Weed Can Wait Campaign
Legal marijuana threatens the development of young brains
In 2014, when Washington State voters approved Initiative 502, legalizing retail marijuana, lawmakers worried that legalization would lead to an increase in marijuana use by teens. They earmarked a percentage of the tax revenue from marijuana to fund youth prevention and awarded ESD 112 with a $274,000 grant to develop a comprehensive campaign to prevent marijuana use by youth ages 12-20.
Fighting underage drug use with data!
The ESD 112 Prevention team contacted The League for assistance. Together they planned, created and launched what would become a highly effective state and nationally-recognized prevention campaign that focused on three areas: media, youth education, and policy and systems work. After an initial online survey, the two teams agreed upon the following objectives to drive campaign development: that the campaign be youth-led and data-driven; that it is inclusive: all people can be a part of youth prevention; and that it is trauma-informed: building capacity for coping and resilience protects youth.
TEENS SURVEYED TO FIND "YOUTH VOICE"
EARNED MEDIA IMPRESSIONS (FIRST YEAR)
OWNED MEDIA & AD IMPRESSIONS (FIRST YEAR)
The campaign ran ads in English and Spanish on 20 bus tails and inside 40 buses.
Tabletop Display Banners for Pop-up Parties
The campaign received over half a million impressions from ads on the Pandora radio app.
A job well done!
Reaching Youth Far and Wide
Although the Healthy Youth Survey data reflecting the campaign’s effectiveness won’t be available for two years, we know we’re reaching large numbers of our youth through several channels.
On June 21, 2017, the Weed Can Wait Campaign was awarded a Golden Achievement Award from the National School Public Relations Association (NSPRA).
We have continually modified and improved the campaign messaging since its launch as we receive and integrate feedback from youth and incorporate data-driven information on resilience and addiction. Next steps include an ongoing social media campaign, outreach into schools and with other prevention coalitions, the implementation of connection-based prevention curriculum developed in conjunction with Clark County Health Department, and advocacy efforts.
More Campaigns completed by the League
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