In Other Words - City of Denver | Clapboard Ad Archive
City of Denver’s 2019 campaign In Other Words, crafted by Amélie, tackles the complex challenge of educating youth on the consequences of underage marijuana use with a strategic shift away from conventional scare tactics toward a fact-driven, empowering narrative. Operating within the public service market category, this integrated campaign builds on previous efforts such as the 2018 Weeded Out game show by deepening engagement through the High Costs platform, which uses vivid, unconventional analogies and striking CGI visuals to symbolize the hidden, long-term impacts of marijuana on health, development, personal interests, and future goals. This approach aligns with what Clapboard’s taxonomy identifies as FORMAT#3—Symbolize the Problem—eschewing literal depictions in favor of metaphorical storytelling that resonates authentically with a digitally savvy teen audience. By partnering with Denver-based production studio Friends of Mine, Amélie elevates the campaign’s creative execution, producing immersive digital content that breaks through online clutter and invites teens to explore a youth-friendly website where critical information is presented with clarity and visual innovation. The campaign’s tone remains refreshingly straightforward and non-preachy, relying on relatable symbolism to spark meaningful conversations rather than dictate behavior, thereby meeting teens on their own terms with respect for their desire for autonomy and factual understanding. The campaign’s effectiveness is reflected in its 78/100 Clapboard Campaign Score. In Other Words matters because it demonstrates how public interest advertising can leverage symbolic storytelling to make abstract risks tangible, signaling a sophisticated evolution in how social campaigns engage younger audiences without resorting to moralizing or oversimplification.
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