Memoma Studio | Government of Canada – ‘In The Weeds’ Campaign against Cyber-bullying

In a digital era where screens often amplify cruelty, Canada’s In The Weeds campaign combats cyber-bullying with Motion Design that’s equal parts punch and poetry.The PSA weaponizes aesthetics to viscerally contrast harm and hope: animated weeds—gnarled, invasive—spread across screens, symbolizing harassment’s chokehold. But as communities rally, the visuals pivot. Murky grays melt into sunlit golds, thorns morph into wildflowers, and rigid typography softens into flowing affirmations like ‘Empathy grows here.’Every frame packs purpose. Jagged shapes (harm) clash with fluid gestures—hands bridging screens, avatars linking. Interactive infographics bloom on click, petals revealing resources—turning scrollers into allies.

The government’s approach leans on design’s emotional alchemy—using fluid animations to mirror the internet’s potential for renewal. It’s not just about awareness; it’s a visual call to act, transforming passive scrollers into digital gardeners. Because if toxicity can spread like weeds, why can’t kindness be just as contagious?

By Memoma Studios

Client: Public Office – Toronto & Vancouver Services
Concept & Illustration: Memoma Studio
Art Direction & Animation: Memoma Studio
Animator: Pepe Ávalos