Growing anti-gay marriage strategy: Enlist fear

It was a departure from past elections when the issue was defined in simpler terms — that marriage is a sacred institution between a man and a woman. The various strategies have helped conservatives win 31 consecutive ballot initiatives on gay marriage.

"We bet the campaign on consequences, especially on education," Schubert recalled in March when he and Flint were named the "public affairs team of the year" by the American Association of Political Consultants for their work in California. "Education from the beginning, while it was one of three consequences, it was the one that was the most emotionally charged and the most powerful."

In California and Maine, gay marriage supporters countered the claims with spots featuring prominent elected officials — California's chief of public instruction, Maine's attorney general — who insisted that same-sex marriage had nothing to do with schools.

They also angrily denounced as deceptive the visuals the Sacramento team employed, including a Massachusetts couple who lost a lawsuit seeking parental consent before same-sex families are discussed in elementary classrooms.

But the response did not defuse the hot-button issue, advocates on both sides of the issue observe, in part because they failed to address what many parents knew to be true: Many public schools already have lessons that include references to gay families in the younger grades and confronting anti-gay discrimination for older students. Although the topics usually are broached in the context of appreciating diversity and tolerance, for some parents any discussion of gay people is too close to talking about gay sex.

"The trend that we are seeing is homosexuality is being promoted more and more in schools, and the increase in this is creating a hostile environment for kids with Christian or socially conservative viewpoints," said Candi Cushman, education analyst for the Christian group Focus on the Family.