Silvia Orizaba, directora de Consultoría del Instituto Medicinal de la Marihuana
The agency Firefly Ad Next developed a BTL campaign to make the medical contributions promoted by The Medical Marijuana Institute in Miami. Silvia Orizaba, Founder of The Medical Marijuana Institute, told PRODU that after consulting with five agencies and at the end of one year, they achieved what they were seeking, that was “someone who really understood what we wanted to do because it is a very big taboo for the Hispanic community and not everybody can understand the institute’s mission”.Orizaba commented that the idea they developed was reassuring, since it combined education with art. “To be able to represent with art the information we want to give people has been very timely since we are giving a new message with art”.For the campaign, Firefly Ad Next used the services of artists who represented the medicinal aspects of marijuana. They hope to replicate the campaign in other states of the US, as well as take it to other countries such as Mexico, Uruguay, and Puerto Rico, among others.
