Acreage Holdings, a New York-based cultivation, processing and dispensing business, produced a very moving 60-second ad that shows three people suffering from varying health issues who say their lives were made better by use of medical marijuana. Acreage requested a commercial spot but CBS turned them down, due to network policy.
The advertisement is in the spirit of a public service announcement, featuring three unique cases in which medical cannabis is a tremendous life changer. A mom speaks of her teenager Austin, who suffered from excessive seizures before cannabis; Greg, who able to stop a 15 years of opioid addiction from multiple back surgeries with cannabis; and Ryan, an amputee veteran who uses cannabis to cope with his chronic pain. All three stories demonstrate the amazing benefits of medical cannabis and how it has opened up their worlds to healthier, happier lives. The ad is a call to action for each of us to advocate for legal change so that this plant based medicine can be avail-able to all that could benefit from it.
While Acreage attempted to take this message of plant-based medicine advocacy to one of the biggest TV audiences of the year, it’s not surprising to find it was shut out since legalization varies state to state and cannabis is still considered a banned sub-stance federally.
However, this ground breaking campaign is a big step forward and has taken the conversation about the efficacy of medical marijuana to a new level. The spot is already having an impact with all the media coverage and massive social response – an impact that may be as much as a regular ad run could have on the actual Superbowl on February 3rd. [And sans the $5M price tag for 60 seconds on football’s biggest day!]
Acreage CEO George Allen stated, “We feel it’s our responsibility to advocate on behalf of our patients.” The spot will find be available to many to see once it is finalized. “The Time is Now” is the message to viewers.
Bravo, Acreage! At Chalice Farms, we applaud your message, your advocacy and your agency of change. Now is the time for change so that cannabis can be a viable, safe and effective medical option for all. In our book, you are the true Champions!