It's perplexing to Rep. LaVar Christensen that something so simple as defining marriage as the union of "a man and a woman" in Utah's Constitution seems to be stirring up so much controversy.
Voters overwhelmingly approved similar measures in Louisiana last week, and another passed in Missouri last month. And it seems to Christensen, R-Draper, that the measure he sponsored should be a slam dunk in Utah, where family values are deeply rooted in the culture.
Polls show he's probably right. But the apparent lack of coordination among the coalition of groups backing Amendment 3 is making it difficult to get their message across to voters. And some political observers say that has created an opportunity for opponents, who are creating confusion and skepticism among voters with the slogan: "It goes too far."
The campaigns supporting the amendment so far "seem to be at odds in emphasizing different things. It could really cloud their efforts," said LaVarr Webb, a GOP consultant, Deseret Morning News political columnist and partner with The Exoro Group.
But amendment backers say they are getting their act together and voters will see a coordinated campaign launched early next month.
"We have the same purpose: defending traditional marriage between a man and a woman," said Gayle Ruzicka, director of Constitutional Defense of Marriage Alliance, one of four campaigns working to support the amendment.
To get that message across, says Bill Paulos, chief executive officer of The Summit Group Communications, the various amendment supporters must speak in a unified voice. By presenting the same message in "slightly different shades of gray," multiple campaigns can actually help ballot initiatives by broadening the base of voters, he said.
"In an initiative race, you need to pull together differing spectrums of the political landscape," Paulos said. "On a smaller budget it allows (campaigns) to get direct information out to more groups."
Webb said the message of traditional marriage, and families, is one that tends to ring well with Utah voters.
"Generally, if people don't know much about an initiative, they'll vote against it," Webb said. "On this one, the majority of Utahns are predisposed to support marriage. Their initial disposition may be to vote for this one."
However, political observers contacted by the Deseret Morning News say they've yet to see a clearly defined message presented by amendment supporters, and without that, they run the risk of confusing voters.
Don't Amend campaign manager Scott McCoy leads a well-organized and well-financed effort, which is trying to draw attention away from the definition of marriage, by zeroing in on the second sentence of Amendment 3, which would prevent any other union from being given the "same or substantially equivalent legal effect" as a marriage.
Opponents received the unexpected help of GOP Attorney General Mark Shurtleff, when he and other attorney general candidates issued a rare joint statement opposing the amendment because of its second clause.
That more unified message of caution coming from the opposition is starting to wear on Christensen, who authored the amendment.
"(The amendment is) a simple, succinct, two-sentence summary. Is Utah for or against same-sex marriage, is Utah for or against synonyms or substitutions? . . . This amendment freezes in place the law."
Christensen's frustrated tone illustrates the success of Don't Amend's campaign, which has been active throughout the summer.
Amendment opponents are doing exactly what they need to do — raising doubt, said Kelly Patterson, director of Brigham Young University's Center for the Study of Elections and Democracy. And it's not generally clear how voters decide ballot initiatives until the last two weeks before an election, he said.
"If the campaign is done the right way and doesn't create a backlash among voters, it can raise doubts about the wisdom of a certain course of action," he said. "All they need to do is say this isn't the right way to do it. . . . If those scenarios are credible, voters can vote 'no.' "
Paulos said amendment supporters shouldn't allow Don't Amend to put them on the defensive.
"They should just stay on message. We tell our candidates and campaigns all the time, 'Answer the question you want to answer, not the question you're asked.' That's just a level of confidence they need to have."
So far, Don't Amend's fund-raising efforts have dwarfed the amendment's supporters. As of the Sept. 15 filing deadline, Don't Amend had raised a total $535,495, compared to $16,480 raised by the campaigns supporting Amendment 3, according to the State Elections Office.
McCoy said he's gaining support through efforts such as house parties, door-to-door campaigning, telephone banks, and booths at festivals around the state. Don't Amend is also planning a television and radio advertising campaign.
Meanwhile, supporters have been slower to organize. Other than a few political booths, voters have so far heard little from Constitutional Defense of Marriage, which formed in early August, or from Yes! For Marriage, which formed in late July.
Even with so little effort, the odds remain overwhelmingly with the amendment supporters. Deseret Morning News/KSL polls conducted by Dan Jones & Associates have consistently shown more than 60 percent of voters will support Amendment 3. Jones said it's possible amendment supporters simply aren't active yet, because they are comfortable with their lead.
Amendment supporters so far have said they'll rely on grass-roots efforts, for the most part, but haven't ruled out possible media buys.
"It's pretty early to rule out any strategies. This campaign will be in earnest in October," Patterson said. "The 'yes' side won't want to be blindsided."
Ruzicka says voters will be hearing from all four campaigns, as volunteers make phone calls to friends and family, and go door-to-door in their own neighborhoods with fliers.
Anne Wood, spokeswoman for the recently formed Utahns for a Better Tomorrow, said her group will serve as an umbrella organization for those supporting the amendment. Wood said all four groups will start their organized campaign efforts with an Oct. 5 launch.
"Cohesiveness is our ultimate mission," Wood said. "Everyone comes together."
McCoy said he expects and is ready for an organized statewide effort on the pro-amendment side.
"I'm taking them at their word, they'll run a full statewide campaign," he said. "We fully expect the last month to be full, head-on battle month. . . . We'll be getting out our message, they'll do the same. We'll see what happens Nov. 2."
E-mail: dbulkeley@desnews.com