Youth found Manitoba pot ads boring, prompted changes: government documents
WINNIPEG — Before going public with its cannabis awareness ad campaign, the Manitoba government turned to experts for advice — teens and young adults.
Three different focus groups with participants from 16 to 24 years old were held in September.
Documents obtained by The Canadian Press under freedom-of- information law show the young people found the proposed ads boring, sometimes didn’t get the intended message, and rejected a proposed slogan tied to former United States first lady Nancy Reagan.
One ad features a pirate-style skull and crossbones, except the bones are made of joints. The ad originally featured the phrase “Black Market Cannabis Isn’t Worth The Risk.” Some people in the focus groups didn’t seem to understand that the implied risk was an overdose or other negative effects.