A note from one of America’s military contractors (and a NORML member) serving in Iraq, along with some comments I saw over the weekend on NORML’s blogs, sharply reminded me of the need to post the final results from the NORML Foundation’s ‘4/20′ nationwide TV ad campaign, as well as the fundraising results notably centered around the ever-increasing popularity of April 20 as ‘Cannabis Consumers’ Day’ around the world.

Please find below a brief report about the number of ads, geographical dispersion of the ads, networks and costs; number of new NORML members, amount of donations received, webpage traffic and media interviews.

Hello Tyler,

Thanks for supporting NORML and having a keen interest in NORML’s longstanding pro-reform advocacy efforts. Since 1970, NORML (and later, the NORML Foundation) assists the victims of cannabis prohibition as well as representing the interests and concerns of the tens of millions of Americans who responsibly consume cannabis.

THANK YOU, thank you very much for serving the US’ armed forces, especially serving in Iraq!

NORML Foundation’s TV ad campaign (and the donation meter that went with it) ended after April 20th, after nearly 8,000 TV ads were purchased with the $16,000 donated from NORML supporters such as yourself. Thanks again!

Approximately $2,000 in donations earmarked for ‘NORML TV ad campaign’ are escrowed for the next promotional ad campaign.

Your email and suggestion remind me of the need to send the membership/blog post about NORML’s ‘4/20’ ad campaign, its cost, reach and results. Please look for the report to be posted this week to NORML’s frontpage blog.

Tyler, education, legislation and litigation, none of it in support of reform is made possible without the support of stakeholders like you.

Kind regards and be safe in Iraq,

Allen St. Pierre
Executive Director

NORML/NORML Foundation
1600 K St., NW
Suite 501
Washington, D.C. 20006
www.norml.org
director@norml.org

*****************************

2:06 AM, “Tyler D.” <tyler.XX@yahoo.com> wrote:
Hey Allen,

My name is Tyler D., and I support NORML and what it stands for. I’m from Louisiana, the land of constriction, and I’m currently in Iraq. I’m sending money to NORML, and buying things like my hemp daypack, tee shirts, and others. I send emails to the folks back home to be active, as well as the Governor, senators, and representatives. I want to know how far away we are from our goal of hitting mainstream commercials for NORML? I mean, it sounds all good and well, but give me an idea… Can you put a temperature bulb on the site somewhere that shows how close we actually are to seeing sense on television? I’d love to see advertisements go mainstream, as would a lot of others, but if there’s a large void, it would give me more incentive to give. If there wasn’t much left, then I would be excited to be that close. It’s a win/win. Just a thought…

Peace sir,
Tyler D.

Over 500 NORML supporters donated slightly more than $16,000 (avg. donation was $32) in support of running the winning 60 second ad from NORML’s 2008 online ad contest.

The advertising media used by the campaign combined low cost national cable and Ohio News Network. For added exposure element a PR bonus blitz was distributed via PRweb.com.

Initially, it was difficult t get approval to run NORML’s PSA/Commercial. Ohio News Network was quick to be first but other media outlets passed. Finally, a national media vendor with homes in every market in the country, gave the go ahead.

The National Cable Homes buy (April 20-April 22, 2009) reached homes with ’smart cableboxes’, which tracks the precise networks and advertising spots watched. NORML only paid for the audience reached and who stayed tuned to the ads.

-97.5% of people who watched the stay tuned in.

-Average length of time they viewed was 59.2 seconds

NORML’s ad buyers viewed the PSA as being very effective, and for the very high percentage of the public who watched the ad, they apparently could not turn away.

The Numbers

7,700 spots ran across 210 markets over three days, in each market, 38 spots ran on CNN, Fox News, MSNBC, CNBC, CNN, CNN-Headline News, FX, Spike and Fuse.

-A total of 2,428,858 total viewing households were reached

-A total of 2,394,690 actual viewers watched the commercials live

-34, 168 additional viewers recorded the networks and watched the commercials within 7 days

-75 spots ran in 1.5 million homes on the Ohio News Network from April 23-April 28.

NORML’s PR package reached 30,000 journalists, 30,000 websites and 225,000 RSS subscribers, resulting in over 136,313 viewed packages, and 2,118 media outlets tracked the story.

The avg. cost was $2.07 per 60 second TV ad

*******************************************************

Because of the popularity of ‘4/20′ in general, the fact that the New York Times covered the event (via the University of Colorado NORML chapter’s National Conference on Cannabis Law Reform); Spike, G4 and Comedy Central all aired ‘4/20′ specials; and pro-cannabis law reform rallies around the United States, made for NORML’s launch of the first ever nationwide TV ad campaign in support of ending cannabis prohibition a fortuitous one!

To wit, the largest number of citizens to step up and be counted as bona fide supporters of cannabis law reform (and NORML), over the course a 24-48 hour period, ever happened this ‘4/20′ with over 1,765 new supporters joining the organization; and these newly-minted NORML members donated over $11,500.

Additionally, but to no surprise to NORML’s staff (or ISP provider), NORML’s already popular webpage received a substantial spike in webpage and podcast traffic during ‘4/20′.

Notice NORML and High Time webpages spike, while other cannabis-oriented webpages remained flat (Data by Alexa.com)

NORML and NORML Foundation plan on running more TV, Internet and Radio advertisement campaigns in the second half of 2009.

Stay tune to learn more and how you and your like-minded friends & family can help bring these needed public service advertisements in support of re-legalizing cannabis to the public.

Boulder, Colorado: I have every reason to believe that ‘4/20′ in 2009 will be the biggest and most momentous one to date as NORML launches 7,770 nationwide TV ads that advocate for cannabis law reform; NORML expects record numbers of supporters to join the organization for the celebratory one-day price of $4.20 because, I believe, there is a palpable zeitgeist in America right now favoring reform; the Obama administration appears amenable to some cannabis law reforms in ways that no prior president since Jimmy Carter has embraced; and lastly, with NORML’s nearly 600,000 ‘friends’ on Facebook and nearly 67,000 MySpace, more Americans than ever before who are keen on cannabis can create a viral effect that benefits reform.

Here in Boulder between 10,000-15,000 students and activists are expected to celebrate in what has become the biggest 4/20 event in the world.

Heck, the New York Times has already posted a profile of 4/20 for today’s paper, where they came yesterday for interview and photos to the University of Colorado at Boulder’s National Marijuana Forum. This portends well to what will be an insane day in the media for pro-reform groups like NORML (I’ve already got 35 interviews scheduled…) as I was also asked to pen an essay for National Public Radio’s All Things Considered that I assume will be published today. (UPDATE! Read and comment on Allen’s essay here.)

I dare say we as a country are finally ‘getting it’ regarding the clear and obvious need to reform our misguided cannabis laws.

Thanks to the hundreds of NORML supporters who donated what they could to buy ad time to launch a timely 4/20 ad campaign, you’re the green that keeps NORML all grassroots, all of the time!

Have an enjoyable and safe 4/20 from the staff of NORML!

Legalization: Yes We Can – Jason Druss

[UPDATE: Yes, the part at the end where the young lady giggles has been edited out for the airing on TV.  I will work to find a copy to place on our site. -- Russ Belville, National Outreach Coordinator]

Marijuana Advocacy Group Launches TV Campaign on ‘4/20’

The National Organization for the Reform of Marijuana Laws Foundation (NORML Foundation) a Washington, D.C.-based advocacy organization, established in 1997, is purchasing advertising time on selective cable outlets to underscore the urgency of decriminalizing cannabis.

The NORML Foundation launched this pro-marijuana ad campaign to create further political pressure on the federal government to recognize 1) the ever-increasing support of Americans who favor cannabis legalization, 2) the clear sea change of cannabis laws that’s been happening at the state level since Californians voted in favor of medicinal access to cannabis in 1996, and 3) to rally cannabis consumers and anti-prohibitionists on April 20, a date on the calendar that has organically become a national day to both publicly celebrate cannabis as well as protest 70 years of prohibition.

The featured ad is the winner of NORML’s recent user-generated-content contest that asks NORML supporters: ‘What would you say to President Obama about legalizing marijuana?’

New Jersey college student and up and coming filmmaker Jason Druss created the winning submission and is the recipient of the contest’s $3,500 cash grand prize after 6500 votes were cast on NORML’s webpage. “It’s time for President Obama to endorse cannabis law reform where it is legally controlled and taxed like alcohol and tobacco products,” stated Jason Druss. “It’s shocking that students can lose out from federal student loans for possessing a few joints, when pot’s been part of the college culture for decades.’

Marijuana, By the Numbers…
Thirteen states (with a population base of 115 million Americans) have decriminalized cannabis possession; thirteen states (with a population base of 75 million Americans) now have medical cannabis laws. Additionally, more states than ever before are debating cannabis law reform, including California and Massachusetts where legalization legislation have been introduced.

Since 1965, over 20 million Americans have been arrested on cannabis-related charges—90% for possession-only; over 900,000 cannabis arrests are expected again this year.

According to numerous survey and polls, approximately 75% of Americans support medical access to cannabis; 73% favor decriminalizing cannabis possession for adults and 42% of Americans support legalizing cannabis.

7,700 NORML Foundation ads are appearing on cable outlets nationwide (with a strong media buy in Ohio) on CNN, CNBC, Fox News Channel, Fuse, FX Networks, G4, MSNBC, CNN’s Headline News and Spike TV.

While 4/20 has become an national phenomenon of sorts, and is the launch date these days for numerous commercial products and services directed at America’s cannabis consumers, this remarkable day in my view has lacked a certain degree of needed gravitas– with ‘4/20′ looking more like a ‘party in the park’ than genuinely organic socio-political events that elected policymakers and the media should take seriously.

However, I’d like to highlight the Colorado University chapter of NORML for not only holding the largest organized annual ‘4/20′ event in the world–but for recognizing this year, a year marked so far by an ever-growing voter sentiment about the need to legalize cannabis–that ‘4/20′ provides cannabis law reform advocates a prime annual opportunity to do far more than just protest in the park by convening a day-long, substantive conference in advance of ‘celebrating cannabis’ the next day by exploring logical and effective alternatives to cannabis prohibition.

NORML encourages college chapters of NORML and SSDP to follow CU NORML’s lead by organizing ‘marijuana forums’ on their campuses next week, as college students are disproportionately arrested at higher rates than most other subgroups of Americans for cannabis possession charges and can be denied access to federal loans for college if convicted of a single cannabis possession offense.

Despite President Obama’s unfortunate inability to take Americans’ current calls for cannabis law reforms seriously, there is nothing funny about cannabis prohibition in America. Next weekend at The University of Colorado at Boulder, students, activists, professors, lawyers and doctors, as well as proponents of cannabis prohibition will engage in serious-minded discussion and symposiums about how to move forward into the near future by crafting functional cannabis policies at the state and federal level.

National Marijuana Forum
April 18-20, 2009
University of Colorado, Boulder

For a complete schedule, check out NORML@CU!

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More than a whiff of pro-pot comedy will be in the air on April 20 at The Arlington Draft House as Rob Cantrell brings his ‘420 Comedy Hollidaze’ to NoVA.

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