Loyola Digital Advertising
As several states including Colorado, Washington, and New Jersey legalize recreational or medical use of marijuana, weed is proving itself as a lucrative product with new opportunity for promotion. Legalized marijuana has also proven to be a polarizing political issue, causing many to question the safety of its recreational use. Because of this, states allowing citizens to get a legal high are now turning to responsible marijuana use public service announcements to ease the minds of those less gung ho about the drug’s journey to mainstream America. Beginning March 10 through the week of April 14, the state of Colorado, who legalized the recreational use of marijuana beginning January 1, will air an advertising campaign that cautions recreational marijuana users from getting behind the wheel while high. The advertisements take a more light-hearted approach toward driving under the influence compared to other DUI campaigns such as drinking and driving. The campaign uses humor to reach its target audience, featuring stoners under the influence of marijuana trying and failing to start a grill, play basketball, and install a television. While many would agree that public service announcements like this one are necessary in educating the public about responsible marijuana use, the humorous approach used by Colorado seems to satirize the issue rather than take it seriously. The humorous nature of the campaign does little more than to catch each viewer’s attention. The advertisements make fun of their target audience, which are recreational marijuana users, by playing on stereotypes and making them look incompetent, lazy, and annoying. While the goal of the public service campaign was not to vilify marijuana use, the message was communicated at the expense of those engaging in the recreational activity.
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New marijuana workplace web comedy series filming in DC
WASHINGTON – It has been just over a year since D.C. voters approved Initiative 71, which made it legal to possess and cultivate marijuana with some limitations. Now, it is not particularly surprising someone has decided this would make a great subject for a television show. Washington D.C. has been the focus of plenty of hit shows, but one local couple said it is high time for a new kind of series – one focused on D.C.’s marijuana industry. They have been working on the pilot at the Mess Hall in Northeast D.C. They have turned a commercial kitchen space into a fictional marijuana cultivation center. The pair cast five main actors for the pilot of their scripted dark comedy. They chose five leads – four of them, including David Johnson and Devin Nikki Thomas, are locals. The filmmakers admit there is an advocacy quality to this project. They have spent $20,000 of their own money to make this show and they are disappointed one group – D.C’s Office of Motion Picture and Television Development – has declined to take part and won’t allow its logo to be included at the end of the show. A spokesperson for Office of Motion Picture and Television Development said they support the filmmakers and their right to film in D.C. But they said as an office, they did not want to be seen as endorsing what is a sensitive and still somewhat controversial subject matter, especially since they have not been able to review the final content. As for that final content, the creators said they are aiming for a release in early spring around April 20, otherwise known as 4/20. They are hoping to get picked up by a major distributor.