TORONTO, June 19, 2017 /CNW/ - Today, Drug Free Kids Canada (DFK) launched a national campaign to promote a new tool aimed at helping parents learn how to talk to their kids about cannabis.
Working with Health Canada and the Canadian Centre on Substance Abuse, DFK offers parents a practical, easy-to-use guide that highlights the latest evidence on cannabis, a substance that will potentially become legal and regulated by July 2018.
While 10% of Canadians 25 years or older report having used cannabis at least once in the past year, consumption reported by youth aged 15 to 19 is twice as high (21%) and those aged 20 to 24 is three times as high (30%).
According to the World Health Organization, teen consumption in Canada is the second highest in the world.
"Engaging in meaningful conversations with their kids is the best way for parents to help kids understand the risks of drugs and to make better life choices," says Drug Free Kids' Executive Director Marc Paris. "That's why providing parents with this useful tool is critical as we head towards legalization and regulation."
For the past six years, Drug Free Kids Canada has created and disseminated on-going national multimedia drug education prevention messages focusing on prescription drug misuse by teens and high driving. These messages targeting parents were designed to inform them on these issues and help facilitate an open discussion with their kids about drugs.
This brochure will be promoted nationally via a media campaign of public service announcements (PSAs) through DFK's network of 60+ media partners. The campaign is set to launch today. The creative was developed by DFK's pro bono ad agency Cundari. Health Canada is supporting this initiative by providing printing and distribution of the brochure.
To view the brochure online, or to order a printed copy, please visit DrugFreeKidsCanada.org.
"I applaud Drug Free Kids Canada for developing this valuable guide to give parents the information they need to have open discussions with their kids about cannabis. This initiative is an important part of our Government's commitment to public education and to reducing the high rates of cannabis use by youth in Canada."
The Honourable Jane Philpott, Minister of Health
About Drug Free Kids Canada
Drug Free Kids Canada is a private sector, non-profit organization that creates and disseminates drug education and prevention messages with the help of their partners in advertising, research and media. DFK also offers parents tools and practical tips on how to start the dialogue at DrugFreeKidsCanada.org.
SOURCE Drug Free Kids Canada
For further information: Marc Paris, Executive Director, (416) 479-6972, [email protected]