The campaign for the 2020 Cannabis Legalisation Referendum was a big one that divided the country. The NZ Drug Foundation takes the lead in educating, advising and standing up for healthy approaches to alcohol and other drugs, and contracted For Purpose to support their push for a ‘yes to legalisation’ vote in the referendum.
Our primary mahi was the Health Not Handcuffs campaign, from conception, strategy, brand development, web development, and ongoing digital support.
We created a second brand for the Unify Rally, an event at the Auckland Town Hall which aimed to bring supporters together and energise them with stories from the War On Drugs in the USA and homegrown advocates. We also managed the paid social campaign and volunteer management for the event.
Lastly, and late in the campaign we pivoted to the “Vote Yes” message - developing a new brand and series of social media content to help get out the vote in the final stages of the campaign.