Brand Tone

Advocacy-driven and Urgent, Informative and Educational, Professional and Serious, Hopeful and Solution-Oriented, Direct and Action-Oriented

Brand Values

• •Justice and Fairness
• •Personal Choice and Liberty
• •Public Health and Safety
• •Economic Benefits
• •Evidence-Based Policy
• •Compassion

Best Practices

• •Stay Mission-Focused: Always tie messaging back to MPP's core mission of ending cannabis prohibition and its underlying values of justice, personal choice, and public health. This ensures all content, whether educational or a call to action, reinforces the brand's purpose.
• •Use Authoritative and Evidence-Based Language: Support arguments with facts, data, and research findings whenever possible. This maintains a professional and credible tone, differentiating MPP from purely activist or anecdotal approaches. Cite reports and successful policy changes.
• •Maintain a Sense of Urgency and Hope: While highlighting the problems of prohibition, always pair it with a hopeful outlook on the positive changes that policy reform can bring. Use active and direct language that encourages immediate engagement.
• •Emphasize 'Regulation, Not Prohibition': Consistently use comparative language that frames cannabis regulation as a sensible alternative to the failures of prohibition, often drawing parallels to alcohol regulation. This helps normalize the idea of legal cannabis.
• •Be Inclusive and Empathetic: Acknowledge the diverse groups affected by cannabis laws – patients, communities of color, taxpayers, entrepreneurs. Use language that resonates with a broad coalition of supporters and shows understanding of different perspectives within the reform movement.

Social Perception

Leading Reform Organization, Influential Advocate, Resource for Information, Controversial (by nature of the issue), Pragmatic

Copy Examples

• •Headline: End Prohibition. Embrace Progress. Body: For decades, outdated cannabis laws have failed our communities, fueling injustice and hindering progress. The Marijuana Policy Project is leading the charge for sensible reform that prioritizes justice, health, and economic opportunity. Join us to change laws and change lives. Call to Action: Act Now: [Link to Take Action page]
• •Headline: Cannabis Reform: It's About Justice. It's About Time. Body: The war on cannabis has disproportionately harmed communities of color and cost taxpayers billions. Regulation works. Prohibition doesn't. Support MPP in building a fair and equitable cannabis system for all. Call to Action: Donate Today to Fuel the Fight for Fairness: [Link to Donate page]
• •Headline: The Facts Are Clear: Regulating Cannabis Benefits Everyone. Body: From increased tax revenue for public services to enhanced public safety, legalizing and regulating cannabis is a win-win. MPP provides the research and advocacy needed to make smart policy a reality. Get informed. Get involved. Call to Action: Learn More: [Link to Resources page]
• •Headline: Your Voice Can Change Cannabis Laws. Body: Lawmakers listen when their constituents speak out. The Marijuana Policy Project empowers you to make a difference. Sign up for alerts and contact your legislators to support common-sense cannabis reform. Call to Action: Make Your Voice Heard: [Link to Email Legislators page]
• •Headline: Medical Cannabis is Medicine. Patients Deserve Access. Body: No one should face arrest for seeking relief. MPP fights for compassionate medical cannabis laws that protect patients and ensure safe access to necessary treatment. Stand with patients. Support MPP. Call to Action: Support Patient Access: [Link to Medical Cannabis page]