True Colours:
a social initiative with national impact
In a world where being your true self can be seen as a radical act, it's never been more important to recognize that the true beauty in humanity lies in our colourful diversity. Reef Organic™ is a cannabis brand with a deep commitment to diversity, inclusion, and sustainability. With a desire to take action on their commitments and make measurable impacts, they engaged us to help them launch an initiative that gives back to the organizations driving meaningful social and environmental change across Canada.
Collaborating with their internal product and marketing teams we created the True Colours Initiative and the ‘Be True To You’ campaign designed to honour PRIDE month by pledging a portion of sales of a limited time, specialized SKU from their edibles lineup to Rainbow Coalition organizations across Canada that help improve the lives of 2SLGBTQIA+ people.
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Campaign Strategy + Positioning
Campaign Naming + Graphic Design
Product Packaging Design
Retail + POS Displays
Retail + Event Activations
Campaign Microsite Design
Branded Merchandise
Social Media Content
Influencer Campaigns
PR + Thought Leadership
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STRATEGY + POSITIONING: Rachel Colic
DESIGN: Benny Corrigan, David Sacha
COPYWRITING: Paul Silbiger, Rachel Colic
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To ensure the campaign felt authentic we curated an Advisory Panel of diverse members from the 2SLGBTQIA+ cannabis community to help set the tone and direction. Selecting key areas of focus and impact pillars that would drive the desired results, we developed a comprehensive social impact initiative and retail campaign with defined KPIs for tracking success across markets.
To help drive awareness and traction across social platforms, we developed the ‘Allyship in Action’ content series by commissioning trans and queer members of the cannabis community to share their experiences and provide actionable education that could help make the cannabis industry safer and more inclusive for all.
The goal of the series was to create more awareness about what 2SLGBTQIA+ employees and customers experience when navigating cannabis spaces, and to provide tools and strategies for building a more inclusive industry where everyone feels safe, welcome and valued. The content included topics like; The Power of Inclusive Language, Creating Inclusive Cannabis Retail Spaces, 10 Ways to be A Trans Ally, and Inclusive ID Screening for Cannabis Retail Stores. The content series received 5000+ unique views and shares across platforms during the campaign.
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The True Colours Initiative and campaign were a soaring success for the brand and their community, achieving national PR coverage that increased awareness and affinity for the brand across multiple markets. Well received and highly celebrated by its intended audiences, the campaign successfully raised of $5,000 for Rainbow Coalition organizations across Canada, and it received an ADCANN award for Best Social Good Campaign in 2022.
The Reef Organic leadership team was so impressed with the campaign results based on both social and sales metrics, they made the True Colours initiative a permanent fixture in their annual brand marketing and social impact programs.
