The “I’m High Right Now” Campaign Is Smart

Why do we think the “I’m High Right Now” campaign is so smart? Attacking both institutional and individual cannabis stigmas head on in one campaign.

The Cannabis Media Council’s first move should get your attention merely from the fact that they convinced a powerhouse traditional publisher like Hearst to partner on this messaging. Instead of simply taking the money and running the campaign. Partnering and being part of the trade announcements shows that an institution like Hearst is ready to step out of the institutional cannabis stigma that has hindered the industry and our broader cultural norms for decades. Publishers of all sizes are watching this move as they endlessly consider the question “when should we get into cannabis?” (The answer is “5 years ago” by the way.)

Individual cannabis stigma still exists today but it’s shrinking. We often see pitches from entrepreneurs who are looking to “break the stigma” and their target audience is young people. News flash, most young people don’t have a stigma towards cannabis. They are growing up watching the legalization movement, choosing it over alcohol and are well informed on health and wellness products. You know who isn’t over the cannabis stigma? Grandma and Grandpa. And they might have the most to gain from cannabis when you take into account the probability of finding a cannabis-based product that helps with pain, sleep, loss of appetite and the list goes on.

And as a bonus for the entire cannabis industry, the Cannabis Media Council just ran a campaign for us all to gain the attention of the age group with the most buying power in history. “We want it to be category-growing kind of work and a tide that lifts all boats on a national level.” Just saying… mission accomplished in our view.

We’re thrilled to see this effort get the attention it deserves and we look forward to future campaigns from Cannabis Media Council. We’re also fortunate to call Cannabis Media Council founding board member Annie Davis an Advisor to Receptive Capital.