The first television ad in support of I-502 which would legalize, tax and regulate marijuana in the state for adults over the age of 21, has just come out in Washington State. The ad is from New Approach Washington, the campaign behind the marijuana legalization initiative.

The ad features a female, who doesn’t use marijuana, making multiple policy cases for why legalization would be better than prohibition. Polling has constantly shown that women tend to less supportive of marijuana reform than men, so expect much of the campaign’s efforts in Washington state to be focused on trying to persuading women to support the initiative.

In addition to Washington, Oregon and Colorado also have marijuana legalization initiatives on their ballots.  During the next roughly hundred days until the election it will be interesting to see to what degree the messaging of these three campaigns both mirrors each other and diverges. Having different legalization initiatives on the ballot in three states during the same election should serve as a natural experiment. It will be interesting to compare the three initiatives after the election to try to determine what ads, messaging, and strategies prove most effective.