OCal Cannabis
Consumer Education Campaign

Client: CCOF
Project Type: Consumer education campaign

The Challenge

OCal is California's organic-equivalent certification for cannabis, but hardly any consumers knew it existed. I needed to explain a complex state regulatory program in a way that would resonate with cannabis consumers, while navigating tricky legal restrictions around the federally regulated term "organic" for a federally prohibited crop. Plus, this was for the California State Fair, so it had to work in a busy, distracting environment.

My Approach

I developed the tagline "Know your grower, know your ganja," a playful take on the familiar "Know your farmer, know your food" that spoke directly to cannabis culture. For the educational content, I used the simple comparison "At the grocery store, you look for USDA Organic... At the dispensary, look for OCal" to make the concept instantly understandable. The messaging had to be punchy enough for stickers and detailed enough for an 8x8 banner, so I created a campaign that worked across multiple formats.

Read It!

Take a look through the campaign materials from below. Click any of the images for a larger, more readable version.