With this campaign, Rethink successfully tackled a difficult subject, and smoothly navigated some very tricky media territory. Knowing the team, I guess this was due to integrated working between media, campaigns and policy people in-house.
The campaign was more pragmatic than creative. This was entirely appropriate, given the ease with which one can lose control of media messages when two independently controversial topics, cannabis and psychosis, are at the centre of the story.
By concentrating on the health risks, rather than the reclassifying of cannabis, Rethink managed to spark a much-needed debate on the links between cannabis and psychosis. But they avoided the risk of getting mired in a difficult argument that may have alienated some of their natural allies and supporters. It was risky using the anniversary of reclassification as a hook, but it paid off.
It rightly had a heavy policy slant, and the impressive element was targeting the Health Select Committee. In terms ofawareness among general consumers, there is further mileage to cover.
It's never easy making coverage on a call for information or an inquiry.
Rethink did a great job.