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International association for the measurement and evaluation of communication
Campaign title: The ‘Stoner Sloth’ Anti-Cannabis Campaign
Company Name: National Cannabis Prevention
The Government of the state of New South Wales, Australia resolved:
Media metrics showed:
Social media quantitative analysis showed:
Social media qualitative analysis of 27,000 social media posts showed engagement with the campaign and use of messages with supportive comments such as:
Traditional media analysis showed:
Post-campaign survey of 14–18 year olds in NSW (n = 400 with error rate of +/-4.9% at the 95% confidence level for results around 50%) with pre-exposure and post-exposure questions found:
Table 1. Key messages about the potential negative consequences of Cannabis use pre- and post-campaign.
Triangulated analysis of (1) social media analysis, (2) traditional media, and (3) survey findings showed:
Organisational and social impact:
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