As the authority responsible for the regulation of the newly legalized cannabis industry, (as well as the alcohol and gaming industries) the LGCA recognized the need to educate the public on the new laws and on how to safely use the newly legalized cannabis. Having worked with LGCA on previous social marketing campaigns, (“Bring ID”, “Chase the Ace”), ChangeMakers was brought on to help tackle this new and challenging messaging together.
It was decided to keep the message simple, clear, concise and non-judgemental; a departure from the many warning messages that existed in the province. The best way to accomplish this? Stick to the facts, presented under the banner of “The Can & Can’t of Cannabis.” Each ad conveyed facts through short copy in bold letters that made them easy to remember. The clarity was enhanced even further through the use of eye-catching design that focused on the typography and was distinctly “non-government” in feel.
The response was overwhelmingly positive. In a 200 person survey, 78% of the respondents said they were likely to notice an advertisement, 72% were likely to read all of the text and 72% were likely to remember the advertisements. Those numbers showed the facts mattered, laying the groundwork for the next phase of the campaign; educating people on safe and responsible cannabis use.
