Jun 14, 2018
DENVER – “Will you be Weeded Out?” asks the host of the very first marijuana education game show aimed at youth. Weeded Out is part of the City of Denver’s “High Costs” communications campaign to educate its youth in a creative, effective and positive manner about marijuana. The game show launches Friday, June 15 through a variety of platforms including digital video ads across the web, on Snapchat and other social media networks, movie theater advertising, digital radio, video-on-demand and connected television streaming services.
“Weeded Out is part of the ongoing evolution in how we try to prevent underage marijuana usage,” says Ashley Kilroy, Executive Director of Denver’s Excise and Licenses. “Teenagers don’t want to be lectured by adults about marijuana. Therefore, we help equip youth with the facts about underage marijuana usage in a way that empowers them to consider risks and consequences on their own, which we believe will ultimately lead them to make the responsible decision not to consume marijuana underage.”
The game show was filmed over the course of a Saturday and was attended by 39 youth who responded to a casting call. They were required to be a resident of the City and County of Denver and between the ages of 13-17.
Weeded Out utilizes research gathered in part from the 2015 Healthy Kids Colorado Survey (HKCS) and the Colorado Department of Public Health and Environment (CDPHE) “Monitoring Health Concerns Related to Marijuana in Colorado: 2016” report, among other sources. The campaign is also informed by the very audience it is targeting, with input provided by a city-organized youth commission, survey results and focus groups.
Press kit including sample game show video available for download: link
In November 2013, City and County of Denver voters approved a 3.5% special sales tax on retail marijuana to support the city's marijuana regulation, enforcement and education efforts. The City of Denver has initiated a communications campaign to educate its youth in a creative, effective and positive manner about marijuana. The campaign seeks not to scare youth, but rather to teach Denver's youth about the city's laws, about the potential harmful effects of youth marijuana use – both socially and physiologically – and to give youth a better overall understanding of marijuana as well as useful tools for avoiding it. This campaign is one part of that overall mission to decrease use among youth.