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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
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