Colorado’s “Good to Know” Marijuana Campaign Striking a Chord
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Advertising legal marijuana is tricky due to regulations attempting to prevent any sort of marketing that would appeal to children or be misleading. But, Colorado’s “Good to Know” marijuana campaign is not only receiving praise from consumers but seems to satisfy regulators as well.
The balance between making consumers and state regulators happy with marketing content is a struggle, in particular with dispensary advertising. There has been some odd approaches to letting the public know that legal cannabis is available to them.
But a new report from the Colorado Health Department suggests that a third approach was just right. People who encountered the department’s “Good to Know” campaign — which features a neighborly tone and probably the only use of hoedown music ever in marijuana public service announcements — were more likely to understand the state’s cannabis laws and to believe that marijuana use has risks for health and safety, according to the report.
Those results have Dr. Larry Wolk, the executive director of the Colorado Department of Public Health and Environment, cautiously ready to declare a victory in public health messaging about drugs, a field mostly known for prominent failures.
“It, maybe, has been money well spent,” Wolk said.
For decades, health officials have struggled to come up with anti-drug messages that will resonate with their intended audiences, especially when those audiences are young.
Remember the DARE campaign, a common feature in classrooms two decades ago? Multiple researchers have concluded that it didn’t work. And it isn’t alone. In study upon study, numerous anti-drug campaigns have been shown to have little to no impact on drug use.
Considering the fact that marijuana sales have been falling over the last few months in Colorado, dispensary owners will feel like marketing is more important than ever. Do you like the tone of the new dispensary marketing campaign, “Good to Know”?
Read more: https://goo.gl/M6jJNr
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