Last Friday, the group
aired an advertisement on a local Denver channel during daytime
programming encouraging people to "start your conversation about
marijuana." The 30-second spot features a young woman typing a message
to her mother on her laptop, explaining that after spending her college
years drinking heavily, she now prefers marijuana because "it's less
harmful ... I don't get hung-over and honestly I feel safer around
The marketing campaign
aims to "break down the stereotype about who the typical marijuana user
is," explained the campaign's co-director, Mason Tvert.
"Most of them are professional, hard-working people," he said.