Tag Archives: Don’t Be A Lab Rat

Don't Be A Lab Rat (Human Lab Rat Cage)

Don’t Be A Lab Rat

On New Year’s Day 2014, Colorado became the first state in the country to legalize marijuana for recreational use. Later that summer, our ad agency was responsible for developing and launching the first youth marijuana prevention campaign in a post-legalization world – Don’t Be A Lab Rat – designed to increase the perception of risk associated with youth marijuana usage. After the campaign was completed, an independent tracking study determined that it successfully increased teens’ perceptions of risk as it related to youth marijuana use across every key message we utilized and it found that their intention to use the substance also decreased. Throughout the process of creating this campaign, we learned several valuable pieces of information that may be helpful to any adult looking for ways to broach this topic with a child or teen in their life. Kids are smart and want to know the real facts Prior ...
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