#LegalizeAustralia
TITLE OF CAMPAIGN
#LegalizeAustralia
AIM OF CAMPAIGN
To raise awareness about the benefits of marijuana legalization in Australia and also to debunk marijuana myths
KEY MESSAGE/S
Marijuana is much less harmful physically than tobacco and alcohol. If legalized and regulated, it would create millions of dollars in tax revenue, while also giving patients their much needed medication.
TARGET AUDIENCE
The older generation, people in their 40s upwards. Conservative people, “drugs are bad” people.
PROFILE OF KEY AUDIENCE
Well into their careers, professional people, stuck in their ways, wife, kids, possibly conservative.
WHAT’S IN IT FOR THIS AUDIENCE
To learn the fact that marijuana isn’t as bad as was once told to us. To gain the knowledge that marijuana can actually help the people of our great country and raise millions of dollars in tax revenue. Also to hold a more progressive view point.
SOCIAL MEDIA CHANNELS TO USE
Mainly twitter, but facebook will also be utilized to gain the older audience as the older generation are making the jump to facebook, then they can be linked to twitter. Word press will also be linked on the facebook and twitter, linking to articles about marijuana legalization.
TIMELINE
Begin the campaign two weeks before ‘420 day’ in April, launching all the necessary social media pages.
Join Marijuana legalization rally on 20/4/2015
CALENDAR
Start the campaign two weeks before 20/4/2015
Launch facebook page
Launch twitter page
Launch wordpress page
Start pushing attendance at the marijuana legalization rally via twtter and facebook one week before 20/4/2015
CONTENT
The wordpress page will contain a slideshow that will tell a brief story covering Colorado’s legalization, Colorado’s tax revenue, implications this would have on Australia if we were to legalize and regulate marijuana
