Cannabis Information Campaign

a campaign targeting early and potential users of cannabis. It aims to encourage discussion amongst young people about the social, health and other effects of cannabis use.

The cannabis information campaign was developed by the NSW Government in response to significant research into the use and effects of the drug.

In Australia, more than a third of 14-19 year olds have used cannabis. Studies point to adverse health and psychological effects from cannabis use, coupled with social impacts, impaired driving and relationship difficulties. Click here for more information on cannabis.

The Cannabis Information Campaign aims to encourage discussion about cannabis use and encourage young people to become more aware of its health and other effects.

The Campaign has a prevention and early intervention focus and is targeted at both potential and early users of cannabis.  The campaign aims to appeal to a wide variety of young people and avoid using fear inducing messages.

Two phases of the campaign have been completed to date - convenience advertising at cinemas and shopping centres (completed in January 2003) followed by radio advertising (June 2003).  The convenience advertising was re-run during phase two with the inclusion of the radio adverting tagline.

Posters developed for the first and second phase can be seen below. These posters show thought-provoking images and messages about the potential problems associated with cannabis. They were displayed in 15 cinemas and 9 shopping centres in metropolitan, regional and rural NSW throughout January this year.

A third phase of the Campaign is currently in development.

Phases one and two of the Campaign were targeted at young people aged 12-25 years and the general community, especially parents of teenagers.

Phase three of the Campaign will target young people aged 13-19 years as the primary target audience.  Phase three will be informed by evaluation of the previous phases and build on the strengths of the Campaign.See Cannabis Information Campaign Phase 3 for more information.