creating change for the better
creating change for the better
Embedded Files
At Odonnell Company, we partner with organizations that benefit people in a concrete way to harness the power of positive change--and transform communities, people, and lives.
be in the know ct
be in the know ct
This portal features all creative assets from years 1-3 of the Be in the Know CT campaign. It is organized by type of asset: billboards, bus ads, posters, fact sheets, audio, social media, digital display, dating app ads, and videos.
Additional creative concepts were developed as a year 4 pilot and will launch in spring/summer 2025.
the objectives
the objectives
Increase knowledge of laws related to possession and use of cannabis in Connecticut.
Increase traffic to BeInTheKnowCT.org website and resource pages.
Increase in the number of individuals requesting information on services and supports about the potentially harmful effects of cannabis.
our audience
our audience
Primary
Primary
CT Residents (18+)
Youth
Breast/Chestfeeding Individuals
Spanish-speakers
Secondary
Secondary
CT Residents (18+)
Parents & Trusted Adults
Community Organizations
Educators
Healthcare Professionals
campaign approach
campaign approach
Brand Character
Trusted, non-judgmental source of information & support
Sympathetic & empathetic
Challenges
Clear communication without causing feelings of judgment or defensiveness
Social & Digital guidelines around cannabis advertising
EVERY ASPECT OF OUR WORK CONSIDERS HOW OUR BRAINS WORK AND HOW HUMANS BEHAVE, OFFERING CLEAR, POSITIVE PATHS FORWARD.
EVERY ASPECT OF OUR WORK CONSIDERS HOW OUR BRAINS WORK AND HOW HUMANS BEHAVE, OFFERING CLEAR, POSITIVE PATHS FORWARD.
Brain Science
Brain Science
With legalization, we moved from cannabis being an illegal substance to a product that is being actively marketed. That means every individual in Connecticut is now making decisions about the role cannabis may play in their life. And each individual is bringing their own unique bias and lived experience.
In this evolving cannabis environment we’re seeing cannabis marketed as a natural “wellness product” with higher accessibility, which is leading to misperceptions about low-risk and potential health impacts.
So How Did We Bring Clarity?
So How Did We Bring Clarity?
To connect with priority audiences, we delivered messaging that comes from an objective place: research-based, unbiased information, presented in a neutral, judgment-free tone. The message is not just “no”, but, “what else?”, “why?”, and “what works for me?” We continued to pair this messaging with visuals that are approachable and appealing.
media strategy
media strategy
Media is consumed in a variety of ways, and a multichannel approach means that there are many touchpoints to connect with the audience and more opportunities to share frequent, simple, easy-to-digest messages that spark important conversations.
An integrated media mix provides opportunities to share easy-to-digest messages and present behavioral nudges throughout a person’s day.
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Change for the Better Marketing™
Let's talk about how we can build connections together.
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Change for the Better Marketing™
Let's talk about how we can build connections together.
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