Youth marijuana use doubled during the last decade--increasing among boys and girls, whites, blacks, and Hispanics, in all four geographic regions, and in metropolitan and non-metropolitan areas. About 1 in 12 youths (12-17) were current marijuana users in 1998.
Adult debates over “medical” marijuana, industrial hemp, and legalization ignore the issue of youth use, while promoting marijuana as “natural,” harmless, or beneficial. There is a commercial aspect to the marketing of marijuana to young people that often goes unchallenged.
Marijuana is often the first illicit drug youth encounter--the average age of first use is 13.5. Emergency room visits, treatment data, and crime reports show marijuana is a major risk factor for youth. Adolescents who use marijuana weekly are nine times more likely than non-users to experiment with illicit drugs or alcohol; six times more likely to run away from home; five times more likely to steal; nearly four times more likely to engage in violence; and three times more likely to contemplate committing suicide. Health risks include respiratory problems, head, neck, and lung cancers, and addiction. In spite of these known negative effects, pro-marijuana messages dominate the media, sending harmful messages to young people who already underestimate the harms and risks associated with marijuana.
This workshop examines the current media message environment and shows how to counter pro-use messages and influence a shift in the social norm of acceptance. Lessons learned in the social marketing of a government marijuana education program are reviewed, including results of extensive focus testing.
Learning Objectives: At the conclusion of this session, the participant (learner) will be able to:
Keywords: Marijuana, Social Marketing
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Substance Abuse and Mental Health Services Administration's Center for Substance Abuse Prevention
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Employment