Smart Approaches to Marijuana is an organization based in Washington DC, whose mission it is to prevent the legalization and proliferation of marijuana and recreational drugs. They approached us because of our experience working on the Truth anti-smoking campaign. The following work was leveraged across several states in advance of referendums and ballot measures
To get voters to really think deeply about voting for or against legalization, we had to fast-forward to a world that was different, where there were marijuana corporations, cannabis cola and a whole lot of changes they likely hadn’t imagined. Our goal was not to tell them how to vote. Our goal was to get them to really think twice before supporting legalization.
Then, we followed up with singular ideas that pulled the curtain back on a world with legalized pot.
We appealed to parents.
And we challenged their perceptions with a harsh dose of reality.
We also created animated gifs that could be used on Facebook, Youtube and any other video platforms.
We designed the campaign for virtually any possible medium, including bus shelters.
And billboards.
And of course, public transportation.
Capabilities Leveraged:
Creative Strategy
Ad campaign development & production
Brand building
Social media content & engagement