Cannabis is faced with an image problem, but the good news is there is a major shift towards destigmatizing the plant.  It all comes down to education and letting people know the facts surrounding cannabis’ history and it’s uses.  Having a compelling direct mailer or handout used within the community or in dispensaries will help get your message across.  These printed pieces need to be creative, create a relationship with the recipient, educate them, and they need to be structured around a desired goal or message.  The problem though is most unsolicited mail gets thrown away unread.

Cannabis has an image problem:

scratch off cards can help!

Here at Scratch Off Works, we change the power of direct mail by structuring the pieces to be a Q&A or trivia card with multiple scratch off areas that cover up the answers.  The piece immediately becomes relevant!  Scratch offs attract attention and engage the recipient.  People are curious what’s under the scratch off area and so they interact with your pieces, read the material, and scratch off the answers.  The result is people learn about the message you’re trying to get across - whether it’s a political vote goal or information about your company and product line. Scratch offs work!

Sample topics:

• The biggest misconceptions about cannabis

• What the difference is between THC and CBD

• Let people know cannabis hasn’t always been illegal and that 30 states have legalized cannabis for medical purposes since California became the first state to do so in 1996.

• People need to recognize cannabis is serious medicine with serious doctors - especially how cannabis might play a role in relieving depression and anxiety, muscle spasms and addiction like the opioid epidemic.

• People should know more research on cannabis is being presented at major medical conferences as evidence builds around its role in treating conditions like epilepsy.

• Cannabis medicine is starting to differentiate itself as its own specialty: the American Academy of Cannabinoid Medicine is undergoing the process of becoming a recognized subspecialty under the American Board of Medical Specialties.

• Give cannabis some celebrity status: cannabis’ virtues have been extolled by many including Friedrich Nietzsche, who used it to relax, and Bill Gates, who has publicly backed legalization.