LOS ANGELES COUNTY DEPARTMENT OF PUBLIC HEALTH
LET'S TALK CANNABIS: #BIGGERCHOICES
In response to Prop 64, Fraser Communications and the Los Angeles County Department of Public Health (LACDPH) contracted me to design and conduct a series of youth messaging workshops to generate strong peer-to-peer marijuana messaging for LA's under-21 population. Using material from the workshops, I wrote and produced the copy, music, and video content for LACDPH's $2 million "Let's Talk Cannabis" campaign, including the widely-aired "There Are #BiggerChoices Than Weed" spots, with Creative Director Bruce Dundore, that is expected to generate 30 million impressions.
Agency: Fraser Communications, Los Angeles, CA
Using a variety of mediums commonly used by teens, this innovative, digital and social media-based public education campaign includes a series of videos, including rap music videos, roundtable talks, and influencers to provide accurate information from trusted sources and peers about the dangers of using marijuana before the legal age of 21.
“We’re reaching teens exactly where they are: on social media," said Barbara Ferrer, PhD, MPH, MEd, Director of the Los Angeles County Department of Public Health. "Our end goal is to provide teens with the facts and resources they need to make the best decision for themselves.”
Four Los Angeles area teenagers who participated in the campaign videos shared their personal stories about why they believe it’s important to deliver the facts about marijuana to their peers around the “Bigger Choices” message:
Elijah, 18, said he got involved in the campaign because he wants his peers to “think about their actions and ask themselves why they even want to consider smoking weed.”
Lily, 17, is asking other teenagers to not give into peer pressure to experiment with weed and to think about their future. She also sees herself as an advocate for youth “having a voice on important issues in their communities.”
Sofia, 17, believes teens are generally unaware of weed’s harmful effects and they should avoid it while in school to “give themselves better chances at succeeding in school and in life.”
Angie, 16, said she believes her peers, once fully informed, will realize “it’s not worth it to use weed.”
Another component of the campaign, which launched last month, is a video series featuring addiction specialist and local media celebrity, Dr. Drew Pinksy. These sessions are currently available via Entercom radio stations, including KROQ, and can be found at: https://kroq.radio.com/teen-cannabis.
In addition, iHeart Media has partnered with Public Health to host teen roundtables led by iHeart teen celebrities Savannah and DJ Young One.
The public education campaign is expected to generate more than 30 million impressions.
-from Business Wire & LACDPH