The stigma around marijuana is diminishing, but across the US, legislation doesn't match public opinion. A campaign from Jay-Z’s cannabis brand Monogram calls attention to this hypocrisy by highlighting morally questionable things that are legal in certain states, while weed is not. We explore the insights behind this and why Monogram is building the politics of cannabis directly into its brand.
In the US, two-thirds of people say the use of marijuana should be legal, but legislation isn’t keeping up. Jay-Z’s cannabis brand Monogram aims to address this hypocrisy through a series of billboards. They depict people who have been charged for cannabis-related offenses with overlaying statements such as 'There's a state in America where cannibalism is technically legal and cannabis isn't', and 'The war on drugs worked, if systemic racism was the goal'. The campaign also includes videos highlighting people’s real stories.
“Cannabis laws are out of date and disproportionately cruel and punishing when compared to the rest of the legal code,” says Shawn Carter, aka Jay-Z. “We still don't have proper regulation for texting and driving in Missouri, but staying home and smoking weed will get you locked up."
Issues around racism and its link to American laws and law enforcement have come to the fore, thanks to movements like #DefundThePolice and documentaries such as Ava DuVerney’s 13th. The hypocrisy when it comes to cannabis is clear: more cannabis start-ups are cropping up in the US – such as Wana Brands, which creates edibles for older Americans, and MedMen, which offers a welcoming brick-and-mortar space for people to experiment. And yet weed is still criminalized in certain states, with people of color disproportionately searched and arrested.
By tackling the politics head-on, Monogram is pushing for an inclusive shift. "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,” says Carter.
Rachel Ousley is Associate Insight Director at Canvas8, which specialises in behavioural insights and consumer research. A San Francisco native, she worked in communications before getting her Masters in Social Cognition from UCL. Outside of work, she loves live music, learning about true crime, and drinking good wine.
