For the Mental Healthcare organisation Mondriaan and the city of Maastricht we developed a campaign based on the Social Norm Approach. This campaign raises the question: When will you smoke weed?
We created a three step campaign. The first step was hanging posters in secondary schools with tongue in cheek questions like: "Stoned on your grandma's birthday?". The second step was to gather information from the students and keep track on their answers. The third step was to communicate those answers and convey the message that only a small percentage of students smokes by sticking stickers on those posters. [We stick...][...TO the FACTS!!]
COOL CALEIDOSCOPE CREATION
Anyone who smokes knows the 'tunnelvision' you get after inhaling that sweet THC. We took this experience and created visuals that were derived from caleidoscopes. It gave a trippy but mainly very colorful background that stands out from the crowd.
Together with a very bold statement it made heads turn and think about the question that was communicated on the posters. [We make...][...heads turn!]
FOUR POSTERS ONE MESSAGE
The posters have illustrations that we created from scratch. We took elements that were recognizable by the target audience, like remote controls, game controllers and, as we are Dutch, bikes!
The same goes for the questions we placed on the posters. Some of the situations were definite no no's to smoke weed, but others could be ok. By doing so we don't say you can't smoke weed, but choose wisely in which situation it might be ok!
AND THE RESULTS ARE IN!
After having the posters up for one week, without any extra information where the came from, a group of enthousiastic social workers went by the secondary schools to gather information. This information was then calculated in percentages that were written down on the posters. This way the students could see that only a small percentage of their peers would smoke weed in situations where it isn't that ok. [Decisons based on...][...FACTS!!]