In April 2021, New Mexico passed the Cannabis Regulation Act, which made it legal for adults 21 and older to grow, make, buy, possess, and use cannabis. There are still laws regarding how and where it can be bought, how much someone can possess at one time, and where it can be used. Like any drug, cannabis also comes with real health and safety risks for users and the public, as THC content isn’t regulated and its consumption impairs cognitive and motor function.
new mexico regulation and licensing
Cannabis Control Division – Yes KnowsWhat We Did.
- Campaign Strategy
- Media Planning & Buying
- Campaign Identity Design
- Collateral Design
-
Advertising Campaign
- Television / CTV
- Video / Online
- Social / Paid Social
- Radio / Streaming Audio
- Out-of-Home
challenge.
Many users are skeptical of the dangers and laws regarding cannabis consumption. It’s regarded as a safe drug with no adverse effects, while legalization is oftentimes interpreted as meaning no restrictions on cannabis whatsoever. New Mexico Regulation and Licensing needed to inform the public of the laws and potential risks that come with using cannabis to prevent misuse and help keep New Mexicans safe.
strategy.
Cannabis has both benefits and risks. Rather than use scare tactics and fear-based messaging, strategies that have been proven to be ineffective, we showed our audience both sides of the coin, educating them while allowing them to make informed decisions. Our strategy respects the unique and diverse cannabis-using audience segments, their knowledge, and their motivations; connects with cannabis users using a tone, messaging and visuals that are positive, non-threatening and credibly informative; and avoids language or visuals that could be construed as preaching, scolding, or threatening.
“Yes & Knows” presents truths about cannabis, telling users about its hazards and teaching responsible consumption while inviting people to learn more. Outdoor boards, print, paid social media ads and online banners drew users to a website where they could learn more, apply for permits to sell, and verify if a retailer is licensed to sell.
results.
The campaign garnered heavy media attention both locally and nationally, and resulted in impressive
engagement with our audience.
