#FacesOfCannabis — A Campaign to Combat Stigma

Stereotypes and stoner jokes drive misconceptions and undermine cannabis users. But a new Canadian-based campaign is aiming to change those perceptions.

The #FaceOfCannabis campaign is helping to shed light on the diversity within the industry, and the different ways in which people of all walks of life use the plant to enhance their lives. College professors, cancer patients, and children with autoimmune disorders are just a few of the faces of the movement whose antidotes highlight that cannabis does not impede, but rather improves, their success. Collectively, they illustrate that cannabis use transcends generations, professions and socio-economic class structures. “Just as the campaign shows cannabis users with a range of identities, another more subtle thread shows that cannabis use doesn't hold people back or make them unsuccessful,” states the author.

Speaking of demographics, the campaign emphasizes a changing landscape within the cannabis community. Some of the fastest growing populations are women and baby boomers, which reflect increasing acceptance across all age groups.

In part, the campaign gives people of all backgrounds the opportunity to come together without judgment and, in turn, encourage others to be more open about their use. By creating dialogue and a sense of normalcy toward the topic, the campaign hopes to get rid of the stigmas that forced so many to stay hidden.