Influencer, Content Creators, Events and Paid Social for the Colorado Department of Transportation.
For decades we’ve been told not to drink and drive. But, driving high is not (yet) taken as seriously as a public safety threat.
Utilize (unexpected) social and offline media to drive attention and engagement.
Target Audiences: Primary: Adults 21–54 Cannabis Users, younger demo focus.
Approach to Achieve Cultural Relevance: Be where the users are, in nonjudgmental and lifestyle-forward ways.
Program Elements:
Content Creators—Stoney McBlaze and Chef Roilty
The primary objective was to leverage their online presence to tap into their unique audience and home in Colorado. Secondarily, we saw engagement from each content creator’s fanbase.
We partnered with comedian Stoney McBlaze, a stoked toker with more than 550K followers, many residing in Colorado. He posted his rendition of our message and spun it into “Stay stoked but stay safe. Partake responsibly.”
For the second content creator, we partnered with Chopped 420 finalist and award-winning extract artist with cannabis, Chef Roilty. Chef developed two posts featuring video and an infused recipe for his followers to try at home, reminding them of THC’s effects.
