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Washington Department of Health unveils 'Cannabis Safely' campaign for adult consumers
Summary
The Washington State Department of Health and contractor GMMB presented the 'Cannabis Safely' campaign aimed at adults 21+ (emphasis 21–35), featuring bilingual web content, videos and a statewide digital media buy; materials and a partner toolkit were made available to local partners.
Adriana Avelar, substance‑use health educator at the Washington State Department of Health, told the Liquor and Cannabis Board caucus the agency "has created the cannabis safely campaign to help adults 21 and over to understand the risk rules and responsibilities of retail cannabis in Washington state." The campaign is published in English and Spanish and centers on safer use messages for legal consumers.
Scott Stroup, senior vice president at GMMB, described audience research and testing: the team tested campaign concepts with 100 English‑ and 100 Spanish‑speaking cannabis consumers across the state. Stroup said the campaign emphasizes securing products to prevent youth and pet access, planning a safe ride home, checking product labels (especially for high‑THC items), avoiding mixing substances and buying only from licensed retailers.
