Marijuana Policy Project Launches ‘Consume Responsibly’ Campaign, Battling Industry Stereotypes

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December 4, 2016
Denver, CO

As reported by The Washington Post, the Marijuana Policy Project, in partnership with marijuana industry leader Medbox, Inc., is now launching a $75,000 public education campaign to counter what communications director, Mason Tvert, describes as decades of “exaggeration, fear mongering, and condescension.” The campaign will launch at noon in Denver, Colorado in front of a billboard aimed at tourists.

The outdoor ad reads, “Don’t let a candy bar ruin your vacation. With edibles, start low and go slow.”

Consume Responsibly Ad
Consume Responsibly Ad

The ad is an allusion to the case of Maureen Dowd, a New York Times columnist who got sick from eating a marijuana edible on a visit to Denver to cover the topic of marijuana.

Ensuring the safe use of edible marijuana products has proven troublesome in Colorado since legal sales began in January. Many people have more experience smoking marijuana than consuming it in edible form, and because the effects have a slower onset with edibles, it is harder for inexperienced users to self-regulate. The headlines ridiculing legal pot advocates, as well as Dowd’s experience, have been enough for the industry to promote moderation with edible pot forms.

“So far, every campaign designed to educate the public about marijuana has relied on fear mongering and insulting marijuana users. Like most Americans, Ms. Dowd has probably seen countless silly anti-marijuana ads on TV, but she has never seen one that highlights the need to ‘start low and go slow’ when choosing to consume marijuana edibles,” Tvert stated.

The campaign will begin in Colorado, featuring print ads, online ads, and literature to be distributed at retail locations urging responsible consumption and directing people to ConsumeResponsibly.org, which is patterned after the alcohol industry’s “Drink Responsibly” campaign. It will present information about products, laws, and the effects of marijuana. The campaign will eventually expand to Washington, where marijuana is also legally taxed and regulated.

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