Good to Know (Creative Writing Layout)

by Jane Law Lee Bin (0334317)

(Source: The Cannabist)

Opinion: Good to Know is Colorado’s marijuana education campaign that aims to promote the responsible use of cannabis. This ad out of the others stuck out to me the most due to its creative use of rhyme (aware and share) and the minimalistic illustrations employed here. I think the rhyming makes the message not only easier to understand but also remember, leaving an impact in my mind. I think this is a creative, fun way to portray a crucial message to the public that it’s illegal to give those under the age of 21 marijuana. In my opinion, the campaign was great in educating the public about responsible marijuana use and I did not feel like it was trying to alienate and condemn marijuana users, which a lot of ads are doing. The call to action of the ad also uses active voice in writing their sentences (help protect, prevent), which makes the tone of the campaign stronger. It helps make the message sound more convincing and assertive. This was overall a well-done ad that was done in a tasteful and playful manner.

Copy Strategy: The ad incorporates the big type layout where the headline is the main attraction and the words dominate the page instead of the graphics, which is a great layout to use because the ad successfully emphasizes the most important aspect of it - the message of preventing the usage of marijuana for minors. The overall ad is playful and folksy with the way they write their copy. The use of rhyming, which sounds like a nursery rhyme that came out from a children’s book adds a neighborly and friendly tone to the ad. The strategy of using rhymes to deliver their message was a good idea as it is catchy and memorable. Though the use of words in this ad are short and simple, the message was clear and easy to comprehend due to how concise it is being written.

Reimagined Copy

Headline: It won’t be fun

when you get caught

giving or sharing with those

under 21.

Body Copy: -

Call to action: Protect minors. Stop underage marijuana use.

Reference:

Baca, R., 2015. POLL: Do you like the tone of Colo.’s ‘Good to Know’ pot education ads?

[Online] The Cannabist. Available at: <https://www.thecannabist.co/2015/01/05/good-to-know-pot-marijuana-campaign-colorado/26689/> [Accessed 11 October 2020].

By: Jane Law