Case Study: Smart Colorado builds public awareness on marijuana edibles safety with Novitas Communications

Smart Colorado earned $1.2M in publicity in 2 months with Novitas Communications

Smart Colorado, a non-profit organization dedicated to protecting Colorado's youth, faced the challenge of raising public awareness about the dangers of unregulated marijuana edibles that were visually identical to popular children's candies and snacks. Novitas Communications worked with the client on an education campaign to address this issue.

Novitas implemented a high-octane awareness campaign for Smart Colorado that included community outreach, earned and paid media, and online strategies, highlighted by billboards illustrating the problem. The results were significant, generating over $1.2 million in earned publicity value and reaching over 570 million people. The campaign is credited with shifting public opinion, as polls showed a dramatic drop in support for marijuana legalization, with Gallup citing concerns over edibles as a key reason.

Smart Colorado