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.

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!

Cannabis experts from all over the country will converge in Boulder,
Colorado from April 18-20 for the 2009 National Marijuana Forum, which will
bring together local and national experts to discuss cannabis reform. The
events will culminate on Monday, April 20 with the celebration of 4/20:
International Cannabis Day.

The National Marijuana Forum will be the foremost assessment on the current legal, scientific, environmental and social issues related to cannabis. Experts from all fields including marijuana law reform activists, law enforcement officials, medical experts, environmentalists, journalists and awarded scientists will participate in panels and lectures. The forum will serve to educate, enlighten and empower members of the CU and Boulder community on all current issues regarding marijuana in an unbiased
environment.
—————————————————————–

DATE: Saturday, April 18. 2009
LOCATION: Mathematics 101
Near the intersection of Colorado and Folsom
TIME: 7:00pm
TOPIC: Keynote Address
Jessica Peck Corry – Executive Director of the Colorado Civil Rights
Initiative
Keynote Political speaker Jessica Peck Corry will participate in an open
discussion regarding the legal status of marijuana. The speaker will
discuss current reform and federal drug enforcement surrounding marijuana.
They will also discuss the legal channels in which reform

—————————————————————–

DATE: Sunday, April 19, 2009
LOCATION: Eaton Humanities 1B50
Just North of the Norlin Quadrangle
TIME: 11:00am
TOPIC: Welcome Panel

Speakers:
- Allen St. Pierre – Executive Director, NORML
- NORML@CU Board of Directors

Preceded by an empowering and inspirational talk to kick off The National Forum on Marijuana, this welcoming panel will discuss the legal status of marijuana in the current day. The two leaders of the National Reform of Marijuana Laws will lay the foundation for the day’s topics and discussions. NORML@CU will then provide an overview of the forum and speak on the mission behind it.
—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 12:00 pm
TOPIC: Health and Marijuana
- Dr. Robert Melamede – Endocannabinoid Specialist, UCCS Professor
- Scott Karr Esq. – Attorney for THC Foundation

An overview of marijuana and its effects on the human body.

—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 12:30pm
TOPIC: Hemp: A stepping-stone on a path to a sustainable future

- Allen St. Pierre – Executive Director, NORML
- Michael West – Education Director, CU Biodiesel
- Laura Kriho – Colorado Hemp Initiative Project

Until the end of World War II, hemp was a vital resource in the American
industrial textile industry. Hemp refers to the non-psychotropic cannabis
strains that can produce various products including oil, fabric, and food.
This panel will present the history of the American hemp industry, its
current legal status, and possible solutions to climate disruption and
economic recession.
—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 1:00pm
TOPIC: History of Marijuana Prohibition

- Kevin Booth- Award Winning Filmmaker/Activist
- Mason Tvert – Executive Director, SAFER

Marijuana’s vibrant history spans multi-millennia, yet only recently has it
been prohibited. This lecture will present the history of the marijuana
drug prohibition in the United States. Leaders in drug reform will provide
valuable insight into all aspects of marijuana laws and illicit status.
—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 1:30pm
TOPIC: The State of Medical Marijuana

- Tom Sloan – Commander, Boulder County Drug Task Force
- Devin Koontz, Food and Drug Administration
- Scott Karr Esq. – Attorney for THC Foundation
- Brian Vicente Esq. – Executive Director, Sensible Colorado
- Michael Lee – Founder of Cannabis Therapeutics

With medical marijuana constantly evolving, this panel will discuss
current, past, and possible future laws regarding the medical use of
marijuana. We will look at the current applications of medical marijuana in
Colorado. Emerging research will be discussed and analyzed.
—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 2:00pm
TOPIC: Federal and State Laws

- Tom Sloan – Commander, Boulder County Drug Task Force
- Devin Koontz, Food and Drug Administration
- Lenny Frieling Esq.- Retired Lafayette Judge
- Allen St. Pierre – Executive Director, NORML
- DEA Special Agent (tentative)
State vs. Federal Laws: Federally, marijuana is still seen as prohibited.
However, medical marijuana is legal at a state level in 13 states. In
addition, if over the age of 21, marijuana possession is legal to a certain
extent in many cities nationwide, including Denver, Colorado. This panel
will discuss the differences in laws at each level and explain the
stratification in the legal process.

—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 2:30pm
TOPIC: Marijuana Law Reform: Past, Present, and Future

- Allen St. Pierre – Executive Director, NORML
- Mason Tvert- Executive Director, SAFER
- Jonathon Perri – Students for Sensible Drug Policy, San Francisco
- Brian Vicente Esq. – Executive Director, Sensible Colorado
Since the prohibition of marijuana there have been many social movements
striving to legalize and utilize marijuana. This panel is comprised of a
diverse group of activists that have played important roles in the reform
of marijuana laws. The panel will discuss current legislation, possible
legislation for your hometown, past breakthroughs in reform, and future
goals.
—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 3:15pm
TOPIC: Cannabis Cultural Icons

- Steve Bloom – Former Editor of High Times
- Kevin Booth – Award Winning Filmmaker/Activist

This panel will look at the societal aspect of marijuana, including its
cultural significance, ties to media and entertainment, and how it affects
culture. The panel will include celebrities, journalists, and other
well-known figures that are heavily involved in the cannabis culture.
—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 4:00 PM
TOPIC: The Great Debate: Marijuana Legalization vs. Marijuana
Criminalization

- Allen St. Pierre – Executive Director, NORML
- Drug Free America (TBA)
As Federal government has failed to address marijuana prohibition since the
Schaffer Commission, this debate will look at opposing viewpoints on the
legalization of marijuana. This talk will bring in experts from both sides
of the issue to discuss the current legal status of cannabis and whether or
not it should be legalized.
—————————————————————–
DATE: Sunday, April 19, 2009
TIME: 4:45pm
TOPIC: Closing Panel

- Allen St. Pierre – Executive Director, NORML
- NORML@CU
This panel will bring together both sides of the debate and summarize the
day’s events. The talk will bring the forum full-circle and discuss the
future of marijuana prohibition, law reform, and how students can empower
themselves to make right decisions and become active citizens in the U.S.
—————————————————————-
DATE: Sunday, April 19, 2009
TIME: 7:00pm
TOPIC: American Drug War Film Screening
LOCATION: Cristol Chemistry Building Room 140
http://www.americandrugwar.com/

The War on Drugs has become the longest and most costly war in American history, forcing one to ponder how much more the country can endure. Inspired by the deaths of four family members from “legal drugs,” Texas filmmaker Kevin Booth sets out to discover why the War on Drugs has become such a colossal failure. Nearly four years in the making, the film follows gang members, former DEA agents, CIA officers, narcotics officers, judges, politicians, prisoners, and celebrities. American Drug War shows how money, power, and greed have not just corrupted dope fiends but an entire government. More importantly, it shows what can be done about it. This is not a mere pro-drug stoner film, but a collection of expert testimonials from the ground troops on the front lines of the drug war; those who are
fighting in it and those who are living it.
—————————————————————–
HAPPY 4/20!!!!

DATE: Monday, April 20, 2009
TIME: 4:20pm, of course!!!
TOPIC: 4/20 International Cannabis Day Celebration/Protest
LOCATION: Norlin Quadrangle, CU Campus

4/20 is International Cannabis Day, a holiday celebrated by millions of
people throughout the world. Every year on 4/20 at 4:20 pm, citizens
worldwide gather together to celebrate their favorite plant. Last year,
more than 10,000 people gathered at CU’s Norlin Quadrangle to celebrate the
4/20 holiday. This year, NORML@CU expects more than 15,000 people. While
NORML@CU is not a sponsor of the 4/20 celebration/protest, the group has
worked with CU Police to ensure that this year’s protest will be as safe
and uneventful as it has in the past.

HAPPY 4/20!!!!
—————————————————————–
For a complete schedule and speaker information, see:
NORML@CU
http://www.normlcu.com/

Check out NORML supporters and major comedic performers Rob Cantrell and The Marijuana-Logues founder Tony Camin as they bring some New York City observations and sensibilities regarding pot to the hometown of the Drug Enforcement Administration and Pentagon.

Rob and Tony are so funny and hip to hemp, they might be able to get even the most jaded drug warrior-type to crack a smile!

Tickets are still available by calling 703-486-2345 or online.