The Minnesota Department of Health (MDH) has launched Be Cannabis Aware, a groundbreaking public health campaign focused on educating youth under age 25 and the adults who support them about cannabis use. This initiative provides clear, science-based information without judgment, helping young people make informed decisions about their health.
As adult-use cannabis became legal in Minnesota for those 21 years and older on August 1, 2023, the Minnesota Legislature directed MDH to prioritize education on potential cannabis harms for youth. Be Cannabis Aware addresses that need by offering facts, conversation tools, and support resources for families, educators and mentors.
“This is a key moment for Minnesotans to have these conversations about cannabis use,” said Minnesota Commissioner of Health Dr. Brooke Cunningham. “This campaign provides the tools people need to talk openly, get accurate information and avoid potential harms.”
It features downloadable materials for peer-to-peer discussions covering cannabis facts, coping strategies, mental health, and navigating peer pressure. The dedicated “For Mentors” section helps parents, teachers, coaches, and other youth-facing adults feel more confident and empowered. With Be Cannabis Aware, adults can approach these topics with empathy and accuracy.
MDH shaped Be Cannabis Aware using feedback from Minnesota youth gathered in focus groups during May and June 2025. Participants highlighted the importance of relatable messaging, especially around stress and mental health. This input guided the campaign’s central theme, “Be Open,” which promotes honest dialogue rather than shame-based messaging.
Recognizing the importance of social media, Be Cannabis Aware uses platforms like TikTok and Instagram alongside billboards, print ads, and outreach materials such as videos, fact sheets, and handouts distributed at schools, community events and local agencies.
Key facts highlighted by Be Cannabis Aware include:
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Cannabis remains illegal for anyone under 21.
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THC affects brain development into your 20s.
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Cannabis use can impact memory, decision making and mental health.
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Regular use can lead to dependence and withdrawal symptoms.
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Driving under the influence of cannabis is dangerous.
MDH is also launching a two-year project to better understand how different audiences respond to cannabis messaging. This commitment ensures Be Cannabis Aware continues to evolve with community needs.
Explore the Be Cannabis Aware campaign and share it widely. Together, Minnesotans can equip youth with facts, empathy and support. Visit BeCannabisAware.org today to view the campaign, access resources, and spark meaningful conversations.
