The Secret Ingredients for Marijuana Legalization: Moms and Hispanics

Armed with that knowledge about why previous attempts had failed, campaigns in both Washington and Colorado set out to court women. Their efforts appear to have paid off. Both states approved measures legalizing marijuana with the backing of some 55 percent of the electorate. That was stronger than even proponents expected -- they had been cautiously optimistic about the Washington vote, but the Colorado measure appeared to be fading down the stretch.