Reaching 5.5 million with one message: Releaf - Let’s Rethink Healthcare

Every single day, 46% of UK adults experience significant discomfort, frustration, and pain - be it physical or psychological - due to their diagnosed health condition. 

An estimated 29.6 million have a condition that is known to respond to cannabis-based treatments here in the UK, but many remain unaware that these options exist - let alone that they’re legal, regulated, and most importantly: accessible. 

Why? 

Because in the UK, advertising prescription-only medicines is strictly off limits. 

So, as the UK’s most trusted medical cannabis clinic, we have to think outside the box in order to get our message across. And they do say change starts in the smallest rooms…

Regulated silence: Advertising standards in the UK 

In the UK, advertising is regulated by the Advertising Standards Authority (ASA) while advertising codes of practice written by their sister organisation: The Committee of Advertising Practice (CAP). And when it comes to healthcare, the rules are strict. 

As it states on the ASA’s website:

“Products that are either medicinal by function (the product contains one or more active medicinal ingredients) or medicinal by presentation (the product is presented as being able to treat or prevent disease or correct, restore, or modify physiological functions) should not be advertised to the public…

In traditional non-broadcast media, such as leaflets, press ads, brochures, and even on sponsored ads, the ASA considers almost every reference to a POM (prescription only medicine) to be a promotion of a POM and therefore a clear breach of rule 12.12.”

So how do we market the unmarketable?

We rethink the whole approach: advertise our service, not the medicine. 

Let’s Rethink healthcare: It’s written on the stall

We don’t see this as just a regulatory challenge - we see it as a society-wide, human challenge. A challenge that without innovative advertising and ethical practices, people are left in the dark - unaware of potential solutions to their problems. 

That’s why we launched Let’s Rethink healthcare. Not to promote a product, but to promote a new standard of care and a new type of support - one that, ultimately, the public deserve to know about. 

We want people to know that alternatives are available, they’re accessible, and they’re provided with expertly guided clinical support, guidance, and most importantly: understanding. 

While estimates suggest one in four feel they are not supported, or respected, by healthcare professionals - we’re determined to change this. And our patient success stories are proof that it’s already happening. 

Our specialist doctors, GPs, prescribing nurses, and dedicated patient support team all have one thing in common: your best interest. And our nation-wide campaign has launched to make this message heard. 

A message from Releaf during a moment of relief

On the 14th of July, our Let’s Rethink Healthcare national campaign posters launched across 28 motorway Road Chef service stations, on the back of washroom stall doors, above urinals, and beside hand dryers. 

Strategically placed where they’re most likely to be seen and remembered across the M25, the M27, the M5, the M6 and the M56, we’re helping to bring medical cannabis awareness to the forefront. 

Don’t believe us? Collectively, these motorway service stations have around 2.5 million monthly visitors - from every corner of the UK.

But that’s not all. 

The Royals Shopping Centre in Southend, The Liberty Shopping Centre in Romford, and, The Harvey Centre in Harlow also now proudly display Releaf branded A3 posters in their washroom facilities. And they receive 793,000 visitors weekly - or 3,172,000 on a monthly basis. 

This means that collectively, our let’s rethink healthcare messaging will reach over 5.5 million individuals here in the UK in just one month alone. 

Final Thoughts from Releaf’s Brand Director: Peter Zownir

“Healthcare should be visible. 

We’ve placed our posters in shopping centres and motorway services to reach people in private moments, while making the conversation public.

This type of out-of-home campaign boasts unprompted recall statistics of 62% on average, and it's no surprise Boots, Lloyds Pharmacy and Pfizer have all advertised in this way previously. 

We’re following in their footsteps with a different approach: making sure no-one is left wondering if they have another option. Because nine out of ten do: Releaf. 

Together, let’s rethink healthcare.”