Marijuana Can’t.
You Can.
YOU CAN CAMPAIGN
WASHINGTON STATE DEPARTMENT OF HEALTH
Credits:
Phillip Allen, Creative Director
Jessica Selander, Creative Director
Lacey Gonzalez, ACD/Copywriter
David Matlock, Senior Art Director
Larissa McCartney, Art Director
Awards:
2023 Hermes Award - Strategic Campaign
2023 Internet Advertising Competition Award - Best Gov Integrated Ad Campaign
2023 Summit Creative Award - Government Marketing Campaign
2023 Telly - Non-Broadcast Government Relations
Challenge: Washington State faced a concerning trend after legalizing recreational marijuana – teen usage and addiction rates were on the rise.
Strategy: My team and I knew lecturing teens wasn't the answer. Instead, the “You Can” campaign shifted the focus. We connected with teens on their level, emphasizing their goals and dreams. The core question – "Will marijuana help me get there?" – encouraged teens to think critically about their choices.
Results: The “You Can” campaign has been a long-term success. We consistently smash digital marketing goals, but the real impact is clear:
61% of teens surveyed said “You Can” made them less likely to use marijuana.
A major state study found a 10% drop (18% to 8%) in WA teen marijuana use since the campaign launched.
Be Inspired
On the You Can website, we created an ever-growing library of blog posts, social videos, downloadable images, and animations that communicated our messaging in a fun and familiar way. Then we allowed our audience to engage with the content they were interested in by building an interactive filter based on interest.
Inspiring Teens
After receiving stories from teens across Washington focusing on their dreams and long term goals, we set out to amplify their voices to inspire other teens Washington.
