New South Wales Government - Stoner Sloth
14-16 year olds aren’t scared of weed but they are scared of being boring or weird.
So our Facebook only campaign was designed for kids to tag their friends and make them think twice about how they’re perceived while smoking weed. It also served as a tool for parents to talk about weed in a humorous way with their children, making an awkward subject easier to deal with.
With a tiny budget we did what’s not often possible: created something that got into culture.
It was divisive, especially given the global climate around legalisation, but in the end research results showed it had the exact desired effect on our target.
Oh, and it got 60 million total views globally, which isn’t bad either.
So our Facebook only campaign was designed for kids to tag their friends and make them think twice about how they’re perceived while smoking weed. It also served as a tool for parents to talk about weed in a humorous way with their children, making an awkward subject easier to deal with.
With a tiny budget we did what’s not often possible: created something that got into culture.
It was divisive, especially given the global climate around legalisation, but in the end research results showed it had the exact desired effect on our target.
Oh, and it got 60 million total views globally, which isn’t bad either.
