Young people and cannabis: a powerful campaign to deconstruct trivialization. This powerful message, broadcast between August 18 and September 7, 2025 by MILDECA, marks a turning point in prevention among teenagers and young adults. Methodically designed, the campaign aims to break down the banal image of a harmless product, through hard-hitting videos and messages rooted in young people’s everyday reality.
Communication designed to hit the nail on the head
Short, to the point videos
Three 30-second films illustrate ordinary scenes: a game of basketball between friends, two high-school students on break or the beginning of a student romance. At first glance harmless, these situations show a “joint” proposed in a light-hearted tone. This is followed by an enumeration of seemingly flattering arguments, which in reality spell out the real dangers of cannabis. A silent satire that grips the heart.
Behavioral science and pre-testing
Before distribution, the messages were carefully tested with young people. The designers used behavioral science to identify the most effective channels, tones and situations. The aim: emotional, authentic, memorable content.
Hard-hitting slogans
In each video, a poignant signature reminds us of the impact of cannabis:
- Cannabis seriously harms your youth.
- Cannabis can seriously damage your future.
- Cannabis seriously harms your mental health.
These short, clear messages make a lasting impression.
| Read also: How do you get over cannabis addiction? Understanding cannabis addiction and the issues involved. |
Why this campaign is so essential
Persistent use despite the downturn
Although consumption among minors has declined, cannabis remains the most popular illicit drug among young people. Its widespread use, coupled with increasingly high THC concentrations, represents a serious danger.
Risks amplified during adolescence
Adolescents are particularly vulnerable: early use of cannabis increases the risk of dependence, psychological disorders, difficulties at school and social isolation.
Concrete resources
The campaign points people in the direction of drogues-info-service.fr and the Consultations Jeunes Consommateurs (CJCs ) – free and confidential structures – to offer personalized support from the very first questions.
Prevention by example: effectiveness and credibility
Real-life stories that awaken
This campaign echoes other initiatives such as “Histoires de joints”, broadcast by Santé publique France: authentic testimonials to deconstruct preconceived ideas.
Promote tested, non-stigmatizing campaigns
Unlike guilt-inducing messages, media that tell the real story without judgment are more acceptable to young people. The aim is to encourage reflection, not impose fear.
Focus on collective impact
To be truly effective, campaigns must be part of a global strategy: prevention, harm reduction, involvement of educators and institutional support. Without coherence, all efforts risk being in vain.
Conclusion
This MILDECA campaign represents a real step forward: it refuses to be indulgent in the face of the trivialization of cannabis, and reaches out directly to young people with judicious, realistic messages. Its strength: emotion, authenticity and realism.
It also reminds us of an essential lesson: behind every sentence, every image, every slogan, there is the power to prevent addiction, to shed light on a path, to protect young people from dangerous trajectories.
