Katelyn Baker
Well-Known Member
Oregon health officials are launching a campaign this month aimed at persuading young people to stay away from marijuana - or at least put it off until they are of age.
The Oregon Health Authority, armed with nearly $4 million from the Oregon Legislature to develop and evaluate the pilot program, is attempting to raise awareness among Oregonians 21 and younger about the health effects of marijuana use, policy specialist Kati Moseley said Friday afternoon.
In the year since Oregon became one of a handful of states that allows anyone 21 and older to possess pot and grow it in their backyard, the public health concern at hand is how legalization "changes the social norms around its use," Moseley said, and subsequently affects the attitudes and actions of young people
"[These young people] are more likely to see it normalizing in society," she said.
Moseley said that in developing the media campaign, it was important to find a way to present this information to young people in a way that is "palatable, believable and motivating."
In order to do so, the public health division drew on focus groups of people aged 12 to 20 all over the state to inform the campaign.
"This age group is tricky to market to because they are so heavily marketed to," she said. The agency was careful in choosing messages that would resonate with this group, she said.
Their research found that two core messages resonated most with their audience: brain development isn't complete until your 20s and young people have the best chance to reach their full potential if they don't use marijuana to get high during their youth; and being high will impair your ability to drive, bike, play sports and do other activities, she said.
These two messages formed the "bedrock" of creative component of the campaign, she said.
The campaign, which will include print ads, videos, social media and a micro-website or "microsite," will go live July 11, she said.
Moseley said that one major difference in getting through to young people compared with adults is that television isn't as effective in reaching younger audiences, the organization found. Similarly, they found that teenagers and young adults are less likely to go to a website for more information and more likely to go to social media.
"I'm confident that the campaign will be well-accepted with our target audience," she said.
News Moderator: Katelyn Baker 420 MAGAZINE ®
Full Article: Upcoming Marijuana Use Prevention Campaign To Target Oregon Youth
Author: Francesca Fontana
Contact: The Oregonian
Photo Credit: The Associated Press
Website: The Oregonian
The Oregon Health Authority, armed with nearly $4 million from the Oregon Legislature to develop and evaluate the pilot program, is attempting to raise awareness among Oregonians 21 and younger about the health effects of marijuana use, policy specialist Kati Moseley said Friday afternoon.
In the year since Oregon became one of a handful of states that allows anyone 21 and older to possess pot and grow it in their backyard, the public health concern at hand is how legalization "changes the social norms around its use," Moseley said, and subsequently affects the attitudes and actions of young people
"[These young people] are more likely to see it normalizing in society," she said.
Moseley said that in developing the media campaign, it was important to find a way to present this information to young people in a way that is "palatable, believable and motivating."
In order to do so, the public health division drew on focus groups of people aged 12 to 20 all over the state to inform the campaign.
"This age group is tricky to market to because they are so heavily marketed to," she said. The agency was careful in choosing messages that would resonate with this group, she said.
Their research found that two core messages resonated most with their audience: brain development isn't complete until your 20s and young people have the best chance to reach their full potential if they don't use marijuana to get high during their youth; and being high will impair your ability to drive, bike, play sports and do other activities, she said.
These two messages formed the "bedrock" of creative component of the campaign, she said.
The campaign, which will include print ads, videos, social media and a micro-website or "microsite," will go live July 11, she said.
Moseley said that one major difference in getting through to young people compared with adults is that television isn't as effective in reaching younger audiences, the organization found. Similarly, they found that teenagers and young adults are less likely to go to a website for more information and more likely to go to social media.
"I'm confident that the campaign will be well-accepted with our target audience," she said.
News Moderator: Katelyn Baker 420 MAGAZINE ®
Full Article: Upcoming Marijuana Use Prevention Campaign To Target Oregon Youth
Author: Francesca Fontana
Contact: The Oregonian
Photo Credit: The Associated Press
Website: The Oregonian
