Updated: 12/09/2012 07:15:07 AM EST
In late September, polls showed a ballot initiative that would make physician-assisted suicide legal for terminally ill patients had support from 68 percent of Massachusetts voters.
Over the next month, that support steadily eroded, and on Election Day the measure failed by a razor-thin 51-49 percent margin.
How did a proposal that seemed sure to pass just five weeks before the election come up short?
Joseph Baerlein, president of Rasky Baerlein Strategic Communications, who handled public relations for the Committee Against Physician Assisted Suicide, said the measure's opponents had to convince voters who supported the idea of assisted suicide that the bill before them was flawed.
"We focused our campaign strategy on looking at those weaknesses," said Baerlein. "For us to have a chance to win, we would have to have some amount of voters who felt it was their right take another look, so they would see that this wasn't the right way to do it."
The Death with Dignity Act, or Question 2, mirrored legislation passed in Oregon and Washington state.