Drug Free Kids Canada
Dark Gummies

Social responsibility
Behavioural change
Awareness



Challenge

In June of 2019, the Canadian Government legalized cannabis edibles. Despite their childlike form and innocent veneer, edibles are actually far more potent and unpredictable than many parents realize. We needed to help parents understand the risks for their teens, who would now have easier access.

Solution

We wanted parents to know that cannabis edibles weren’t as harmless as they seemed. So we brought to life one of the most innocent-looking forms of edibles: the gummy bear. 

Our “Dark Gummies” campaign featured a band of cute and seemingly harmless cannabis-infused gummy bears wreaking havoc and being downright despicable inside a family’s home. We chose gummy bears not only because they’re the most popular form of edible, but also because they’re inherently cute, cuddly, and appealing to kids—making them the perfect symbol for both the category and the problem.

Results

We set out to open a dialogue between parents and teens. And that’s exactly what we did: 1 in 3 parents said they had a discussion about edibles with their kids after seeing our campaign. And 95% claimed the discussion had a positive impact.

  1. Reach:
  2. $11M
  3. in free media
  1. Behaviour change:
  2. 1 in 3 parents
  3. initiated a conversation with their kids
  1. Views:
  2. 16X MORE
  3. than any other on DFK’s YouTube channel
Happy client quote

“Our goal isn’t to scare parents, but to help them spark a conversation with their kids.”

Chantal Vallerand, Executive Director, DFK

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Montreal, QC
H4C 2K1

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