Can Marijuana Counter-Marketing Prevent Underage Use?

Colorado became the first state to legalize recreational marijuana, in 2012. Health organizations and public policy makers, including the Colorado Governor’s Office, were concerned by how this action would affect the acceptability of marijuana consumption behavior among youths under 21 years of age. An advertising campaign was proposed that would motivate the underage population not to use marijuana or at least to postpone its use. This paper aims to explore the development and execution of a pioneering research effort and resulting counter-marketing campaign aimed at youths and to examine the reaction of young consumers to different advertising stimuli. A detailed profile of the target market mindset was developed on the basis of a comprehensive qualitative research effort. The work yielded a campaign centered around the tagline “Don’t Be a Lab Rat.” Colorado implemented a communication strategy using theater advertising, out-of-home alternative marketing tactics, and a comprehensive online digital and mobile marketing initiative.