first 5 california was created in november 1998 when california voters passed proposition 10 to invest tobacco tax revenues in programs that would help improve the lives of children in california. spearheaded by hollywood producer and political activist rob reiner, who acted as the commission's first chairman in 1999 under former governor gray davis, first 5 california was created to use tobacco tax revenues to fund health, safety and early education programs for children age prenatal to 5 years old in california. in the 12 years subsequent to its creation, first 5 la had invested more than one billion dollars from tobacco tax revenues into grants and programs that benefit the children of los angeles county.