On May 15, the First Nations Health Authority (FNHA) launched an eight-week cannabis awareness campaign to help Indigenous youth make informed choices by providing information on the health impacts of using cannabis. The campaign focuses on Indigenous strengths to remind youth that their culture and traditional values give them the strength and ability to make the right choices for themselves.
The campaign includes radio spots, transit shelter ads, social media posts, editorials and digital and print ads that direct people to information, resources and support services available at: www.fnha.ca/cannabis.
Continued demand for cannabis health information
The FNHA first launched a cannabis awareness campaign when cannabis was legalized in Canada in 2018. However, continued engagement with First Nations communities has shown there is still a demand for health information about cannabis, especially among Indigenous youth as well as women and people of all genders who are pregnant or new parents.
For this reason, campaign messaging is directed towards Indigenous youth as well as women and people of all genders who are pregnant or breastfeeding, new parents, and community leaders who can have a positive impact on youth.
Culturally-informed approach to cannabis
The FNHA is taking a culturally-informed approach to cannabis that focuses on using Indigenous strengths to reduce the risks of cannabis use and promote wholistic wellness.
“The Indigenous Strengths campaign is a wellness-centered campaign built on Indigenous values of personal and family responsibility, healthy relationships, and a culture of choices," says Dr. Nel Wieman, Acting Chief Medical Officer for the FNHA. “This public education campaign uses a harm reduction approach and promotes informed decision-making."
The Indigenous strength messages serve as a reminder to Indigenous youth that their culture and traditional values provide them with the strength and capability to make the best choices for their health:
- My health is Indigenous. Our teachings guide me to make choices around cannabis that are safer for my body and my mind.
- My protection is Indigenous. Our teachings guide me to understand the impact cannabis has on me and my baby when I'm pregnant or breastfeeding.
- My patience is Indigenous. Our teachings guide me to reflect on the benefits of waiting until I'm older before trying cannabis.
- My leadership is Indigenous. Our teachings guide me to be a leader to my younger relations by modelling healthy choices when it comes to cannabis.
View the campaign at www.fnha.ca/cannabis.
