Red Rodriguez , Director of Brand Partnerships at GRAV, and Artist Brian “Box” Brown Have Teamed Up to Rebrand Reefer Madness with limited edition Zine. Grassroots Marketing learns more about it.

GRAV, the renowned pipe company known for producing high-quality glass smoking pieces, has partnered with comic artist and author Brian “Box” Brown to create a zine that rebrands the concept of Reefer Madness. The project aims to challenge the stigmatization of cannabis use and promote a more informed and positive perspective on the plant.

The term Reefer Madness was popularized as a title for a 1936 propaganda film and had a resurgence in the 1970’s when drug policy reform became a popular topic. The film’s over-the- top portrayals and inaccuracies had a significant impact on public perception of cannabis. For decades, the Reefer Madness campaign was used to justify harsh drug laws and stigmatize marijuana users. As laughable as the film would be to current audiences, the campaign helped to create a culture of fear and misinformation around cannabis that continues to persist.

GRAV and Box Brown aim to draw attention to the current state of Reefer Madness. Although attitudes have begun to shift, the legacy of Reefer Madness still lingers. Many people still hold outdated and unfounded beliefs about the dangers of cannabis. These beliefs in turn influence policy, leading to a disproportionate number of people, particularly within historically disenfranchised groups, to face legal and social consequences for using it.

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