On the sixth anniversary of cannabis legalization in Canada, an Ontario Cannabis Store (OCS) and Alcohol and Gaming Commission of Ontario activation mimicks an illegal dispensary. Instead of selling cannabis, “Buzzkill” delivered consumer education through a first-of-its-kind awareness campaign for the public cannabis sector.

Part of a larger province-wide digital campaign, the “Buzzkill” pop-up ran from Oct. 17-20 and invited visitors to “shop” at “Buzzkill,” which offered branded educational products packaged with information on the health risks of illegal cannabis.

The products included a satirical beverage, “Pesti Cider,” which warns: “What gives this cannabis-infused cider its signature oomph? We like to think it’s love. But realistically, it’s probably our unregulated use of toxic pesticides. Don’t worry though, we’re like pretty sure it doesn’t have any long-term effects…”

Unlike regulated cannabis, illegal cannabis is not tested for contaminants such as heavy metals, toxic levels of E. coli, Salmonella, mould or illegal pesticides, the OCS says. Illegal edibles carry further risk due to inconsistent THC dosing, leaving consumers uncertain about potency.

“To get [consumers] to pause and question illegal weed, we used the fact that, unlike legal cannabis, there is no mandatory third-party testing for illegal cannabis when it comes to toxic chemicals, banned pesticides, toxic levels of mould, and even E. coli and salmonella found in feces,” Kim Lang, senior marketing manager with OCS, says. “So, what that means is if you’re buying illegally, you can’t be certain of what you’re eating, drinking or smoking.”

Also, illegal cannabis products aren’t traceable through a Certificate of Analysis (COA) or Statement of Attestation (SOA), the OCS says. This traceability allows for product recalls and ensures the ongoing safety of the legal market. The only way for cannabis consumers to be certain about their products is to look for the Cannabis Retail Seal window sticker or symbol when shopping in stores or online.

A recent study conducted by the National Research Council on behalf of the OCS and Ontario Provincial Police showed that 86% (19 out of 22) of the illegal cannabis samples tested contained multiple pesticides – in many cases at levels several hundred times above Health Canada’s limits.

In a recent survey conducted on behalf of the OCS, 62% of all Ontarians aged 19+ ranked “no quality control or assurance of product safety” as one of the top three downsides of illegal cannabis. Despite all this, 46% of cannabis consumers continue to buy from the illegal market.

“Any time we are delivering a safety message from the government, it’s a delicate balance of communicating the facts but in a way that won’t be easily dismissed by an audience looking for reason to be critical of government messaging,” Krista Findlay, group account director with agency partner LG2, tells strategy. “We’re talking about an industry that up until a few years ago was illegal, and now the government is playing a pivotal role in promoting the facts about it. This wasn’t about finger wagging; this was about presenting the risks in a very transparent way to help inform people’s choices.”

Awareness for the pop-up was driven through organic and paid social on Meta and Snapchat, as well as from legal producers and retailers. Additionally, the campaign used wild postings on telephone poles and construction walls in the blocks surrounding “Buzzkill.”

The “Buzzkill” message was further amplified through an integrated digital campaign, running from October to November, with a second flight from February to March, estimated to reach nearly 93% of Ontarians aged 19+. Three video creatives are running as 15- and 6-second online videos, along with takeovers on Reddit, Fandom and TheScore, programmatic and display ads and social media.

Initiative was responsible for the media for the campaign.