“Good To Know” TV Spot and Out-of-Home Launch Throughout Colorado Feb. 23
Denver, CO – Cactus is pleased to launch the first retail marijuana education campaign “Good To Know” in full, with television spots, out-of-home installations, including billboards and bus kings, and new digital banners beginning to run Monday, February 23 throughout both urban and rural areas across Colorado, on behalf of the Colorado Department of Public Health and Environment (CDPHE).
The Good To Know campaign, developed for CDPHE by Cactus, is the first statewide public education campaign led by the health department. This campaign uses a friendly, colorful and approachable style to educate Coloradans about retail marijuana laws and continues a statewide conversation with families, health care providers, schools, community groups and retailers about how to ensure legal marijuana doesn’t adversely affect either users or nonusers. By sharing important information and helpful tips in a tone that’s as friendly, positive, colorful and neighborly as Colorado itself, Good To Know empowers Coloradans to be informed and make smart choices.
“Our job was not to encourage marijuana use, or to judge it, but rather to create an educational campaign that’s interesting, relevant and likeable in order to ensure the messages would be welcomed by, and helpful to, individuals on all sides of the issue,” says Brian Watson, Cactus VP, Creative Director. “The campaign uses a contemporary style of illustration and animation, creating a unique world of visual communication that enables us to develop a consistent look and feel through all media as we communicate several points of education.”
With the launch of television and out-of-home advertising, the $4 million campaign now includes a website, GoodToKnowColorado.com, social media channels including Facebook, Twitter and Instagram, radio, print, digital, television and outdoor advertising.
The current campaign messaging focuses on retail marijuana laws pertinent to adults ages 21 and up; including the ban on use in public places, age restrictions, DUI laws, important information for tourists (including not taking retail marijuana out of the state) and information to help parents protect their kids from accidental use of marijuana products.
Cactus will continue working with CDPHE to craft informed messages for youth, pregnant and breastfeeding women, and Colorado’s Latino population as part of the 18-month ongoing campaign. Targeted messages and engagement efforts for youth, pregnant and breastfeeding women and Latinos will launch over the next several months.
Colorado adults and visitors can learn more about the safe, legal and responsible use of retail marijuana at www.GoodToKnowColorado.com, and can also follow Good To Know on Facebook, Twitter and Instagram.
Cactus helps brands thrive in harsh environments by creating meaningful work that makes a huge impact. A full-service communications agency, Cactus delivers brand impact for companies and causes through data-driven strategies, advertising, design, interactive, digital and integrated media services. The agency has been nationally recognized for its innovative work by The One Show, Communication Arts, The Webby Awards, SXSW, Favourite Website Awards, Advertising Age, Creativity and Print’s Regional Design Annual, among others. For more information visit www.cactusdenver.com.
CDPHE “Good To Know” Campaign Credits:
Joe Conrad, Founder & CEO
Norm Shearer, Partner & CCO
Brian Watson, VP, Creative Director
Allie Nordstrom, Sr. Art Director
Daniel Buchmeier, Art Director
Megan Campbell, Designer
Andy Bartosch, Copywriter
Tricia Espinoza, Brand Director
Chea Franz, Project Manager
Kate Schmitz, VP, Digital & Content Production
Brooke Woodruff, Executive Producer
Jamie Sharp, Sr. Print Producer
Aisling O’Suilleabhain, Digital Producer
Tom Metz, Developer
Audio Post: Coupe Studios
Music: Original Music/Search Party
Public Relations Manager