NSW Premier Distances Himself From Those NSW Premier-Approved “Stoner Sloth” Ads
Stoner Sloth is the mascot for bureaucratic incompetency.
Ever since news broke that the NSW government spent actual money trying to dissuade youths from smoking pot by depicting a universally-adored creature trying to navigate teenage life while absolutely blazed, “Stoner Sloth” became the mascot for bureaucratic incompetency. Not only is the campaign comically awful and totally off-the-mark, but it also shares a name with an online store that sells weed, and every stoner’s spirit animal.
In the past 24 hours, the ads, which came from the NSW Department of Premier and Cabinet, have been relentlessly ridiculed by international media, the entire internet, cannabis research groups, commemorative t-shirts — and even the NSW Premier himself.
Tweeting last night, Mike Baird claimed he had only just seen the clips, and called them “quite something”; which is weird, because he is quite literally the most authoritative person involved.
Just saw the #StonerSloth ads. Not sure where NSW Gov's ad guys found Chewbaccas siblings, but those videos are… Quite something.
— Mike Baird (@mikebairdMP) December 19, 2015
Obviously, Twitter sledged the living hell out of him.
@mikebairdMP these are…your ads
— rafiiiii (@rafialarm) December 19, 2015
@mikebairdMP Dude, everywhere else the “War on Drugs” is over. But in #Straya we’re just getting started. Mate, make it stop. Please. — Tom Donald (@ThePunkRockShop) December 19, 2015
@mikebairdMP Would have been better if you had used these two. #stonersloth @mackaysuzie pic.twitter.com/NUwrM3fxUF
— Costin Heaps. (@DianneCostin) December 19, 2015
@mikebairdMP Our hard earned tax money paid for this #stonersloth campaign? Shameful. #auspol — Denise Shrivell (@deniseshrivell) December 19, 2015
.@mikebairdMP HEY. YOU DON’T GET TO LAUGH AT STONER SLOTH, WE DO. YOU COULD HAVE SPENT THAT MONEY ON WOMEN’S REFUGES https://t.co/YH5Zx7njYY
— figure of gordon way (@spektrall) December 19, 2015
@mikebairdMP I personally loved how the PEOPLE DRINKING ALCOHOL were GLORIFIED. Alcohol worse than cocaine sooo https://t.co/f8cDjV9g4W — Cortigiana Onesta (@ingodwetryst) December 19, 2015
@mikebairdMP #stonersloth just made me relapse, the videos are even better after a couple of billies. Nice one m8!
— Felix (@f_rbg) December 19, 2015
@mikebairdMP tfw your government can’t even back up their own wasteful moves. #stonersloth #nswpol #auspol — Old Saint Dick (@Nicholas_James) December 20, 2015
He also briefly gave comedy a test-drive.
I've been assured no sloths were harmed in the making of those #StonerSloth ads.
— Mike Baird (@mikebairdMP) December 19, 2015
And then retreated back into his broken shell of a neoconservative dad.
@mikebairdMP Perhaps instead of trying to be cool or funny you could encourage your mob to research How to reach Young People. Be embarassed
— LJW (@Lexicologist) December 19, 2015
But as insane as it sounds, a statement released by the department confirmed there was genuine thought and strategy behind the ads.
“The ‘stoner sloth’ public awareness campaign has been designed to encourage positive behaviours in young people before bad habits start, and motivate discontinued use of cannabis before they become dependent,” it said.
“The campaign is designed to appeal to, and be ‘shareable’ among, teenagers who are some of the most vulnerable to cannabis use.”
Mission accomplished, I guess.
Professor Copeland of the National Cannabis Prevention and Information Centre — who want their name disassociated with the ads — agrees the campaign is ‘sharable’, but doubts it’s for the intended reasons.
“Using this kind of character is… likely to have an effect other than those that were intended,” Copeland said.
“Associating a sloth with people being intoxicated may convey a positive appeal to people being intoxicated rather than the intended negative message.”