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An awareness campaign for the next legal drug.

With the legal landscape around cannabis shifting in Germany, we launched the #CarefulWithCannabis campaign in collaboration with the DHS.
The goal of the campaign is to raise awareness about the dangers and risks of marijuana consumption and promote safer habits. We helped shape the message for maximum impact, across print, web, and social media, while adapting it for diverse audiences and languages.
DHS
Strategy
Campaign
Print
A cannabis bud with a sign showing care instructions. The campaign visual for the DHS initiative “Handle Cannabis with Care”.

A message that grows with its audience.

To guide users through complex health topics, we created a modular information kit around cannabis use. From foldable leaflets in multiple languages to simplified versions in "Leichter Sprache," the materials ensure accessibility and clarity for a wide range of audiences.
The inside pages of the DHS cannabis flyer.A woman holding the DHS flyer “Handle Cannabis with Care”.
The inside pages of the DHS cannabis flyer

Designed for trust, delivered with care.

The campaign’s tone was factual, not moralising. We crafted every component – from icon systems to layout rules – to feel clinical and calm. Supporting facts and institutional authority (BIÖG and DHS) were given prominence to ensure trust across all touchpoints.
Warning icons on the topic of cannabis for the DHS campaign “Handle Cannabis with Care”.
Cannabis bud with a white card displaying care instructions for responsible cannabis use, including three icons below the text.Clear glass bong with wide base, tall cylindrical neck, and angled side intake tube, wrapped with a white fabric band reading 'Care Instructions'.
Rolled white cigarette with a white paper band labeled 'Care Instructions' and 'Sicherer Konsum' showing a no-smoking symbol.Green hemp leaf with a white label reading 'Care Instructions' alongside a hemp leaf symbol.

Social presence with social purpose.

The campaign’s visual identity extended seamlessly into digital channels. We designed teaser posts, Instagram reels, and Facebook header graphics to match the tone: neutral, informed, supportive, while ensuring standout moments in users’ feeds.
Facebook page of the DHS. DHS logo as profile picture and header image showing a rolled-up white cigarette with a white paper band displaying the care instructions “Safe consumption” and a crossed-out smoking symbol.Hand holding smartphone displaying Instagram post from DHS with product packaging, cannabis buds, 'Care Instructions' text, and DHS and BZgA logos.

baslac – Branding

Next Work
Three baslac ads with different motifs side by side