Polysubstance National Campus Tour.
Experiential Marketing
Health Canada needed to reach post-secondary students and help educate them without sounding preachy.
We leaned into gamified learning, inviting students to interact with harm-reduction content at their own pace.Â
The tour hit 20 campuses with a bold, interactive booth built around two touchscreen games:
The Reduce Your Risk tour didn’t just inform — it connected.
Challenge
Start a Conversation About Polysubstance Use
Overdose and mental health crises are on the rise. To make matters worse, today’s youth aren’t just facing single-substance use. Polysubstance use, especially mixing cannabis and alcohol, is becoming more common. Yet, young adults don’t know how to reduce potential harm. Health Canada needed to reach post-secondary students and help educate them without sounding preachy.
Strategy
Meet Students Where They Are — And Let Them Play
The attention of young people is a hot commodity, and scare tactics fall flat. So, Health Canada decided to focus on high-traffic, post-secondary settings with messaging that was engaging and stigma-free. Instead of lecturing, we leaned into gamified learning, inviting students to interact with harm-reduction content at their own pace.
Solution
Reduce Your Risk National Campus Tour
The tour hit 20 campuses with a bold, interactive booth built around two touchscreen games:
- “Play Safe, Party Smarter” with a Memory Matching Game: A 16-card game gave harm reduction tips through playful visuals and symbolism. For example, the water bottle and water drop pairing told students to stay hydrated, while the taxi and keys warned them not to drive under the influence.
- “Test Your Risk IQ” with a Substance Use Quiz: This 10-question test about alcohol, cannabis, and opioids ended with a wheel spin for a chance at prizes.
Together, the games created a one-two punch of education and engagement. The memory game attracted attention and got students talking, while the quiz provided deeper learning and a sense of accomplishment.
The Proof
Two Games, One Message, Thousands Engaged
The Reduce Your Risk tour didn’t just inform — it connected. Because it made harm reduction education approachable, students stayed longer than expected, shared stories, and asked questions that sparked deeper learning. At the end, they walked away with resources and strategies that will help them throughout their lives.
37,385
STUDENTS ENGAGED
79,720
CAMPAIGN IMPRESSIONS
41
SESSIONS ACROSS 20 SCHOOLS
7:59
AVG. DWELL TIME
- Program branding & materials
- Event ideation & production
- Turnkey event & technology management
- Vendor & production management
- Audience engagement tactics
- In-field build logistics & management
- Staffing solutions, recruiting & training
- Measurement & analytics
- Detailed reporting
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