Unclouded Indiana

This public health campaign had to grab 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 web 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 pushed teens to the site, with gifs, polls, and graphics that stopped the scroll long enough for the message to come across.

One of the top Instagram engagement ads with 24,835 engagements

One of the top Instagram engagement ads with 19,098 engagements

One of the top Instagram engagement ads with 11,242 engagements

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.

The top Instagram traffic ad received 1,119 link clicks—50% more swipe ups than expected.