The legacy of former President Richard Nixon is, well, a tricky one. The man who went by 'Tricky Dick' also helped kick off The War on Drugs by signing the Controlled Substances Act in 1970. Our “Thanks, Dick” campaign is a tongue-in-cheek nod to the problems that Nixon and those like him saddled America with over the course of the last 53 years.
Through this campaign, we crafted an advocacy program highlighting not only the lowlights of The War on Drugs, but the highlights of legalization. This was expressed through long-form video, digital channels, CRM programming, in-store activations and a letter to the President from Green Thumb Industries CEO & founder, Ben Kovler, touching on the positives of legalization and the harm that has been caused by Prohibition 2.0 and calling for action.
To put these words to action, we ran three different ads in the New York Times & Washington Post on Sunday July 16th, 2023 to kick the promotion into high gear by addressing the current administration with our letter from CEO & founder, Ben Kovler. On Monday, July 17th 2023, our letter also wrapped copies of the Washington Post going straight to the White House. All ads directed readers to our key blog article on RISECannabis.com features our petition to reschedule cannabis from Schedule 1, which was made available online and in-store.
This professional campaign titled 'Thanks, Dick. For 53 Years of BS.' was published in United States in October, 2023. It was created for the brand: RISE Dispensary, by ad agency: Oliver. This Print medium campaign is related to the Cannabis industry and contains 3 media assets. It was submitted 4 months ago.