Press Release

Cannabis Media Council Introduces Playful Inaugural Advertising Campaign to Drive Consumer Education and Awareness Around Legal Cannabis Products and Consumption

“I’m High Right Now” launched with support of partner Hearst Media across CTPost.com with immediate plans for additional media buys 

New York, NY, January 25, 2023 - The Cannabis Media Council, a trade association leveraging the power of advertising to advocate for mainstream awareness of cannabis, today launched its inaugural campaign: “I’m High Right Now.” The provocative and visually exciting concept playfully challenges cannabis stereotypes and aims to educate the public on how real people - notably our elders and baby boomer population - consume cannabis. Visit ImHighRightNow.com to learn more. 

“I’m High Right Now” is currently running on CTPost.com and promoted throughout the Hearst Media and 46 Mile, a Hearst Agency, networks. The outlet was selected to celebrate Connecticut’s launch of adult-use sales on January 10 and to spark conversation amongst residents in this growing cannabis market about their neighbors, friends, and colleagues who have elevated their lives with cannabis. The concept of “I’m High Right Now” was collectively conceived by the Cannabis Media Council based on the desire of cannabis brands to attract new consumers, specifically the baby boomer demographic. The campaign was brought to life by Receptor Brands in partnership with Sister Merci, two firms with specialized creative services that cater to cannabis brands and other highly regulated categories.

“While almost fifty percent of U.S. adults have tried cannabis, there is an opportunity for older adults to engage more directly with dispensaries and regulated products,” said Allison Disney, Cannabis Media Council Board creative lead. “More older Americans are incorporating cannabis as a medical aid and a way to improve many aspects of their lifestyle - from sex to relaxation to general enjoyment. We decided to focus our first campaign on this population and flip the script on the negative cannabis information targeted at this generation for decades. We hope the humorous tone of our campaign will provoke conversation as a means of continued normalization and destigmatization of cannabis consumption.”

“One common goal that all operators in the cannabis sector share is that we must grow the addressable market of curious and confident consumers,” said Amy Deneson, Cannabis Media Council co-founder. “Reaching overlooked audiences, such as our elders, who have been wildly misinformed about the cannabis plant and her products, is vital as they stand to benefit from getting to know these products anew. To be impactful, we must do so through relevant messaging and mainstream publications that this audience already reads and trusts.”

“This campaign, and future campaigns from the Cannabis Media Council, will not only combat outdated prohibitionist propaganda, but serve as a necessary element of the industry,” said Laura Fogelman, vice president of communications and public affairs at PAX. PAX is a Cannabis Media Council Visionary Donor. “We need to show publications and media outlets that the cannabis industry is serious and mature, has resources and will purchase ads. That will encourage more publishers, previously apprehensive to support cannabis, to run our ads and marketing messages. This campaign is the first step to achieving that goal.” 

The campaign was made possible with support from the Cannabis Media Council’s Visionary Donors and media partners including Hearst Media, 46 Mile, Surfside, PAX, Etain Health, NABIS, and additional anonymous donors. Individuals, media companies, and corporations who want to support the Cannabis Media Council’s mission, expand reach of this current campaign, and fund future campaigns can make tax-exempt donations here or reach out to hi@cannabismediacouncil.com. The Cannabis Media Council is always welcoming new members of the professional cannabis community who support and align with its mission. Find more information about becoming a member here. 

About The Cannabis Media Council

The Cannabis Media Council is the first of its kind trade association on the mission to deprogram the war on plants and people. By leveraging the power of mainstream media to uplift wholehearted, people-centered advertising campaigns, the council strives to show positive experiences with cannabis in order to normalize consumption across generations and foster curious and confident consumers in order to grow the addressable market. The Cannabis Media Council founding leadership team includes industry pioneers from across the U.S. and represents the collective voice of over 100 industry members. To learn more, make a tax-deductible donation, or explore joining, visit cannabismediacouncil.com.

###

Contact Name:  Samantha Qualls

Email: samantha@cannabismediacouncil.com

Website https://cannabismediacouncil.com