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Trulieve’s ‘4.20 for All’ NFT Collection to Benefit Last Prisoner Project

The auction marks the 4.20 holiday as an event for acceptance, change and justice for non-violent cannabis prisoners.

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The NFT digital works of art being auctioned by Trulieve to benefit The Last Prisoner Project are united by a theme of social justice. PHOTO CREDIT: TRULIEVE

Trulieve has thrown its hat into the metaverse. The Tallahassee, FL-based dispensary giant is auctioning its “4.20 for All” collection of Non-Fungible Tokens (NFTs) through April 20 to benefit The Last Prisoner Project.

Trulieve’s digital art collection features 10 original, hand-drawn pieces featuring some of the company’s most popular products with a theme of social justice expressed throughout the collection. The auction’s proceeds will go to The Last Prisoner Project, a non-profit founded in 2019 with the mission of aiding and ultimately, freeing all prisoners incarcerated in the United States for cannabis offenses.

Symbolically, each digital image in the Trulieve collection features a raised hand as a call for solidarity supporting legal cannabis and justice for the incarcerated.

“Trulieve strives to provide enhanced experiences for our customers and patients and that now includes the metaverse. This is a fun and unique way to amplify Trulieve’s steadfast belief in accessibility and to support The Last Prisoner Project,” Trulieve CEO Kim Rivers said in a statement.

The NFT auction is the first in a series of 4/20 activations to be announced by Trulieve, with planned future campaigns celebrating the diverse community and culture of cannabis, the company said.

“The campaign connects to the inclusive, diverse and celebratory narrative that ‘4.20 for All’ inspires. Each illustrated hand [in the drawings] is a hand raised supporting accessibility and social justice. From a chef to a hiker, from a yogi to a musician, from an astronaut to an alien and, yes, even Sasquatch. We expect fans and collectors will be excited to own these NFTs,” Trulieve chief marketing officer Valda Coryat said.

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The Trulieve NFT collection went under the hammer on the OpenSea marketplace on April 2 at 1pm ET—exactly 420 hours before April 20, the nationally recognized cannabis holiday. There are 42 copies available of each artwork, for a total of 420 NFTs up for grabs. Those interested in purchasing an NFT can do so without owning cryptocurrency; however, they will be required to create an account with OpenSea and transfer funds to a digital wallet. To learn more about Trulieve’s “4.20 for All” NFT Collection and how to purchase, visit the auction site.

All proceeds from the auction will be donated to the Last Prisoner Project. Committed to cannabis criminal justice reform, The Last Prisoner Project comprises leaders in cannabis, education and social justice, as well as experts in law and policy reform. The project’s mission is to free the more than 40,000 individuals still jailed and imprisoned in the U.S. for non-violent cannabis charges and convictions. Even as cannabis use gains increasing global acceptance, arrests for possession still outpace arrests for all violent crimes combined and have been shown to disproportionately affect minorities.

Brad Cheng is the digital editor of Global Cannabis Times, produced by SmartWork Media. Brad's journalism career spans working as an editor for PR Newswire, The Nation and The Santa Barbara News Press, and as Managing Editor of The Katy Courier, and publisher of Now This in Princeton. His career as a screenwriter took him into entertainment advertising, writing major film campaigns for studios and for HBO.

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