How do I talk about marijuana with my kids? It’s a question many parents reflected upon as legalization loomed on the horizon. We were already on the case.

It was the type of campaign where timing is everything. In October 2018, cannabis was legalized in Québec. Parents were worried (three quarters of the those we surveyed), but not necessarily well informed about the lives of young people today (90% of parents thought it was unlikely that their children had used marijuana, while nearly a quarter had actually done so in the last year). They were even less prepared to speak with their children on the day they would finally have to address THE question. As a result, the campaign’s goal was to have parents raise the topic themselves rather than wait for that day to come, especially since 87% of teenagers believe their parents are credible sources of information when it comes to drugs. The Fondation Jean Lapointe contacted us to help them connect with teenagers’ parents and provide the tools they needed to make the discussion as easy as possible.