The Dirt on Weed

The Berrien County Health Department was facing a big challenge. With the legalization of marijuana, use in Michigan was on the rise. And so was the Health Department’s need to get a message of warning out to three distinct audiences about the potential dangers of pot.

The Berrien County Health Department selected King to develop a marketing campaign with one consistent message. Our concept, “The Dirt on Weed,” provided an umbrella for us to talk to pregnant and nursing moms, parents of teens and marijuana users. The “dirt” we were dishing was education about the risks of marijuana use. We didn’t want the campaign to come across as preachy or judgmental. Instead, we want to give people the information they need to make good choices.

“The Dirt on Weed” has been actively running for three years. Tactics include print, outdoor, television, radio, display ads, social media and a campaign landing page. Campaign metrics reveal consistently strong community engagement. But the campaign’s true success was the increase in community organizations who reached out to BCHD to request educational presentations.

Over 3 Million Impressions

Campaign Expanded

The Dirt on Weed campaign became the perfect solution—an honest conversation about those dangers, tailored to each audience through creative messaging and media placement. The result? The campaign was so successful it was expanded to new counties in 2020 and 2021. This turned the initial limited budget into an impact of over 3 million impressions.