What Are You Smoking?

Client: Curaleaf

The UK’s illegal cannabis-using community exceeds 2.5M, with around 1.8M using it for health issues like chronic pain. Despite this, many continue to buy from dealers rather than source it legally from medical cannabis clinics such as Curaleaf.

To uncover what’s really in street-bought cannabis— ranging from mould to E. coli—we lab-tested samples and went straight to the source. Billboards in drug hotspots and QR code stickers on lamp posts flipped an innovative dealer tactic against them. The result? Over 700 media hits and an 18% spike in new patients for Curaleaf Clinic after launch.