Tea on THC

Tea on THC is a comprehensive, educational campaign aimed at raising awareness about the risks associated with high-concentration cannabis products, particularly among vulnerable groups in Colorado. With cannabis use increasing nationwide, particularly among youth, this initiative focuses on informing the public about the physical, mental, legal, and financial consequences of using high-THC cannabis products, which have become significantly stronger than the marijuana strains of the past.

The campaign’s core message, “The Tea on THC,” reflects our commitment to sharing the truth with audiences by providing straightforward, fact-based information. Targeting youth aged 12 to 25, pregnant and breastfeeding women, and their families, the campaign emphasizes the dangers of cannabis use before the brain fully develops, around age 25. Backed by research from the Colorado School of Public Health, Tea on THC highlights the risks of psychosis, mania, and the potential life-threatening effects associated with high-THC cannabis.

To reach a broad and diverse audience, we’ve integrated various media platforms into our strategy. The campaign features a podcast series offering expert insights and real-life stories, alongside a web-based curriculum tailored to youth, parents, and pregnant women. Additionally, a robust social media presence across platforms ensures the message reaches both local and national audiences.

Paid and earned media complement the digital strategy, with printed materials, out-of-home digital billboards on 110 kiosks along the Denver light rail, and earned media driving conversation. One of the campaign’s most impactful elements is a documentary series showcasing real stories. The three films feature former NFL receiver Brandon Lloyd’s personal experience with cannabis use, testimonials from 5280 Students on overcoming cannabis use disorder, and the heartbreaking story of Laura Stack, whose son’s tragic experience with cannabis misuse led to psychosis and suicide.

Through these efforts, Tea on THC aims to create a more informed and aware community, empowering individuals to make better, healthier choices when it comes to cannabis use.