The Drug Enforcement Administration (DEA) is promoting an “Anti-420 Day” campaign that’s recruiting students to send short videos warning their peers about marijuana use.
In a bulletin that was distributed on Tuesday, DEA’s JustThinkTwice.com site shared details about the campaign, which is being run by the anti-cannabis nonprofit organization Johnny’s Ambassadors.
“Be an Instagram Influencer for Anti-420 Day,” the message says. “Johnny’s Ambassadors is hiring teens and young adults (high school and college students) to create original videos about the harms of youth THC use for Anti-420 Day.”
The plan is to “flood” Instagram with the short-form videos that would feature students talking about “why young people should not use THC.”
Students would be eligible for a $25 Amazon gift card for a personal video, $35 for a group video and $50 for a “professionally produced educational video or skit with adult sponsor supervision.”
“Your video should either be an educational Youth THC Prevention video on why young people shouldn’t use THC products (vapes, dabs, weed, edibles, gummies) OR a personal story of how you have been impacted by THC use (yourself, a friend, a family member, or a loved one),” the organization said.
It also provided examples of potential prompts, including explainers on “why THC impacts athletic performance on a team” and busting “commonly-held but incorrect myth about THC.”
“Tell a personal story about how you’ve been negatively impacted by THC use” or perform a “skit or drama to educate other teens why using products with THC is bad for you,” the description from Johnny’s Ambassadors—which was founded the parents of a child who died by suicide after consuming high potency marijuana concentrates—says.
There are some restrictions on the content, including a ban on “swearing” in the videos. And no content is allowed that “depicts, imitates, or promotes the possession or consumption of any THC product.”
“DO NOT IMITATE THE USE OF THC/MARIJUANA OR PARAPHERNALIA OF ANY KIND, EVEN AS A JOKE,” it emphasizes.
DEA isn’t leading the Anti-420 campaign—which is taking place amid a stalled administrative process to federally reschedule cannabis—but the agency has developed a reputation for its awkward messaging and educational materials around youth drug use.
For example, in 2023, DEA advised young people that, rather than doing drugs, they should focus on becoming Instagram influencers. The agency promoted tips on how to get a “natural high” as an alternative to drugs, sharing what it said were “7 Better Highs” such as becoming famous on Instagram, playing video games and going to a pet store to look at animals.
DEA is also known for its attempts to decode emojis that it claims are used to buy drugs.
Beyond its youth outreach efforts, DEA is actively considering a proposal to move cannabis from Schedule I to Schedule III of the Controlled Substances Act (CSA). But there have been lingering questions about whether the agency’s leadership is actually supportive of the reform—even though it is meant to be the “proponent” of the proposed rule—and the process stalled late in former President Joe Biden’s term due to administrative complications among hearing participants.
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Photo courtesy of Carlos Gracia.
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