Brief: For decades, the cannabis industry has manipulated, exploited, and stolen from the Black community. After years of hard work, activist and entrepreneur Kika Keith was ready to open Gorilla Rx, LA’s first Black women-owned dispensary. As part of Decoded’s accelerator project, we partnered with Kika to create a launch campaign and legacy the community could carry on. Solution: Black Women Get Us Higher. A bold, unapologetic declaration that uplifts, supports, and drives business to Gorilla Rx. We took our rallying cry to the streets of Crenshaw with a massive mural and wild postings with QR codes driving to our site with Gorilla Rx’s mission and how to get involved. We also created limited-edition luxury varsity jackets to propel Gorilla Rx’s social presence.