THE BUZZ: 2ND TIME DOWN THE AISLE — Supporters of same-sex marriage are trying to pull off a redo of 2008 — in more ways than one. First, they want voters to approve Proposition 3, a ballot measure that would enshrine marriage rights in the California Constitution by repealing a ban on same-sex unions that voters narrowly approved that year. But they also want to heal wounds left by the prior marriage equality campaign itself, which faced criticism for largely focusing on white, cisgender gay and lesbian couples, thereby dividing the community. From the faces used in campaign ads to the political groups at the helm, the unsuccessful effort to defeat the Proposition 8 ban often excluded people of color and the transgender community. The group behind this November’s effort say the campaign is a chance for a do-over, soothing the rifts left in the wake of Prop 8 and depicting the kaleidoscope of diversity among LGBTQ people. The new TV and print ads reflect that shift in strategy, featuring more Latino, Asian, Native American and Black people, as well as couples that include trans and gender non-conforming spouses. The new strategy shows how the push for same-sex marriage has evolved over the past 16 years, in particular the messaging toward communities of color, which were previously targeted heavily by the Prop 8 campaign advocating the ban. It also shows the confidence campaigners now have in passing their measure as many conservatives have accepted defeat on marriage equality. “In the past, it was mainly driven by white people,” said Bamby Salcedo , president of the Trans Latina Coalition, a Los-Angeles based group that is part of the campaign’s executive committee. “This time around, we believe it’s an inclusive campaign. We have a seat at the table.” While same-sex marriage is now legal nationwide due to the Supreme Court, proponents fear that could change if the high court veers more conservative, especially after overturning Roe v. Wade. They also hope a more inclusive image of the LGBTQ community will help unite the community in the face of Republican lawmakers and school boards across the country pushing policies to limit the rights of trans people and others. The Yes on Prop 3 campaign debuted its first TV ad this month, part of a roughly $3 million statewide advertising effort during the final weeks of the election. Organizers say the spot reflects the campaign’s aspiration to heal past wounds. “Everyone, every race and gender, should have the freedom to marry who they love,” the ad states as images of Pride parades and dozens of smiling couples play on the screen. Rick Chavez Zbur , a Democratic state Assemblymember and the former director of Equality California, said campaigns around same-sex marriage in past decades were often driven by the political reality of the time: That organizers had a limited window to try to block marriage bans by appealing to conservative-leaning voters with arguments about protecting individual rights. But Chavez Zbur said leaders of the LGBTQ movement have made an intentional effort over the last 15+ years to include more diversity within their ranks to prevent mistakes of the past. He’s launched his own ad in support of Prop 3 that also reflects the effort to include more people of color and a wider spectrum of genders. “Today, we are in a position of not having to change hearts and minds so much,” Chavez Zbur said. “Now, the main goal of the campaign is getting our voters to the polls.” The ads target voters in five different languages, including English, Spanish, Korean, simplified Chinese and Tagalog. In addition, the campaign has partnered with local groups around the state to create digital and newspaper ads tailored to reach voters of color and ethnic media audiences. Courtni Pugh , campaign manager for Yes on Prop 3, said while polling suggests the measure will easily pass in deep-blue California — it’s hardly faced any organized opposition — the group also wants to run a campaign that sends a loud signal of support to other states grappling with tougher debates over LGBTQ rights. “It is sometimes how you win,” she said. GOOD MORNING. Happy Friday. Thanks for waking up with Playbook. You can text us at 916-562-0685 — save it as “CA Playbook” in your contacts. Or drop us a line at lkorte@politico.com and dgardiner@politico.com, or on X — @DustinGardiner and @Lara_Korte. WHERE’S GAVIN? Campaigning for Democratic nominee Kamala Harris in Michigan.
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