Shawn “JAY-Z” Carter and MONOGRAM, his premium cannabis brand, part of The Parent Company house of brands, has launched a nationwide campaign targeting cannabis law.
The out-of-home and digital campaign highlights the hypocrisy of current regulations that govern cannabis across the United States and the shockingly factual headlines set against the backdrop of eight striking portraits of individuals who have been charged for cannabis-related offenses.
MONOGRAM shines a spotlight on the lack of progress made after the 45 years of the onset of the War on Drugs, and the outsized consequences facing those who have been victimized by the effects of the laws.
“Cannabis laws are out of date and disproportionately cruel and punishing when compared to the rest of the legal code. We still don’t have proper regulation for texting and driving in Missouri, but staying home and smoking weed will get you locked up,” said JAY-Z. “I created this campaign to amplify the voices of those who have been penalized for the very same thing that venture capitalists are now prospering from with the emerging legal cannabis market. Far too often we forget that these are real people whose everyday lives and futures have been affected by this outdated legislature – people like Bryan Rone, who can no longer pursue a career in sales because of a cannabis-related conviction in 2003.”
States continue to move toward the legalization of marijuana as it provides economic and wellness benefits. With those gains, cannabis is still stigmatized by political agendas and arbitrary borders that still demarcate who can benefit from it, whether that’s through entrepreneurship or the positive effects of its use. MONOGRAM is planning to highlight how the regulations are created a divisive reality.
These murals, billboards, mobile ads, and wild-postings are currently on display across Los Angeles, San Francisco, New York, Chicago, Washington D.C., and Miami, with plans to expand to additional cities before the end of March. The campaign images highlight real people that are negatively affected by the War on Drugs remnants and why work needs to be done to repair past mistakes.