'They're Still In Prison For Cannabis' Says 420-420 CEO: How One Text Campaign Seeks Justice

Travis Maurer, founder and CEO of 420-420, highlighted the power of text messaging to mobilize action and push for cannabis reform.

As the only SMS company approved by major carriers to deliver cannabis-related messaging, 420-420 has pioneered an innovative approach to advocacy by connecting people directly with legislators to fight for justice in cannabis-related cases.

A Mission for Justice

At the Benzinga Cannabis Capital Conference, Maurer discussed the journey to secure approval for his SMS shortcode, 420420, from all major carriers, including Verizon, T-Mobile, and AT&T, which culminated in April 2023. "We've had the shortcode since December 2011, and initially, it was only used for advocacy purposes," Maurer said. But in 2021, the company sought special approval for cannabis-specific messaging—a challenging process that took nearly two years.

Benzinga's Abbey Higginbotham chatted with Travis Maurer – Founder and CEO of 420-420 pic.twitter.com/M0gxjyw1bE

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420-420’s text campaigns have proven to be highly impactful, most notably when Maurer's team played a role in the commutation of Jeff Mazanka's life sentence for a non-violent cannabis offense. “We did radio ads to text ‘Jeff' to 420420 and built a list of 6,000-8,000 subscribers in Missouri,” Maurer explained. “We connected those subscribers to their legislators, and his sentence was commuted after a year.”

See Also: 56% Of Americans Say Marijuana Users Would Create Good Cannabis Policy As They Don’t Trust Big Pharma, Tobacco And Alcohol

A New Campaign for Clemency

At the conference, Maurer introduced the next focus of his advocacy efforts: the case of Edwin Rubis, who has served 27 years of a 40-year sentence for a non-violent cannabis crime. “It just doesn't feel right to be operating in a legal industry knowing that people are doing the same thing still in prison,” he said. Through a simple text campaign, 420-420 urges people to take action by simply texting.

Maurer emphasized that the effort is straightforward but potentially life-changing. “Text ‘pardon’ to 420420. It'll ask you for your birthday and email, and then you'll join the campaign to help get Edwin Rubis out of prison.”

The Impact of 420-420's Advocacy

420-420's mission extends beyond just individual cases. Maurer is dedicated to righting the wrongs caused by the war on drugs and ensuring that the cannabis industry remains focused on equity. “There are so many people in prison for non-violent cannabis crimes,” he said. “We want to keep the spotlight on these injustices until they're corrected.”

Maurer's efforts have earned recognition within the cannabis community and beyond as he continues to use SMS technology to amplify voices and drive reform. “It's about building connections, fostering relationships, and driving action,” he concluded.

As 420-420 pushes forward with its advocacy, the company remains focused on merging technology with activism, ensuring that cannabis-related injustices stay in the public conversation.

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