Media and Activism
As an advocacy group, NORML has been active in spreading its message to the public.
In early 2009, a petition to President Barack Obama was written asking that he appoint a "Drug Czar" who will treat drug abuse as a health issue rather than a criminal issue and will move away from a "War on Drugs" paradigm. NORML's goal for this petition is 100,000 signatures.
Also in early 2009, when the Kellogg Company dropped its contract with Olympic swimmer Michael Phelps after pictures of him using a bong surfaced in the media, head members of NORML began boycotting Kellogg products and urging all members and supporters of NORML to boycott Kellogg, until the company reversed the decision. NORML also suggested that supporters of the cause send emails or letters to Kellogg explaining the boycott and the reasons behind it, even providing a template for emails and letters.
Although Kellogg's profits did not suffer in the first quarter of 2009, consumer ratings polls at Vanno have been cited as indicating that Kellogg's reputation has suffered. Specifically, a small poll of Kellogg's brand reputation at Vanno showed a drop from its previous rank of 9 to 83 after Kellogg decided not to renew its contract with Michael Phelps. It is not clear whether or not NORML's boycott played a significant role in this decline.
On April 20, 2009, NORML released the first national pro-marijuana television advertisement. The PSA, which overtly promotes the legalization of marijuana use, was created by Philadelphia filmmaker Jason Druss as an entry into NORML's annual video contest.
The television commercial was discussed in the April 20, 2009 edition of The New York Times, CBS News, as well as hundreds of blogging and news websites.
On February 15, 2010, a 15 second Flash animation from NORML discussing the potential economic and financial benefit of legalized marijuana was deemed by CBS to be "too political" to display on billboards in New York City's Times Square. This drew criticism in the blogosphere and accusations of hypocrisy on Twitter, since CBS had recently aired an anti-abortion television spot during the 2010 Super Bowl. CBS has since reversed its decision and the ad was debuted on the CBS Times Square Superscreen on Tuesday April 20, 2010.
Read more about this topic: National Organization For The Reform Of Marijuana Laws
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