagons by hundreds of supporters, including children, in a march to City Hall. The event drew overwhelming media attention and by the end of the day, Coleman Advocates’ phones were ringing off the hook with City officials and others calling to pledge support of the campaign. On November 5, 1991, the Children’s Amendment passed with 55% of the vote. The amendment to the City Charter guaranteed that each year a portion of the property tax would be set aside to increase children’s services and prevent budget cuts in all children’s services for ten-years.