In January 2014, the recreational use of marijuana became legal in Colorado. To address this new legislature, the Colorado Department of Transportation asked Amélie to develop an awareness campaign that educated the public on the dangers of driving while under the influence of marijuana. The Drive High Get a DUI campaign was our very first marijuana public safety campaign, and it started us on our path to becoming a leading agency in marijuana education, safety and prevention campaigns.
Fast forward to 2017, recreational marijuana legalization continues to spread and our experience in developing campaigns addressing it continues to grow. From creating a 37-foot joint in downtown Denver to a smoking car strategically placed at cannabis events, getting attention and changing behaviors in regard to marijuana is right in our wheelhouse. Early in 2017 Amélie brought CDOT and Lyft together to launch the 320 Movement, which encouraged finding a safe ride in advance of the 4/20 celebration. The campaign featured 17 wrapped Lyft vehicles as well as a giant crushed car inside an edible wrapper at the entrance to Red Rocks Amphitheater. These campaigns are not just about getting noticed, they are designed to convince the public to behave differently. When we work to prevent Coloradans from driving high we have an important goal in mind: save lives.
Our ongoing efforts to alter the conversations around marijuana and encourage behavior change earned our agency two new clients this year. The Colorado Department of Public Health & Environment (CDPHE) selected Amélie to develop campaigns educating the public on laws pertaining to legal marijuana use, as well as deliver messages about its health effects. The City and County of Denver also selected our agency to develop a marijuana education and prevention campaign targeted at the city’s youth. We’re currently doing our deepest dive yet into marijuana research to collect all the information needed for these two campaigns to be successful.
Amélie has always partnered with brands, causes and initiatives that strive to make a positive impact on people’s lives, so it’s a natural fit to advocate for marijuana education and safety. Interested in seeing more of our work and taking advantage of our expertise? Click HERE.
About the author: Cheryl Lyons moved to Colorado for the mountains and stayed for the craft beer. She enjoys all things digital and is the Social Media Specialist here at Amélie. You can connect with her on LINKEDIN.