Victories in Colorado and Washington were driven by previous failures across the nation that taught cannabis campaigners where to target their efforts.
A few days before last Tuesday's election, New Approach Washington, the group pushing a ballot issue to legalize marijuana in the state, posted its final ad of the campaign. The spot featured a "Washington mom" -- a woman in her mid-40s, sitting on her porch, flanked by pumpkins -- who took the viewer through the assorted restrictions and benefits both minors and businesses would see once the measure, Initiative 502, was implemented: ID checks.Fewer profits for the cartels. Increased funds for schools. More time for police to "focus on violent crime instead." In short, all of the top concerns that an average mom in the Evergreen State would seem to have about making pot legal.
But New Approach's ad was about more than just capturing the votes of a major demographic -- the same one that helped reelect President Obama and the one that kept GOP Senate hopefuls Richard Mourdock and Todd Akin at bay. Legalization advocates have found that female support tends to be a leading indicator for marijuana measures. In the case of both California's 2010 and Colorado's 2006 votes, sagging support among women preceded a collapse in men's support too. In California, for instance, support from women saw a 14-point swing against legalization over the final six weeks, dragging support from men under 50 percent.