Positioning Florida’s top HBCU as a leading conveyer of public education programs where people, especially those in minority populations, can learn and talk frankly about marijuana.
Services Provided
Action Plan
- Develop and launch an integrated public education plan for FAMU’s Medical Marijuana Research and Education Initiative (MMERI) with results-based approaches to educate, learn and talk with audiences statewide about marijuana.
- Design a new brand identity and narrative that articulates MMERI’s unique role as Florida’s medical cannabis industry expands.
- Plan, implement and develop ads in English and Spanish for a paid media campaign to reach minorities throughout Florida.
- Create accessible programs and resources to generate conversations about marijuana with multicultural audiences.
- Produce comprehensive quarterly reports and a magazine about MMERI’s activities and accomplishments for FAMU leadership and other stakeholders.
Results
- From July 2021-October 2022, the statewide public education campaign included a mix of paid, earned, shared and owned media and achieved more than 303.6 million impressions.
- Aggregated data showed the majority of those who accessed resources provided by MMERI and engaged in activities or courses were from the targeted minority populations.
- Quarterly reports highlighting MMERI’s accomplishments yielded positive feedback and praise from FAMU leaders and stakeholders, and attracted the attention of organizations wanting to lend their support to the initiative.
