On July 6, 2016, the Oregon Health Authority announced the launch of a new advertising campaign to combat teen marijuana use. Dubbed “Stay True to You,” the campaign used focus groups and research to formulate a message that would resonate with younger audiences.
According KTVZ, one of the more significant insights found in the focus groups was that young people wanted to hear testimonials from people who had used marijuana and could talk about their experiences.
“Young people in our focus groups related to the idea that being a teenager is hard,” said Kati Moseley, OHA policy specialist, to KTVZ. “Young people recognize that marijuana has the potential to affect their present and their future. We used this insight to develop an approach that speaks to youth on many levels.”
To measure the success of the campaign, RMC Research will evaluate the program twice—once in November 2016 and then again in May 2017; accordingly, the OHA will produce two reports for the legislature—one in January 2017 and the other in June 2017.