Los Angeles County Department of Public Health Teen Marijuana Use - PowerPoint PPT Presentation

Los Angeles County Department of Public Health Teen Marijuana Use Prevention Campaign CHEAC General Membership Meeting August 2, 2018

Campaign Strategy Foundation of health Peer-to-Peer messaging, communications science & created by and delivered Digital and social media evidence-based media through youth practices = behavior change 1

Campaign Development • Youth ages 12 – 17 Campaign strategy: • – Peer-to-Peer Messaging – Digital and Social Media • Community and Partner Engagement Media Workshops •

Media Creative Workshops • Youth engagement • Positive Youth Development • ‘American Idol’ style contest with judges • Winner proposals considered for campaign 3

11 Youth Creative Workshops: Storytelling, Media Skills, Ad Pitching, Contest!

13 Ad Creative Concept Winners! #NotWhatYouThink

Creative Themes

Campaign Implementation Digital and social media focus Creative supports teen-inspired ad ideas Maximize presence in media environments that encourage peer-to-peer interaction and sharing of information 7

Campaign Media Plan 8

LetsTalkCannabisLACounty.com VIDEO Goals Peer Pressure Think RECAPS Effects Family

13 Roundtable with Dr. Drew

Campaign Performance To Date 11

YouTube Creative 12

Pandora Creative 13

Program Toolkit www.publichealth.lacounty.gov/sapc/prevention/PreventionLinks.htm

Resources Available: Online & Print Facts for parents/schools/teens: – MJFactCheck.org/los-angeles-county – publichealth.lacounty.gov/sapc/teens

Q&As Thank you! 16

Rachel A. Tyree, MPH Los Angeles County Department of Public Health Division of Chronic Disease & Injury Prevention Director, Communications and Community Relations rtyree@ph.lacounty.gov (213) 427-4466 17