SPECTRUM THERAPEUTICS, part of Canopy Growth, is a medical cannabis company. The above concept was conceived on the eve of recreational marijuana legalisation in Canada and became one of the first branded medical cannabis campaigns worldwide. While many physicians in Canada had accepted medical cannabis into their practices, a minority were reluctant to prescribe it at the time of recreational legalization due to perceived risk, the responsibility or potential reputational damage associated with it and viewed legalization as absolving them of these. Ultimately, our message (“Cannabis is complex and Canadian patients need your help more than ever") prompted healthcare providers to rethink medical cannabis and their role relative to it in the new, post-recreation landscape. The campaign roll-out included online banners, print ads, stickers, booth panels, tent cards and leave behinds.