RBIJ and Lush Cosmetics: The Campaign to Commute California’s Death Row

About This Project

Summary

Alongside advocates, the Responsible Business Initiative for Justice partnered with Lush Cosmetics to launch a high-visibility campaign urging Gov. Newsom to commute California's death sentences. Leveraging Lush's multinational brand, the campaign combined public engagement, earned media, and executive advocacy. Efforts included store activations across 35 stores, a multi-story State Capitol projection, branded social media, a major op-ed in Capitol Weekly, and the activation of more executives.

Goals & Objectives

The campaign aimed to amplify business voices, including Lush Cosmetics, to commute California's death sentences. Key objectives included educating Lush store managers, elevating executives in media via an op-ed and socials, mobilizing other business leaders, and engaging the Governor's office.

Results & Impact

In partnership with RBIJ, Lush and hundreds of businesses urged Gov. Newsom to commute California's death sentences. The campaign featured 35 store activations, a Capitol projection, and an op-ed. Lush's CEO signed a declaration, and staff met with the Governor, who continues to consider clemency.