Back in 1973, glass pipe entrepreneur and hemp activist Jack Herer opened a headshop in Los Angeles. Herer taught that the hemp plant should be decriminalized and used as a renewable source of fuel, medicine, food, fiber, paper, and pulp. He also claimed that the U.S. government was deliberately hiding proof of the benefits of both hemp and cannabis from its citizens in order to maintain and promote the industrial/commercial complex that already served those same industries (i.e. Big Pharma). Herer was clearly ahead of his time.
The same year that he opened his headshop, Herer came out with the infamous coloring book, G.R.A.S.S.: Great Revolutionary American Standard System. The comic book immediately became popular within hippies and activists and triggered an avalanche of articles and letters to spread the pro-cannabis/hemp message.