Rewriting the Cannabis Narrative to Unlock Federal Progress
Cannabis Distributor and Manufacturer
PROBLEM
Marijuana businesses cannot access traditional banking services.
Cannabis businesses remain locked out of traditional banking due to federal scheduling, forcing cash-based operations that increase risk, cost, and limit economic growth. Progress on rescheduling was stalled by stigma and political hesitation.
SOLUTION
THG worked to change the narrative. We executed a coordinated, audience-tested campaign to reframe cannabis rescheduling as a bipartisan, economic, medical, and public-safety issue—leveraging targeted media, influencers, and stakeholder engagement to reach federal decision-makers.
SERVICES: Paid & Earned Media | Influencer & Grasstops Engagement | Stakeholder Mapping
RESULTS
Our campaign successfully put marijuana rescheduling on the president's policy agenda. Through surrounding senior administration officials and multiple campaign refinements, we were able to reach the president himself. At a donor meeting, he said he was seeing the issue everywhere.
In December 2025, the president signed an executive order directing the attorney general to expedite the federal process to reschedule marijuana to Schedule III.
OUR IMPACT
Influencer reach
5.5M
2.85M
Impressions in one month
4.2M
Impressions in 72 hours
Reached senior administration officials, including the President
Earned national and regional media coverage reinforcing rescheduling