Elana Frankel
Despite its rapid growth, the cannabis industry grapples with advertising and marketing challenges. This is due to its Schedule I Controlled Substance classification, hindering access to traditional channels. Elana Frankel, renowned for her work in documentary filmmaking and cannabis advocacy, navigates this complex landscape by utilizing documentaries as a medium for promoting awareness and education about cannabis.
Frankel’s approach aims to dismantle misconceptions and stigma surrounding the plant. All while exploring innovative advertising avenues to expand the industry’s reach and impact.
Emerald Magazine: Can you share some insights into the challenges faced by the cannabis industry regarding advertising and marketing? How did these challenges impact businesses and consumers?
Elana Frankel (EF): One of the most frustrating things is that despite the cannabis industry’s rapid growth, plant and non-plant-touching businesses are severely restricted from accessing traditional advertising channels.
This is largely due to cannabis being classified as a Schedule I Controlled Substance. This subjects businesses to Section 280E of the tax code. This code prevents businesses “trafficking in controlled substances” from deducting business expenses, including marketing. With federal rescheduling on the horizon, the hope is that these deductions will soon allow for more marketing funds and consumer outreach efforts.
Emerald: As someone deeply involved in both documentary filmmaking and cannabis advocacy, how do you navigate the complex landscape of cannabis advertising regulations while still effectively promoting awareness and education?
EF: Documentary filmmaking is the perfect medium, offering a strong storyline through interviews, observation, and narration to provide awareness and education from those closest to the plant. Covering socio-political issues and their natural therapeutic wonders to personal narratives, this genre serves as a platform for truth and transparency.
Films can also promote cannabis stories on channels that are typically restrictive to the cannabis sector. For example, my documentary, Cannabis + Creativity, was featured on Facebook and streamed live at the Catskill International Film Festival. That’s where it won Best Short Documentary and the Audience Choice Award.
Emerald: What inspired you to take on the task of managing the updated advertising guidelines from the Cannabis Media Council? What are some key objectives you hope to achieve in this role?
EF: Advertising guidelines benefit both consumers and the industry. The lack of foundational principles for cannabis advertising presented an opportunity for companies to exploit or perpetuate misinformation from the War on Drugs propaganda. When the Cannabis Media Council released its first set of guidelines in 2023, it was groundbreaking and necessary to ensure the industry progresses responsibly. Establishing a foundation of responsible marketing not only helps brands meet customers’ needs but also positively impacts the world and the cannabis community. It’s about building trust and connection, and that’s something I want to be part of.
Emerald: What are some common misconceptions or misunderstandings surrounding cannabis advertising? How do you address them through your work?
EF: The biggest misconception is that you cannot advertise cannabis. This is simply not true. More and more media outlets are welcoming cannabis advertising, opening their audiences and inventory to the cannabis sector. We are witnessing creativity, ingenuity, and a wide variety of offerings and cultural diversity within the cannabis sector. The Full Spectrum Guidelines share numerous case studies of members and media partners driving high-performing campaigns and returns on investment (ROI) that prioritize the triple bottom line of success: profits, people, and our planet. We’re seeing significant strides in digital platforms, radio, magazines, and newspapers. Consumers are becoming increasingly curious about cannabis and turn to trusted media sources for education.
Emerald: As an award-winning filmmaker and author with a background in cannabis advocacy, how do you leverage your expertise to help businesses navigate the intricacies of cannabis advertising and marketing regulations?
EF: There is a significant amount of overlap between documentary filmmaking and advertising. At the heart of both is telling a great story. People want to belong to a community, peek inside that world. Experience subcultures and characters they identify with or are fascinated by and learn. Documentaries and ads should resonate with an audience with authenticity, honesty, and truth to values and culture.
If one of the circles in a Venn diagram represents a company’s core values and the other represents the audience’s desires. The story—the documentary—is the intersection. I aspire to follow in the footsteps of Vans supporting the documentary “Dogtown” and Patagonia filming hikers, rock climbers, and skiers in the wild, celebrating their passion for the outdoors. Whether they wear Vans or layer up with Patagonia fleece, the story still aligns with the company’s core values.
Emerald: Can you discuss any notable trends or shifts you’ve observed in cannabis advertising strategies over the past year? How have these changes have influenced the industry?
EF: My favorite trend is local radio. In my hometown, there are five new dispensaries and three are advertising on the local radio station. It’s a very effective outlet that specifically targets the community it serves. Even better, in a 30-second spot, each dispensary can emphasize its vibe and specialty. That way, consumers can choose where to spend their money. This year’s guidelines feature a rockin’ case study of Etain reaching out to welcome the community through local radio to their new location.
Emerald: How do you balance the creative freedom necessary for effective advertising with the strict regulations governing cannabis promotion, especially considering your background in creative industries?
EF: You’ve got to thrive beyond fear and take creative risks. Lead. At the same time, blue-sky creativity is unrealistic. Put up some guardrails and restraints, and watch how creative a team can be.
One reason the Cannabis Media Council raises donations to produce and advertise the award-winning “I’m High Right Now” PSA campaign on behalf of the industry is that individual businesses face so many headwinds and restrictions in marketing and selling their products. A light-hearted informational PSA education campaign that fosters awareness and engagement is more widely accepted by media outlets. It can serve as the first spark of discovery that inspires people to keep exploring.
Emerald: What role do you believe advertising and marketing play in shaping public perceptions and attitudes towards cannabis? How do you approach this responsibility in your work?
EF: Consider the lasting impact of the War on Drugs from 50 years ago. We’re still grappling with the consequences of misguided, racist policies that lacked scientific backing. Imagine how flipping the script could transform the world. Promoting the plant as medicine, addressing health equity, utilizing it for building materials, and refocusing the criminal justice system to prioritize social equity.
Emerald: As a mother, how do you reconcile your role in managing cannabis advertising guidelines with your commitment to ensuring responsible and ethical marketing practices in the industry?
EF: You can establish all the responsible, evidence-based, moral, and ethical advertising foundations. If you don’t actively parent your children, it means nothing. If your kids are curious, discuss solid judgment and the importance of being in control of their body and mind. Explain potential health consequences and encourage waiting.
If your kids have underlying issues, address the root of the problem. Look for signs of social exclusion, school issues, boredom, stress, anxiety, chronic pain, sleep disruption, or emotional instability. Be vigilant for factors affecting your child’s life that could lead to self-medicating with cannabis.
Emerald: What do you envision as the future of cannabis advertising and marketing? How do you see your role evolving in shaping that future?
EF: One of my favorite lines from the Full Spectrum Guidelines: BE THE AD THAT YOU WANT TO SEE IN THE WORLD. That’s the goal!
Leave a Reply