FCC billboard: Natural Doesn't Equal Safe

The Frenchtown Community Coalition (FCC) designed the billboard to address a critical public health issue: the effects of high-potency THC products on adolescent brain development. The campaign's primary goal is to raise awareness about the risks associated with modern THC concentrates, which can contain over 90% THC, compared to the 1-3% found in cannabis during the 1960s (Source 1, Source 2, Source 3, Source 4). The comparison to Woodstock '69 was intentionally chosen to highlight this difference, which is supported by research indicating that cannabis from the 1960s contained significantly lower THC levels (Sources linked above).

The dramatic increase in THC potency has critical implications for adolescent brain health, as THC affects memory, learning, and mental health. Research has linked high-potency THC products to risks such as impaired cognitive functioning, an increased likelihood of mental health disorders, and developmental challenges during adolescence (Source 1, Source 2, Source 3, Source 4, Source 5, Source 6, Source 7).

By drawing attention to this issue, the FCC aims to engage the community, particularly youth and their families, in conversations about the importance of delaying substance use during adolescence to promote healthy brain development.

**This educational effort is not about discouraging legal, adult use of cannabis or medical marijuana where prescribed. Instead, it is focused on reducing risks for youth, whose brains are still developing and particularly vulnerable to THC's effects. The campaign aligns with Montana law, which prohibits cannabis use for individuals under the age of 21, and promotes healthy decision-making for our community's youth.**

The billboard is part of the FCC's "National Doesn't Equal Safe" campaign and was designed by the FCC's Youth Leadership Committee (YLC), a group of dedicated students passionate about substance use prevention. The idea originated after YLC members attended a presentation by Laura Stack of Johnny's Ambassadors, who shared her personal story of losing her son to cannabis-induced psychosis. Inspired by her message, the students decided to highlight the significant differences between cannabis from the Woodstock era and today's high-potency THC products. The campaign was approved by the FCC.

Check out Johnny's Ambassadors' website here.

While some may question the messaging style, its effectiveness is demonstrated by the robust discussions it has initiated—not only among local youth, parents, and community members but also with coalitions across and beyond Montana.

The focus on THC, rather than cannabis more broadly, is intentional and rooted in research highlighting the distinct risks associated with high-potency THC products. Modern THC concentrates, often exceeding 90% potency, are drastically different from the 1-3% THC typically found in cannabis in the 1960s (ElSohly et al., 2020; Chandra et al., 2019). This increased potency carries significant implications for adolescent health:

• Cannabis Use Disorder (CUD): Adolescents are particularly vulnerable to developing CUD due to the ongoing development of the brain's reward systems (Volkow et al., 2016). Early initiation of cannabis use can lead to dependency and long-term behavioral consequences (Source 1, Source 2, Source 3, Source 4, Source 5, Source 6). 
• Cannabis-Induced Psychosis: High-potency THC can trigger psychotic episodes, especially in individuals predisposed to mental health disorders. This acute risk underscores the dangers of concentrated THC products (Source 1, Source 2, Source 3, Source 4, Source 5).
• Schizophrenia Risk: Adolescent cannabis use, particularly with high-potency THC, has been linked to an increased risk of developing schizophrenia later in life, particularly among individuals with genetic vulnerabilities (Source 1, Source 2, Source 3). 
• Mental Health Concerns: THC use during adolescence is associated with higher rates of depression, anxiety, and suicidal ideation. This is of particular concern given the current rise in youth mental health crises (Source 1, Source 2, Source 3). 
• Cognitive Decline: Regular cannabis use during adolescence has been shown to affect memory, learning, and attention. These impairments may persist long-term, even after discontinuation of use (Source 1, Source 2, Source 3).
• Cannabinoid Hyperemesis Syndrome (CHS): This condition, characterized by severe nausea and vomiting, is increasingly linked to frequent use of high-potency THC products. CHS has gained attention locally, as highlighted in a recent video by St. Patrick's Hospital in Missoula County (St. Pat’s Video, Source 1, Source 2). 

Additionally, under Montana law, cannabis use is prohibited for individuals under the age of 21. The FCC’s campaign emphasizes the importance of delaying substance use to support brain development during this critical period of growth. Encouraging youth to make informed and healthy decisions aligns with both public health research and state regulations.