Gorilla Rx Wellness

Black Women Get us Higher

Agency: Decoded


2023 Clio Cannabis Gold Award Winner.

The "Black Women Get Us Higher" campaign, conceived by activist and entrepreneur Kika Keith and brought to life through collaboration, is a profound testament to the resilience and innovation of the Black community, particularly its women. This pioneering campaign not only champions Black women but also addresses the historical injustices within the cannabis industry.

Gorilla Rx Wellness, LA's inaugural Black women-owned dispensary, emerges as a beacon of change and empowerment. Decades of manipulation and exploitation within the cannabis industry have fueled the need for a fresh narrative. Kika Keith's determination to establish Gorilla Rx exemplifies the tenacity required to counter systemic inequalities.

The "Black Women Get Us Higher" campaign serves as a dynamic solution to amplify the voices that have often been silenced. The campaign's grassroots approach, taking to the streets of Crenshaw with a powerful rallying cry, epitomizes the unapologetic stance taken to uplift and support Black women. The locally crafted goods created for supporters ensure that the message remains an ever-present symbol of pride and unity.

The launch of the campaign not only garnered attention from notable figures like Lena Waithe and Seth Rogan but also secured a significant mention in AdWeek—a monumental milestone that resonates far beyond the campaign's inception. The mural and wild postings, adorned with photographs of Black women from the community, powerfully communicate a message of strength, resilience, and progress.

Furthermore, the campaign's online engagement, facilitated by QR codes on out-of-home displays, invited participants to actively join the movement against cannabis injustice. This transformative endeavor goes beyond conventional advertising; it sparks a vital conversation, fosters community engagement, and propels action.

Perhaps most notably, the impact of the "Black Women Get Us Higher" campaign extends beyond its launch. The rallying cry and design have become an enduring part of Gorilla Rx's identity, serving as their permanent store uniform and a continuous source of income. This legacy ensures that the message of empowerment and solidarity lives on, resonating with each customer who walks through Gorilla Rx's doors.

In recognition of its groundbreaking approach, profound impact, and lasting influence, the "Black Women Get Us Higher" campaign is submitted for advertising awards. This campaign underscores the power of advertising to drive social change, promote inclusivity, and celebrate the achievements of those who have historically been marginalized.

This professional campaign titled 'Black Women Get us Higher' was published in United States in October, 2023. It was created for the brand: Gorilla Rx Wellness, by ad agency: Decoded. This Film medium campaign is related to the Cannabis industry and contains 3 media assets. It was submitted 4 months ago.

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