SEATTLE In the late-1980s heyday of the anti-drug Just Say No campaign, a man calling himself Jerry appeared on a Seattle talk radio show to criticize U.S. marijuana laws.
An esteemed businessman, he hid his identity because he didnt want to offend customers who like so many in those days viewed marijuana as a villain in the ever-raging war on drugs.
Now, a quarter century later, Jerry is one of the main forces behind Washington states successful initiative to legalize pot for adults older than 21. And he no longer fears putting his name to the cause: Hes Rick Steves, the travel guru known for his popular guidebooks.
Its amazing where weve come, says Steves of the legalization measures Washington and Colorado voters approved last month. Its almost counterculture to oppose us.
A once-unfathomable notion, the lawful possession and private use of pot, becomes an American reality this week when this states law goes into effect. Thursday is Legalization Day here, with a tote-your-own-ounce celebration scheduled beneath Seattles Space Needle a nod to the measure allowing adults to possess up to an ounce of pot. Colorados law is set to take effect by Jan. 5.
How did we get here? From say no to yes votes in not one, but two states?
The answer goes beyond societys evolving views, and growing acceptance, of marijuana as a drug of choice.
In Washington and, advocates hope, coming soon to other states there was a well-funded and cleverly orchestrated campaign that took advantage of deep-pocketed backers, a tweaked pro-pot message and improbable big-name supporters.
Good timing and a growing national weariness about failed drug laws didnt hurt, either.
Maybe ... the dominoes fell the way they did because they were waiting for somebody to push them in that direction, says Alison Holcomb, the campaign manager for Washingtons measure.
Washington and Colorado, both culturally and politically, offered fertile ground for legalization advocates Washington for its liberal politics, Colorado for its libertarian streak, and both for their Western independence.
Both also have a history with marijuana-law reform. More than a decade ago, they were among the first states to approve medical marijuana.
Still, when it came to full legalization, activists hit a wall. Colorados voters rejected a measure to legalize up to an ounce of marijuana in 2006. In Washington, organizers in 2010 couldnt make the ballot with a measure that would have removed criminal penalties for marijuana.
Since the 1970 founding of the National Organization for the Reform of Marijuana Laws, reform efforts had centered on the unfairness of marijuana laws to the recreational user hardly a sympathetic character, Holcomb notes.
That began to change as some doctors extolled marijuanas ability to relieve pain, quell nausea and improve the appetites of cancer and AIDS patients. The conversation shifted in the 1990s toward medical marijuana laws. But even in some states with those laws, including Washington, truly sick people continued to be arrested.
Improved data collection that began with the ramping up of the drug war in the 1980s also helped change the debate. Late last decade, with Mexicos crackdown on cartels prompting horrific bloodshed there and headlines here, activists could point to a stunning fact: In 1991, marijuana arrests consisted of less than one-third of all drug arrests in the U.S. Now, they make up half about 90 percent for possession of small amounts yet pot remains easily available.
What we figured out is that your average person doesnt necessarily like marijuana, but theres sort of this untapped desire by voters to end the drug war, says Brian Vicente, a Denver lawyer who helped write Colorados Amendment 64. If we can focus attention on the fact we can bring in revenue, redirect law-enforcement resources and raise awareness instead of focusing on pot, thats a message that works.