The purpose of this project is to convince undecided audiences that cannabis legalization will have a positive effect on Canadian society. The designs are intended to challenge the preconceived notions that people have regarding cannabis with impactful colours and graphics that grab attention.

This poster is designed to relate to youth who have had experiences with marijuana and may not know the dangers of unregulated drugs. It features a simple, bold colour scheme and a powerful headline that raises concern. The design highlights possible contaminants that can be found in illegal marijuana, demonstrating that legal marijuana is safer for everyone.

In a separate but related project, the campaign was further realized with the addition of more marketing materials and a mockup website. These social media posts target older generations that have been raised with the idea that cannabis is a harmful drug. By appealing to their emotions and concerns of aging, the message that cannabis products can be beneficial to them is illustrated. Cannabis is safer and less addictive than some prescription pain killers, and when legalized, much easier to access even for those who are unable to obtain prescription aids.