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Dosist ''Not Available in Canada''

Dosist ''Not Available in Canada'' | Dosist | Anomaly
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basics
Industry: Beauty & Health
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for Integrated?

The campaign revolves around the central communication that dosist and their award-winning, cannabis-based product’s many health benefits are “Not Available in Canada.” These formulas include Sleep for insomnia, Calm for anxiety issues, Relief for pain, and more.

The Not Available In Canada message is consistently expressed in a range of media including OOH, OLV, social, paid search and display. All campaign elements drive to a central advocacy hub (NotAvailableInCanada.ca) that invites consumers to take action in support of making the product available in Canada.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Cannabis advertising is heavily restricted in Canada:

No health claims about cannabis-based products whatsoever
No communications of price or distribution, testimonials or endorsements allowed
No images of products in OOH allowed
Ban on cannabis health claims on Facebook, Google
No association with lifestyle elements that appeal to youth (IE vitality)

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Canadians are among the world’s worst-hit with insomnia, depression, the opioid crisis.
dosist’s science-backed, therapeutic cannabis products are an effective alternative, earning prestigious accolades from Time Magazine and FastCompany.

With the brand unfairly excluded by Canada’s legalization of recreational cannabis, this campaign fuelled public outcry for access to dosist.

Background

Situation:

dosist is a Californian, cannabis-based health & wellness company, and through rigorous testing & science, the brand developed the world’s first dose controlled cannabis device. Recognized globally by TIME, FastCompany, Wired, Bloomberg and more, this breakthrough offers consumers an alternative, targeting specific needs like insomnia or pain.

With recreational, plant-based cannabis legalization coming to Canada on October 17, 2018, the brand was ready to expand to Canada. It was a massive opportunity, but we also faced massive roadblocks.

The biggest was that dosist’s therapeutic, oil-based product would still be illegal, categorically excluded by The Cannabis Act. Plus, cannabis advertising is highly restrictive.


Brief:
We were tasked with launching a new health & wellness tech product that isn’t federally approved or allowed on shelves.


Objectives:
Increase government support for cannabis legislation change
Generate consumer demand dosist’s products and targeted health benefits
Dramatically Increase dosist’s consumer email database

Describe the creative idea (20% of vote)

To uncover the idea, we honed in on a key Canadian insight. Canadians are naturally competitive with Americans, and a consistent source of pride is Canada’s superior access to quality healthcare. But that same pride means that when Canadians discover effective, proven and/or award-winning therapeutic alternatives available to Americans but not them, it ignites their outrage.

So instead of just launching a brand, we launched a cause by introducing the “Not Available in Canada” campaign.

This overarching concept allowed us to convey dosist’s many health benefits legally by communicating their lack of availability, allowing the brand to launch in a way no other cannabis brand had been able to unlock in Canada.

Describe the strategy (30% of vote)

Target:
Wellness enthusiasts. Young (21-35), educated, creative, affluent, mostly urban. Progressive thinkers, they look beyond accepted norms to improve health.

Approach:
Despite universal health care, Canadians are suffering (third most sleep-deprived nation, mood disorders cost the economy ~$50B/ year, opioid crisis)

Our challenge wasn’t one of legalization, but of complacency. While attention was focused on recreational cannabis, we set out to start a new conversation, empowering Canadians to take control of their wellbeing.


Integration:
It was critical our target saw messages relevant to their specific needs. But we faced a big issue: platforms wouldn’t work with a cannabis brand. To overcome this, we positioned our campaign as a PSA about bringing solutions to Canadians in need.

We became the first brand to partner with Google/OOH vendors & became a rare exception on Facebook/Instagram. Championing a cause allowed us to create mass awareness about a product Canadians couldn’t even try.

Describe the execution (30% of vote)

Implementation:

We launched the campaign with an appearance by dosist’s president at the Canadian Senate to debate including our product into the upcoming Cannabis Act. In tandem, our national Not Available In Canada campaign used OOH, OLV, social, display and search to target specific health concerns by context (for example, by pairing dosist’s most calming formula to a downtown area under heavy construction.)

All paths led to NotAvailableInCanada.ca, an advocacy platform that invited consumers to join our fight by sending a letter to local government representatives on dosist’s behalf.


Timeline:
June 25, 2018 –Sept 30, 2018.

Placement:
National
Digital: Paid search, YouTube pre-roll, display,
Social: FB & IG

Toronto:
“Meet dosist” event/activation

Toronto/Vancouver:
OOH (TSAs, 10x20s, murals, digital boards)

Scale:
National digital + a robust OOH buy in Toronto and Vancouver (total of 717 faces/airings)

List the results (20% of vote)

The campaign drove 452M+ impressions & 14M earned, with coverage from 60 media outlets, dramatically increasing Canadians’ awareness of dosist.

At the start of the campaign, dosist Canada’s email database stood at 36. By the campaign’s end, the total of consumers who signed up & contacted their government representatives on our behalf rose to a total of nearly 80,000.

Six months after the launch, the campaign’s most important objective was achieved: the government set in motion a process that will give Canadians access to dosist, with a projected retail date of October 2019, finally turning Not Available in Canada to Now Available in Canada.

Note: The unique nature of dosist’s launch campaign (growing awareness pre-legalization) meant sales were never set as objectives and are thus 0.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Health & Wellness
Health & Wellness Tech
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