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Reaching Canadians – Cannabis Public Education

October 5, 2018

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Public Education Timeline

Phase I – Preparing Parents

Cannabis Talk Kit

Year 1 – Drug-Impaired Driving

February 2018

Fifth Story Articles

March 2018

Phase II – Your Cannabis Questions, Answered (Wave I)

April 2018

Year 2 – Drug-Impaired Driving

Canadian Hockey League (CHL) – #FocusedOn

Phase II – Your Cannabis Questions, Answered (Wave II)

Substance Use and Addiction Program (SUAP) Projects

Phase I – Pursue Your Passion Tour

Phase II – Pursue Your Passion Tour

Phase III – Your Cannabis Questions, Answered

Video – Royal Assent; Coming into Force

Video – Cannabis and the Border

May 2018

July 2018

October 2018

March 2017

November 2017

June 2018

September 2018

National Mailout and Consumer Information Sheet

Border Signage and Passport Leaflet

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Overview Background and Approach

Public Health Approach The Government of Canada is taking a public health approach to the legalization and regulation of cannabis that aims to:

raise awareness of health and safety facts of cannabis use

prevent problematic cannabis use

protect youth by restricting access to cannabis

prevent drug-impaired driving

strictly regulate the cannabis supply chain

monitor cannabis use patterns

ensure industry compliance with legislative and regulatory requirements

inform Canadians that border rules are not changing

Building the Evidence Base Public opinion research to understand Canadians’ knowledge, attitudes and behaviours related to

cannabis and drug-impaired driving

Market research to inform approaches for reaching youth, young adults and parents

Lessons learned from other jurisdictions such as Colorado and Washington State to glean insight on priority audiences, messaging and timing for public education campaigns

Stakeholder engagement, including through national symposiums in November 2017 and October 2018, with more than 90 organizations that are active in delivering public education and awareness activities

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In addition to English and French, the postcard will also be available in: Chinese (simplified and traditional)

Punjabi

Urdu

Tagalog

Arabic

Italian

Inuktitut

Plains Cree

Swampy Cree

James Bay Cree

Ojibway

Upcoming Public Education Activities National Mailout

In October, a postcard will be sent to more than 15,000,000 households in Canada that highlights the most important information that Canadians need to know about the new cannabis laws

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Upcoming Public Education Activities Consumer Information Sheet

A consumer information sheet, which was developed by Health Canada, contains important health and safety facts and will be required to be shipped by licensed processors to retailers

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Upcoming Public Education Activities Increasing Travellers’ Awareness

Description Leveraging multiple communications channels to inform travellers that it remains illegal to take cannabis across the Canadian border

Traveller Awareness Activities CBSA is installing signage at Canadian ports of entry

and Transport Canada is working with provinces and territories to deploy signage at exit points, in all modes of transportation

Leaflets will be included with all new passports

CBSA has created videos to inform travellers

Global Affairs Canada continues to engage with stakeholders in the travel industry, including at travel fairs

CBSA officers will ask a new question at the Canadian border, prompting travellers to declare cannabis

www.travel.gc.ca/cannabis

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Ongoing Public Education Activities Drug-Impaired Driving Advertising Campaign

Don’t Drive High

Description November 2017 – March 2018, April 2018 – March 2019; An evidence-based awareness campaign on drug-impaired driving aimed at reaching youth and young adults (16-24)

Highlights (Year 1) Post-campaign results showed that 62% of

young adults surveyed recalled seeing, reading or hearing a drug-impaired driving ad from the Government of Canada

Facebook Messenger chatbot (“Didi”) chatted with more than 50,000 users, including more than 20,000 who clicked to find a ride home during the winter 2017 holiday party season

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Upcoming Public Education Activities Advertising Campaign

Your Cannabis Questions, Answered. Get the Honest Facts.

Description October 2018 – spring 2019; Experts provide answers to Canadians’ questions, aimed at reaching all Canadians

Approach Themes include lower-risk use, the law,

travelling, and impaired driving

Ads on television, print, digital and out-of-home

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Partnerships Working with Organizations Across Canada

Canadian Association of Chiefs of Police

Partnerships are key to reaching audiences with information on cannabis health and safety facts, drug-impaired driving and travelling with cannabis.

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Partnerships Community-Based and Indigenous Organizations

In 2018, the Government of Canada announced funding of $62.5M through Health Canada’s Substance Use and Addictions Program (SUAP) for cannabis public education and awareness initiatives over five years

Society of Obstetricians and Gynaecologists

Schizophrenia Society of Canada

Canadian Nurses Association

John Howard Society of New Brunswick

Ontario Physical and Health Education Association

Operation Springboard

The application process remains open and the Government of Canada is encouraging community-based and Indigenous organizations to apply

Thunderbird Partnership Foundation

Nishnawbe Aski Nation

St. Stephen’s Community House

Tri-County Women’s Centre Society

Best Start/Health Nexus

University of Western Ontario

Centre for Addiction and Mental Health

Organization Funded Through SUAP and Other Programs

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Web Portal Canada.ca/cannabis

Easy-to-remember URL, optimized for mobile, and kept up-to-date