Engaging Youth to Develop Cannabis Prevention Messaging

Background:

In this presentation the Los Angeles County Department of Public Health and Fraser Communications will share the innovative youth development program that was created to prevent teen marijuana use and abuse after the legalization of cannabis in California.

Program background:

We will describe a processes to setup productive ideation sessions with youth to engage them in the creation of messaging that resonates with teens and their peers, and how to successfully involve teens throughout the entire production process in translating those ideas into media campaign assets that can also be shared with partners, schools, parents, and health care providers.

Evaluation Methods and Results:

We will discuss how to structure formative research to setup productive dialogues with teens, and share media strategies and best practices employed to reach teen audiences on their most used and trusted platforms that have resulted in creative performance of up to 246% better than industry standards on digital channels.

Conclusions:

N/A

Implications for research and/or practice:

Participants will learn how to:

• Design media communication plans leveraging learnings from the presentation about teen media expectations and usage.
• Apply the learnings to structure and execute productive creation sessions with teens.
• Identify specific media strategies to reach teen audiences effectively on their most used and trusted platforms