The Broccoli Hack: How Mexican Creators Bypassed TikTok’s Rules To Teach Millions About Cannabis
Editor’s note: This article was originally published in July 2024. It was updated in May 2025 to reflect the continued growth of Educannabis.
“I’ve spent my life with the romantic dream of saving the world,” declares the Mexican entrepreneur Luis Fernando Campos Aguirre, setting the tone for a conversation that transcends the ordinary bounds of cannabis advocacy. A biotechnologist with a keen focus on environmental and social causes, Luis Fernando—better known as Luis Fer—has channeled his lifelong passion into Educannabis, a project conceived to help demystify cannabis and empower its consumers through education.
Founded in 2021 alongside friends Yowua Cobos and José García Varela, Educannabis was born from a simple yet profound mission: to provide clear, accurate and stigma-free information about the plant. The platform quickly gained traction, amassing more than 1.2 million followers on TikTok and becoming the largest cannabis education platform on social media in the Spanish-speaking world. Luis Fer’s vision, driven by his lifelong passion for making a positive impact, began to take shape as he and his team tackled the misinformation surrounding cannabis.
“We want to help everyone who was too embarrassed to raise their hand for help,” says Luis Fer. This ethos drives Educannabis’ content, which ranges from scientific explanations of cannabis to practical advice for safe consumption—mostly in very short-form videos.
‘So Far From God, So Close To The U.S.’
In Mexico, where cannabis legislation is in flux, Educannabis stands as a trusted source of reliable information. The country’s Supreme Court declared cannabis prohibition unconstitutional in 2018, yet the legislative framework remains incomplete, leaving consumers in a legal gray area. However, some licenses for hemp cultivation have been granted, as first reported by Latin American media outlet El Planteo. Luis Fer is candid about the challenges: “The legislation is not up to the industry or its citizens,” he laments. Despite the bureaucratic hurdles, he encourages individuals to pursue legal avenues for personal cultivation and consumption, emphasizing the importance of doing so for their safety and peace of mind.
The influence of the United States, both culturally and geographically close to Mexico, plays a significant role in shaping the cannabis landscape. “The trends of the largest market in the world (the U.S.) have always directly affected Mexico, and I’m sure the cannabis industry is no exception,” says Luis Fer.
There’s a well-known …