AUCKLAND, Today: Medicinal cannabis is now legal, accessible and professionally prescribed — but old attitudes haven’t caught up. Two-thirds of Kiwis still believe there’s a stigma around getting treatment, according to research by One Plus One.
That stigma adds an unnecessary burden for patients already navigating health challenges. To tackle it, ABEL teamed up with Cannabis Clinic, one of the country’s leading independent medicinal cannabis providers.
Together they launched Aotearoa’s first anti-stigma campaign for medicinal cannabis — flipping one of the most recognisable symbols of illegal use on its head: sneakers thrown over a powerline.
Instead of secrecy and shame, the campaign puts real patients front and centre — celebrating their individuality through bold OOH and social content. One striking billboard on Newton Road even came courtesy of Bootleg Designs.
Founder Dr Waseem Alzaher said, “The goal was to stop people in their tracks and to challenge the shame and stigma surrounding medicinal cannabis that unfairly impacts our patients everyday, despite being legal.
“We are incredibly proud to have been entrusted with such a brave and important message by our team at Cannabis Clinic.” – Simon Fowler
“We wanted to make a bold statement on behalf of the category that challenges the current conversation. ABEL, One Plus One and the team they built around them were the perfect partners to do it with.”
Shot by Troy Goodall, the outdoor work blends seamlessly into the urban landscape. Each visual is designed to make people look again — and think harder about their assumptions.
Social films, written and directed by Supernormal’s Alice Cogin, take the message deeper — telling the honest, personal journeys of Cannabis Clinic patients. They’re raw, cinematic, and powerful.
ABEL Creative Partner Simon Fowler said, “We are incredibly proud to have been entrusted with such a brave and important message by our team at Cannabis Clinic.
“At ABEL we believe in the power of creativity to drive real change. We hope this work challenges us all to rethink our response to medicinal cannabis patients and realise they’re everyday people like you and me.”
CREDITS
Cannabis Clinic
Chief Executive Officer: Dr Waseem Alzaher
Executive Director: Lisa Peterson
ABEL
Creative, Co-Founder: Nicole Jauncey
Creative, Co-Founder: Simon Fowler
Creative Partner: Phillip Robbie
Creative Culture Lead: Nicholas Kelly
Creative: Alice Cogin
Art Director: Tyla Rose
Strategy Partner: Rachael Fraser
Client Lead: Rose Flowers
Project Director: Jennifer Fowler
Stills Photographer: Troy Goodall
Retoucher: Carl Baker – The Bakery
Film Production: Supernormal
Director: Alice Cogin
Managing Director & EP: Matt McKenzie
DOP: Mason Bennett
Editor: Archie Porter
Colourist: Matic Prusnik
Audio Post: Liquid Studios
PR: One Plus One Communications
General Manager: Max Burt
Group Account Director: Liz Holt
Account Director: Emily Ding
Special Build: Bootleg Design
Media: D3
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