The target is the Millennial recreational marijuana consumer. Due to the national debate towards the marihuana legalization, this individual often lessens the personal effects of marijuana, overlooking the consequences of stoned driving. Reaching them is a challenge, as this target don’t consume traditional media. There is little to no current relationship between the audience and brand. Even though the brand’s role was relevant, the priority was to create awareness about the message. Lives are literally at stake. To keep it relevant the target and the brand, the execution had to be completely aligned to the innovative nature of the brand.

This execution creates immediate and unavoidable engagement and message impact – 100% effective delivery. The message is in the consumer’s face and literally in their mouth. Delivery and consumption of the message and call to action is hard to ignore.

We created Weed Advisor,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 dangers of smoking marijuana and driving.

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

Distribution was done for free and was focused on sharing the rolling papers 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.

Results from this initiative will ultimately be measured as fewer marijuana related accidents. Since this work launched just a month ago, results won’t be available yet and will be difficult to separate from other related activities with the same objective. However, it is safe to note that interviews to the rolling papers receivers, demonstrated an increase in awareness of the brand and the message.

This piece was created to generate awareness for the Drugged Driving issue and released during the World Cannabis Week in Colorado. We distributed over 2000 packages to users and to more than 12 Cannabis Stores in Denver-CO. The action generated a video that is now being spread on social media to spread the dont smoke up and drive message. After delivering the rolling papers in Colorado, the social conversations regarding stoned driving doubled. It Increased by 120% from previous month.

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.

Drug-impaired driving has become an issue of increasing concern in several states due to the recent legalization of marijuana. There is a lack of awareness and education about the effects of ‘stoned’ driving among consumers, mainly because this messaging is delivered via traditional media, which is not relevant for our target, Millennials. As a result, we needed to find a way to reach these consumers with a relevant and simple message that made them think about the consequences of reckless driving.