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Here’s a PSA campaign that takes the idea of medium-as-message to a higher level.
Created for Uruguay’s Association of Cannabis Studies, the out-of-home initiative features three posters printed on paper made from marijuana. Copy reminds the public about the dangers of operating a vehicle under the influence of pot, which Uruguay fully legalized for production and sale in 2013.
Each of the signs measures 5.6 feet high by 3 feet wide and carries the tagline, “If you smoked, don’t drive.”
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