LGCA Manitoba
Asking good questions about alcohol and cannabis use during pregnancy
Challenge
The Liquor, Gaming and Cannabis Authority of Manitoba wanted to create an awareness campaign to shine a light on the risks of alcohol and cannabis use during pregnancy. Many people are still unaware of the risks of substance use, with legalization of cannabis making education efforts more important than ever.
Solution
Since most expecting or new parents have a lot of questions, we developed a campaign around asking and answering some of them — underscoring that no amount of alcohol or cannabis is safe when pregnant or breastfeeding. To maximize awareness and reach, our multi-platform media approach targeted audiences where they naturally consume content, including Meta, Reddit, and TikTok. We also developed resources for health care providers and their patients.
Outcomes
- The strength of the campaign creative and audience targeting led to high engagement
- TikTok performed incredibly well, generating 1.3M impressions and 224,276 clicks for a 17.23% click-through rate and $0.04 cost per click
- The campaign led to 154,841 sessions on the landing page, with almost 50,000 engaged sessions
“We have a responsibility to ensure Manitobans are getting accurate information about alcohol and cannabis use related to pregnancy so they can make informed decisions. Banfield developed a campaign that people didn’t just see — they engaged with it. Expectant parents especially have a lot of questions, and this campaign helped provide answers.”
Samantha Stevenson
Public Education Coordinator
The Liquor, Gaming and Cannabis Authority Manitoba
