Those longstanding stereotypes about stoners are being challenged by activists and advocates within the marijuana industry in Colorado.

In the past, attempts to educate the public about marijuana have focused solely on the assumed dangers of the drug. Movies like Reefer Madness, or anti-drug campaigns featuring “your brain on drugs” messages, or stoners hitting children with cars too full of smoke to adhere to physics have been staples for organizations looking to steer people away from the drug.

But with the increasing acceptance of medical marijuana as a useful treatment capable of significantly improving one’s quality of life, new approaches to public education are needed. Enter the Colorado based ad campaign aimed at promoting moderation and safe use of marijuana based on actual risks known to the drug.

The campaign incorporates posters, billboards, brochures and magazine ads that seek to dismantle old propaganda about the drug while advising new users and tourists on the risks associated with first time use of medical grade marijuana, especially regarding edibles.

Edibles have been a consumer favorite as marijuana becomes more and more legalized. However, edibles sold in dispensaries are often more potent than new users expected. Even those who have cooked their own consumables at home in the past have found retail products to be stronger than anticipated.

The ad campaign warns users of the risks of getting sick from consuming too much on accident. Slogans like, “First Time 5” encourage novices to stick to five milligram doses (or half a normal dose) at first to avoid complications.

Other ads break down historical attempts to advertise against the drug. One printed ad includes the saying, “Decades of fear-mongering and condescending anti-marijuana ads have not taught us anything about the substance or made anyone safer.”

The campaign is also taking on state run marketing aimed at preventing youngsters from experimenting with the drug. Advocates say they disagree with the state’s approach of hauling around a cage and encouraging children not to be “lab rats” in an effort to educate them about the potential effects of marijuana on adolescent brains.

The state defends their ads but also agree that this new campaign is beneficial to all.

Current plans for the campaign include a $75,000 budget for Colorado this year as well as an expansion to Washington State in the near future.