Health Canada plans to launch a cannabis awareness public health campaign aimed at teens and young adults which will focus on messages such as, “the younger cannabis use starts and the more it is used the higher the health risks,” and “like alcohol, cannabis is not without risks,” according to a report from the CBC. The federal government has earmarked $9.6 million from this year’s budget for public education about the risks of cannabis use as they move forward with legalization plans.
The campaign will focus on minors aged 13 to 17-years-old and young adults aged 18 to 24.
The government has posted a tender seeking bids for a contractor to run the “cannabis experimental marketing program” which closes on Oct. 16.
“Health Canada requires the services of a contractor to develop, implement, manage, and report on national experiential marketing events programs to support the proposed legislation and regulation of cannabis by raising awareness of the health and safety risks and engaging with the target audiences,” the ad reads.
According to the CBC report, marketing campaigns could be done through a series of events, concerts, and social media platforms. Health Canada expects the events to run from December to March 2019.