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.
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MAP posted-by: Matt