REGIONAL — As cannabis products become increasingly available to Minnesota adults, public health officials across northeast Minnesota are launching an education campaign to help parents navigate conversations about the risks these products pose to developing minds.
The “Speaking of Cannabis” initiative, spearheaded by the Carlton-Cook-Lake-St. Louis Community Health Board, represents a coordinated effort by public health staff from four counties plus the Fond du Lac Band of Lake Superior Chippewa’s Human Services Division to address what they see as an information gap in the wake of legalization.
“Since it’s become legal, we have been thinking about getting ahead of some of the cannabis products that will be coming out,” said Jenna Olson, public health communications coordinator for the board. “It’s legal and available to use, but it’s not always safe to use.”
The campaign comes as health officials acknowledge they’re still gathering data about usage patterns in Minnesota since legalization.
“We still don’t know” if youth usage is increasing, Olson said, noting that surveys are currently in the field to better understand who is using cannabis and how much.
The initiative targets two key areas of concern: the vulnerability of developing brains and the potential for cannabis products to be mistaken for regular food items.
“The really young kids are a particular worry,” Olson said, pointing to cannabis products that “might look like candy and have bright packaging.” The campaign encourages parents to keep such products “out of sight so kids don’t think it’s a fruit snack or something like that.”
For older youth, the focus shifts to the lasting impact cannabis can have on brain development, which continues until age 25.
“It can affect how you’re able to concentrate, how you’re able to retain information,” Olson said.
The health officials emphasize that today’s cannabis products carry significantly higher risks than previous generations might remember. According to the campaign materials, current cannabis products contain, on average, more than three times the THC potency of products available 30 years ago, potentially increasing risks for addiction and mental health impacts.
The “Speaking of Cannabis” campaign centers on three straightforward actions for adults: understanding how cannabis affects developing brains, talking with teens about avoiding cannabis use, and storing cannabis products safely and securely away from children.
“But it’s more than raising awareness — it’s about giving adults tools and confidence to start conversations that we know can make a real difference,” said Lareesa Sandretsky, a community health educator with Lake County Public Health.
The campaign website and materials deliberately adopt what organizers describe as a “friendly, informative, and non-judgmental” tone, a strategic choice aimed at encouraging rather than discouraging family conversations about substance use.
The initiative represents a high level of coordination across northeast Minnesota’s public health landscape. Staff from Carlton, Cook, Lake, and St. Louis counties collaborated with tribal health officials to develop messaging that reflects local insights and complements existing prevention work in schools and community organizations.
“This was a group effort by public health staff who live and work across Northeast Minnesota, which helped us understand local needs,” Olson said.
The campaign is supported by a Minnesota Department of Health Infrastructure Grant and builds on existing prevention efforts throughout the region.
Community members can expect to see “Speaking of Cannabis” messages appearing online and in public spaces throughout northeast Minnesota. Additional information and resources are available at www.speakingofcannabis.org.