The Department of Cannabis Control has two public awareness campaigns to:

• Educate consumers about buying from licensed retailers
• Encourage unlicensed businesses to get licensed
• Promote California’s legal cultivation market

This is California Cannabis (2020 to present)

This is California Cannabis focuses on cultivation and cannabis farmers. The campaign:

• Promotes the legal cannabis cultivation market
• Highlights hardworking cannabis farmers who drive the industry forward
• Promotes the benefits of a strong and safe legal market

The campaign includes:

• Billboards
• Online advertising
• Social media posts
• Email newsletters
• Videos

Get #weedwise (2019)

Get #weedwise, launched by the Bureau of Cannabis Control, educated consumers about:

• The risks associated with illicit products
• How to identify a licensed retailer

It also warned businesses of the consequences of operating without a license.

The campaign included:

• Billboards
• Online advertising
• Social media posts
• Presentations