I-502 Campaign Confronts Marijuana Legalization Movement's Gender Divide

This morning, New Approach Washington, the campaign behind marijuana legalization Initiative 502, begins a $1 million TV advertising blitz. The 30-second spot features a local actress who is also a mother of four. The campaign is deliberately trying to reach women, says manager Alison Holcomb. And there's a reason why.

There's a gender divide in the pot legalization movement.

"Women tend to support reform less strongly than men do," Holcomb says. She points to a statewide SurveyUSA poll (scroll down to no. 15) that came out in July. Overall, the poll showed a majority supporting I- 502. But only 49 percent of women said the initiative should be enacted, whereas 62 percent of men gave their blessing.

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