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before you're high

Marijuana Safety Campaign

 

Background

While our awareness campaigns have moved awareness of drugged driving laws from below 40 percent up to 91 percent, 17 percent of DUIs in Colorado still involve marijuana.

 

Strategy

Marijuana smokers were following years of patterned behavior and were slow to change their norms. Our strategy provided them with alternative behaviors that were easy to try and adopt.

 

Solution

The campaign launched in advance of the “4/20 holiday” with branded Lyft vehicles and a giant eight-foot marijuana edible placed at places like Red Rocks Amphitheater, events like 420 On The Block and local dispensaries. The digital campaign was behaviorally and geographically targeted around dispensaries and marijuana-related events and included social media and PR support.

 

Results

More than 10,000 people visited the landing page with nearly 4,000 coupon code redemptions in less than two months in market. The campaign netted nearly $2,000,000 in earned media value.