Dive Brief:

• Pot is legal in Colorado—but the state wants to make sure people are using it responsibly, so the department of public health is teaming up with advertising firm Cactus Denver for a new campaign.
• The campaign will launch in January and will be an all-encompassing education campaign on the effects of marijuana. It will also "educate parents on safe storage and the impact of secondhand marijuana smoke, and work with community partners to prevent underage use," a rep from Cactus Denver in a statement. "The health department will update and maintain colorado.gov/marijuana, the state’s main marijuana Web hub, and support local marijuana education and youth prevention efforts." 
• Cactus Denver stood out from a pool of marketing firms because of its history of executing public health and education campaigns—"The Cigarette is Dead" and "Man Therapy," a campaign targeting men with depression, are among its credits.

Dive Insight:

“All eyes are on Colorado. Everyone is watching to see how we handle education and prevention with the state’s retail marijuana law," CEO and Founder of Cactus Denver, Joe Conrad, said in a statement. Indeed, since it is one of two states that have legalized recreational marijuana, the issue will be one to watch, especially as more states attempt to legalize the drug.