Initiative Canada will continue to serve as the media AOR for the Ontario Cannabis Store (OCS), extending their partnership through 2029. The renewed agreement builds on their collaboration since 2021, according to the brand.

“Having collaborated with OCS for the past four years on a number of successful campaigns, we value the strong partnership we have developed,” said Helen Galanis, CEO of Initiative. “We look forward to building on this foundation and advancing the impactful work we have accomplished together.”

Initiative and the OCS have collaborated on multiple awareness campaigns. Notably, the brand launched the “Buzzkill” pop-up at the end of last year, educating visitors about the risks of illegal cannabis through interactive products and information. The campaign (pictured) combined organic and paid social media efforts on Meta and Snapchat, strategic partnerships with legal producers and retailers and targeted wild postings.

A year earlier, the pair introduced “Cannabis Made Clear,” an educational campaign aimed at debunking common myths about cannabis by highlighting the confusion caused by conflicting facts and advice. The effort included more than 160 pieces of media across broadcast, social, digital and OOH channels with some firsts for the OCS, including a Sankofa Square (previously known as Yonge-Dundas Square) takeover.

Other campaigns the brand and agency have collaborated on include “Mystery Solved” (2023) and “The New Deal” (2022).