A year right after Denver launched a marijuana-focused educational campaign targeting nearby youth, a new survey released Tuesday reports that the majority of teens familiar with the city’s efforts mentioned they decided against underage cannabis consumption.
The analysis, performed by Insights Lab, was commissioned to measure the effectiveness of Denver’s High Charges campaign, which was launched in 2017 and is funded by the city’s tax income on retail cannabis. Amongst the myriad approaches the city is operating to get teens speaking about marijuana and its related dangers for underage customers are social media campaigns, billboards, college bus signage, an on line game show named “Weeded Out” and a Weeded Out trivia card game.
Far more than 500 teens who reside in the city and county of Denver participated in the survey, which was offered on line November 21 via December 18, 2018. Sixty-4 % mentioned they had been conscious of the Higher Charges campaign, most getting observed on line advertisements on Facebook and YouTube. A majority recognized that the campaign’s intended message was to offer information about underage marijuana use, although 53 % also mentioned the plan “provides biased information” to discourage use.
A lot of teens also mentioned they believed Higher Charges was trustworthy (75 %) and likable (73 %), even though about half indicated the tone was “preachy or judgmental.”
In terms of effectiveness, the survey found that 75 % of the participants who had been conscious of Higher Charges mentioned the campaign created them either not want to use, much less probably to use or believe twice about utilizing marijuana.
“Teens want information and they want to be capable to make their personal choices,” Denver Mayor Michael Hancock (D), who named the city’s legal cannabis program a “success” final year, mentioned in a statement. “When we give teens the information and equip them with understanding, they make smarter possibilities about utilizing marijuana.”
In order to make on the initial year’s accomplishment, the survey report’s authors recommend the city continue developing its on line presence and take into account extra nontraditional advertising procedures, like giveaways.
The report also points out that 18 % of teens mentioned they at present use marijuana. According to the survey’s findings, they appeared skeptical of the campaign and much less probably to share its info with pals.
“This audience is going to be tricky to attain, as they’ve currently decided to use and naturally are going to reject info that contradicts their choice,” the report states. “For now, concentrate on the core audience of non-customers and previous-customers, and evaluate the chance to target this segment once again in a year.”
Final week, Denver officials released an interactive map that tracks how the city spends cannabis tax income on educational efforts.
Denver Launches Interactive Map To Track How Marijuana Tax Income Funds Education
Photo by Element5 Digital on Unsplash.