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New Jersey CRC selects Cetra Group for statewide safe‑use campaign
Summary
The commission selected Cetra Group Incorporated, a Hispanic veteran‑owned firm, to run a multilingual safe‑use public information campaign promoting dosing, safe storage and avoiding driving after cannabis use.
The Cannabis Regulatory Commission voted July 30 to award a statewide, multilingual safe‑use public information campaign via a mini‑bid contract to Cetra Group Incorporated, a Hispanic veteran‑owned media strategy firm recommended by the Public Engagement & Education Committee.
Commissioner Papp, presenting the committee's recommendation, said the campaign will target youth under 18, young adults 18–20, parents and guardians, people who are pregnant or nursing, health‑impacted individuals and inexperienced users. The campaign is designed to use outdoor signage, digital advertising, streaming and social platforms, and will emphasize safe storage, dosing guidance, product safety and urging purchases from regulated dispensaries.
Papp noted nine proposals were received and the committee found one vendor rose above the rest. The commission voted to offer the contract to Cetra Group Incorporated. Chairwoman Diana Wainu thanked the communications team and commissioners for work on the mini‑bid and said staff will now begin contract execution and campaign planning.
Why it matters: the campaign aims to communicate risk‑reduction messages across languages and communities, and the contract award signals the commission’s emphasis on education in parallel with enforcement and licensing actions.
What's next: staff will begin contract negotiations and campaign implementation; the commission did not provide a contract value at the public meeting.
