Dr. Bronner’s launches Heal Soul campaign in support of psychedelic-assisted therapy and medicine

Dr. Bronner’s, family-owned maker of the top-selling natural brand of soap in North America, has launched its Heal Soul campaign to support public education efforts, advocacy organizations and political campaigns around the country working to mainstream psychedelic-assisted therapy and medicines to treat depression, PTSD, addiction and end-of-life anxiety.

The company has donated over $3 million this year to support these efforts and created a special limited edition “Heal Soul!” label on its 32 oz. Castile Liquid Soaps now available nationwide. The label aims to educate the public about these life-saving therapies and medicines and the advocacy organizations and ballot initiatives that are advancing this work.

“Our world is grappling with epidemics of depression, anxiety, PTSD and addiction that modern pharmaceutical approaches often fail to adequately address.  Psychedelic-assisted therapy is life-saving medicine that the world needs now, especially highly traumatized populations like veterans, first responders and marginalized communities generally,” said David Bronner, cosmic engagement officer (CEO) of Dr. Bronner’s. “Our family is no stranger to severe depression and anxiety, and I’ve personally experienced the deep healing that these medicines can provide." 

Psychedelic-assisted therapy has shown great promise in clinical trials at John Hopkins, NYU, UCLA and elsewhere for treating severe psychological disorders.  In 2017 and 2018, the Food and Drug Administration (FDA) granted “breakthrough status” for MDMA-assisted therapy for treatment-resistant PTSD and psilocybin-assisted therapy for treatment-resistant depression, respectively. Breakthrough status means that the FDA considers that these therapies may demonstrate substantial improvement over other available options and prioritizes review of safety and efficacy studies in clinical trials accordingly. Canada recently approved psilocybin-therapy for people who are terminally ill and grappling with severe end-of-life anxiety. 

“Used in the right settings, in combination with good diet, fitness and other healthy lifestyle choices, psychedelic-assisted therapies and medicines offer dramatic healing for many people suffering from depression, end-of-life anxiety, PTSD and other mental health conditions,” said Michael Bronner, president of Dr. Bronner’s. “Our Heal Soul message and campaign is about mainstreaming this conversation in a rational and compassionate way, to help enable access to these life-saving therapies as soon as possible with the goal of evaporating the misguided stigma that these medicines face.” 

Dr. Bronner’s commitment to psychedelic advocacy

Dr. Bronner’s Heal Soul campaign builds upon the company’s track record of more than two decades of advocacy and financial support of drug policy reform, including legalization of hemp farming in the U.S., ending cannabis prohibition, advancement of FDA approved clinical trials for MDMA and psilocybin-assisted therapy, and psilocybin decriminalization in Denver, Colorado, to name a few. The current landscape of advocacy in support of psychedelic medicine is composed of diverse policy and political strategies. These include the integration of psychedelic-assisted therapy into Western medicine, efforts to decriminalize safe individual use of plant medicines and protections for sovereignty of use and cultivation among Indigenous Peoples. 

Even as modern Western medicine integrates the healing potential of psychedelic-assisted therapy, Dr. Bronner’s Heal Soul campaign recognizes the longstanding history and culture of Indigenous Peoples who have, for millennia, practiced sacred healing and traditional riteswithuse of psychedelic plant medicines. Dr. Bronner’s is committed to an approach that honors, respects and protects the cultural sovereignty of Indigenous Peoples. 

“Our work focuses on promoting health and wellness and revitalizing native cultures by preserving the traditions and protecting the sustainability of peyote for generations to come,” said Sandor Iron Rope, President of the Native American Church of South Dakota and board member of the Indigenous Peyote Conservation Initiative. “It’s imperative that as interest in psychedelic medicine grows outside indigenous cultures, that Indigenous Peoples’ sovereignty and cultural history be respected, not exploited, as psychedelic plant therapies become more mainstream. We are grateful for Dr. Bronner’s support,and their recognition of our voice and leadership in the psychedelic advocacy movement.” 

Dr. Bronner’s cumulative donation of over $3 million this year to psychedelic healing efforts is broad and deep, but the Heal Soul campaign is focused on a few key representative efforts and organizations, including: 

Opening the hearts and minds of consumers

Available from September through December of 2020, the special “Heal Soul!” Castile Liquid Soap label seeks to educate the public about the power of psychedelic-assisted therapy and medicines. Dr. Bronner’s has produced a series of blog posts and short videos, to support the campaign. The Heal Soul series of eight short videos includes an introduction video by David Bronner, a second video featuring David, shot in Amsterdam, that tells the story of how he came to support drug policy reform, and then an additional six videos that share the perspectives and experiences of prominent leaders in the psychedelic medicine advocacy community.

Source: Dr. Bronner's