The state of Colorado debuted its new marijuana education campaign earlier today, and already the words describing the state’s “Good to Know” advertisements aren’t what you’d expect them to be.
My colleague John Ingold called the campaign’s tone “playful” and “folksy” in his article about the campaign, which “state health officials hope will educate — not alienate — marijuana consumers about responsible use.” The executive director of the Colorado Department of Public Health and Environment called the tone of the campaign “neighborly.”
Those descriptors make sense when you’re thumbing through the basic, colorful “Good to Know” website, though it’s worth noting how much the campaign also sounds like a series of nursery rhymes or something out of early children’s literature. From Ingold’s piece:
The “Good to Know” campaign, by contrast, uses bright colors and rhyming messages. (Sample: “For those underage, it’s just not okay. Their brains are still growing, so keep it away.”) The radio ads that began airing Monday employ a folksy narrator backed by what sounds like music from a square dance.
Have a look for yourself — all screengrabs courtesy of Colorado’s Department of Public Health and Environment and goodtoknowcolorado.com. And let us know what you think about the campaign in the poll below.
So what do you think? Do you like the campaign’s playful, neighborly tone that makes it sound like a nursery rhyme? Or does that turn you off?