Special 4/20 message from NORML’s Executive Director Allen St. Pierre

April 20, 2010

Dear NORML supporters and fellow lovers of liberty,

Happy 4/20!

While the ravages and costs of cannabis prohibition are largely defined by one’s geography — these days America is a hodge-podge of varying cannabis penalties, ranging from West Hollywood California where a medical cannabis patient can access the herb 24/7 from a vending machine; in Indiana, if caught with just a little cannabis on one’s person, they’re getting arrested, prosecuted and likely going to jail — this ’4/20′ celebration in 2010, as is NORML tradition, is a combination of both the serious and silly!

There will be dozens of major 4/20 ‘protestivals’ today from New York City to Seattle, to the expected largest one in the nation I’m speaking at in Denver Colorado. Major newspaper articles and stories on TV will abound by day’s end. In fact whole television networks such as G4, Comedy Central, Spike and Current TV will devote some or all of their programming today to celebrating cannabis and, implicitly, the herb’s reform.

Also today, NORML launches a new advertisement for 4/20 on Times Square’s largest electronic billboard calling out New York City politicians and law enforcement for having one of the highest — and most racially disparate — cannabis arrest rates in the United States. The advertisement will run 18 times a day until late May, and will be seen by an expected 1.5 million Times Square visitors.

These protestivals and public celebrations of cannabis culture in North America is a greatly anticipated and celebratory annual event at NORML since the mid 1990s, but the serious political message of this wonderfully creative day (beyond the obvious one of ‘re-legalize cannabis now!’) for this specific year is to direct as much NORML membership and public attention as possible to donate and support the voter initiative on the ballot in California this very November that will effectively legalize cannabis for adult use, cultivation and sales.

Going into our 40th year, NORML’s staff and board of directors have made the passage of California’s voter initiative to legalize cannabis the number #1 political priority for the organization.

To this end, the thousands of donations and $4.20 memberships received today by the NORML Foundation (or NORML) will be donated to TaxCannabis2010, the organization behind California’s legalization ballot.

I’m personally donating $420 in support of this very important political initiative in California — the state where 1 out of 8 Americans live, the 7th largest economy in the world if it were a country and with by far the largest delegation in the US Congress — in memory of my friend, the recently passed author-activist Jack Herer, the ‘Emperor of Hemp’.

TaxCannabis2010 has a goal of raising $42,000 by the end of today, with committed support from stakeholders from NORML like you and I, we can reach this unique dollar amount.

Become a member and send a special 4/20 animated e-card to a friend, family member or sweetie.

Thanks for all of your enduring support for NORML, cannabis law reform and for this important 4/20, TaxCannabis2010!

Please have a safe and hempful 4/20!

Cannabem liberemus,

Allen St. Pierre
Executive Director
Member, Board of Directors
NORML / NORML Foundation
Washington, DC
director@norml.org

CNBC — The Marijuana Lobby: All Grown Up

Just in time for 4/20, cable news titan CNBC has launched “Marijuana & Money: A Special Report” — a comprehensive online collection of features and commentaries covering all things cannabis.

Headline stories and featured videos include:

The Cost-and-Benefit Arguments Around Enforcement; Tax Potential For Government; States With The Most Liberal Pot Laws; States With The Toughest Pot Laws The Confused State of Pot Law Enforcement; and The New Pot: No High, No Pain, No Problem.

There’s also commentaries in favor of marijuana law reform from political heavyweights like: former Republican Governor of New Mexico Gary Johnson (The War On Drugs Has Failed, So Tax And Regulate Marijuana); ex-New York City Democrat Mayor Ed Koch (Let’s Get The Facts About Marijuana And Move On From There); Rhode Island Democrat State Senator Joshua Miller (Rhode Island’s Drive for Sensible Marijuana Laws); former Seattle Police Chief Norm Stamper (Legalization Will Reduce Crime, Free Up Police Resources) and U.S. Republican Congressman Ron Paul of Texas (End Insanity Of The War on Drugs—Start With Decriminalizing Marijuana at The Federal Level).

Naturally, for the sake of ‘balance,’ the rantings and ramblings of a handful of prohibitionist ‘flat Earthers’ like Drug Free Kids’ Joyce Nalepka (My ‘Addiction’ To Fighting Drugs) and former DEA Administrator Asa Hutchinson (Legalizing Marijuana Not Worth the Costs) are thrown in for good measure, but by this time it’s unlikely that anyone is listening.

Arguably the centerpiece of the collection is a feature entitled, “The Marijuana Lobby: All Grown Up,” which examines the history and progress of the marijuana law reform movement — and profiles NORML’s role in particular. Here’s an excerpt:

The Marijuana Lobby: All Grown Up
via CNBC

What a difference 20 years has made for the head of the pot lobbying group, the National Organization for the Reform of Marijuana Laws, Norml.

In the old days congressmen would ask Allan St. Pierre about males developing breasts as a result of smoking marijuana–a la the government propaganda movie “Reefer Madness”. Now St. Pierre has legislators calling him to help write bills.

“I wrote five last year,” says St. Pierre.

… “Prohibition is a luxury we can no longer afford, lawmakers tell me now,” St. Pierre says. “And just as the Great Depression sped up the repeal of the Prohibition on alcohol by decades, the current recession appears to be really speeding things up with respect to marijuana.”

… “We’ve got the baby boom generation in power, a crushing recession and an Internet that allows us to get around a lap-doggish national media,” he said. “We’ve never had the support of more powerful people in this effort.”

Read the full story here. And, of course, have a happy 4/20!

Is There Too Much Marijuana On Prime Time TV?

I was asked by Fox News to discuss a clear and growing trend on prime time TV: cannabis use

While there have been dozens of prime time TV shows that have featured cannabis use since the 1960s, often for medicinal purposes circa the mid 1990s, currently there is a crush of shows on broadcast and cable that have one or more episodes where cannabis use is a featured part of the show. In my view, most if not all of these shows spotlighting cannabis is both an effect of the general popularity of cannabis and the herb’s prohibition.

What precipitated this on-air discussion is the concern of the socially conservative Parents Television Council that there is too much cannabis use on TV and that this sends the proverbial ‘wrong message to children’.

So what shows are we generally talking about?

-The Simpsons

-Family Guy

-American Dad

-Cleveland Show

-Gossip Girl

-Glee*

-Parenthood (NORML Outreach Coordinator writes about the premiere episode of the show that featured…guess what?)

-Parks and Recreation

Ironically, we were debating the appropriateness of cannabis in these popular shows on the very network that largely produces the shows in question.

While most parents will rightly be upset and concerned if there is overt and gratuitous cannabis use on youth-oriented shows that glamorize drug use in prime time TV, but an evaluation of the story plot lines on these shows in question will often find it is the prohibition of the herb that creates the narrative friction, plot line tensions or character conflicts—not the cannabis use per se.

Counter intuitive as may sound to some, but if the experience of tobacco and alcohol products (which are illegal for children to use) in prime time TV are an indicator of how certain drugs become unpopular, then for cannabis use to be de-glamorized and made culturally passé it will have to be made legal, actually controlled (prohibition is the abdication of social controls and policy-making) and moderately taxed.

With ‘4/20’ just around the corner, if the experience of the last few years serve as any guidance, there will be a number of TV shows, and entire networks such as G4, Spike and Comedy Central that will have special 4/20 programming.

*Russ adds: Minor edit to correct “Glee Club” to “Glee” – it’s one of my guilty TV pleasures.

Pro-Marijuana TV Ad Campaign Successful; More Are Planned

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

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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

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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.

First-Ever Nationwide Pro-Marijuana TV Ad Campaign Is Launched in Conjunction with ’4/20′

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.