Press Release

Cannabis Media Council Introduces Second Education and Awareness Ad Campaign Addressing Consumer Cannabis Questions Head On

“I’m High Right Now” targets a 55+ audience and launched on  4/20 across Meta platforms with immediate plans for additional media buys

New York, NY, April 20, 2025 - The Cannabis Media Council, a first-of-its-kind trade association leveraging the power of advertising to advocate for the mainstream awareness and normalization of cannabis, today launched a second “I’m High Right Now” campaign. The provocative, question-and-answer concept is an evolution of the first campaign, playfully challenging cannabis stereotypes with an aim to educate consumers and showcase how real people,notably a 55 and older audience, consume cannabis, while addressing real consumer questions. 

“I’m High Right Now” is currently running on Meta platforms, across Facebook and Instagram properties, targeting audiences aged 55 and older living in states where cannabis is legal. The platform was intentionally selected to highlight to the cannabis industry that Meta allows some forms of cannabis advertising while building on the previous consumer impact and engagement created by the inaugural campaign that sparked conversations among this same audience about how neighbors, friends, and connections consume cannabis. 

Our new campaign directly addresses many of the questions we heard from real people as a result of the first campaign."One aim of the inaugural campaign was to spark conversations about cannabis–how and why–people consume it, and what they’re still concerned about or surprised by when getting to know the medical or adult-use products produced and sold under expanding legalization and regulation,” said Allison Disney, Cannabis Media Council Board creative lead and principal of the Council’s creative agency of record, Sister Merci.

Both concepts of “I’m High Right Now” were collectively conceived by Sister Merci, based on the business objectives of cannabis brands to attract new consumers, specifically the GenX and Baby Boomer demographics. The new “I’m High Right Now” campaign is rolling out in digital, print, and audio creative in English and Spanish over the next year.

“Most Americans now live in a state where cannabis is legal or they can find compliant products containing hemp-derived THC and yet we still see a lot of misinformation and disproportionately negative coverage, said Amy Deneson, Cannabis Media Council executive director, co-founder. “In addition to serving a positive, lighthearted look at cannabis consumers through our campaigns, we are also aiming to answer consumer questions directly with factual information sourced from our membership network of industry experts and newly official educational partners, Leafwell and Leafly.” 

The question-and-answer I’m High Right Now campaign will share complete information within the ad creative as well as drive to resources to learn more. In addition to the ad units, the campaign website, an upcoming series of answer sessions will be hosted by the Cannabis Media Council leadership, members, donors, and media partners, industry leaders, and advocacy partners. To learn more or sign up for the next session, visit ImHighRightNow.com.

The campaign was made possible with support from the Cannabis Media Council’s Visionary Donors and media partners. 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 a 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, normalize consumption across generations, and foster curious and confident consumers to grow the addressable market. Since 2022, their inaugural CLIO award-winning "I'm High Right Now" PSA campaign has reached all 50 states, and the Spanish language version "Estoy High Ahora Mismo" was created in Puerto Rico and celebrated globally. The Council also authors the only national guidelines for responsible cannabis advertising, FULL SPECTRUM (Ed. II, 2024), updated annually, with the third edition coming in June 2025. The Cannabis Media Council founding leadership team includes industry pioneers from across the U.S. and represents the collective voice of over 400 industry members. Learn more and contribute a tax-deductible donation at cannabismediacouncil.com.

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Contact Name:  Erin Roche

Email: erin@cannabismediacouncil.com

Website https://cannabismediacouncil.com