TO BE OPEN IS TO BE AWARE
Encouraging young people to be open to learning about the potent effects of cannabis was critical. Being believable was essential.
Strategic Development >
Creative development >
Strategic Development >
- Marketing plan
- Outreach plan
- Media plan/buy
- Tracking/reporting
- Multi-agency leadership
Creative development >
- Concepts
- Ad extensions
- Videos
- Marketing collateral
- Transcreations
- Website design
TO BE OPEN
IS TO BE AWARE
Encouraging young people to be open to learning about the potent effects of cannabis was critical. Being believable was essential.
Strategic Development >
Creative development >
Strategic Development >
- Marketing plan
- Outreach plan
- Media plan/buy
- Tracking/reporting
- Multi-agency leadership
Creative development >
- Concepts
- Ad extensions
- Videos
- Marketing collateral
- Transcreations
- Website design
Insight
To help young Minnesotans make informed choices about cannabis, we needed an approach that put credibility over judgement. Inclusion over indifference. A relatable spirit over a heavy government presence.
Solution
Create a relatable, uplifting and inclusive campaign to inspire genuine curiosity about the short- and long-term effects of cannabis usage.
Outcome
Strong visibility. Meaningful engagement. Outstanding impressions and website visits.
Impact
240,000+
Twin Cities teens and young adults reached on TikTok alone
Impact
140,000+
website visits
within the initial
campaign window
Impact
7.3 million
across paid media channels (more tha double projected)
“
Words can’t begin to express how grateful we are to the Neka Creative team and all the vendors who came together to bring this campaign to life. We couldn’t have asked for a better group of partners."
-Jade Hipp, Minnesota Department of Health
Partner extensions