Cannabis in Common
Campaign to federally legalize cannabis and roll back unnecessary incarceration.
Impact Area
What We Did
We were proud to work with HeadCount and the American Cannabis Council (ACC) on this award-winning campaign about something Americans can actually agree on!
400k
Organic video views
20.7m+
Earned media
impressions
48,353
Emails sent
to congress
The challenge
Americans can’t seem to agree on anything. After the 2020 election, tensions were high and every issue felt dire, urgent, and (dare we say it) unprecedented.
Cannabis legalization is an issue that the majority of Americans actually agree on, but did they have the emotional bandwidth to care about yet another urgent cause?
The empathy burnout was real in 2021, and it was the heart of the challenge facing our campaign. The second challenge was to create something that would gain momentum organically–we had no paid media budget.
Our solution
Instead of leading with the scary politics of it all, we went head first with humor and a lighthearted brand that made this big problem feel solvable.
This approach was true to the spirit of HeadCount’s Cannabis Voter Project, which knows how to make it fun to participate in democracy.
Sarah Silverman voiced our animated video and along with 49 brands and eight organizations in the US Cannabis Council, helped share it wide and far. Fellow comedian Seth Rogen also appeared in a campaign video helping build a groundswell of support.
This participation in democracy was a resounding victory, and one of the biggest moments to date for the Cannabis Voter Project.
Mobilize the Network
With hundreds of ACC members and HeadCount’s deep connections in the music industry, we created lightweight toolkits with easy-to-share assets to help them spread the word.
