The Marijuana Policy Project on Wednesday launched the first-ever comprehensive public education campaign urging adults to “consume responsibly” in states where marijuana is legal. The campaign is being launched in Colorado and will be exported to Washington and then other states as they adopt similar laws.
MPP will kick off the campaign with a news conference at noon Mountain Time Wednesday in front of its first paid ad, a billboard at 816 Federal Boulevard in Denver that warns tourists, “Don’t let a candy bar ruin your vacation.” It also encourages them to start with a low dose of THC and go slow when consuming edible marijuana products, which can take up to two hours to feel the effect.
The billboard features a distressed woman in a dark hotel room, alluding to New York Times columnist Maureen Dowd’s now-infamous June column detailing her over-consumption of a marijuana-infused candy bar in her Denver hotel room.
The billboard directs people to the campaign’s website — http://wwww.ConsumeResponsibly.org — which features detailed information about marijuana products, their effects, and the laws surrounding them. It also addresses issues such as preventing and responding to over-consumption and accidental consumption. The Consume Responsibly campaign will initially include print and online ads, as well as materials in retail marijuana stores.