In the latest version of a lauded, long-running campaign called “I’m High Right Now,” modern elders pose their unfiltered questions about cannabis use, wondering if it can ease their joint pain or energize their love lives.
Yes, boomer!
The ads, having appeared consistently since their 2023 launch, are kicking off a second phase with media partner Meta, significantly broadening the potential reach of the weed advocacy message from Cannabis Media Council.
Through Facebook and Instagram posts, the new Q&A iteration of “I’m High Right Now” keeps its focus on the 55-plus demo that was influenced by the strident war-on-drugs rhetoric and yet has emerged as an active weed-consuming and canna curious audience.
The media buy, which will span the next full year and possibly beyond, proves that formerly verboten ad spaces are now making deals with weed players.
“Part of the point of launching this campaign with Meta is to show that it’s possible,” said Amy Deneson, CMC’s executive director and co-founder. “It’s not without complications or nuance, like anything involving cannabis, but these channels are open to us.”
The deal with Meta comes via media planning and buying agency Transparent eCom, which counts cannabis brands like Cookies, Herb, and Sunday Scaries among its larger client roster. Transparent handled a previous Meta placement of “I’m High Right Now” in its original iteration, which logged 250,000 impressions and 20,000 engagements, per CMC.
Widespread acceptance
While cannabis remains a federally illegal Class III drug, 39 U.S. states have legalized the plant for medical or recreational use (24 states allow both). The legal industry is expected to reach $35.3 billion in sales this year, per MJBiz Daily, with a total economic impact north of $123 billion. Meantime, public acceptance is at a peak, with 70% of Americans favoring legalization, according to Gallup.
