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As 4/20 approaches, Ben & Jerry’s is once again using its influential platform to advocate for cannabis justice—but this year, they’re turning up the volume. The iconic ice cream brand has joined forces with the Last Prisoner Project (LPP) to launch a powerful new campaign urging U.S. governors to grant clemency to people still incarcerated for non-violent cannabis offenses. While legal cannabis is now a booming industry across much of the country, thousands of individuals—many from marginalized Black and Brown communities—are still sitting in prison for actions that are no longer considered crimes in most states.
This campaign, centered around the message “#420ForFreedom,” is calling on the public to take action. Supporters are being encouraged to sign petitions, contact their governors directly, and share the campaign on social media to build pressure for state-level clemency. The initiative also draws attention to the deeply unfair reality that while corporations profit from legal cannabis, people like Antonio Wyatt in Kansas and Robert Deals in Arizona remain incarcerated under outdated laws. These are just two of many examples LPP highlights to show the human cost of cannabis prohibition and the urgent need for reform.
Ben & Jerry’s has a history of aligning its 4/20 advocacy with broader social justice goals. In previous years, the company worked with the ACLU to raise awareness and demand systemic change. This year, they are going further by tying their message directly to action: get cannabis prisoners out of jail now. Their partnership with LPP—a nonprofit focused on criminal justice reform and cannabis-related clemency—reflects a shared mission of equity, fairness, and restorative justice.
Public support for this movement is growing fast. According to a recent poll from the ACLU, a staggering 84% of Americans believe that no one should be in prison for marijuana. To build on that momentum, the Last Prisoner Project is also organizing “Cannabis Unity Week of Action,” taking place in Washington, D.C. from April 29 to May 1. The event will unite advocates, lawmakers, and formerly incarcerated individuals to push for federal and state-level reforms that bring justice to those impacted by outdated drug laws.
In conclusion, Ben & Jerry’s and the Last Prisoner Project are reminding the nation this 4/20 that cannabis justice is far from complete. As dispensaries open and cannabis brands thrive, it’s time to correct the injustices of the past. Granting clemency to those still behind bars is not just the right thing to do—it’s a necessary step toward real equity in the cannabis space. This 4/20, don’t just celebrate—take action. Help bring freedom to those who should have never been imprisoned in the first place.
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