Real CA Cannabis

Nearly 60% of California adults consume cannabis, but most don’t know illegal dispensaries still exist—let alone how to avoid them.

We created the Real CA Cannabis campaign to educate consumers on the risks of buying from illegal dispensaries and make it easier than ever to find legal retailers Cali-wide.

Roles & Responsibilities:

  • Digital & OOH ad copy

  • Brand tone & voice development

  • Web copy & UX copy

  • Web content entry & QA

  • Video & audio ad scripts

  • Voice actor casting & live recording direction

  • Influencer content review

PSA video

A statewide cannabis-safety PSA, but make it a love letter to California.

No flavorless government warnings, no fear-mongering—just the good vibes people expect from Cali cannabis.

This video stayed true to the brand: laid-back, clear, and easy to trust.

Digital & OOH

The challenge? Making sure this didn’t feel like a cringe anti-drug campaign from the ’80s.

I leaned into humor, unexpected turns of phrase, and language grounded in culture to make people pause (and maybe even chuckle) before getting the message.

In short, I wanted to craft a campaign that felt like it belonged in the real world.

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Trial and error played a big part in our paid digital strategy. Turns out a lot of platforms are a little squeamish about drug-related content. Who knew?

We adjusted keywords and visuals in real time to hit the sweet spot: getting our message out while staying within platform guidelines.

Web/UX

I worked closely with our web development and design teams to create the Real CA Cannabis site and search tool, crafting UX copy and web content to keep things simple, clear, and actually useful—and eliminate sticking points between landing on the site and finding local legal shops.

Radio & Spotify

Script: Licensed dispensaries sell quality cannabis that meets consumer protection standards. Illegal shops don’t. Real California Cannabis helps you tell the difference. Verify before you buy at Real.Cannabis.CA.Gov. That’s R-E-A-L dot C-A-N-N-A-B-I-S dot C-A dot Gov. Paid for by the Department of Cannabis Control.

Script: Support comes from the California Department of Cannabis Control, reminding consumers that only licensed dispensaries sell cannabis regulated for consumer protection. Illegal shops don’t. Real California Cannabis means locally sourced, environmentally safe cannabis you can trust. Visit Real dot cannabis dot C-A dot Gov to verify retailers near you.

I led casting and recording sessions to make sure our radio ads felt relatable to younger audiences while still conveying the authority older listeners trust.

Impact

Cannabis isn’t just for counterculturists anymore. I was part of this campaign from day one—shaping the brand voice, crafting messaging, and making sure every touchpoint spoke to the full diversity of our audience. From wellness seekers and tourists to curious seniors and young creatives, we made sure the Real CA Cannabis campaign reflected the genuine California cannabis experience.

The result? Over 145M impressions and a 77% conversion rate, leading people straight to our Real CA Cannabis search tool to find legal products they can trust.