New Mexico Rolls Out ‘Yes & Know’ Cannabis Public Education Campaign

New Mexico is rolling out its first media campaign to educate the public about responsible cannabis use, the Associated Press reports. The “Yes & Know” campaign is centered around the phrase “Yes – cannabis is legal. Know – the rules,” and will be featured on billboards, TV, radio, print, and digital advertisements throughout this month.

The ad buy is worth $400,000. 

Linda Trujillo, who heads the New Mexico Regulation and Licensing Department, which oversees the cannabis division, told the AP that state officials “recognize the need for education in this new cannabis industry.” 

“This campaign opens the conversation for responsible storage and safe cannabis consumption.” — Trujillo to the AP

The campaign features low and slow messaging, urging consumers to start with low doses and go slow. It also tells people proper ways to store cannabis, not to take it across state lines or drive impaired, and to keep it out of reach of children and pets.  

Earlier this year, the state Transportation Department held a summit to increase awareness of the risks associated with driving under the influence of cannabis and to look at evidence-based approaches for preventing impaired driving, the report says, noting that police in Albuquerque have not noticed a significant increase in cannabis-related traffic accidents or other crimes.