The anti-cannabis Public Service Announcements of the 80s and 90s were not only alarming but laughably bad. Fortunately, we live in an era where there is less fear and more understanding about cannabis and its multifaceted uses.
In celebration of Substance Abuse Month in October, California grower and lifestyle brand Sparx Cannabis is releasing a series of unique videos featuring public announcements parodiing iconic anti-cannabis PSAs from the past. Released this week, the fourth installment of the five-video series is a play about the famous “Your Brain on Marijuana Anti-Drug Commercial”. The Sparx Awareness Month version is called “Your Brain on Sparx”.
Once stigmatized as a ‘gateway drug’, cannabis is now seen by many as a cornerstone of healthy living and incorporated into wellness routines. In fact, medical cannabis laws are associated with significantly lower state-level opioid overdose death rates compared to states without medical cannabis laws.
The latest video of the series released is titled ‘I Learned by Watching you’. The latest episode is based on the 1987 PDFA Anti-Drug Commercial in which a father confronts his son with a cigar box full of cannabis flowers and asks his son, “Who taught you how to do these things?” whereupon the son reveals that he learned it from his father.
Today we no longer blame the parents when it comes to cannabis consumption, in fact some parents are now turning to cannabis as a stress reliever instead of having a drink or taking more harmful substances. According to a survey, one in five marijuana users is a parent and there is even a spate of parenting and cannabis workshops.
As the global cannabis market continues to grow, unique marketing tactics are in demand to ensure cannabis brands stand out. California has the largest legal marijuana market in the world and is on track to sell $3.1 billion in 2019, up from about $2.5 billion in 2018.
“When it comes to marketing in the cannabis industry, you have to be creative and this is exactly what we did with Sparx Awareness Month,” said Sparx Cannabis President Dr. Jared Helfant in a press release. “The PSA videos are a hilarious take on famous anti-drug commercials. These were created to not only draw attention to our high-quality Sparx Cannabis products, but also have a lasting impact that resonates with today’s cannabis consumer.”
dr. Helfant said the reason for creating Sparx Awareness Month is to bring unique and memorable originality to the brand through organic reach. In the wake of strict advertising rules for cannabis companies, this is one of the ways the company believes it will pique people’s interest. By using old anti-cannabis PSAs, Sparx also hopes that their versions of the PSA commercials will help remove the age-old stigmas associated with smoking cannabis.
The rest of the Sparx Awareness PSA videos are scheduled to be released weekly during Sparx Awareness Month:
- October 22: Your Brain on Sparx Commercial
- October 29: Be the Sparx Commercial
All of the videos in the series are hosted on multiple platforms, including YouTube, Facebook, Instagram, the Sparx Cannabis Newsletter, and on the company’s website.