Even though many states throughout the US have legalized using hashish, greater than 40,000 individuals are nonetheless behind bars due to non-violent marijuana possession. And whereas the group enjoys the advantages of the legalization of the plant, hashish cultivation platform AROYA can’t assist however marvel what it might probably probably do to assist the incarcerated regain their freedom, notably in immediately’s context when one can legally purchase hashish.
Creatively imagined by the workforce at Serviceplan Innovation and simply in time for the worldwide day for hashish (celebrated on 20 April), the model launched “Freedom Grams,” a platform by way of which the tales of a few of these prisoners are made seen. Throughout this week’s #ThrowBrandThursday column, we’re reminding you of the marketing campaign that AROYA developed in collaboration with retail and distribution accomplice GABY Inc. and non-profit Final Prisoner Mission, with the efforts directed in direction of bringing justice to these imprisoned for one thing that’s now not a criminal offense.
Marijuana possession is what acquired them in jail within the first place. However now, it’s time to use the identical product to get these individuals out. The Freedom Grams platform is a hashish model that sells marijuana merchandise in packages that are available in 0.3, 3.5, 8.7, 18.0, and 23.5-grams — the precise portions for which these individuals within the US are presently in jail. Accessible by way of GABY Inc., all proceeds from the Freedom Grams are directed in direction of the Final Prisoner Mission, which fights for the discharge of hashish prisoners through authorized and legislative intervention.
“What units Freedom Grams other than different initiatives is that we’re making a connection between shoppers and convicts. The general public wants to understand that it’s individuals such as you and me, serving generally as much as life, for quantities which you can legally purchase immediately. By providing precisely these quantities, we’re creating consciousness and turning it into motion on the identical time,” defined Christian Hertel, VP, Advertising and marketing, AROYA.
To boost consciousness in regards to the injustice these disadvantaged of their liberty are going through, the model reached out to the group by way of its packaging. Following an identical design system impressed by jail bars, every pack options the identify of an individual sentenced to jail for a similar quantity of marijuana contained in the bag. For instance, possessing 3.5 grams of hashish meant the tip of freedom for Kevin O’Brien Allen, who was sentenced to life with out parole in 2014. There are extra tales to be found, the shoppers being invited to discover them both by way of an AR filter or through a microsite developed for the venture.
Accessible to be admired from the web site to the packaging, the design system is the canvas onto which generative typography involves life, a visible metaphor the company used to talk about the marketing campaign’s theme of liberation. The packs’ labels are relief-printed and include a bespoke branded matchbook. Moreover, the venture consists of a variety of branded collaterals, equivalent to lighters, rolling paper, stickers, hangtags, and a 3D printable grinder, all of which had been created for retail and influencer mailings.
“By way of Freedom Grams, we’re elevating public consciousness of the tough actuality of cannabis-related incarceration and hope to empower our supporters to hitch our battle to safe the complete freedom of the communities we serve,” added Stephen Put up, Marketing campaign Strategist, Final Prisoner Mission.
“Hashish has been traditionally demonized, and folks had been punished for all of the flawed causes,” continued William Kanistras, Director of Product Operations at GABY Inc. “The authorized system wants to acknowledge that the individuals who had been imprisoned need to be free too.”
As an open-source model, Freedom Grams is specifically created so others can contribute with extra tales; the submitted circumstances can be featured on the packs. Growers, retailers, and types are additionally invited to present a serving to hand by creating Freedom Grams labels for their very own merchandise.
Alexander Schill, International CCO, Serviceplan Group, concludes: “Hashish in the united statesA. has advanced right into a billion-dollar business, however nonetheless carries the heavy burden from many years of criminalization. As an promoting company, we noticed the enterprise potential and what stands in its means. As communication consultants, we discovered an modern resolution that empowers the business and shoppers to result in change. And as people, we’re glad to do our half in giving again freedom to those that are unjustly incarcerated.”
Guests from the states which have legalized hashish use should buy the Freedom Grams on-line. The merchandise are additionally obtainable in-store by way of Mankind Dispensary, owned by GABY. Nonetheless, in keeping with the California-focused retail consolidator, the Freedom Grams are presently bought out. Apart from GABY and AROYA, the initiative can be supported by Dewey Hashish Co. and Ball Household.
Credit:
Consumer: AROYA
Company: Serviceplan Innovation
Serviceplan PR & Content material
Companions: GABY Inc. // Final Prisoner Mission
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