| Title | Consequence Strains |
| Brief | With legalization coming in 2018, Canadians needed to be aware of the dangers of driving under the influence of marijuana.The challenge was that marijuana users don’t see driving high as a problem and ignore traditional messaging, which tells them otherwise.So, we partnered with a licensed producer to create Consequence Strains: three new cannabis strains designed to highlight the consequences of driving high.Each strain showcased a potential risk: being charged with impairment, dealing with the pain of an auto accident injury, or being sentenced to prison for killing another driver or pedestrian.The strains were then introduced to the public through a storefront, documentary, posters, influencer outreach and a website, which included facts and stats.Without spending a single dollar on media, the campaign received coverage on Canada’s largest news organizations, sparking conversation and awareness across the country about the potential dangers and legal implications of drug-impaired driving. |
| Agency |
BBDO Canada
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| Campaign |
Consequence Strains
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| Advertiser |
R.I.D.E Checks
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| Brand |
R.I.D.E Checks
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| Posted | November 2018 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Television & Cinema
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Rooster Post Production
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