Unclouded Indiana

The brief? Catch teens’ attention enough that they’d want to learn about what weed can do to their developing brains and make an informed decision. The tone had to be informative but not preachy, cool but not try-hard.

Screenshot of the homepage of the Unclouded site. It features bright colors, textures, anda teen girl looking pensive and text that reads, "Weed can make stress harder to manage."

The campaign started with the site, which needed a refresh and new sections. I worked closely with the designer to find the right format for the new content, down to UX recommendations and functionality suggestions.

A webpage with bright cards and illustrations
Screenshot of a document with text and UX instructions

The site performed with a 45 second average time on page.

The average session duration was 4 minutes, 19 seconds.

A full social campaign pushded teens to the site, with gifs, polls, and graphics that stopped the scroll long enough for the message to come across.

A social image showing a teen girl looking pensive. Text blocks reading "Stress" and "Weed can can keep you in your feelings" overlay the image. The background features gradient colors and organic elements.
Image of a teen girl looking lost. Text blocks read "Weed helps me fit in," which is crossed out and replaced with "makes me less present." the background features retro grids and pixels, bright colors, and a question mark and "loading" graphic.