Learn about our approaches to prevent high-risk marijuana use.
"Let’s Talk Cannabis" is a comprehensive communication campaign that helps states establish a clear and objective source of information about what is legal and safe for the public. Originally developed with the California Department of Public Health, "Let’s Talk Cannabis" uses our Decision Blocks Strategy to identify the factors that facilitate risky use, deliver actionable guidelines for safe and legal use, and prevent use for high-risk populations. The states of Vermont and Illinois have also adopted the campaign brand and strategy.
Audience research reveals growing interest for a reputable, non-judgemental source of cannabis health and legal information. Research findings revealed:
1. Significant public misconceptions and confusion on legally compliant use
2. Positive and conversational tones are well-received and increase perceived credibility of knowledge with marijuana users and non-users
3. People use marijuana for a variety of different reasons; effective messages are tailored to meet the unique needs of each audience segment.
PAID SOCIAL & DIGITAL MEDIA
"Let’s Talk Cannabis" has launched in California, Illinois, and Vermont to serve as a clear and trusted resource as states adjust to legalized marijuana. Right now, results are primarily evaluated through media performance with plans designed to achieve behavior change goals. In a recent 8-week paid media wave in Illinois, the campaign got conversations started and achieved the following metrics: