Cannabis Amnesty has launched a new campaign titled ‘Legalize Us’ to raise awareness of the impact that cannabis convictions have on individuals ready, willing and qualified to make positive contributions to society. The campaign launches with a short film that creates a visceral and memorable experience, forcing viewers to encounter the real impact cannabis convictions have on people’s lives. The film was produced by Magic Circle Workshop, the in-house creative production brand of Canadian powerhouse, Cossette.
Watch the film here.
Established in 2018, Cannabis Amnesty is an independent, not-for-profit advocacy organization that focuses on righting the historical wrongs caused by decades of cannabis prohibition, particularly its impact on racialized and Indigenous communities who are overrepresented in cannabis arrests. ‘Legalize Us’ is their first campaign dedicated to raising awareness of the disproportionately damaging effects that cannabis convictions can have on these communities.
“An estimated 500,000 Canadians have criminal records for cannabis-related offences. To put it into perspective, that is the entire population of Newfoundland. The call to “Legalize Us” represents the voices of the 500,000 individuals who are being left behind, locked out of opportunities, and cast aside by society.” said Annamaria Enenajor, Founder & Executive Director, Cannabis Amnesty.
The “Legalize Us” campaign aims to raise awareness through public education of the systemic racism in the enforcement of cannabis laws that causes qualified and willing members of marginalized communities to be shut out of employment opportunities. These barriers to accessing economic activities have a negative impact on these individuals, their families and their communities.
“We partnered with Cossette and Magic Circle Workshop to create a film, the centerpiece of the campaign, because we believe passionately that art is a powerful tool for changing public perception and, ultimately, the law,” added Enenajor.
The film and campaign feature Toronto-based talent, including director Christo Anesti and cinematographer Ali Khurshid who have worked with global artists including The Weeknd, Toro Y Moi and Vince Staples.
“There’s a lack of empathy for those who live with convictions for cannabis-related offences. These are real people, with real families who live with the consequences of a conviction that many of us are admittedly guilty of. We thought if we could make people feel even a small percentage of the pain and frustration they feel that maybe, just maybe, people would care,” said Anthony Atkinson, Executive Creative Director, Cossette.
About Cannabis Amnesty
Cannabis Amnesty is a registered not-for-profit organization focused on righting the historical wrongs caused by decades of cannabis criminalization, particularly its impact on racialized communities. Since 2018, Cannabis Amnesty has been at the forefront of advocating for justice and fairness on behalf of those who continue to suffer as a result of cannabis convictions. We challenge the stigma of cannabis convictions, lobby the government on behalf of communities harmed by criminalization and champion equity within the cannabis industry. Learn more at www.cannabisamnesty.ca and follow us on Instagram, LinkedIn and Twitter.
About Cossette
Cossette is a community of more than 700 creative types, bringing together experts from all disciplines to offer integrated brand experiences unlike any other. Over the past 50 years, we’ve expanded from coast to coast and beyond borders – teams act locally and have a global impact. Thanks to our work with powerful, high-potential brands, Cossette was named Canada’s Agency of the Year in 2016, 2017 and 2018. To learn more, visit cossette.com.
