Nevadans for Sensible Marijuana Laws just filed a statewide initiative for the 2012 ballot that would establish a system in which marijuana is regulated and treated in a similar manner as alcohol. Their announcement generated a good deal of news coverage, just about all of which discussed the campaign's intention of educating voters about the relative safety of marijuana compared to alcohol. 

From a great piece in the Las Vegas Review-Journal:

In a news conference in front of the state Capitol, Schwartz said studies show marijuana is a far less harmful substance than alcohol.

“A legal marijuana market would provide adults with a safer recreational alternative to alcohol,” he said.

And as the Nevada Appeal reported:

“We are determined to use every interaction with Nevada residents to educate them about one simple fact: Marijuana, by every objective measure, is a safer substance than alcohol,” [Campaign manager Dave Schwartz] said in announcing the drive.

He said organizers will ask voters to consider that and “decide for themselves whether it makes sense to allow adults to use alcohol freely but punish them if they choose to use a less harmful substance, marijuana.”