In the future, when advocacy groups think about ways to win elections, methods for waging emotional campaigns, rest assured they’ll be studying Maine. On Election Day, Maine became the first state to pass same sex marriage through a citizens’ initiative petition, as opposed to a vote to uphold a law or reject a “defense of marriage” referendum. And though the battle was partly waged in classic political terms — $4.3 million raised for TV ads and a sophisticated get-out-the-vote drive — the chief effort was an army of volunteers who waged a “persuasion campaign,” a long, slow, painstaking statewide conversation about the meaning of marriage and family.
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