A US Senate candidate from Louisiana has shared a campaign video in which he smokes marijuana in an effort to “destigmatize” its use and raise awareness about racial justice.

Gary Chambers Jr, a 37-year-old Democrat and social justice advocate from Baton Rouge, Louisiana, is shown seated outdoors in a chair, taking puffs from a blunt.

“My first campaign ad, ‘37 Seconds.’ #JustLikeMe,” Chambers tweeted on Tuesday in a caption for the ad, which has spread widely on social media. In it, he recites arrest statistics of Black Americans and marijuana possession.

“Every 37 seconds, someone is arrested for possession of marijuana. Since 2010, police have arrested an estimated 7.3 million Americans for violating marijuana laws,” Chambers says, to the sound effect of a ticking clock. “Black people are four times more likely to be arrested for marijuana laws than white people.”

He adds: “States waste $3.7bn enforcing marijuana laws every year. Most of the people police are arresting aren’t dealers, but rather people with small amounts of pot, just like me.”

Writing about the campaign video, Chambers said:

“I hope this ad works not only to destigmatize the use of marijuana, but also forces a new conversation that creates the pathway to legalize this beneficial drug, and forgive those who were arrested due to outdated ideology.”

In a statement to CNN, he elaborated that it was “long past due that politicians stop pretending to be better or different than the people they represent”, adding: “Some parts of the country are fighting opioid addictions and creating millionaires and better schools from the marijuana industry. Others are creating felonies and destroyed families. I can’t stand for that.’”

According to Chambers’ campaign, the ad was shot over the weekend in New Orleans, a city that just recently passed a law to decriminalize marijuana possession. The city council also added a blanket pardon for marijuana possession convictions dating back to 2010, which the council members said would apply to about 10,000 old cases.

Last June, the Louisiana governor, John Bel Edwards, a Democrat, signed a bill into law that reduces the penalty for possessing small amounts of marijuana, and at the beginning of this month lawmakers legalized the “smokable” form of medical marijuana under certain conditions.

Chambers is seeking to challenge Republican senator John Kennedy, a staunch conservative and Donald Trump ally, in November’s all-party primary.