About

Shifting the narrative around cannabis to create common sense policies will transform the politics of criminalization and exclusion toward inclusion, equity, and economic opportunity. Strategic mobilization campaigns, and high impact communications solutions will lay the foundation for progressive policy change.

Problem

Only 161 of California’s 482 cities allow commercial cannabis with more than half of California’s 58 counties enacting bans, despite a majority of California voters approving Proposition 64. In Los Angeles County alone, 82 of the County’s 88 cities prohibit retail sales of recreational marijuana.

Californians overwhelmingly said yes to ending the war on drugs with the legalization of recreational cannabis with Proposition 64. But Prop 64 also allowed individual municipalities to “opt out” and ban legal cannabis businesses in their jurisdictions, and a surprising majority of towns and cities chose to do just that. This created a patchwork of conflicting legalities, leaving many of the state’s residents in a “cannabis desert” where legal cannabis is nearly impossible to acquire.

Solution

In summer of 2019 we launched Race for Justice to overturn these bans across California. We aimed to open up markets for over 1 million legal cannabis customers statewide.

Race for Justice allowed us to finish what we started with Proposition 64 by fighting for fair, just and equitable cannabis regulations and revenue allocation at the local level, rooting out the illicit market, decreasing crime and, most importantly, empowering our communities with the ability to create community centered solutions. The big payoff: A thriving and equitable cannabis market across the state, which also translates to expanded markets and additional revenue for companies.

Program Overview

We generated a savvy grassroots and digital media campaign that drove awareness and action around overturning city bans on cannabis. Using the “indirect” or citizen initiative process, we opened up cannabis markets across local jurisdictions that directly or indirectly banned cannabis businesses.

Results

• Qualified for 2020 ballots by collecting petition signatures from registered voters.

• Mounted a grassroots pressure campaign after signatures were collected and presented petitions to local legislative bodies.

• Ran data-driven ballot committee campaigns.

• Advanced the promise and spirit of Proposition 64 with successful measures across multiple cities.