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Colorado Legalization Initiative Heads for the Home Stretch

Colorado's Amendment 64 marijuana is well-positioned to win on November 6, but its opponents are gearing up for battle.

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If the base appears secure, another key demographic is definitely in play, and it's an uphill struggle for the campaign. The polling throughout suggest that parents with children at home and especially mothers remain a weak spot. The campaign is acutely aware of that and has created another campaign organization, Moms and Dads for Marijuana Regulation, to address it.

"One of the most powerful ways that parents are becoming educated about the benefits of the tax and regulate system is conversation with other parents," said Betty Aldworth of Moms and Dads. "Moms and dads are starting to recognize that taking it out of unregulated market and putting it behind the counter where we can tax and regulate it is a better model. We're encouraging moms and dads to talk to other moms and dads. We've tapped a lot of parents to be spokespeople and will be continuing to educate about why marijuana is safer."

Parents who are open to the conversation can be brought along, Aldsworth said.

"Marijuana is universally available," she said, explaining what she tells concerned parents. "And our options here are to place it behind the counter where a responsible businessperson is checking ID or to leave it in the hand of criminals. When you talk to parents about that specific scenario, which is the reality of marijuana in the world today, they understand that we can do the same thing with marijuana that we did with alcohol, only now we have the advantage of having programs to start rapidly reducing youth access."

"We knew 18 months ago that the soccer moms would be a crucial demographic, and we still have an issue with that area," said Way. "That's why Betty Aldworth is working on that, but we're also making inroads with Women for Medical Marijuana, and the League of Women Voters will be having an event. We're making inroads, but it's not showing up in the polling so far."

"We find that people's fallback position is 'How will it affect my kids?' and we've been trying to engage in a public discussion about how regulating and moving it off the streets is a more effective way to reduce teen use than the failed policy of prohibition," said Vicente. "We've been doing billboards and some TV, as well as the face-to-face," he said.

The Amendment 64 campaign is poised, practiced, and ready to roll to victory in November. It has identified weak spots in its support and is working to bolster them. It's up nine or 10 points a little more than six weeks out, but knowing how previous initiative campaigns have played out, expect that margin to shrink as election day draws near. Victory is within reach, but this is going to be a nailbiter.

Phillip Smith is an editor at DRCNet.