Trulieve, a leading cannabis company with operations across 11 states, has multiple partnerships and activations around giving back to consumers, called “4.20 for All.” In addition to various product launches and discounts that vary between each of Trulieve’s local shops, the brand sponsored weed-themed music and art festivals in Orlando, Phoenix and Northampton, Massachusetts—Florida Groves, Buds-a-Palooza and Carniroll, respectively. Trulieve attempted to have 4/20 recognized as an official holiday. The request was denied.
But for those whose highs pull them away from the physical realm, “4.20 for All” also featured an NFT collection, which debuted on OpenSea earlier this month. All proceeds from the auction benefit Last Prisoner Project, a nonprofit committed to reforming criminal cannabis legislation and freeing those convicted because of it. As of writing, the collection has raised 20.874 ethereum, the equivalent of about $64,000. The "4.20 for All" campaign also featured striking (and legally compliant) visuals from agency Starch Creative.