Frame from Cannabis in Common animated video depicting divided protesters in front of a map of the USA

Cannabis in Common

Campaign to federally legalize cannabis and roll back unnecessary incarceration.

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

Shorty Awards Winner

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.

Twitter post from Sarah Silverman @SarahKSilverman: 
There's something we actually agree on these days - cannabis legalization. visit http://CannabisInCommon.org 
& speak out on this. We have #CannabisInCommon and it's time for Congress to join us!
69% OF AMERICANS WANT TO LEGALIZE CANNABIS.
MOST U.S. SENATORS DON'T.
Ask them why at
CannabisInCommon.Org
CANNABIS IN COMMON
TELL YOUR REPS WE HAVE CANNABIS IN COMMON.
More than two thirds of Americans agree that cannabis should be legalized.
The Senate is getting serious about cannabis legalization, contact your reps now.
cannabisincommon.org
CANNABIS IN COMMON

Let’s talk.

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