Wait on the weed.
When people think of Denver, a few associations come to mind, with weed often being at the forefront due to its recent normalization. It has become increasingly important for individuals, especially the youth, to understand the facts about the substance. The City of Denver enlisted our help to revamp the High Costs Campaign, aiming to modernize it and make it more relatable to teens who use smartphones.
The campaign emphasizes the importance of waiting until age 25 to use weed, highlighting that early use can adversely affect mental development and performance. With a key insight that teens now consider it cool to care about your future, we used familiar metaphors and imagery to deliver this message in a way that didn’t give ourselves away as a government entity, or a “don’t do drugs” campaign.
QUIZZES < GAMES
The campaign’s website priorly utilized a quiz that students could take to digest facts about weed, its legalization, and the laws around it. To use the famous buzzword in its most literal form, we gamified it. Because succinctly, the only fun part of taking a quiz is getting a score. In what was uncharted territory for me, I thoroughly enjoyed building out three game modes that offered different styles of scoring and gameplay. Our web designer brought these game modes to life, and the high score challenge continues to get competitive play.