"Drive High, Get a DUI" campaign right around the time the new DRE's get certified to spot drugged drivers on the road.
(Photo: YouTube, CDOT)
DENVER (9News.com) - Even though the state of Colorado has become the butt of more marijuana jokes than Cheech Marin, our state government is paying to put some pot jokes on TV.
It's a very serious effort to keep people from driving stoned.
Poking fun at legal pot is the hook in each of the three ads (watch all three of them in full below) which put stoned people in awkward situations.
In one ad, (http://www.youtube.com/watch?feature=player_embedded&v=22jcBvUx3Sw ) a man hangs a new flat screen TV on the wall, chuckling with a stupid grin on his face. He goes into a couple of karate-style poses in celebration, steps on a wacky assortment of tools on the floor, and chews on his new remote control while reading an installation manual with wide eyes.
He immediately drops everything when he sees... NACHOS!
Shuffling like a zombie to his significant other, the man high-fives her, and takes a chip.
As he does, the words, "installing your TV while high is now legal" appear on screen and his new TV crashes to the floor in the background.
Salsa dripping from the man's face, the words on screen change to, "driving to get a new one isn't."
Young men are the core audience CDOT wants to reach, the group using marijuana most.
Though CDOT wants to get a couple of things across to everyone with these ads.
"People do not necessarily associate being high with two things: one, that they are impaired. And number two: that they can get a DUI as a result of that," said CDOT
So CDOT is launching these ads with money from the federal government, which commonly pays for alcohol DUI ads.
The Colorado State Patrol's data for January gives an idea of the scope of the problem.
That month there were 402 DUI cases statewide. 60 of them involved marijuana, about 15 percent of total cases.
Of those, drivers in 26 cases allegedly used marijuana combined with alcohol or another drug and 34 used marijuana only.
"This is the first public education campaign, there'll be many to come," said Andrew Freedman, the Governor's director of marijuana coordination.
He says the next ads are coming soon.
"We have a youth prevention campaign that's going to both focus on talking to youth directly, and then also in talking to parents and teachers, about how to talk to youth," Freedman said. "I think we're going to work hard on a message that's saying just because it's now legal if you're 21 and older, there's still very real consequences in smoking at a young age."
Despite poking fun at stoners, these ads have some support from the marijuana industry.
That's something the state hopes will continue in ads yet to come.
Watch the ads in the video below. Do you believe these ads will be effective?
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