Teens today face an unbelievable amount of stress. So, how can we convince them not to use marijuana when it’s something they see as a “natural” stress reliever? The answer, we go beyond just educating them on the risks. We instead inspire teens to empower themselves. Follow their dreams. Know that they can do anything they set their mind to. We help teens discover the power they have inside themselves—something marijuana could never replace or rival. We talked with teens—not at them—about the things they could achieve, not the mistakes they may be making.
To achieve our objectives, we created an integrated, mobile-first campaign that brought a website, digital banners, social content, videos, posters, social ads, giveaways, and a unique web experience together to deliver a simple message—Marijuana can’t. You can. Built on in-the-moment photography, a modern color palette, and empowering voice, our campaign centered on teens and all the possibilities that lay in front of them. Whether it’s about upping their game, achieving their dreams, or just being themselves, we changed the marijuana conversation in Washington state.
In December 2018, a campaign ad recall survey was conducted that showed 61 percent of Washington state teens surveyed said they were less likely to use marijuana after seeing the campaign ads.
*This campaign won multiple awards, including an ADDY, 2 Telly Awards and 4 PR news digital awards.