CLARE CLANCY Province ramps up ‘Cannabis 101’

Campaign aimed at dispelling myths about pot among new users

A blunt public education campaign on cannabis consumption will target a broad swath of potential users during the first days of legalization, says the provincial cannabis program manager.

“New users really need some very basic information,” said Lacey Hoyland of the Alberta Gaming, Liquor and Cannabis Commission (AGLC). “Current users aren’t going to need Cannabis 101. We’re really trying to make sure people have factual information that can be scientifically defended.”

The province’s first safe-use campaign — with a cost of more than $500,000 — includes radio spots, pre-show ads at cinemas, paid social media posts, online banner ads and search engine marketing.

“We’ve had some challenges with social media. Facebook doesn’t like to talk about cannabis because Facebook is an American company,” Hoyland said.

Radio ads will be heard on 65 to 80 stations across Alberta and on the music streaming service Spotify. Outreach also includes paid online content on Postmedia websites.

DISPELLING THE MYTHS

The AGLC has identified a few priorities for the campaign which launched Aug. 7 and will continue into November, Hoyland said. Themes include responsible use, prevention of impaired driving, health effects and safety in the workplace.

“One of the most common pushbacks we’re getting right now ... is actually from current users who believe there are no risks or harms whatsoever with this product,” she said, noting the campaign targets 18 to 54 year olds.

“There’s also a group of people who believe it will cure everything and that also is just as much of a myth ... even a blood pressure pill does not cure blood pressure in every single patient who takes it.”

Other education campaigns will follow after legalization, with slogans and branding yet to be decided, Hoyland said.

The AGLC has already put minimalist posters up in restaurants and bars with messages such as: “Cannabis can affect everyone differently.”

A brochure that will be available at cannabis retailers, reads: “If you choose to use cannabis, get to know the facts.” Inside the pamphlet, the phrase “start low, go slow” suggests that new users should try a low dosage.

‘SMOKING IS THE WORST CHOICE’

The AGLC depends on Alberta Health Services for information to use in its public education campaign and also relies on guidelines from the Centre for Addiction and Mental Health in Toronto.

Health Canada will monitor the ads. The federal government has rolled out its own messages, including the “don’t drive high” campaign which launched last year.

The AGLC will be encouraging users to consume cannabis using oils and soft gels, Hoyland said.

“Smoking is the worst choice for the method of consumption ... you’re using a burned product that provides similar carcinogens to tobacco smoke,” she said. “We’re also pushing not to mix cannabis with tobacco and alcohol.”

Hoyland, a registered nurse, said using cannabis and tobacco together increases the risk of addiction to nicotine, and alcohol can intensify the impairment caused by both substances.

Future education campaigns will focus on explaining to consumers why they should purchase cannabis legally as opposed to using any on the black market, she said.

“We also know there are a lot of searches on our site for information around pregnancy and cannabis, and breastfeeding,” she said, noting it as another priority for messaging.

Hoyland points to the eventual introduction of cannabis edibles as a whole new challenge, given that U.S. jurisdictions reported consumers were confused by labels.

“People were eating an entire product thinking that was the serving size ... so they were getting into the very bad reactions,” she said, adding Alberta learned lessons from places like Colorado, Oregon and California.

“(Over consumption) doesn’t kill you, but can make life very uncomfortable for a period of time.”

Previously public education in the province was under the umbrella of the Cannabis Secretariat, which Hoyland said was disbanded and its portfolio moved to Alberta Treasury Board and Finance.