Colorado rebrands anti-pot campaign for kids, aiming for more thoughtful tone

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A state that has legalized recreational marijuana is renewing efforts to get teenagers to stay away from the drug.

Colorado is launching a $2 million campaign Thursday called "What's Next," with the message that marijuana can keep youths from achieving their full potential.

The campaign shows kids being active and reminds them that their brains aren't fully developed until they're 25. The ads say that pot use can make it harder for them to pass a test, land a job, or pass the exam for a driver's license.

The campaign comes a year after a much-maligned "Don't Be A Lab Rat" campaign angered marijuana activists, who said it recycled Drug War-era scare tactics. At least one school district declined to display the campaign's human-sized rat cages.

The youth education campaigns are paid for with marijuana tax proceeds.