Humber College researchers launch Weed Out Misinformation campaign

The project was conducted in partnership with Canadian Students for Sensible Drug Policy and the Canadian Public Health Association.

The campaign aims to engage and educate young cannabis consumers who are 18 to 30 years old. According to a Humber College news release, it focuses on harm-reduction and myth-busting research; examines how young adult cannabis consumers are getting their cannabis information; and dispels common myths rooted in decades of prohibitionist drug education.

The research team surveyed 1,600 Canadian cannabis consumers, and conducted focus groups with consumers, budtenders, and cannabis policy experts. The campaign’s materials were developed by youth, used data gathered from youth, and was designed to reduce stigma.

One of the researchers' early learnings was that stigma, and perceived stigma, turns cannabis consumers off from many public education efforts, according to the news release. This discovery demonstrated the need for a human-centred approach that brought the voices of cannabis consumers into their research throughout the entire process.

"From our initial research, we found that young people are feeling stigmatized, and they wanted access to reliable sources of information about cannabis," said Bear, in the news release.

"For too long, the focus has been on potential harm to dissuade use, but that approach hasn’t reduced consumption and hasn’t kept consumers safe. This new campaign dispels myths and provides young cannabis consumers with a safe space in which the discussion of it feels normalized."

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Visit the Weed Out Misinformation Campaign at weedoutmisinformation.ca.