While it may be difficult for some to imagine a well-organized push to legalize marijuana, the Colorado movement to convince citizens of the state’s recently-passed ballot measure’s merits was much like any other politician campaign: comprised of canvassing, targeted outreach, phone banks, and advertisements, reported the Denver Post.
Early reports that women were less likely than men to support legalization pushed the creation of the Women’s Marijuana Movement, which used the prospect of harsh sentencing for teens as potential bait. A Latino activist worked on the campaign as well, appearing on Spanish-speaking TV and radio stations.
The movement also pushed city-wide initiatives in previous years. They had no significant impact but raised the issue’s profile.
The lack of organization among the opposition, who were outspent 8 to 1 in Colorado, also benefited supporters, reported the Los Angeles Times.
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