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Ben & Jerry’s New Flavor: Second Chances

The Vermont based ice cream company infamous for its uniquely named ice cream flavors like Cherry Garcia and Chunky Monkey has taken a new role in advocating for the restoration of voting rights for convicted felons in Florida. Ben and Jerry’s email list subscribers in Florida got an email asking them to join the movement to allow for the automatic restoration of voting rights for felons. The drive is to put an automatic felon rights restoration amendment on Florida’s 2018 ballot. Florida is one of three states that don’t automatically restore felons’ voting rights after they have fulfilled their sentences. Ben and Jerry’s has even taken to social media to support the campaign, with slogans like “Americans believe in second chances, Florida law should too.” Even if the campaign is successful and the proposed amendment makes its was to the 2018 Florida ballot, at least 60% of voters must vote in support of the amendment for it to pass.

Ben and Jerry’s has long been a proponent of many other civil causes including marriage equality, LGBT rights and other social justice movements, including Black Lives Matter and the Parris Accord. Ben and Jerry’s reaches consumers and voters not only through email subscriptions (known as “ChunkMail”), but also through various social media outlets, like Twitter and Instagram – where combined they reach over one million followers. Undoubtedly, social media plays a large role in their advocacy efforts. Social media marketing has expanded over the last decade as the influx and popularity of Facebook, Twitter, and Instagram has grown to astonishing numbers, forcing many businesses to join the movement – to market not only products but civil causes.

By: SEB

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