Yesterday, we told you about a campaign to scare kids off of pot that uses a giant rat cage and the statement: “Don’t be a Lab Rat”. Never mind the fact that criminalizing cannabis and keeping it illegal will likely get those same kids put in a similar cage down at the county jail.
Mike Sukle, the advertising agency pro who worked with Colorado officials to develop a new anti-pot campaign, had a significant challenge on his hands. He wanted to warn teens away from marijuana use without engaging in the sort of hyperbole they’d likely reject. Hence, “Don’t Be a Lab Rat,” which presents controversial facts and then asks viewers the equivalent of “Wouldn’t you rather be safe than sorry?”