A huge part of the success of marijuana legalization is going to lean on the idea it can be consumed responsibly.

Which is why the Colorado-based Marijuana Industry Group (MIG), the country’s oldest trade association representing licensed cannabis businesses, is building a message that encourages those consuming cannabis in any form to do so safely.

The campaign, which is being targeted both at industry publications and the general public, focuses on encouraging users to ensure that they’ve prepared themselves before jumping in—and not getting behind the wheel after using.

Just a few sample slogans the campaign will be using:

It’s 4:20 somewhere. Please consume responsibly.

If you’re gonna dab, take a cab. Please consume responsibly.

Welcome to Colorado, the world’s first legal cannabis market. Please consume responsibly.

The design of the ads [PDF], says MIG Interim Executive Director Kristi Kelly, is intentionally bold, based on a simple black-and-white color palette.

“By design, this campaign is stark and serious, because public safety is serious. Government agencies shouldn’t be alone in encouraging good decision making. It’s important that people know that the industry also cares about our communities,” Kelly said in a news release.

It’s not the first time the trade group has focused on public awareness campaigns of this kind. According to KKTV, MIG has also offered its two cents on campaigns by the Colorado Department of Transportation and the Colorado Department of Public Health and Environment.

(iStock/Thinkstock)