Curaleaf

What are you smoking?

What are you smoking?

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 legally.

Working with medical cannabis clinic, Curaleaf, we uncovered what’s really in street-bought cannabis— ranging from mould to E. coli—we lab-tested samples, in partnership with Manchester Metropolitan University, and delivered results straight to the source.

In a bold and provocative stunt, we launched eye-catching designs on billboards in drug hotspots and QR code stickers on lamp posts, flipping innovative dealer tactics against them. 

700
Articles generated
18%
Spike in new patients

Results

Coverage was extensive, generating more than 200 broadcast interviews and articles including The Mirror, Express, Metro, and FT, all reinforcing our key messaging. 

Cannabis sold on streets riddled with mould, lead, E.coli and salmonella, experts warn
E.coli and lead found in UK street cannabis used for self-medication

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