It sought to amend the Oregon Constitution to prohibit anti-discrimination laws regarding sexual orientation and to declare homosexuality to be "abnormal, wrong, unnatural, and perverse".

[2] Listing homosexuality alongside pedophilia and sadism and masochism, it has been described as one of the harshest anti-gay measures presented to voters in American history.

[5] In 1991, OCA Chairman Lon Mabon announced an "Abnormal Behaviors Initiative" that would seek to prevent state and local governments from "condoning or promoting" homosexuality along with necrophilia, bestiality, or pedophilia.

[3]: 18 Supporters of the eventual ballot measure felt that their traditional values were under siege in the face of growing acceptance of homosexuality by society.

[citation needed] The campaign for Measure 9 occurred in the midst of national discourse around "family values" and an economic downturn in which incumbent president George H. W. Bush sought to appeal to socially conservative voters.

[3]: 18 Bush stated his opposition to anti-discrimination laws protecting sexual orientation, while his opponent Bill Clinton expressed support for LGBT rights.