Amendment 4

Second Chance campaign dumps $5 million on major ad buy

The scene’s a modern version of a Norman Rockwell painting.

A young man with a close-cropped haircut lifts his too-cute-for-words daughter in the air.

“This is Brett. He was addicted to opioids, and has a non-violent felony conviction. Now, he’s clean, has completed the terms of his sentence, and is helping others,” a voiceover says, as Brett and Mallery cavort with their baby on a playground somewhere in Florida.

 

 

The ad is part of a nearly $5 million pushed out by the “Second Chances” campaign behind Amendment 4, the proposal on the November ballot that would automatically restore voting rights for about 1.4 million Floridians who’ve been convicted of felonies. The proposal excludes murderers and sex offenders.

Other stars in the three ads include a vet with a Purple Heart and a former prosecutor.

 

From the press release announcing the ad buy, which will run in Spanish and English on TV and radio, and star real people who’ve lost their right to vote:

“We are excited to share stories with people all across Florida as we approach the start of early voting in Florida,” stated Floridians for a Fair Democracy Campaign Manager Jackie Lee. “Floridians from all walks of life have been energized by this grassroots campaign, and with this ad buy we are bringing the message of second chances to voters across the state.”

Among the stories in the ads are those of Alan Rhyelle, a Vietnam veteran who received a Purple Heart but lost his eligibility to vote due to a marijuana conviction, and Gary Winston, former Assistant State’s Attorney for Miami-Dade County.

“I was a prosecutor for 34 years,” states Winston in the ad featuring him. “A prosecutor should acknowledge that sometimes people make mistakes. I believe that when a debt is paid, it’s paid.”

The $4.956 million ad buy includes over half a million dollars for Spanish-language TV, over $700,000 in radio stations serving minority communities.