Weed Out The Misinformation (Humber)

After the legalization of cannabis in 2018, our client, Daniel Bear, a professor in Humber College’s Faculty of Social and Community Services, identified a gap in cannabis education. With a full team, Fionnah McKechnie, art director, Amanda Nascimento, copywriter, Virginia Weese, designer, and Seumas Slingerland, copywriter, we discovered that there are many myths and stigmas associated with cannabis use. With this information, we decided to focus on providing Canadian cannabis users with fact-based, stigma-free information that encourages them to weed out misinformation and make more informed decisions when it comes to their cannabis consumption. Our initial campaign (below) was a class project that was selected by the client as the 1st place winner. Since then, it has been redeveloped for further studies to be developed for its Canada-wide launch.