Pubdate: Thu, 11 Sep 2014
Source: Denver Post (CO)
Copyright: 2014 The Denver Post Corp
Contact:  http://www.denverpost.com/
Details: http://www.mapinc.org/media/122
Author: Ricardo Baca
Page: 4A

POLIS CALLS LAB RAT IDEA "BIZARRE"

U.S. Rep. Jared Polis, D-Colo., has strong words for Colorado's Don't 
Be a Lab Rat campaign, which encourages teens to reconsider marijuana 
use via oversized rat cage installations and strongly worded 
commercial messaging.

"It's a bizarre, ill-fated campaign," Polis said Wednesday. "I think 
they need to go back to the drawing board on that one."

The lab-rat campaign's cages and messaging were met with mixed 
reactions when they debuted in August. But the state looks at the 
campaign as a success.

"We are pleased that the Don't Be a Lab Rat campaign has served as a 
catalyst to start a much-needed conversation among teens, parents and 
influencers about the potential negative effects of marijuana on 
developing brains," said Dr. Larry Wolk, executive director and chief 
medical officer of the state Department of Public Health and Environment.

Wolk added that he and his team expected criticism on the campaign.

"Critique and criticism of the creative elements of the campaign were 
to be expected and have helped further the conversation," Wolk said, 
"which ultimately serves the goal of the Don't Be A Lab Rat 
initiative: raising kids' awareness of the risks of using marijuana."

But Polis still takes issue with the cages and their implications.

"Most people who saw them thought they had something to do with 
(People for the Ethical Treatment of Animals), like they are trying 
to free laboratory rats from the University of Colorado," Polis said. 
"And also, kids are playing in the cages."
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MAP posted-by: Jay Bergstrom