Campaign: CannaBeast
Client: Crime Narcotics Bureau

Problem

Young cannabis abusers were on the rise in Singapore. According to surveys, Singapore youngsters misperceived cannabis as harmless and non-addictive. The youth’s lack of knowledge and understanding of this drug could be a major factor behind the spike.

Solution

We developed a cannabis myth-busting campaign—“The Horrors of the CannaBeast”. We created the monster character “CannaBeast” to highlight the drug’s dark side. A video was released on social media to grab youngster’s attention while driving them to our Claw Machine on-ground activation, where they played, engaged, and learnt more about the truths of cannabis.