People in Ontario will have a chance to see ads around the province this summer as part of a public education campaign from the Ontario Cannabis Store.
The Cannabis Made Clear campaign, first launched in 2022, is part of the provincial cannabis agency’s mandate to promote responsible consumption of cannabis and includes marketing campaigns across the province targeting consumers and non-consumers, residents and visitors alike.
The Ontario Cannabis Store (OCS) oversees not only the distribution of cannabis to retailers in the province but also operates an online retail store for Ontario consumers.
As part of this new push, the OCS says Ontarians can expect to encounter Cannabis Made Clear campaign motion graphics, broadcast spots, digital billboards, and audio segments in some of their most frequented online and public spaces, including Yonge and Dundas Square in Toronto, as well as sports broadcasts like a recent MLB All-Star Game.
Dr. Jenna Valleriani, senior manager of social responsibility at the OCS, says the campaign is part of the Crown agency’s mandate for social responsibility.
“As a key pillar of the OCS’s social responsibility mandate, we’re committed to advancing cannabis knowledge and promoting responsible consumption, while also ensuring Ontarians have access to the information they need through Cannabis Made Clear,” she said in an OCS press release. “The more you know, the better positioned you are to make the most informed decisions about cannabis—and this campaign helps to share that information.”
“The content specifically was designed to be accessible and appropriate for young people, adults, older folks, so I think it’s a great opportunity for the legal sector to demonstrate that we are prioritizing education and we take our mandate around social responsibility very seriously,” she added in a follow-up conversation with StratCann.
The OCS also operates the Cannabis Made Clear online education hub to provide access to “unbiased, fact-based and current resources” to help ensure cannabis consumers can make informed, responsible choices.
Valleriani explains that the OCS is also launching its Summer Guide to Legal Cannabis, an online resource that explains everything anyone consuming, purchasing, or even just travelling with legal cannabis in Ontario will need to know to stay nice and legal.
She says retailers, especially those near the US border that often see American tourists, have found it very useful.
“It’s just an easy, quick reference guide. It explains how to find the authorized store crest, what’s legal, the different products, possession limits, and everything that helps ensure that folks aren’t breaking the law, but also that they’re enjoying their experiences and can take advantage of all the great things we have to offer here in the province.”
OCS president and CEO David Lobo encourages consumers and industry alike to help promote the campaign and encourage responsible, informed cannabis choices.
“Five years into legalization in Canada, combatting misinformation and presenting the facts about cannabis remains critically important to enabling a vibrant cannabis marketplace,” says Lobo. “Thank you in advance to industry partners, cannabis consumers, and the people of Ontario for engaging with the Cannabis Made Clear online education hub and helping to clear up confusion by sharing these evidence-backed resources.”
Overseeing the warehousing and distribution of cannabis in Canada’s largest province makes the OCS the largest legal, centralized wholesale cannabis organization in the world.
In the most recent annual figures, Ontario sold more than $1.5 billion worth of cannabis in fiscal year 2021.