Social justice causes are more relevant and important than ever, especially in the cannabis space where there is still much work to be done. Research shows that BIPOC and marginalized communities have been disproportionately affected by prohibition and still face numerous barriers to entry in this newly legalized industry.
The Launch of JUSTICE JOINTS
CANNDESCENT, a leading California-based luxury cannabis company, recently announced the launch of “JUSTICE JOINTS” #SparkChange, a first-of-its-kind brand that will be donating 100% of its profits to social justice initiatives.
The brand will be contributing to causes that foster the participation and ownership of BIPOC communities within the cannabis industry and fight for prisoner release, expungement, and re-entry programs for individuals convicted of nonviolent cannabis charges.
The Last Prisoner Project
The first partnership that JUSTICE JOINTS has made is with the Last Prisoner Project, a non-profit coalition in support of criminal record expungement, release, and reentry programs. Last Prisoner Project is a well-respected organization that has teamed up with a plethora of companies, brands, and celebrities to fight for change in the justice system. Over the coming months, JUSTICE JOINTS plans to establish a grant program for BIPOC communities looking to enter or expand within the cannabis industry.
Inspiration Behind The Brand Concept and Design
ADCANN had the chance to chat with Adrian Sedlin, CEO of CANNDESCENT about the inspiration behind JUSTICE JOINTS.
”While it seems obvious retrospectively, it took a deep internal conversation throughout the company to figure out how CANNDESCENT should activate for social justice. Then, the epiphany struck. We cultivate, ideate, and distribute world class cannabis brands, so we decided to hardwire an initiative into the company where each and every day our employees and the entire cannabis community can stand up for change.Adrian Sedlin, CEO of CANNDESCENT
”From a design standpoint, justice being upside down was the bold and obvious choice, and we loved the fluidity of the interlocking Js that suggest a broken chain link.Adrian Sedlin, CEO of CANNDESCENT
The same broken chain link can be found in both JUSTICE JOINTS’ and the Last Prisoner Project’s logo, symbolizing the expungement and release of nonviolent cannabis offenders.
Raising the Bar and Setting the Standard
CANNDESCENT is a brand and company that has been raising the bar in the cannabis industry since its inception. CANNDESCENT pioneered and popularized effect-based marketing in the cannabis space with their Calm, Cruise, Create, Connect and Charge product categories. This type of branding has been copied and used by innumerable companies in both America and Canada.
Now they are launching the first-of-its-kind brand JUSTICE JOINTS, with the mission to make the world and industry a better place. We will likely see other companies following in CANNDESCENT’s footsteps once more, with similar CSR initiatives and marketing strategies being put in place. We applaud CANNDESCENT for continuing to set the standard.
Last Updated on October 15, 2020 by ADCANN