Canadian teens curious about cannabis will be the target of a new awareness campaign being launched by Health Canada.
The federal department is seeking a creative contractor to host a series of events across Canada aimed at educating teens and young adults about the risks of cannabis use. Those events could include things like concerts.
Ahead of nationwide cannabis legalization next July, the federal government set aside $9.6 million for public education about the risks of cannabis consumption – geared largely toward youth.
"Canadians need to be educated about the use of cannabis in order to mitigate its potential risks and harms. They generally view cannabis use as socially acceptable, but are ill-informed about the health and safety risks; this is especially true for youth," the tender reads.
"To get ready for and to support the new system, public awareness and education are critical to ensuring that Canadians, especially youth, are well-informed about the health and safety risks of cannabis use and about current laws."
The campaign will target teens aged 13-17 and young adults aged 18-24, along with their parents and teachers. Its messaging will include: "like alcohol, cannabis is not without risks," and "the younger cannabis use starts and the more it is used, the higher the health risks.”
Parents and older adults, on the other hand, will be encouraged to talk to their kids about cannabis.
The campaign will be rolled out through events to be hosted nationwide. It will be the responsibility of the contractor to book venues and find methods of enticing youth to attend, likely through social media or contests.
Events are set to run from December until March 2019.
h/t CBC News