About This Project
Summary
Last Prisoner Project (LPP) was founded to end the injustices of cannabis prohibition and the War on Drugs. LPP partnered with creative agency Saylor to launch a social strategy that raised awareness of the ongoing harms. Despite shadowbanning of cannabis-related content, the team broke through by using real stories, breaking news, and digestible explainers to spotlight the human toll and build a powerful narrative for change.
Goals & Objectives
The primary objectives were to educate the public on cannabis-related injustice, raise awareness of the human cost of prohibition, and inspire advocacy for reform while overcoming content suppression and building a social strategy that could grow reach, engagement, and community on Instagram.
Results & Impact
Saylor’s strategy increased Last Prisoner Project’s Instagram presence by 93%, helping drive over 150,000 petition signatures, 22,000 letters to lawmakers, $3.7 million in support, and the clearance of more than 250,000 cannabis offenses through a targeted, action-oriented social approach.
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