With the passage of Amendment 64, legalizing recreational marijuana use in Colorado, the Colorado Department of Transportation (CDOT) recognized the need to educate users [focus on males 21-34] of Colorado roadways on marijuana impaired driving.
When the agency established, via qualitative research, that there wasn’t a measurable difference in consumption habits between marijuana users of Hispanic heritage and marijuana users of other demographics, we opted to rely on a Spanglish headline to deliver the impairment message… and this creative execution is in complete alignment with the way our target audience speaks every day.