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Crayola

Founded in 1885 as Binney & Smith,

is renowned for its iconic crayons introduced in 1903. Crayola engages in educational initiatives, provides resources for teachers, and operates interactive attractions like the Crayola Experience. With a global presence, Crayola remains a symbol

of creativity for people of all ages.

Big Idea

Crayola addresses the misconception that cannabis boosts creativity. Instead emphasizes that true creativity comes from within, encouraging teens to rely on their innate creativity rather than turning to cannabis to escape or imagine. The true aesthetic is the use of your creativity.

The Challenge

To target teenage use of cannabis to shift their focus away from the perceived coolness of cannabis use among teenagers, and instead emphasize the enduring consequences it carries.