Freedom Grams Brings Justice to Hashish Prisoners

September 1, 2022

1

Even supposing 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 neighborhood enjoys the advantages of the legalization of the plant, hashish cultivation platform AROYA can’t assist however marvel what it might presumably do to assist the incarcerated regain their freedom, significantly in at this time’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 means 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 Venture, with the efforts directed in direction of bringing justice to these imprisoned for one thing that’s not a criminal offense.

Marijuana possession is what bought 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 0.3, 3.5, 8.7, 18.0, and 23.5-grams — the precise portions for which these individuals within the US are at the moment in jail. Out there by means of GABY Inc., all proceeds from the Freedom Grams are directed in direction of the Final Prisoner Venture, which fights for the discharge of hashish prisoners by way of authorized and legislative intervention.

“What units Freedom Grams aside from different initiatives is that we’re making a connection between shoppers and convicts. The general public wants to comprehend that it’s individuals such as you and me, serving typically as much as life, for quantities that you may legally purchase at this time. By providing precisely these quantities, we’re creating consciousness and turning it into motion on the similar time,” defined Christian Hertel, VP, Advertising and marketing, AROYA.

To boost consciousness in regards to the injustice these disadvantaged of their liberty are dealing with, the model reached out to the neighborhood by means of its packaging. Following the same design system impressed by jail bars, every pack options the title 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 top 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 means of an AR filter or by way of a microsite developed for the challenge.

Out there 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 discuss the marketing campaign’s theme of liberation. The packs’ labels are relief-printed and include a bespoke branded matchbook. Moreover, the challenge consists of a variety of branded collaterals, akin to lighters, rolling paper, stickers, hangtags, and a 3D printable grinder, all of which have 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 affix our battle to safe the complete freedom of the communities we serve,” added Stephen Submit, Marketing campaign Strategist, Final Prisoner Venture.

“Hashish has been traditionally demonized, and folks have been punished for all of the incorrect causes,” continued William Kanistras, Director of Product Operations at GABY Inc. “The authorized system wants to acknowledge that the individuals who have 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 will likely 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 usA. has developed right into a billion-dollar business, however nonetheless carries the heavy burden from a long time 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 can buy the Freedom Grams on-line. The merchandise are additionally out there in-store by means of Mankind Dispensary, owned by GABY. Nonetheless, in keeping with the California-focused retail consolidator, the Freedom Grams are at the moment bought out. Moreover GABY and AROYA, the initiative can also be supported by Dewey Hashish Co. and Ball Household.