NY Digital Awards -  Silver

2024

No Matter the Name PSA

Entrant Company

Reingold, Inc.

Category

Video / Online Video - Government

Client's Name

Cannabis Control Authority

Country / Region

United States

The Cannabis Control Authority (CCA) is a Virginia state agency committed to promoting public safety, advancing public health, and protecting communities in the Commonwealth through effective medical cannabis oversight and balanced and inclusive cannabis regulation, policy, and education. The CCA’s Safe Driving Campaign aims to educate Virginians on the dangers and risks of driving under the influence of cannabis.



This campaign tackles misinformation regarding cannabis and driving. Many Virginians are unaware that driving while high is considered a DUI and know less about the dangers of driving under the influence of cannabis than alcohol. In a survey conducted by the CCA, teenage and adult men (ages 16 to 40) measure higher for cannabis use and driving high in Virginia. The CCA’s campaign targets teenage and adult men, as well as medical cannabis users. Since October 2023, the campaign has garnered over 44,538,400 impressions through TV and radio public service announcements (PSAs).



The CCA worked with Reingold to create PSAs such as No Matter the Name to reduce the number of cannabis users in Virginia who drive high. The No Matter the Name PSA is a nuanced effort to resonate with the target audience while remaining educational. This PSA does not shame cannabis users. Rather, No Matter the Name lets viewers know that regardless of what they may call cannabis, driving high is considered a DUI in Virginia. This innovative approach draws in the target audience rather than alienates them.



The PSA is engaging, is fast paced, and contains a multitude of diverse visuals. It slides through 30 different names for cannabis, each presented with a unique visual style. The PSA underscores that driving high is dangerous and illegal in Virginia.



The PSA was cut down and used in digital advertisements on social media to target the primary audience. It was also shared widely through TV ads to educate a broad Virginia audience of cannabis users and influencers.



More Silver Winners
2024
NY Digital Awards - CRED Defi Wallet

Entrant Company

Zhiwen Qian, Wenbo Guo, Yingyi Shu, Hanyang Yan, Fenghua Shao, Tianmeng Liu, Yao Li, Jingyi Zhu, Qian Qiu, Yiwei Wang

Category

Apps & Softwares - DeFi & Wallets

Country / Region

China

2024
NY Digital Awards - FOODAI: Your Personalized AI Cooking Assistant

Entrant Company

Mengmeng Chen, Xuefei Wang

Category

Apps & Softwares - Best Use of AI & Machine Learning

Country / Region

United States

2024
NY Digital Awards - Dreamland Chronicles
ke

Entrant Company

Royal College Of Art

Category

Video / Online Video - Animation

Country / Region

United Kingdom

2024
NY Digital Awards - Avameow
DG-Meteor

Entrant Company

DG-Meteor

Category

Apps & Softwares - Games - Multiplaver

Country / Region

United States