Abstract

In light of the recent legalization of cannabis in Canada, and the prevalence of edibles as a preferred mode of consumption for young adults, there is a need for evidence-based youth-targeted public health messaging on edibles that resonates with this audience. To explore Canadian young adult views on existing public health messaging regarding cannabis edibles, we conducted 8 focus groups with 57 university students ages 18 to 24 (32 women; 25 men). A descriptive qualitative approach was used, informed by the importance of process evaluation. Five main themes/concepts emerged from the focus group discussions. These related to: (1) message tone; (2) type and quality of information; (3) message format and venue; (4) relatability; and (5) spokespeople. Results also revealed that gender influences both reception to spokespeople and the quantity of information desired in educational campaigns. Findings informed five recommendations for future Canadian public health campaigns, including avoiding negative or moralizing messages; providing specific information about edibles and their effects; creating short messages for social media; being cautious when striving to create “relatable” campaigns; and finding spokespeople based on authenticity and expertise. Our findings reinforce the importance of youth input in the creation of such campaigns and suggest that young people are receptive to educational messages aligned with harm reduction principles.

摘要

鉴于最近加拿大大麻合法化，以及食品作为年轻人首选消费方式的流行，需要以证据为基础的以青年为目标的关于食品的公共卫生信息，以引起这一群体的共鸣。为了探讨加拿大年轻人对现有关于大麻食品的公共卫生信息的看法，我们与 57 名 18 至 24 岁的大学生（32 名女性；25 名男性）进行了 8 个焦点小组讨论。根据过程评估的重要性，使用了描述性的定性方法。焦点小组讨论产生了五个主要主题/概念。这些与：（1）消息音；(2) 信息的类型和质量；（三）信息形式和地点；(4) 相关性；(5) 发言人。结果还显示，性别影响发言人的接受度和教育活动中所需的信息量。调查结果为未来的加拿大公共卫生运动提供了五项建议，包括避免负面或说教信息；提供有关食物及其影响的具体信息；为社交媒体创建短消息；在努力创建“相关”活动时要谨慎；并根据真实性和专业知识寻找代言人。我们的研究结果强化了青年参与创建此类运动的重要性，并表明年轻人接受符合减少危害原则的教育信息。包括避免负面或道德化的信息；提供有关食物及其影响的具体信息；为社交媒体创建短消息；在努力创建“相关”活动时要谨慎；并根据真实性和专业知识寻找代言人。我们的研究结果强化了青年参与创建此类运动的重要性，并表明年轻人接受符合减少危害原则的教育信息。包括避免负面或道德化的信息；提供有关食物及其影响的具体信息；为社交媒体创建短消息；在努力创建“相关”活动时要谨慎；并根据真实性和专业知识寻找代言人。我们的研究结果强化了青年参与创建此类运动的重要性，并表明年轻人接受符合减少危害原则的教育信息。