As part of our You Can campaign, aimed at teenagers, we wanted teens to explore their interests and find new passions—instead of finding excuses to use marijuana. We created an interactive web experience and content with different optimistic and inspiring ‘You Can’ categories: Sports, Academics, Creativity, Social/Friendships, Overcoming (for high risk teens) Dealing with Stress and more. When teens came to the page they would select a category, and the content would then populate based on their selection. This customized experience inspired teens and encouraged them to come back for more.
Through our digital content, we reinforced our messaging on how marijuana affects teens’ health and lives. By keeping our content authentic and meaningful, teens engaged to learn, to try something new, and to have fun—all while avoiding marijuana in the process.
*This campaign won multiple awards including an Addy and two Telly Awards.