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Cannabis Amnesty Film Highlights Racial Inequality and Injustices in Cannabis Related Convictions

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Teaming up with Cossette and Magic Circle Workshop, ‘Legalise Us’ raises awareness on the burden of cannabis related criminal convictions on individuals

Cannabis Amnesty Film Highlights Racial Inequality and Injustices in Cannabis Related Convictions

To raise awareness about the burden that cannabis-related criminal convictions have on both individuals and society-at-large, Cannabis Amnesty has partnered with Cossette and Magic Circle Workshop, to create ‘Legalize Us’.

The campaign is anchored by a 3:45 minute film that draws attention to the way that systemic racism in the enforcement of cannabis laws causes qualified and willing members of marginalised communities to be shut out of employment opportunities. These barriers to accessing economic activities have a negative impact on individuals, their families and their communities.

“An estimated 500,000 Canadians have criminal records for cannabis-related offences. To put this number into perspective, that is the entire population of Newfoundland and Labrador. 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, executive director, Cannabis Amnesty. “We partnered with Cossette and Magic Circle Workshop to create this film because we believe passionately that art and advocacy can change public perception and, ultimately, our laws.”

“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, then maybe people would actually care enough to do something,” said Anthony Atkinson, executive creative director, Cossette.

Established in 2018, Cannabis Amnesty is an independent, not-for-profit advocacy organisation that focuses on righting the historical wrongs caused by decades of cannabis prohibition, particularly its impact on racialised and Indigenous communities who are overrepresented in cannabis arrests. ‘Legalize Us’ is their first campaign dedicated to raising awareness of the damaging effects that arrests and subsequent convictions can have on these communities. 

'Legalize Us' runs across organic social, with additional in-store signage at select dispensaries across the GTA, from June 6th. If you’d like to speak with Annamaria or Anthony about the campaign, please let me know. The full list of credits can be found below.

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Agency

Executive Creative Director / Writer: Anthony Atkinson

Former Executive Creative Directors: Craig McIntosh, Jaimes Zentil

Group Creative Director, Head of Content: Theo Gibson

Creative Director: Kevin Filliter, Anthony Atkinson

Senior Art Director: Chris Walker

Senior Copywriter: Mike Appleby

Associate Creative Director Design: Chelsea Palmer

Brand Designer: Paula Dopuda

Executive Producer: Nan Row

Senior Strategist: Geoff Gingerich

Strategist: Stephen Pace

Director, Branding & Design Strategy: Chelito Rubio

Account Supervisor: Aline Cleve

Group Business Director: Asmait Hailu

Business Director: Carleigh Hogg

Account Coordinator: Rabia Sohail

SVP, General Manager: Kathy McGuire

Production Coordinator: Zuleika Sequeira

Production

Production Co: Magic Circle Workshop

Director: Christo Anesti

Line Producer: Justin Smith

DOP: Ali Khurshid

Head of Production: Raquel Mullen

Executive Producer: Nan Row

Online Facility: Artjail

Senior Colourist: Clinton Homuth

Colour Assistant: Kevin Wu

Colour Assistant: Jake Erxleben

Online / Finishing: Ben Lee

Producer: Alison Maxwell

Executive Producer: Leslie McCartney

Casting: Mann Casting

Casting Director: Steven Mann

Offline Edit: Common Good

Editor: Red Barbaza

Asst. Editor: Mikka Quinsac

Lead VFX Artist: Alex Avram

Executive Producer: Ainslie Thomas

Audio (Sound Design & Mix): Berkeley Inc.

Creative Director: Jared Kuemper

Executive Producer: Tyna Maerzke

Composer: Teddy Fantum Christo Anesti Ali Khurshid

Client

Client: Cannabis Amnesty

Founder & Executive Director: Annamaria Enenajor

Director of Operations: Stephanie DiGuiseppe

Director Marketing & Strategy: Sameena Ibrahim

Genres: Dialogue, Storytelling

Categories: Awareness, Corporate, Social and PSAs

Cossette, Wed, 08 Jun 2022 14:35:56 GMT