westword.comProtect What's Next
“Protect What's Next”
Colorado Department of Public Health and Environment youth marijuana prevention campaign (US-CO) for ages 12-20, revitalized in summer 2016 with LGBTQ-focused ads, TEDxMileHigh events, career 'Adventures' and a middle-school challenge, built on the idea that using marijuana before 21 can get in the way of goals.
- Years
- 2016–now
- Country
- United States
- Topic
- CannabisDrugs
- Asks people to
- Never start
- Strategy
- Self efficacy
- Channel
- EventsSchoolSocial (paid)
- Audience
- Young adultsYouth
Evidence
Self-reportedUnknown
CDPHE report: youth who saw the campaign were more likely to agree marijuana made it harder to think and do things (34% vs 26%). No behavioral outcome found.
Sponsor (who paid)
- Colorado Department of Public Health and Environment State local government, funder and creator
Credits (who made it)
Not recorded yet.
Related campaigns
- Good to Know 2015–now
Sources
Research notes
US-CO. Original launch may predate 2016 (2016 described as a revitalization); verify. Succeeded in 2018 by "Responsibility Grows Here". Ad library search: "Protect What's Next", "CDPHE".
Record cases/co-protect-whats-next.json, updated 2026-10-22· Link to this campaign