Attachment B Target Audience FINAL 101326~1.docx

Attachment B Target Audience Target Audience Because of widespread use of cannabis across demographics, geographies, and socioeconomic groups, the information campaign will likely need to cover multiple mediums and languages to reach Illinois’ diverse population and those that visit Illinois. The target audience will be further refined during the fact-finding phase of the project through the use of consumer surveys or other methods and insights from the vendor identifying target audiences that will be most impacted by an advertising campaign resulting in informed consumers. This will shape the deliverables of the campaign(s) that target the most likely to be impacted consumers. Target audiences in Illinois may include, but are not limited to:

· Young Adults: This group has the highest prevalence of use in Illinois. The focus for this audience group should be on responsible social consumption, the nuances of public use laws, preventing impaired driving, and diversion to the legal (licensed) market, as well as other factors revealed through target audience testing and sampling.

· Women & Mothers: Research indicates a growing segment of female consumers and wellness enthusiasts. Campaigns should provide credible health information for new and expecting mothers as well as wellness enthusiasts of all ages.

· Parents, Guardians, and Responsible Adults: Parents and guardians of young children up through teenagers and minors as well as adults responsible for the care of children have expressed concerns about youth access to cannabis, both in the home and through the illicit market. The focus for this audience group should address safe storage in households with children, ways to discuss cannabis use with youths, and ways to identify illicit products that youths may possess.

· Mature Adults & Seniors (Ages 55+): Often cannabis-curious or returning users, this group frequently seeks information on CBD, low-dose options, and managing age-related wellness (e.g., sleep and pain management). This should also include changes in cannabis products and heightened potency of cannabis products.

· Individuals Speaking Languages Other Than English & Diverse Communities: Given Illinois’ demographics, information must be culturally and linguistically tailored. For example, Hispanic/Latino communities have seen notable increases in cannabis initiation and require outreach that accounts for health equity. This should include the ability to tailor campaigns to Illinois’ diverse populations and be conscious of the translatability of messages into languages other than English.

· The Cannabis-Curious (First-Time and Beginning Users): These individuals require foundational education on dosage (especially for edibles and beverages), legal vs. illicit market safety, how to read product labels, identification of licensed retail stores (dispensaries), and health benefits and side effects of cannabis use. This group may also include out-of-state visitors interested in trying cannabis during their visit to Illinois.

· Medical Patients and Caregivers: This established group prioritizes clinical education and symptom management. Messaging should emphasize safety and the benefits of lab-tested products and align with messaging from the Illinois Department of Public Health.

· Rural Consumers: The highest rates of EMS or criminal arrests related to cannabis occur outside of Chicago-land area. Educational material on safe and responsible consumption will be important for less-populated areas.

· Low-Income: By economic status, low-income individuals have the highest prevalence of use in Illinois. As with Young Adults, this audience group should focus on responsible social consumption, the nuances of public use laws, preventing impaired driving, and diversion to the legal (licensed) market, as well as other factors revealed through target audience testing and sampling.

· General Audience: Illinois was the first state in the country to put a focus on social equity directly into the enabling adult use cannabis statute. A focus for this campaign should be success stories from our social equity program, improvements made under the program across the spectrum of individuals, and/or overarching goals of the program.