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Washington Department of Health unveils 'Cannabis Safely' campaign aimed at adults 21+
Summary
DOH presenters Adriana Avelar and Scott Stroup showcased the 'Cannabis Safely' campaign—English and Spanish assets, a website (cannabissafelywa.org), videos and a 12‑page pocket guide—targeting adults 21+, with initial statewide digital media bought through December; further outreach depends on funding.
Adriana Avelar, substance‑use health educator at the Washington State Department of Health, and Scott Stroup, senior vice president at GMMB, presented the Department’s new "Cannabis Safely" education campaign to the Liquor and Cannabis Board caucus on Dec. 16.
Avelar said the campaign is grounded in audience research with English‑ and Spanish‑speaking adults and developed in collaboration with state agencies, local health departments and the cannabis industry. "The campaign is grounded in audience research with English and Spanish speaking adults and shaped through collaboration with state agencies, local health departments, and the cannabis industry," she said.
Stroup described the campaign’s audience and core messages: adults legally able to use retail nonmedical cannabis (21+), with a particular emphasis on ages 21–35; messages include securing cannabis to prevent youth and pet access, planning a safe ride home, checking labels for high‑THC potency, avoiding mixing cannabis with alcohol or medications, and purchasing only from licensed retailers. The presenters said the campaign was tested with 100 English‑speaking and 100 Spanish‑speaking participants who consume cannabis.
Avelar demonstrated the campaign hub (cannabissafelywa.org) and played short videos; the creative includes a 30‑second spot and shorter cuts. One video message states, "Driving high is dangerous and illegal. If you choose to use, plan ahead for a safe ride home." Stroup said the toolkit and a 12‑page pocket guide are available for partners in English and Spanish and include talking points, social assets and printable booklets.
On rollout and funding, Stroup said the initial focus is partner distribution and a statewide digital media buy that will run through December; additional materials or broader buys depend on available funding amid reduced state budgets. When Board member Holmes asked whether media outlets might treat the materials as PSAs and how the Board could help expand reach, Stroup said partners have access to the assets and the campaign team is open to ideas for broader dissemination.
Chair Mollendorf and Board member Holmes recommended making the booklet available at retail sites and colleges and suggested adding materials targeted to older new users and guidance about gifting cannabis responsibly during holidays. The presenters thanked the Board and closed the presentation.
No rulemaking or formal funding action was taken during the caucus; the presentation was informational, and the campaign materials are being shared with partners for distribution.
