Video: Amendment 64's first campaign ad encourages marijuana talks
Last month, the backers of Amendment 64, the Regulate Marijuana Like Alcohol Act, unveiled a billboard near Mile High Stadium (and a liquor store) that took a soft-sell approach to promoting the proposal. So, too, does the first campaign commercial for Amendment 64, which starts airing today and is on view below. The concept: to encourage young people to tell their elders why they prefer cannabis to booze.
In the ad, "a young woman is writing an e-mail to her mother, talking about her experiences in college with drinking and why she now prefers marijuana as a young adult," says Betty Aldworth, advocacy director for the Campaign to Regulate Marijuana Like Alcohol. "And then she invites her mom to have a conversation with her about marijuana."
Aldworth has done just that in her personal life. When we reached her this morning, she was having breakfast with her mother in Nevada -- and "my mom is a perfect example of the conversations we want people to be having," she allows. "She's never smoked marijuana in her life, but I've been talking to her about why marijuana prohibition is more dangerous than marijuana itself. And today, if she were a Colorado resident, she would be voting for Amendment 64."
KimSidwell.com/MMJ Betty Aldworth with former Denver City Councilman Doug Linkhart at an event last year.
The ad's dialogue and graphics don't specifically highlight the proposal. Instead, the commercial, which was scheduled to appear today during broadcasts of Today, Ellen and The Doctors, is intended to lay the groundwork for support in a more subtle way.
"One of the core tenets that we're working from is the notion that as people talk about marijuana and marijuana prohibition and changing the face of marijuana in Colorado, more and more people will come to understand that it only makes sense to regulate marijuana like alcohol," Aldworth says.
Likewise, the imagery is intended to explode stereotypes. "Many people think of marijuana users as slackers and losers," she concedes. "But we know that successful, driven professionals use marijuana instead of alcohol every day in Colorado. And we need those people to start talking about why it makes sense to regulate marijuana like alcohol."
Page down to continue reading our interview with Betty Aldworth and to see the ad.