Since our message was targeted specifically to Millennials, a target that doesn’t consume or react to traditional media, we needed to present the message at the right time, via a trusted source so that action could be taken immediately. This is how the idea of printing our educational message on rolling papers was born.

The final outcome were rolling papers with a printed design that when rolled out showed two cars that slowly crashed with an accompanying message that read: “Pot slows your reactions. Don’t smoke and drive”. A message that is unavoidable as the consumer prepared to smoke pot.

For the brand, this was a simple, impactful and immediate way to get our message across. This is the mission and goal of We Save Lives; the ultimate return on investment – saving lives.

Drunk driving is an issue that has affected the U.S. for decades, but major strides to eradicate it were made during the course of the 20th century. Due to recent legalization of marijuana, drug-impaired driving has become an issue of increasing concern.

The challenge was to increase awareness about the dangers of ‘stoned’ driving.

The objective was to find a way to reach these consumers with a relevant and simple message and save lives.

Thousands of rolling papers were distributed exclusively to marijuana smokers at cannabis related events.

Weed Advisor was referred to as ‘dope’ among smokers, who enjoyed and agreed with the message. But surprisingly, it was business owners who saw the product as an opportunity to create positive news around their industry by helping to achieve more responsible consumption.

We created rolling papers with a printed design that when rolled a crash between two cars becomes visible along with a message that reads:“Pot slows your reactions. Don’t smoke and drive”.

A message on a rolling paper aligns the right time and right place for massive relevance, making it virtually impossible to ignore our reminder of the danger of smoking marijuana and driving.

Since our message was targeted specifically to Millennials, who don’t consume traditional media,we needed to present the message at the right time, via a trusted source and in a manner that could be easily remembered.

Distribution was focused on sharing the rolling papers (for free) during key marijuana related events,such as World Cannabis Week.

Furthermore, because marijuana is still illegal in many states, mass media was not a viable medium. Therefore, we needed to look for highly targeted and contextual opportunities in which to help save lives.