The Situation
Improving Health & Emotional Wellbeing
Initiative 71 (I-71) went into effect on February 26, 2015. This initiative makes it lawful under District of Columbia law for a person 21 years of age or older to possess, grow, use, give, and receive marijuana according to very specific guidelines. The passage of Initiative 71 led to widespread confusion within the community in regard to the legality of marijuana use, and the resulting effects on one’s health. Officials at the DC Department of Behavioral Health found it critical that the public be informed on the realities of marijuana in the District and hired Octane to create a widespread public information campaign.
The Science
According to the National Institute on Drug Abuse (NIDA), smoking marijuana affects the brain and leads to impaired short-term memory, perception, judgement and motor skills.
The
Process
Octane conducted focus groups to elicit feedback on the attitudes and knowledge of I-71. The primary goal was to understand awareness and knowledge around existing District laws for marijuana use; explore risk perceptions, beliefs, norms and attitudes about marijuana use; and, to establish awareness about resources in the District.
Three focus groups were conducted with youth (10-17 years old), young adults (18-24 years old) and adults (25 and over), from different ethnicities and living in Washington, DC.
Key Findings
• Marijuana use is generally less stigmatized now than it used to be
• Youth participants seem most likely to respond to persons of influence
• Participants believe marijuana is relatively easy to obtain and not that harmful
Goals
• Educate youth and young adults about the harms of marijuana use
• Increase awareness of the District’s marijuana laws including what is legal and illegal
• Connect residents to DBH resources around prevention, treatment and recovery
The Creative
The research findings and recommendations resulted in the creation of “The Blunt Truth” campaign featuring characters Mary Jane, Reggie, and their dog, Kush. In the campaign, the characters share information and educate audiences about DC’s marijuana laws along with the health consequences of marijuana use.
Drug Free Youth DC is the prevention focused web property where DBH’s “The Blunt Truth” campaign resides. The website features drug prevention information and laws for youth under 21 and adults.
The Results
In an effort to raise awareness among African American women about a new HIV prevention drug called PrEP, Octane was contracted by DC Health to determine the best way to reach this audience. Previously, women had been seemingly ignored in the PrEP awareness campaigns. This effort to reach women in the African American community would create real change and awareness for the target audience.
The campaign also gained a significant amount of earned media, up to 500,000 impressions over three media platforms.
THE WASHINGTON POST
‘The Blunt Truth’: D.C. wants kids to know about the dangers of pot
DCIST
‘Mary Jane, Reggie, And Kush’ Warn Of Pot Dangers In New D.C. Health Campaign
THE WASHINGTON SUN
District Launches “Blunt Truth” campaign, educates youth about the harmful effects of marijuana usage.
Advertising and organic social media for the campaign were very successful. The campaign ads, and later, the campaign video caught the attention of many DC residents.
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