Cannabis Clinic

Medicinal cannabis is legal in New Zealand - but stigma still hangs heavy. Two-thirds of Kiwis believe there’s something shameful about accessing it.

That perception hits real patients hard.

Cannabis Clinic, New Zealand’s leading independent provider, came to us with a clear challenge: help change the conversation.

Together, we launched the country’s first anti-stigma campaign for medicinal cannabis.

Our bold move? Flip the most iconic symbol of illegal cannabis trade - trainers hanging on powerlines - to represent something legal, credible, and human.

The campaign’s striking OOH visuals, shot by Troy Goodall, blended into the urban landscape with a special build on Newton Road by Bootleg Designs, designed to stop people in their tracks and spark conversation.

Complementing this, cinematic social films written and directed by Alice Cogin at Supernormal bring real patients’ stories to life - raw, relatable, and a wake-up call to rethink the stigma.

The campaign reached over 2.1 million impressions and a 26% increase in referral traffic to Cannabis Clinic - showing clear movement from awareness to action.