The work launches this week in Los Angeles, San Francisco, New York, Chicago, Washington D.C. and Miami, with plans for more cities to come online by month’s end. Monogram will also introduce video testimonials from those depicted in the ads, to put the problem, and a possible solution, in sharper perspective.
Meet Bryan.
Sentenced to 15 years for a marijuana crime.
Sharing a prison with violent offenders who served less time for unspeakable crimes.
All while states slowly relaxed cannabis laws.
This is his hypocrisy story. @monogramcompany pic.twitter.com/GabcYjISGT
— Mischief @ NFA (@mischief_usa) March 1, 2021
„The disproportionate effects of the War on Drugs have been devastating, and we believe it is our responsibility to lay the stage to begin the process of righting the many wrongs against the Black and other minority communities,” says Steve Allan, chief executive of Monogram owner The Parent Company.
To that end, Parent will fund a social equity ventures initiative designed „to give Black and other minority entrepreneurs equal opportunity for participation in the legal cannabis industry,” Allan says. „Led by Shawn 'Jay-Z’ Carter and [Roc Nation CEO] Desiree Perez, this program will identify and fund the next generation of cannabis business leaders who are building value for their communities and diversity in our industry.”
Of late, such issues have come to the fore in a big way. Last week, rapper Problem dropped „4 the Low,” a video and track created with Wiz Khalifa, calling out racism and highlighting the struggle of BIPOC folks to succeed in the pot industry.