Cannabis Edibles Safety

Educating Parents about Cannabis Edibles Safety.

The NYC Administration of Children’s Services (ACS) came to Miller with an unique opportunity to work on a Cannabis Edibles Safety public service announcement campaign. Due to the rising reports involving children accidentally consuming cannabis edibles in recent years and the legalization of cannabis in New York state, NYC ACS wanted to raise awareness to young parents about the dangers of cannabis ingestion by children and how to safely store edibles.

As the word “cannabis” and a cannabis leaf was featured throughout the campaign copy and creative, Miller was tasked with finding cannabis friendly media options. Miller did extensive research and outreach and put together a media proposal that included social, digital, and programmatic digital out-of-home channels with English and Spanish language options. The digital out-of-home ads were displayed in convenience stores within geo targeted zip codes to reach specific neighborhoods around NYC. 

Results: Based on the success of the initial campaign, the budget was increased and the length of the campaign was extended. Parents demonstrated strong interest in learning more and high engagement across all channels. Snapchat was a top performer in reaching the target audience of young parents.