Following the 2014 legalization of marijuana, the City of Denver saw the need to reach and educate the younger generation. We were tasked with creating a platform devoid of scare tactics and parental-esque finger-wagging. After all, it’s hard enough to get a kid’s attention. We didn’t wanna waste it.
Through intuitive research, we discovered that teenagers don’t actually want to be told what to do, especially regarding marijuana. Imagine that. They want to be given the facts to make their own decisions. So, we appealed to them using tiny footballs, game shows, burritos and the occasional burnt pizza, and let them come to their own conclusions.