Researchers are trying to figure out where young people get their information about cannabis from in the new Humber College campaign dubbed ‘Weed Out Misinformation.’

The purpose of the campaign was not only to understand how young consumers are educating themselves but also why they’re often not willing to participate in “public education” trials and studies.

The researchers hope to get rid of any existing and lingering myths about cannabis and hope to educate all consumers on the plant’s benefits. The new project within Humber College is in partnership with Canadian Students for Sensible Drug Policy and the Canadian Public Health Association, reports The Star.

A Natural Sciences and Engineering Research Council (NERSC) funded the new campaign, and the College and Community Innovation Fund grant was given to social and community services professor Daniel Bear, who’s now the lead investigator.

According to The Star, participants will be cannabis consumers aged 18 to 30, and the campaign will look at harm-reduction and myth-busting research. It will take an in-depth look at how common myths were only created to further stigmatize cannabis users due to the harmful impacts of the war on drugs.

1,600 Canadian cannabis consumers were surveyed by the research team from Humber College, which also created focus groups with consumers, budtenders, and cannabis policy experts. All materials and questions were designed by young cannabis consumers looking to destigmatize the plant and its use.

The Star reports some early findings were that “stigma, and perceived stigma, turns cannabis consumers off from many public education efforts.” Furthermore, Bear, lead investigator, noted in a press release that “From our initial research, we found that young people are feeling stigmatized, and they wanted access to reliable information about cannabis.”

Bear added that for too long, “the focus has been on potential harm to dissuade use, but that approach hasn’t reduced consumption and hasn’t kept consumers safe.” He hopes that the new campaign will help young consumers find a safe space in which they won’t be judged and feel welcomed, included, and educated.

For more information on the Weed Out Misinformation Campaign, click here.