Bruce Barcott, writing for Leafly:
Last week the provincial government of Northwest Territories unveiled its campaign aimed at informing minors about cannabis, and steering them away from its use.
The “augmented reality” animation is by turns mind-blowing, creepy, kinda cool, and in all ways weird.
The whole package has a lot to unpack: actually pretty decent advice; partnering with an authentic young artist from Yellowknife; the local culture incorporated into design, language, and message; and then just the sheer hallucinogenic quality of the thing.
Inane anti-drug propaganda comes a dime a dozen, but this government-sponsored drug education campaign out of Canada is not only halfway decent, it’s also a refreshing attempt at using harm reduction to teach kids the honest truth about drugs.