We partnered with the Prevention Coalition of Broome County and the Broome County Mental Health Department to build and launch a public health campaign that educates local teens and their parents about the risks associated with underage marijuana use.
How We Helped
Digital Ad Management
We kicked-off the project by familiarizing ourselves with the social issue at hand. Broome County Mental Health Department shared their research materials with us, and we dug deep into how marijuana affects the developing brain of a teenager. Knowing that marijuana use and policing is a hot button topic, our messaging focused on myth-busting and verified facts, not telling others what they should or should not do.
We targeted a single zip code in Binghamton, NY., and the digital campaign had a reach of up to 11.5K people a day. We reached teenagers where they hang out online—Instagram and Snapchat, and we targeted parents on Facebook. We also included a print campaign to distribute to local schools and public health advocates in the area.
To engage our audience, we organized a giveaway on Instagram. Teens entered the contest by sharing what they’re capable of when they stay drug free on the platform with the hashtag #HighStakesMakes.
Our goal in developing the microsite was to provide the community with the information they need to make healthy choices, so our team compiled articles, fact sheets, resources, testimonials and videos for teens and their parents to browse.
Video Development and Production
We created a series of videos with three local spokespeople who spoke about their own experience with marijuana, what success means to them and the value of a supportive community.