After becoming the first state in the U.S. to legalize marijuana, Colorado launched a counter-marketing campaign aimed at discouraging those under age 21 from using the drug. Preliminary results from a study of the campaign show how it reshaped Colorado youngsters’ perceptions of pot use by focusing on fact-based risk messaging, revealing insights into the attitudes and behaviors of this demographic.
Mike Sukle (email@example.com) is the founder and creative leader of Sukle Advertising & Design. For more than 25 years, the agency has produced campaigns for a wide range of brands and causes, including Great Outdoors Colorado, Whole Foods and Denver Water. Sukle’s work has been featured at the Venice Festival of Media, the Obie Awards, and the National Addy Awards and in publications such as Communication Arts and The Chronicle of Philanthropy.
Dan Schultz (firstname.lastname@example.org) is a marketing and advertising strategist at Sukle Advertising & Design with extensive experience in developing social marketing, public health and sustainability campaigns. His work has appeared in Cases in Public Health Communication and Marketing.
Andrew J. Czaplewski (email@example.com) is a professor of marketing and international business at the University of Colorado–Colorado Springs. His research focuses on societal marketing, customer experience management and word-of-mouth communication among customers. Czaplewski’s work is published in the Journal of Strategic Marketing, Business Horizons, the Journal of the Academy of Marketing Science and the Journal of Business Research, among other publications.
Thomas Martin Key (firstname.lastname@example.org) is associate professor of digital strategy and marketing at the University of Colorado–Colorado Springs, where he is also faculty director of executive education. His research focuses on strategic marketing issues at the executive level and the study of marketing’s role in the firm and academy. His work can be found in the Journal of the Academy of Marketing Science, the European Journal of Marketing, and Business Horizons, among others.