The rising political debate on the legalization of marijuana for adults is reaching high levels of media coverage, and is not disappearing anytime soon. News coverage, blogs, forums, and media buzz are stoking the fire to this debate. I recently came across an organization called the Marijuana Policy Project (MPP) that is working to change state laws, and ultimately federal law in hopes to reduce the penalties given from marijuana use. With some grey areas, the organization is not afraid to express its opinion, as its political speech to "change the law" is protected by the 1st Amendment.
The organization used an ad commercial with the phrase "the new beer", a drug with out hangovers or calories. The group is looking to target beer, a highly advertised drug that has little criticism. The advertisement shows negative side affects of beer and is hoping to make marijuana the better option. Since beer is associated with the sports world and drank at sporting events, it is smart for the group to also release its ads to sports fans, especially those sporting events that beer is popular and highly advertised for, such as NFL and NASCAR. In July 2013, the Marijuana Policy Project created a pro-marijuana ad to be shown on the jumbotron at the Indianapolis' Brickyard 400 Motor Speedway. After much criticism and complaints, NASCAR decided to not show the ad at the race. Though the ad was not seen by the fans at the NASCAR race, it still drew attention and generated conversation on the pro marijuana legalization and beer criticism debate.
In responding to this event, to obtain the goal of reaching sports fans and create positive publicity, the organization should plan to show its advertisements in states that are leaning toward the legalization of marijuana or those that already have legalized it first. By targeting this audience, the Marijuana Policy Project can show its advertisements to the right viewers, who then can publicize marijuana with positive word of mouth and engage in positive conversation. This is a better place to start, rather than get shut down by criticism, as with the partial fail at the Indianapolis speedway.
In another attempt to reach sports fans, the MPP placed a billboard outside of the Denver Broncos Sports Authority stadium a day before the Broncos vs Baltimore Ravens opening day kick off.
Even though pot is legal in Washington and Colorado, the NFL does not plan to adjust its policy on marijuana for the players, though this is the topic that the billboards main message is portraying. One can also visit the MPP website and sign a petition to tell the NFL to drop harsh penalties.
Though beer is not going to disappear in advertising for the NFL anytime soon, it is being debated on whether it should be associated with sports on the college level, in hopes to reduce the number of underage teen drinkers who may be influenced by these advertising messages.
.......where do you draw the line between marijuana and beer advertisements?
