Minnesota health officials are launching “Be Cannabis Aware,” a new campaign aimed at educating young people under the age of 25 and their supporters about the risks of cannabis use, using clear, science-backed facts without judgment. Heidi Glesmann of the state Department of Health, explains the campaign’s objectives.
The new campaign website, BeCannabisAware.org, serves as a central resource for communities, educators, and families. It features downloadable materials for peer-to-peer conversations covering cannabis facts and dangers, coping strategies, navigating peer pressure, and support resources.
The campaign comes as recreational cannabis is now legal in Minnesota for adults 21 and older. State lawmakers directed health officials to focus on youth education, highlighting the potential harms cannabis can have on brain development, mental health, memory, decision-making, and driving.
Health Commissioner Dr. Brooke Cunningham says the goal is to provide accurate, science-based information without judgment, so families and communities can have open conversations. The campaign avoids scare tactics and instead encourages honest dialogue.
The new website, BeCannabisAware.org, offers fact sheets, videos, peer-to-peer conversation tools, and resources for parents, teachers, coaches, and mentors. Campaign materials will also appear on TikTok, Instagram, billboards, schools, and community events, aiming to meet youth where they are.
Focus groups with Minnesota youth helped shape the campaign, stressing the importance of relatable messaging, especially around stress and mental health.
Key messages include that cannabis remains illegal for anyone under 21, THC impacts brain development into a person’s 20s, regular use can cause dependence and withdrawal, and cannabis impairs judgment, mental health, and driving safety.
The Health Department says this campaign is part of a larger two-year project to learn how communities across Minnesota respond to cannabis messaging and to strengthen prevention efforts statewide.
For more resources, visit BeCannabisAware.org.