Let’s Talk Cannabis Illinois
Campaign: Multiple
Agency: Rescue
As cannabis laws shifted across the country, state health departments wondered how to clarify new parameters with their residents. Let’s Talk Cannabis was our answer to that problem. For every law, fact, and tip our clients provided, we created assets to reach their entire community—smokers, parents, teens, and healthcare providers.
Let’s Talk Cannabis was one of Rescue’s first “ready-made campaigns,” in which we developed a single brand and customized it for each state health department client. In my time at Rescue, Let’s Talk Cannabis was purchased by three different states. I ideated and wrote for all three, eventually becoming a writing lead on this campaign series.
Between all three states’ campaigns, Let’s Talk Cannabis garnered 32 million impressions, 1.3 million media engagements, and 125,000 web sessions.
Social Theme: “Red Light, Green Light”
Originally inspired by traffic lights, this social theme was designed to communicate key information quickly. We took anticipated questions and provided answers that viewers could grasp as they scroll on different platforms. Captions gave us an opportunity to provide more detail and direct viewers to the website.
Bite-sized facts were the focus of this social theme. In the seconds it takes viewers to read and scroll, we wanted to impart key information about cannabis consumption in their state. Captions elaborate on these facts, but, like the other social themes in this campaign, the assets are designed to function when viewed alone.
Social Theme: “Let’s talk…”
Social Theme: “Did you know?”
Our clients knew that teens would attempt to access cannabis as it became easier to purchase. This social theme hoped to reach teens in the virtual spaces where they spend their time, communicating in a way they understand. Emojis are a big part of teen discourse, so we made them the focal point here.
:30 Video assets (Storyboards)
Our client wanted public service announcement-style videos to share information in real-life scenarios. I ideated and scripted “Responsible Everyone” almost entirely on my own, and contributed to the scripting of “Two Slow.”
“Responsible Everyone”
“Two Slow.”
Hindering underage access and use of cannabis was a top priority for these clients. To do that, they requested magnets and posters that counselors and healthcare providers could display and share with parents and caregivers.
Partner Materials (PROOFS)
Magnets
Poster
To drive viewers to the website, we created banners and flags to function as paid advertisements. Word space was limited, so clarity was key. We wrote to explain succinctly why anyone would need to learn more about cannabis.
Digital Advertisements
Website
A single website for readers of all ages and knowledge levels of cannabis consumption meant creating a clear, easily navigated resource. The tone is casual yet informative, ensuring that anyone visiting could easily understand the information they read.