The objective was to create emotional, moving content using real people and their stories of pain, and how they finally found relief with medical cannabis.
We created a fictitious world called PAINsylvania to highlight the agony and suffering of patients living with chronic care conditions. We turned the idea of postcards on its head to bring these real poignant testimonials to life. These are people who had been living in PAINsylvania, but have finally found relief with cannabis, and have now got back to their beloved Pennsylvania.
These postcards were printed with and without the stories and sent to all three locations of the dispensary. The stories were shared by people on social media. The blank postcards were voluntarily filled out by many patients at the dispensary and shared with our community. Overall, Postcards from PAINsylvania received a phenomenal response with numerous emotional messages and a considerable increase in engagement on our social.