This was a campaign designed to display the negative affects of the war on drugs. Research showed that 55% of Americans are already in favor of decriminalizing drug offenses from a 2019 national survey by Cato (40% of Republicans, 54% of Independents, and 69% of Democrats). This campaign decided to target conservative values to relay information to the less in favor, republican population. Using specific facts that appeal to their beliefs, such as personal freedoms/liberties and economic impact.
Instagram Post Series 1
Instagram Post Series 2
Motion Graphic for Campaign
