With the legalization of marijuana in Oregon, Jackson County Health and Human Services wanted to address the perception of the drug’s popularity with young people. In 2014 the Student Wellness Survey revealed that 92.1% of 8th graders and 81.3% of 11th graders in Oregon reported no marijuana use in 30 days. The focus of the campaign was to dismiss the opinion that marijuana was popular and to encourage high school students to say NO. The campaign included posters, flyers, YouTube ads (video and display) and Pandora ads (audio and display).
This multi-channel campaign delivered nearly 2 million impressions and over 7,650 clicks to the website. The YouTube campaign received 34,977 views with a view rate of 21.28% and the Google display ads held an average position of 1.0 on search pages.