virginia central cannabis authority
While interning for Siddall Communications, I built a capstone campaign to promote safe, sober driving. I followed the process from start to finish, from research to design to execution.
People ages 18-24 make up the bulk of cannabis users, and also are the people most likely to drive while high. There is no evidence-based drug education in schools, meaning the younger generation has little access to reliable information on substance use. To make matters worse, institutional distrust is at an all time high among youth, meaning the people smoking the most know the least.
the problem
Research on cannabis use and culture reveals that most people get high for wellness. Young people are treating anxiety and depression, unwinding after work, and unfortunately deciding to drive after doing so. The problem behavior isn’t consumption, but what comes after. Given that people are choosing cannabis for self-care, why not meet
them where they’re at?
the space
I crafted a campaign to speak to Gen Z
cannabis users that cuts through distrust and the very governmental and formal atmosphere in drug education. We can provide factual information that leads people to the right decisions and relate to them using the language of wellness, community, and investing in your own life and livelihood.
the campaign
