The Lung Health Foundation
'The Toker'
Digital Content Activation (PR/Social/Web)
The Mission
Reaching gen z with health messaging isn't an easy task.
So when the Lung Health Foundation tapped Edelman Canada to communicate the harmful effects of cannabis smoke to young Canadians... we had to get creative.
The Work
To deliver The Lung Health Foundation's important message Edelman created "The Toker": an Adult Swim inspired cartoon hero who was anything but super.
With sly and sardonic humour and clever animation, The Toker came to life across 6 short video episodes perectly tailored to spread online via social media.
Each episode came supported by a robust rollout of social media assets, always accompanied with a clear CTA driving to an informative camaign website filled with resources and further information.
My Role
Edelman: VP, Digital
I played a supporting role in this campaign: leading my team to devise the social and web strategy for The Toker while also working with our media partners to ensure the resulting plan would have the best chance of reaching our coveted gen z and young millenial target in the places where they lived, worked and played online.
