About.

Learning about cannabis education and messaging.

This research was initiated in early 2020.

Potential for innovation impact
The primary objective of this project is to develop an evidence-informed base of information for cannabis consumers in a format that is easily understood in order to reduce potential harms resulting from frequent and long-term smoking of cannabis, or inaccurately dosing new cannabis 2.0 products.
​This project represents the first concerted effort to develop a scientifically accurate, harm-reduction focused cannabis 2.0 public education campaign that is based on a human centred design approach, with synchronized materials for both consumers and retailers. By targeting consumers and retailers we can reshape the experience of both groups so that they are speaking the same language when they interact. 

Our Goal

This project seeks to understand how young people in Canada are engaging with public education information about cannabis, and to use that information in collaboration with our partners to create more effective, stigma free, honest public education materials. 

Our Team

Dr. Daniel Bear
Principle Investigator

Dr. Daniel Bear has been working in drugs policy since 2003 when he launched a chapter of Students of Sensible Drugs Policy while an undergraduate at The University of California Santa Cruz. After graduating Dr. Bear worked with the American Civil Liberties Union’s Drug Law Reform Project where he worked on public education and outreach initiatives across the United States. In this role Dr. Bear analyzed public polling data, supported the development and analysis of focus groups, and helped create public education campaigns and materials. Dr. Bear’s doctoral work focused on the implementation of cannabis policy by police in the UK, and he focused on qualitative methodology including ethnography and interviews. His focus on drugs policy has shifted in light of legalization in Canada, and Dr. Bear has recently completed research that examined how young people make decisions about how and where they consume cannabis. Dr. Bear has consulted for institutions such as the BBC, UK Ministry of Justice, non-profit groups, and the non-profit partners of the Colombian National Police. Dr. Bear is on the board of the National Institute for Cannabis Health and Education (NICHE) and a member of the Global Cannabis Cultivation Research Consortium (GCCRC). Dr. Bear teaches on the Bachelor of Criminal Justice degree at Humber College in Toronto. 
You can find Dr. Bear on Twitter  or visit his website

Dr. Ashley Hosker-Field
Research

Dr. Ashley Hosker-Field has considerable experience with all stages of the empirical research process. She spearheaded the initial development and design of several empirical research studies and is familiar with research related ethical guidelines and requirements. She has extensive training with respect to participant recruitment, and data collection, entry, and analysis. More specifically, she has extensive experience utilizing statistical software packages such as SPSS and AMOS and has completed courses in research methods and data analysis, multivariate statistics, and structural equation modelling. Dr. Hosker-Field has employed a number of statistical techniques, including, but not limited to missing values analysis, reliability analysis, correlational analyses, hierarchical multiple regression, logistic regression, and path analysis.
Role: Dr. Hosker-Field will advise the team on creation of our survey instrument and recruitment plan, and lead the analysis of quantitative data throughout the project. She will assist in training research assistants. 

Prof. Marilyn Cresswell
 Communications and Research 

Professor Marilyn A. Cresswell brings a strong set of communications, project management, and research skills to the team. Over her extensive professional career in marketing and education, Professor Cresswell has worked on projects with industry partners and understands how to incorporate external industry partners into the culture at Humber.  Professor Cresswell is a champion of experiential student learning and has facilitated many projects internally and externally.  Marilyn is a recognized expert in Strategic Branding, marketing, & advertising in the ever changing digital landscape.  Marilyn holds an MBA from McMaster University.
Role: Professor Cresswell will oversee the training and work of the research assistants coming from the FMCA programs at Humber College, and take a leadership role in developing the new public education materials at the heart of this project. She will oversee production schedules and ensure we have access to the right equipment, facilities, and students to complete our production plans. 
Prof. Cresswell has worked on previous harm reduction messaging/programs through the Ontario Chiefs of Police initiative on a fentanyl campaign as well as many NFP campaigns through the Humber AdCentre (now called Building F).  Marilyn is also is the Chair of AVWS, an Ontario wildlife sanctuary.  For more info or to connect please reach out on LInkedIn.
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Our Partners.

Effective Dissemination and Engagement with Stakeholders.
Our partners at CSSDP have chapters at more than 20 Canadian colleges and universities. They will help us both gather data by promoting our online survey and focus group recruitment, but will also help push new materials out to cannabis consumers.  Humber College has fully supported the creation of this project allowing each professor dedicated time to focus on the project.  
Additionally, this project is supported by a grant from Natural Sciences and Engineering Research Council Canada's Colleges and Community Social Innovation Fund.

We're also working with the Canadian Public Health Association. The CPHA works to enhance the health of all people and communities in Canada, particularly those who are structurally disadvantaged, and to contribute to a healthier and more equitable world. They have been leaders in promoting harm-reduction drugs policies & working to support evidence informed approaches to discussing drugs consumption.