The Drug Enforcement Administration (DEA) is teaming up with an anti-marijuana group to promote a public service announcement contest pegged to 4/20, inviting high school students to submit videos about why the use of cannabis “is harmful for the developing brain, mental health, and your life!”
“The contest is an opportunity for high schools to demonstrate how students are working to prevent cannabis misuse at their school and to encourage their peers to abstain,” a notice about the contest organized by Johnny’s Ambassadors says.
As with past PSA initiatives from the group, it made clear that videos submitted for consideration should “NOT IMITATE THE USE OF THC/MARIJUANA OR PARAPHERNALIA OF ANY KIND, EVEN AS A JOKE.”
“Any content which suggests, depicts, imitates, or promotes the possession or consumption of any THC product is prohibited,” it says, adding that, “No swearing or defamatory language allowed.”
In general, the videos for the contest—which opened late last month and closes on April 13—are meant to be educational, aimed at informing fellow students about “why young people shouldn’t use THC products (vapes, dabs, weed, edibles, gummies).” Personal stories about people being impacted by THC use are also welcome.
The group provided samples of the kind of content they’re looking for, including PSAs on “why THC impacts athletic performance on a team,” debunking a “commonly-held but incorrect myth about THC and “startling” statistics about cannabis use.
The first place winner will receive $500, second place gets $250 and third place gets $100. The winners will be announced on Instagram on April 20, the marijuana holiday that the anti-legalization group has designated as “Anti-420 Day.”
DEA is promoting the effort through its Just Think Twice and Get Smart About Drugs projects.
Last year, DEA separately promoted an “Anti-420 Day” campaign that similarly recruited students to send short videos warning their peers about marijuana use.
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.
Meanwhile, President Donald Trump’s first pick for attorney general in his second term, former Rep. Matt Gaetz (R-FL), recent said that he’s been advised that DEA is actively drafting a rule to complete the process of rescheduling marijuana “ASAP.”
It’s been over a month since Trump directed Attorney General Pam Bondi to expeditiously finalize that process of moving cannabis from Schedule I to Schedule III of the Controlled Substances Act (CSA). Gaetz says he has it on authority that DEA is taking steps to see that through.
However, a Justice Department spokesperson told Marijuana Moment last week that the agency has “no update or comments” on the rescheduling matter.
