The Colorado Department of Public Health and Environment on Monday launched Responsibility Grows Here, new public education campaigns that encourage young Coloradans to stay away from marijuana and educate adults who choose to use marijuana to do so legally and responsibly.
These campaigns build on the health department’s successful Good to Know and Protect What’s Next campaigns and represent next steps in the state’s comprehensive public education strategy.
The health department will launch four educational campaigns under the new Responsibility Grows Here brand. The campaigns are designed to reach marijuana users and young people. In mid-June, the campaigns will focus on trusted adults and pregnant and breast-feeding women. Each campaign will use media, including television, radio and online ads; social media; and a user-friendly website.
The marijuana-user campaign targets adult residents and tourists. Because research shows marijuana users often rely on salespeople in dispensaries for information, the campaign is introducing Meg the Budtender, a fictional spokesperson who will begin talking to about safe storage, appropriate places to use pot and the difference between smoking marijuana and consuming edibles.
Find Your Moment, the youth campaign, focuses on providing Coloradans ages 12 to 20 with prevention messages before they ever try marijuana. Marijuana use impairs developing brains and academic success.
Campaigns reaching out to parents, trusted adults and new moms will launch mid-June. The trusted adults campaign will focus on how important their voices can be in young people’s decisions to not use marijuana.
The campaign targeting new moms will promote educational messages on the negative health effects of using marijuana during pregnancy and breast-feeding and encourage women to talk with their health care providers.
“We’ve worked hard over the past four years to educate Coloradans on the basic laws, responsibilities and health effects of marijuana use,” said Dr. Larry Wolk, health department executive director and chief medical officer. “With these new campaigns, we’re focusing on those most affected by marijuana use to make sure they obey the laws, stay safe and become positive role models for Colorado youth.”