Pubdate: Sat, 05 Jul 2014 Source: Oregonian, The (Portland, OR) Copyright: 2014 The Oregonian Contact: http://www.oregonlive.com/oregonian/ Details: http://www.mapinc.org/media/324 Author: susan Nielsen SUSAN NIELSEN: OREGON POT CAMPAIGN'S MESSAGE? LET'S LEGALIZE MARIJUANA TO HELP KIDS Backers of a marijuana initiative want to persuade Oregon voters that legalization won't harm kids. This time, the potheads are serious. They know they've got a real shot this fall at legalizing marijuana in Oregon. They've squandered previous opportunities to legalize pot or open new markets, and they know they need a more persuasive spokesperson than a bunch of rumpled men sharing their unstructured thoughts about cannabis. So they've brought in a retired schoolmarm to seal the deal. The first commercial of New Approach Oregon, the group behind the pro-legalization initiative heading toward the November ballot, provides a window into the strategy behind this year's high-profile, high-stakes campaign. The apparent goal? Turn a big political vulnerability into a strength. Persuade Oregon voters that legalizing marijuana is, at heart, a really good way to help children. A woman identified as Margie Harris, a retired Oregon teacher, is the star of an online ad that was promoted July 1 and may air on television, as The Oregonian's Jeff Mapes reported this week. The entire ad consists of Harris sharing her perspective, filmed up close against a dark background. She is dressed in her sensible best: relaxed gray bob, plain glasses, beige blazer, pressed white collared shirt, silver hoop earrings, art-fair necklace. She seems sober, seasoned. This woman clearly would not abide any shenanigans on the playground. "I don't use marijuana," she says. "But as a teacher of 36 years, I can tell you lots of other people use it." She continues, choosing her words carefully: "I don't believe in Prohibition; I don't think it works. Prohibiting it hasn't stopped anybody from getting a hold of it. I would like to see it regulated so that maybe kids can't get a hold of it so easily? I know they get a hold of it now, very easily." She pauses, smiles, brings it home: "I support a new approach to marijuana. I support legalizing it. It's with us, it's not going to go away, and if we can get money, through taxation, we can also educate our kids about it. That's why I support it." The ad ends with one message in white type on a black screen: It's time for a new approach to marijuana. The whole thing looks simple, but it hints at some sophisticated tactics for persuading Oregon voters. Initiative sponsors picked an older woman, knowing that support for marijuana legalization is weakest among women and older voters. They picked a teacher, knowing that educators are considered trustworthy defenders of children. They chose someone from Oregon, framing this as a local conversation about what's best for Oregonians. They shot a low-tech ad, perhaps to counteract the storyline that the campaign receives support from wealthy out-of-state drug interests. They also spoke to Oregon's desire to boost school funding without raising taxes, dangling the idea that legalizing pot means more money for education. Maybe "Margie Harris, retired Oregon teacher" was the first to volunteer and just happened to hit a political sweet spot. But I'm guessing it's no lucky accident that she is the first face of this year's pot campaign. New Approach Oregon recently turned in 145,000 signatures to the Oregon secretary of state's office, far surpassing the 87,213 valid signatures from registered voters required to get on the November ballot. The initiative is almost certain to qualify. When it does, Oregon will have another round of debates about drug policy, another chance to trade theories about the costs and benefits of legalization. But the success or failure of New Approach Oregon's initiative hinges not on reason, but emotion. Oregon voters are open to legalization, but they're wary about the impact on kids. Support for marijuana drops when people consider exposing children and teens to more drugs and risks. Legalization backers need reputable voices to confront that fear head-on. Like a champ, their teacher delivers. Her three messages are clear: 1) Kids are already surrounded by pot, so legalizing marijuana will not expose them to a new harm. In fact, 2) legalizing marijuana could reduce kids' access to marijuana -- and 3) raise money for education, too. Less harm. More money for education. Good for kids. Got that? Good. True or not, you'll be hearing the same message a thousand times between now and Election Day. - --- MAP posted-by: Matt