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In calIfornIa, the cannabIs Industry creates over fIfteen bIllIon dollars annually. If cannabIs were legalIzed, calIfornIans would be lookIng at a greater amount. thIs could be the key to solvIng calIfornIa’s budget crIsIs.source: u.s. time magazine

California is experiencing a major financial deficit. The state’s budget crisis has reached over nineteen billion dollars. In addition, California has also accumulated sixty-nine billion dollars in debt. The numbers are quite staggering. This has caused major setbacks on the well-being of Californians. The state is forced to cut billions of dollars in public school funds, healthcare, and transportation.

California needs a little help to get back on track, and legalizing cannabis could be the boost that the state desperately needs. Despite its status, the cannabis industry generates over fifteen billion dollars annually. If cannabis were legalized, the revenue generated by the industry could be taxed and regulated in an efficient manner. Furthermore, giving cannabis a legal status could substantially increase its revenue stream, which means more money for education, transportation and development.

pot of gold

The Second Gold Rush

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cannabIs tImelIne source: bbc news

A Legal History of Cannabis in the U.S.

1619 Jamestown colony law declared that all settlers were required to grow hemp.

1907 California passed The Poison Act, declaring cannabis as poison, thus making possession of cannabis a misdemeanor.

1936 Geneva Trafficking Convention. United States attempted to criminalise all activities related to the use of cannabis for non-medical purposes.

1925 The United States supported regulation of Indian hemp, also known as hashish, in the International Opium Convention.

1930 The Federal Bureau of Narcotics was established. Henry J. Anslinger declared war on cannabis.

1759-1774 George Washington grew hemp at Mount Vernon as one of his three primary crops.

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1860 The sale of cannabis prohibited without the written order of a physician.

1906 The Pure Food and Drug Act required, that all sales of non-prescription sale of cannabis be properly labeled.

1839 William O’Shaughnessy introduced cannabis to western medicine.

1850s Medicinal preparations of cannabis became available in American pharmacies.

1937 Marijiuana Tax Act made possessions of cannabis illegal under federal law, unless accompanied with an expensive excise tax.

Newspaper mogul William Randolph Hearst began a campaign demonizing cannabis. The campaign was later known as “yellow journalism”.

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1952, 1956 Mandatory sentencing made a first-time cannabis possession offence a minimum of two to ten years in prison with a fine up to $20,000.

2001 The U.S. Supreme Court ruled that federal anti-drug laws do not permit an exception for medical cannabis.

2007 Richard Lee founded Oaksterdam University.

2010 Prop 19, a ballot to legalize cannabis for recreational use, was defeated by a narrow margin.

2012 Washington State and Colorado legalize cannabis.

1970 National Organization for the Reform of Marijuana Laws ( NORML ) was born.

cannabIs tImelIne (contInued) source: bbc news

A Legal History of Cannabis in the U.S.

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2012 Marijuana Majority calls for action.

1977 California law reduced the penalty for possession of an ounce or less of marijuana from a felony to a citable misdemeanor.

1973 The Drug Enforcement Agency (DEA) was born.

1986 The Three-Strikes Law went into effect.

1996 California voters passed Proposition 215, which legalized medical cannabis.

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Facts and Figures

7.7 bIllIon

2.5 bIllIonThe Miron report estimates that the legalization of cannabis will potentially generate an additional 1.5 to 2.5 billion dollars in tax money for the state of California.

According to the research done by Jeffrey Miron, an economics professor at Harvard University, the federal government spends an estimate of 7.7 billion dollars annually to enforce cannabis prohibition.

tax it!

wasted resources

source: Prohibitioncosts.org

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Facts and Figures

860,000

0 deathCannabis is regarded as a harmful substance, yet there has never been any record of a lethal cannabis related incident to date. On the other hand, cigarettes and alcohol combine for over 500,000 deaths in the U.S. every year.

In 2009, there were 860,000 arrests made due to cannabis related offenses, and about 90 percent were charged for mere possession. In addition, 60 percent of the prison population are in prison for cannabis related charges.

what’s the harm?

citizens arrested

source: thenewleaf.org

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Hemp, a versatile plant with over 50,000 uses, is illegal to grow in the United States. Even though it does not cause the same psychoactive reaction as cannabis, Hemp is classified as a cannabis plant and therefore outlawed. This makes no sense. If hemp were legalized, it has the potential to be a multi-billion dollar industry comparable to that of the cotton industry.

Despite the overwhelming evidence for medical benefits, the government continues to criminalise cannabis, a substance enjoyed without harm by fifteen million Americans. Many forces conspire to preserve this unnecessary characterization, including the interests of pharmaceutical corporations and the privatized penal system.

The cannabis industry uses up a lot of natural resources and energy supplies. This is due to the criminalization of cannabis. The farmers could potentially adopt green and sustainable agricultural practices; nevertheless, it remains a mere possibility as long as cannabis remains illegal.

The federal government claims that they outlaw cannabis due to its psychoactive quality that causes hallucination. This reaction is triggered by Tetrahydrocaanbinol (THC), a molecule which is commonly found in the cannabis plant. Little that we know is the fact that the government endorses a prescription drug called Marinol that is made of pure THC content. This is not a mere coincidence.

California has the best agricultural produce, and that includes cannabis. Why should California take a backseat to Amsterdam when there is so much money to be made from cannabis tourism?

“It’s not very green, we run lIghts 24/7, and use tons of Petroleum.”source: Jc, cannabis farmer in hercules

Facts and Figures

industrial hemp

conspiracy theory

not so green

marinol thc

screw amsterdam!

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the PotentIal for cannabIs Industry In the golden state Is Immense. one only has to look at the wIne Industry to ImagIne the PossIbIlItIes. In calIfornIa, the wIne Industry generates 51.8 bIllIon dollars annually and creates over 309,000 Jobs.source: wineInstitute.org

The California wine industry is the most prosperous agricultural industry in the United States. According to an extensive study conducted in 2006 by the Wine Institute and the California Association of Wine Grape Growers, the California wine industry generates over 51.8 billion dollars for the state’s economy and has a financial impact of 125.3 billion dollars nationwide. In addition, the California wine industry creates 309,000 full-time equivalent jobs in California and approximately 875,000 jobs all over the United States.

California vineyards preserve the land and protect the environment, especially with a growing trend on sustainable agricultural practices. The California wine industry preserves thousands of acres that otherwise would have been utilized for condominiums. It also has a positive impact on culture, lifestyle and the local ecosystem. It preserves the charm that attracts millions of visitors every year. California would not be what it is without wine country.

california wine

California Wine & Cannabis

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the success story of calIfornIa wInesource: wineInstitute.org

The California wine and cannabis industry share a similar history. The wine industry has not always been as successful as it is today. A nationwide prohibition nearly put a cork on it. After the prohibition ended, people were turned off by wine, and its consumption was deemed socially unacceptable because it was perceived as foreign and exclusive. Wine was even regarded as “the devil’s brew”.

It was through the hardwork of a handful of dedicated wine makers and advocates that California wine was able to survive. The emergence of wine tourism, innovative wine makers, and wine organizations brought California wine from the shadows to the forefront of its agriculture and eventually made it a thriving success. Wine is now enjoyed by people from every walk of life and is the preferred choice for black-tie events.

the devil’s brew

California Wine & Cannabis

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Dedicated wine makers and organizations worked very hard to change people’s negative perception of wine, and the wine industry has become successful because of it. The same strategy can be applied to the cannabis industry. In order to make the cannabis industry a success, people’s negative perception of cannabis will have to change. The cannabis industry needs to garner a wider social acceptance. It will require a lot of hard work and dedication, but the success of California wine proves that California cannabis can accomplish the same results.

The wine industry provides the cannabis industry with a blueprint for success, and a clear picture of how the cannabis industry could have a significant social economic impact and create a sustainable economy in California.

new possibilities

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usIng the success of the wIne Industry as a bluePrInt, the cannabIs Industry can demonstrate how It would be able to create a sustaInable economy In calIfornIa.

California Wine & Cannabis

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cannabIs Is fIghtIng an uPhIll battle for legItImacy. It lacks organIzatIon and Is In need of a voIce that can rePresent the Industry In a correct lIght.

Brand Objective

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our mIssIon Is to dIsPel the negatIve PercePtIon cloudIng the Industry and to establIsh calIfornIa as the center of cannabIs tourIsm, educatIon, and agrIculture.

We are a non-profit organization dedicated to clearing the negative perception clouding the cannabis industry. Our mission is to establish California as a leader in cannabis agriculture, tourism and education.

The cannabis industry lacks a unified voice that will represent the industry in a correct light. We intend to be the voice of the cannabis industry. We will establish industry standards and change how cannabis is presented in the marketplace.

green house cartel

Brand Objective

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Identity System

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green house cartel Intends to PosItIon the san francIsco bay area as the naPa valley of cannabIs.

Establishing a Brand

The San Francisco Bay Area is home to the finest wine growing regions in the world. Every year millions of wine enthusiasts tour the San Francisco Bay Area to experience California wine. Most notably Napa Valley has become synonymous with wine is universally hailed as “wine country”.

The San Francisco Bay area is also home to the best cannabis growing regions in the world. California growers are considered as the most innovative and knowledgeable, cultivating excellent, high-quality product that is known around the world. California is the mecca for cannabis enthusiasts. Accordingly, it is only fitting that it should also be known as “cannabis country”.

to cannabis country

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Establishing a Brand

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Establishing a Brand

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Digital Experience

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Digital Experience

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Digital Experience

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we are commIted to helPIng amerIca achIeve balance.

Advertising Campaign

America has not been the same in recent years. Everyone from wall street to sunset boulevard is on edge and one can feel the anxiety and tension in the air. It will do America a lot of good to take a deep breath and relax.

Green House Cartel is committed to helping America relax. Our campaign is aimed to shave some the tension off and get America back to a state of balance. With a little bit of humor and wit, we will have America smiling once again.

breathe in breathe out

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Committed to Helping America Relax

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colorado and washIngton state have taken the InItIatIve. It Is tIme for calIfornIans to make good on our word. for more Info, Please vIsIt greenhousecartel.com

Call to Action

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For Further Reading

http://oaksterdamuniversity.com/

http://norml.org/

http://justice.gov/dea/docs/marijuana_position_2011.pdf

http://www.pressdemocrat.com/article/20121224/WIRE/212241027/0/search

http://gallup.com/poll/159152/americans-federal-gov-state-marijuana-laws.aspx

Jack Herer, the emperor of hemp, wrote “the emperor wears no clothes”. A book that talks about the government’s involvements in the criminalization of cannabis.

http://cnn.com/2012/12/05/us/washington-marijuana-legalization

http://marijuanamajority.com

http://thecannabisindustry.org/

http://rollingstone.com/politics/news/obamas-pot-problem-20121207

Eric Schlosser wrote this compelling book about cannabis culture in the U.S.

http://wineinstitute.org/resources/pressroom/120720060

cannabis university

cannabis law reform

dea policy

environmental impact

gallup poll

hemperor

legal limbo

marijuana majority

ncia

obama’s pot problem

refer madness

wine revenue

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Works Cited

Anslinger, H. J., letter to Dr. Woodward (July 28,1930).

Braungart, Michael and William McDonough. Cradle to Cradle. New York: North Point Press, 2002. Print.

“California Wine Has $51.8 Billion Economic Impact on State and $125.3 Billion on the U.S. Economy.” The Wine Institute, 7 Dec. 2006. Web. Dec. 2012. http://www.wineinstitute.org/resources/pressroom/120720060

Dickinson, Tim. “Obama’s Pot Problem”, December 2012. Web. Jan. 2013. http://www.rollingstone.com/politics/news/obamas-pot-problem-20121207

HIA. Hemp Industries Association, 2012. Web. Dec. 2012. http://www.thehia.org/index.html

“History of Marihuana Legislation”. Drug Library, 2009. Web. Dec. 2012. http://www.druglibrary.org/schaffer/LIBRARY/studies/nc/nc2.htm

Lakoff, George. Don’t Think of An Elephant. Vermont: Chelsea Green Publishing Company, 2004. Print.

Marijuana USA. CNBC, 2009. Web. Dec. 2012. http://www.cnbc.com/id/39617671

McKinley, Jesse. “Don’t Call It ‘Pot’ in This Circle; It’s a Profession”. The New York Times, 23 Apr. 2010. Web. Dec. 2012. http://www.nytimes.com/2010/04/24/us/24pot.html?_r=1

Miron, Dr. Jeffrey. Budgetary Implications of Marijuana Prohibition in the U.S. Prohibition Costs, 2 Jun. 2006. Web. 2009.

New Leaf. I Shot Him, 2010. Web. Dec. 2012. http://thenewleaf.org/

Newport, Frank. “Americans Want Federal Gov’t Out of State Marijuana Laws” Gallup, 10 Dec. 2012. Web. Jan. 2013. http://www.gallup.com/poll/159152/americans-federal-gov-state-marijuana-laws.aspx

Oaksterdam University. Oaksterdam University, 2010. Web. Dec. 2012. http://www.oaksterdamuniversity.com/

“Pot-Friendly California: Amsterdam in America?” Richard Gonzales, npr, Dec, 2012. http://www.npr.org/templates/story/story.php?storyId=111784495&ps=rs.

Stateman, Alison. “Can Marijuana Help Rescue California’s Economy?”. U.S. Time Magazine, 2009. Web. Dec. 2012. http://www.time.com/time/nation/article/0,8599,1884956,00.html

Schlosser, Eric. Refer Madness. New York: Houghton Mifflin Company, 2004. Print.

“Timeline: the use of cannabis”. BBC News, 2005. Web. Dec. 2012. http://news.bbc.co.uk/2/hi/programmes/panorama/4079668.stm

“Weed the People”. Good Magazine, 2011. 23 Dec. 2012. http://awesome.good.is/transparency/web/1110/weed-the-people/flash.html

ASTRA SODARSONOP +1 415.939.4052E AstraSodarsono@Yahoo.comW Astra-Logic.com

ACADEMY OF ART SAN FRANCISCOSchool of Graphic Design79 New Montgomery StreetSan Francisco CA 94105Department Chair MARY SCOTTDepartment Director PHIL HAMLETT

Typefaces Brothers, DIN, HelveticaPhotography Astra SodarsonoStock Photos Courtesy of GoogleSoftware Adobe Creative SuitePrinting & Binding www.Blurb.comCover/Text Stock Proline Uncoated

Copyright ©2013 Astra SodarsonoNo portion of this book may be used or reproduced in any manner without the written consent of Astra Sodarsono.

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