Colorado

Aug 10, 2014 11:14 PM by Monica Gouty

New marijuana campaign to target teens

DENVER (AP) - A campaign to discourage Colorado youths from using marijuana titled "Don't Be a Lab Rat" will use human-sized rat cages and television and movie-theater ads.

The Denver Post reports that the goal of the campaign is to tell teens about the uncertainty surrounding the effects of pot, instead of focusing on scaring them like some anti-meth commercials.

The $2 million campaign launching Monday was commissioned by the governor's office and uses money from legal settlements with pharmaceutical companies. A handful of rat cages will be displayed throughout Denver with campaign messaging, including one calling for volunteers for a lab experiment.

Teens will also be directed to a website, DontBeALabRat.com, to read studies on the possible consequences of pot use.

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