A new cannabis brand has been launched in the US with all proceeds going to the Last Prisoner Project, a not-for-profit fighting for the release of those locked up for cannabis offences.

Despite the legalisation of cannabis in many US states, more than 40,000 people are still incarcerated for non-violent possession.

Created by Serviceplan Innovation for its client Aroya and available through retail and distribution partner Gaby, Freedom Grams comes in 0.3, 3.5, 8.7, 18.0 and 23.5-gram packages — the exact amounts of cannabis for which people in the US are currently locked up.

Each pack features someone imprisoned for the weight of cannabis inside, such as Kevin O’Brien Allen, who was sentenced to life without parole in 2014 for the possession of around 3.5 grams.

The community can submit more cases to feature on the packs while growers, retailers, brands or individuals can create Freedom Grams labels for their own products via the website’s label generator.

The campaign’s design is based on prison bars and includes a wide range of branded collateral for retail and influencer mailings. The website also provides other ways to act through petitions, contacts for regional politicians, and information about local action groups.

Aroya vice president of marketing Christian Hertel said: “What sets Freedom Grams apart is that we are creating a connection between consumers and cannabis prisoners.

“The public needs to realise that it’s people like you and me, serving sometimes up to life, for amounts that you can legally buy today. By offering exactly these amounts, we are creating awareness and turning it into action at the same time.

Last Prisoner Project campaign strategist Stephen Post added: “Through Freedom Grams we are raising public awareness of the harsh reality of cannabis-related incarceration and hope to empower our supporters to join our fight to secure the full freedom of the communities we serve.”

Prior to launching Cannabiz, Martin was co-founder and CEO of Asia-Pac’s leading B2B media and marketing information brand Mumbrella, overseeing its sale to Diversified Communications in 2017. A journalist...