*Project completed as part of coursework for educational purposes only.
Creative team:
Erika McCall, Frank Neufeld, Madison Rogers
The challenge:
Create a campaign that normalizes cannabis and offers education without stigmatization in order to reduce harm.
The target:
Demographic: age 18-30 years.
Psychographic: Cannabis users (including new users) who want to have fun and not be judged.
Behavioural: Youth looking to buy will look for and listen to reliable, non-judgmental and truthful information on the benefits and dangers (best practices) for Cannabis use.
Geographic: Canada. More focused on psychographics.
The solution:
Weedsplain [wi•d•splein] v. – to explain in an over-confident manner cannabis-related topics based on opinion, not fact.