Blå Kors in Norway launched a cannabis awareness campaign on TikTok and Snapchat in late 2024 to give young people a more balanced perspective on cannabis and its potential harms. The campaign was a response to research showing that over 95% of cannabis-related content on TikTok is either positive or neutral, contributing to the normalization and glorification of the drug among children as young as 10 or 11. By providing fact-based information, Blå Kors aimed to be a counter-voice in young people’s everyday digital environments.
According to a survey conducted by Ipsos on behalf of Blå Kors, the campaign had a strong impact. Sixty-five percent of respondents said they had gained more information about cannabis, and 57% reported increased awareness of biased messages on social media. Half of the participants said they were now less interested in using cannabis than before and felt it had become easier to say no if offered. In addition, 53% said the campaign made them reflect on the risks associated with cannabis use.
“It’s very encouraging to see the impact of being a counter-voice,” said Camilla Lunde, head of prevention at Blå Kors. She emphasized the need for more people to take responsibility in providing young people with neutral and accurate information about drugs on social media. Lunde also pointed out the important role parents play and encouraged them to talk with their children about drug-related content online, as they are often not present on the same platforms and may be unaware of the messages being shared.
Find more from Blå Kors (Norway, March 2025)
Alcohol Awareness 