In an election cycle where attention is everything and minor parties are often shut out of the conversation, the Legalise Cannabis South Australia Party has done something remarkable, it has broken through. While the final election result remains unknown, one thing is certain: this Campaign has achieved a level of mainstream media exposure that, until now, has felt almost impossible at times.

Under the direction of Campaign Manager, Jason Meotti, alongside lead Upper House candidate Jessica Nies, the Campaign secured coverage across all major commercial television networks, channels 7, 9 and 10 as well as Adelaide’s influential 5AA talkback radio and ABC 891 Adelaide’s Drive program. Most notably, the campaign reached a national audience through a feature on the ABC show, The Weekly with Charlie Pickering.

This level of exposure didn’t happen by accident. It came from a deliberate strategy—to create moments the media can’t ignore. Rather than relying solely on press releases or policy announcements, the Campaign leaned into physical, visual and highly tangible events, giving journalists something to film, photograph and experience.

A fully constructed mock cannabis dispensary inside the Campaign Office allowed media and the public to step inside a regulated retail model, similar to those operating in the United States. It transformed an abstract policy discussion into something real and immediate.

A live impairment demonstration using the DRUID app tackled one of the most contentious issues in cannabis law reform. By showing the difference between THC presence and actual impairment, using both a medicinal user and a casual consumer, the campaign turned a complex policy failure into a clear, visual story.

The Campaign also stepped beyond cannabis into broader economic and environmental solutions. At Mount Barker, working with local industry, the team showcased hemp-based construction materials, including a live demonstration proving that hemp bricks do not burn. This event was paired with a significant political outcome: a commitment from the Labor Government to invest $500,000 into hemp industry trials.

To some, these events may have seemed unconventional, even “hair-brained”. But in a crowded media landscape, being conventional often means being invisible. This campaign chose visibility. And it worked. In modern politics, attention is currency and Legalise Cannabis South Australia has proven that with creativity, courage and a willingness to do things differently, even the most overlooked voices can command the national stage.