Within the newest model of a lauded, long-running marketing campaign known as “I’m High Right Now,” fashionable elders pose their unfiltered questions on cannabis use, questioning if it could actually ease their joint ache or energize their love lives.

Sure, boomer!

The adverts, having appeared persistently since their 2023 launch, are kicking off a second section with media associate Meta, considerably broadening the potential attain of the weed advocacy message from Cannabis Media Council.

Via Fb and Instagram posts, the brand new Q&A iteration of “I’m Excessive Proper Now” retains its give attention to the 55-plus demo that was influenced by the strident war-on-drugs rhetoric and but has emerged as an lively weed-consuming and canna curious viewers.

CMC and company Sister Merci pooled sources with NORML, Leafly and Leafwell for the brand new Q&A model of “I’m Excessive Proper Now.”

The media purchase, which is able to span the subsequent full yr and probably past, proves that previously verboten advert areas are actually making offers with weed gamers.

“A part of the purpose of launching this marketing campaign with Meta is to point out that it’s potential,” mentioned Amy Deneson, CMC’s government director and co-founder. “It’s not with out issues or nuance, like something involving hashish, however these channels are open to us.”

The take care of Meta comes by way of media planning and shopping for company Clear eCom, which counts hashish manufacturers like Cookies, Herb, and Sunday Scaries amongst its bigger consumer roster. Clear dealt with a earlier Meta placement of “I’m Excessive Proper Now” in its authentic iteration, which logged 250,000 impressions and 20,000 engagements, per CMC.

Widespread acceptance

Whereas hashish stays a federally unlawful Class III drug, 39 U.S. states have legalized the plant for medical or leisure use (24 states enable each). The authorized trade is predicted to succeed in $35.3 billion in gross sales this yr, per MJBiz Daily, with a complete financial impression north of $123 billion. Meantime, public acceptance is at a peak, with 70% of Individuals favoring legalization, based on Gallup.