Recreational marijuana became legal in Colorado when the state’s voters passed Amendment 64, setting in motion a whirlwind for state agencies grappling with new regulations and safety concerns. For the Colorado Department of Transportation (CDOT), the challenge was clear — how do we inform Coloradans that consuming marijuana before or while driving is not only dangerous, but also will lead to a DUI?
Research revealed that, while marijuana use was increasing, safety awareness was not.
CIG recommended a multifaceted communications program blending collateral, earned media and strategic partnerships with marijuana organizations and events. Oh, and let’s be clever, too.