Maryland Cannabis Administration Smoke Free Spaces
Clearing the Air About Smoking Cannabis in Public
Cannabis is legal for adults 21 and over in Maryland — but smoking or vaping in public is not. Despite this, it was reported that 25% of Marylanders falsely believed cannabis could be smoked in public in some capacity. Maryland Cannabis Administration wanted to address this issue as part of their BeCannabisSmart campaign.
Primarily, we wanted to educate. Our goal was to increase awareness about restrictions on smoking cannabis in public and encourage smoke-free spaces. We did this by informing our audience about what is and isn’t a legal space to use cannabis and going to areas where it was reported to be a problem, like bars and restaurants. There, our messaging appeared on jukebox screens, coasters and restroom signs to prevent smokers from making a mistake and to remind them about Maryland’s laws.
Of course, there are those who aren’t exactly “making a mistake” when they use cannabis in public, despite the illegality. We appealed to their sense of decency and requested that they be mindful of their surroundings (and state laws) by pointing out that they’re not the only ones smoking when they smoke in public — secondhand smoke reaches everyone’s lungs, including children’s. Additionally, by smoking in public, they would be suffocating everyone else’s right to clean air.
We used TV, paid social, web and outdoor media to convey the risks of using cannabis in public spaces regarding both health and the law. Our work made an impact: Over 500 million impressions were served, and we had a .76% engagement rate on social media — the highest for a BeCannabisSmart campaign to date. Our streaming TV spots had a 97.9% video completion rate, and the landing page we developed received over 11,000 page views.
By using direct messaging, powerful imagery and strategic executions, we were able to clear the air with Marylanders about where they are allowed to use cannabis. And help maintain more smoke-free spaces for all.
