Preventing Teen Marijuana Use Across WA State
Ad Campaign Development
Social Content Creation & Strategy
Research shows that 1 in 6 people who start using marijuana as a teen will become addicted. So, in Washington state where it is a legal substance for adults 21 and over, how do you reach teens in an authentic way while educating them on the risks of marijuana use? How do you avoid ineffective scare tactics, while providing reliable information on behalf of the Washington State Department of Health?
As part of the GMMB Seattle creative team, we developed the You Can campaign as a multi-platform ad campaign that gave them sharable content across a mobile-first website, social content, digital ad banners, videos, posters, and event collateral given out at events across the state throughout the year. We also developed an award winning, customizable web experience that allowed teens to tailor the content to their interests, while delivering the empowering message to teens—Marijuana can't. You can.
You Can Website
The website, YouCanWA.org became the main informative anchor for the campaign that housed articles, stats, and engaging content, all focused on issues that matter most to Washington teens.
To enhance the user experience on the You Can site, we created a custom interactive portal called "Choose You" where teens could filter content based on their interests. The custom content included videos, tutorials & blogs, animations, downloadable phone wallpapers, stress relieving coloring pages, and sharable social videos and graphics. All aimed at providing teens a better alternative to combat boredom, and cope with stress. Our content went beyond delivering messaging to teens; it allowed them to explore their passions or discover new ones.
Phone Wallpapers & Sharable Graphics
Sharable Animated Video Content
Animated Digital Banner Ads for You Can Campaign
Frames of Animated Banners
Variety of Banner Sizes
Campaign Social Ads
Working with the Washington Department of Health on this youth marijuana prevention focused campaign, we provided a campaign style guide as reference for any creative needs for future events, further campaign extensions, and working with other partners across the state.
Ongoing Social Content
To continue to engage teens beyond the initial campaign launch, we develop ongoing social media content to provide information, behavior substitution ideas (ex: other stuff to do besides marijuana), and motivational messaging. The visual direction for the social content was to remain lighthearted, empowering, and reflect the campaign style. Here is the initial Instagram takeover reveal when the WADOH youth focused campaign transitioned from the previous campaign Listen 2 Your Selfie to You Can in March 2018. Also, featured below are a selection of animated and static social content created in the initial months of the campaign.