With the expansion of New Jersey’s adult-use cannabis market, the NJ-CRC faced the challenge of balancing two important objectives: discouraging cannabis use among individuals under the age of 21 while promoting safe, responsible, and legal consumption among adults. Traditional government messaging often struggles to connect with modern audiences, making it essential to create communications that are approachable, culturally relevant, and accessible to residents in both English and Spanish. The campaign also needed to reach multiple audience segments with messaging tailored to their unique concerns and behaviors.

The Setroc Group created the S.M.A.R.T. campaign to deliver practical cannabis education through a modern, audience-focused approach. The team developed engaging digital and social content, including motion graphics, short-form videos, and interactive assets designed to encourage participation rather than passive viewing. Messaging was customized for specific audiences, addressing topics such as safe storage for parents and cannabis potency awareness for older adults. To maximize reach, the campaign employed a comprehensive media strategy spanning streaming platforms, radio, digital billboards, and social media, with continuous optimization to improve performance. Public relations and community outreach efforts further strengthened the campaign by positioning NJ-CRC commissioners as trusted experts, securing media coverage, and providing educational resources for consumers and employers. Together, these efforts helped empower New Jersey residents to make informed, safe, and legal decisions regarding cannabis use.