A scoping exercise was conducted by Renfrewshire ADP to scope the prevalence of cannabis use. This was achieved by investigating young peoples perceptions of and relationship with cannabis. Young people were invited to participate in focus groups or to complete questionnaires relating to cannabis use. The research highlighted the issue of young people having varied attitudes towards cannabis:
Whilst the majority believed that cannabis is addictive, many believe it is no more dangerous than alcohol or tobacco.
In order address the issues raised from the research, it was decided that a high visibility campaign should be developed. The intended outcomes of the campaign were:
Further research was conducted to support the generation of specific messages by engaging with young people aged 16 – 23 and health professionals to investigate attitudes to cannabis use. Results showed similar findings to the original research conducted. Given the large student population in Renfrewshire, it was decided to focus the campaign on 16-23 year olds accessing further education.
By targeting the distinct population, the campaign will be more effective in delivering lifestyle appropriate messages and images, through the engagement of the educational institutions associated. Allowing us to maximise the cannabis campaign through phases which reach and resonate with each of the different populations identified.
Key components of the campaign were developed by further engagement with the agreed population.
In doing so, key issues were addressed:
Messages were then developed to deliver information that is of value to the target population and resources were designed to deliver these messages. These will be displayed in the University of the West of Scotland and West College Scotland initially. The campaign will also be advertised amongst young people receiving their first tenancy.
Click on the links to download the cannabis posters