As the nation prepares for 4/20 celebrations, Ben & Jerry’s is once again using the occasion to spotlight a critical issue: the ongoing incarceration of tens of thousands for marijuana-related offenses. In a fresh move this year, the iconic ice cream brand has joined forces with the advocacy group Last Prisoner Project (LPP) to push governors across the U.S. to free those still behind bars for cannabis crimes.
For years, 4/20 has been synonymous with marijuana culture, but Ben & Jerry’s has consistently used the date to draw attention to the injustices faced by those imprisoned for marijuana possession and distribution. This year’s partnership with LPP underscores the urgency of addressing cannabis-related incarceration, as many states are now rethinking their marijuana laws, yet thousands remain locked up for the very same activity that is now legal in numerous areas.
The Need for Action on 4/20
Ben & Jerry’s has made it clear that this 4/20, the demand for justice is higher than ever. “The need for cannabis justice is at an all-time HIGH,” the company said in a statement. This statement calls attention to the glaring contradiction in U.S. law: while cannabis becomes increasingly normalized and legalized, many individuals, particularly people of color, continue to face harsh sentences for offenses that no longer warrant such punishment.
As marijuana laws evolve, the calls for justice grow louder. Advocates, including those from the LPP, are urging individuals across the country to participate in actions that demand change.
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Reach out to your governor: Encouraging people to directly contact their state leaders is central to the campaign.
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Sign petitions: Another avenue to show support is by signing petitions that call for clemency for those incarcerated for cannabis offenses.
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Social media activism: The hashtag #420ForFreedom is being used to spread the message and generate online momentum.
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Washington, D.C. event: A key event for this cause will take place from April 29 to May 1, during the Cannabis Unity Week of Action in Washington, D.C., where advocates will push for broader marijuana legalization.
The Story Behind the Campaign
This initiative marks the latest chapter in Ben & Jerry’s ongoing commitment to social justice causes. The company, known for its progressive stance on various issues, has long championed marijuana-related justice and reform. Their efforts with the Last Prisoner Project seek to address the enduring impact of the War on Drugs, particularly on marginalized communities that have borne the brunt of strict cannabis laws.
The LPP itself has become a significant force in the push to end cannabis-related incarceration. Founded in 2019, the group focuses on advocating for the release of individuals who are imprisoned for cannabis offenses, working to erase criminal records, and promoting overall restorative justice measures in the cannabis industry.
While cannabis legalization continues to spread across the U.S., with over 20 states legalizing marijuana for adult use, the pace of reform remains uneven. Some states are lagging, and the federal government has yet to fully decriminalize marijuana nationwide. As a result, thousands continue to languish in prison for crimes that, by today’s standards, seem outdated and unjust.
The Challenges and Roadblocks
Despite growing public support for cannabis legalization, obstacles remain in the path toward justice. In some areas, opposition to cannabis reform is still strong, with lawmakers citing concerns over public safety or moral objections to the drug. These voices can be particularly loud in states where cannabis is not yet legal, leaving advocates for prison reform and clemency at odds with political figures who view the issue through a more conservative lens.
Moreover, even in states where marijuana has been legalized, many individuals convicted prior to legalization continue to serve prison sentences for crimes that are no longer considered criminal. The disparity between the laws and the lived realities of those incarcerated presents an ongoing challenge.
What’s at Stake: The Fight for Freedom
Ben & Jerry’s and the Last Prisoner Project’s campaign is a call for justice—not just for those who are incarcerated, but for the broader movement to end the stigma surrounding marijuana use. With millions of people impacted by marijuana-related offenses, the 4/20 event is a reminder that the fight for cannabis justice is far from over.
By raising awareness and pushing for legal reform, both the ice cream company and the advocacy group hope to catalyze a broader conversation about equity in the cannabis industry and society at large. As more states move towards legalization, it’s essential that those who have been unfairly punished for marijuana-related offenses are not left behind.
A Growing Movement
In many ways, the fight for cannabis justice is just beginning. The success of movements like the one led by Ben & Jerry’s and the LPP will depend on continued public engagement and sustained pressure on lawmakers to act. While the momentum for cannabis reform is undeniable, the battle for fairness and justice for those still incarcerated is equally urgent.
At a time when cannabis consumption is increasingly normalized in popular culture, those pushing for reform are calling on the public to recognize that the fight for freedom is still ongoing. The actions taken on 4/20, including advocacy efforts and social media outreach, serve as crucial steps in this ongoing struggle for justice.
