Pubdate: Fri, 06 Feb 2015
Source: Journal, The (CN ON Edu)
Copyright: 2015 The Queen's Journal
Contact:  http://www.queensjournal.ca/
Details: http://www.mapinc.org/media/3942

ANTI-POT AD JUST FEAR MONGERING

Health Canada's anti-marijuana campaign was little more than a poorly
disguised political ploy.

The Conservative government's 12-week advertising campaign launched in
October and cost over $7 million - significantly more than what Health
Canada has spent advertising other health and safety issues.

One ad claims that "the science is clear" on the dangers of cannabis
use, but the information presented is anything but. The ads displayed
a lack of genuine concern for the health and safety of Canadians.

The "facts" presented in the ad - that cannabis use can result in
decreased IQ, learning problems and loss of memory in teenagers - were
premised on a study that has been widely contested by
researchers.

Despite this, the campaign was released because of the strong reaction
it received from a focus group of parents, who were described by the
interviewers as "generally uninformed regarding marijuana health risks".

This cherry picked and misleading information preyed on the fears of
"uninformed" parents, who understandably wouldn't be critical of
Health Canada as a source of information.

The timing of the campaign can't be overlooked, with a federal
election slated for no later than this October.

Health Canada's anti-marijuana campaign ran parallel to a
Conservative-funded radio campaign that attacked Liberal Party leader
Justin Trudeau for his endorsement of the legalization of marijuana.

The campaign's intended audience was parent-age adults - the
demographic most likely to vote, but not to use marijuana.

There's little point in targeting a parent audience unless it's to
explain how to talk to their children about drug use, which the ad
didn't do.

While $7 million isn't much considering the general costs of
widespread ad campaigns, it was $7 million of taxpayer money that did
nothing to benefit Canadians. It was instead a gross abuse of power on
the part of the Conservative government, as they dipped into the
government's purse to fuel their campaign.

There are far more pressing health and safety issues facing Canadians
that an informative campaign could help alleviate, including
alcoholism, malnutrition and domestic violence. It's concerning that
Health Canada instead went big on slagging marijuana.

- - Journal Editorial Board
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MAP posted-by: Matt