Youth Marijuana Education and Outreach

Kristen HaleyKristen.Haley@doh.wa.gov

Media “Big Picture”

1. Adult influencer/Parents

2. General, statewide, ages 12-173. Targeted messaging; ages 12-17

4. Ages 18-20

5. Ages 21+, vulnerable populations

Audience research

What worked…

• Messages about marijuana’s

effect on teens’ future goals

and opportunities.

• Messages about marijuana’s

effect on brain development.

• Another message about

wanting to experience life fully

– to be present – also showed

potential (it emerged in

Spokane and tested well in

Seattle).

What didn’t work…

• Messages about social norms

– most teens do not use

marijuana so you shouldn’t

either.

• Messages about the legal

consequences of underage

use of marijuana.

• Messages about being an

experiment – long term effects

are not known.

• Website: www.listen2yourselfie.org

• Two social media channels: Facebook & Instagram

• Three :15 second videos aired: Risks, Think, Record

• One :10 second snapchat video: Focus

• Three posters: Lesson, Risks, Record

• Social media add-on: GIFS, quiz, word searches

• Banner ads & High impact posts

• Streaming online radio: Moves & Priorities

• C89.5: Remember What’s Important radio & videos

• Campaign toolkit: www.starttalkingnow.org

Listen2YourSelfie: Phase One Assets

Listen2YourSelfie: Phase One Results

• Impressions: 84 million • Click through rate: .51 percent

(Standard .05-.08)• Website duration: About 3 minutes • Video completion: 9.2 million (83%)

Takeaways and new solutions

• Youth engagement on social media • Partner engagement in communities• Facebook strategy• Priority population contractor involvement

• Banner ads, videos, and radio • High impact ads• Facebook & Instagram

Listen2YourSelfie: Phase Two Online

• Snap Chat filter & Post-it notes• Video contest• Facebook Live• C89.5 partnership• Backdrop photo booths• Campaign Takeovers

Listen2YourSelfie: Phase Two IRL

• Campaign backgrounder• 5 Things you can do• Key messages & Talking points• Sample newsletter• Social media content and images

Listen2YourSelfie: Partner Toolkit

Listen2YourSelfie: Make it your own

Young adult (18-20)• Timeline TBD• Collaborate with colleges

Parent/Adult influencer• February-April 2017• “Under the influence…of you”

Pregnant/Breastfeeding women• May-June

General adult (21+) • April-June

Beyond the youth campaign

What about you?