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#StonerSloth is half-baked social marketing

#StonerSloth is half-baked social marketing

Stoner Sloth, an anti-marijuana campaign from Australia’s New South Wales Health, is going viral for all the wrong reasons:

The series of PSA videos, complete with a Facebook Page and other outreach, was intended to make youths see that they will be objects of ridicule and scorn if they smoke pot. But it’s the campaign itself that is drawing derision:

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While people are yukking it up over the campaign the National Cannabis Prevention and Information Centre, which conducted research that “informed” the campaign, has asked that their name be removed from the campaign. And even Mike Baird, the Premier of New South Wales, is mocking it:

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The campaign is certainly ridiculous, and by inspiring people around the world to make stoner jokes about it, is probably having the opposite of its intended effect.

Oscar Wilde once quipped, “There is only one thing in life worse than being talked about, and that is not being talked about.” Whoever takes the fall for this fiasco of a campaign may feel differently.


I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more