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Creative in association withGear Seven
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Giant Cannabis Gummy Bears Keeps Cannabis High and Locked and So Should You

23/04/2020
Media Agency
Toronto, Canada
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Canadian injury prevention group Parachute asked The Parliament Buildings of Canada to use the gummy bear from Mass Minority for safety awareness

That is the message in the new campaign created by Mass Minority now that cannabis edibles are legal across Canada. 

A new campaign was requested by Parachute, a Canadian injury prevention resource group to communicate that cannabis edibles need to be out of reach and locked safely away from children. Now that edibles are legal in Canada and could be misconceived as candy to a child, it is an imperative reminder that needed to be communicated. 

Launched during drug safety week the campaign includes a series of ads that run outdoor and online across the country in images that clearly but hyperbolically communicate 'keep your cannabis high and out of reach of children'. In every instance the image includes, a cannabis gummy bear locked to the object that keeps it high and out of reach with the lead image being the peace tower at Canada’s Parliament Buildings. 

“We wanted the ads to be unbiased, straight to the point but attention worthily so the message breaks through and is remembered.“ said Brett Channer, founder and CCO of Mass Minority. 

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