Jeff Jordan presents Rescue’s tips for reaching at-risk youth.
Many recent statewide public health campaigns to discourage underage marijuana use have been designed to reach “all teens,” assuming that they are equally at risk and can all be reached with a single message. However, teen peer crowd research shows that teens are not homogenous, and their risk levels vary widely. Teens use cultural cues to decide whether or not to pay attention to your message, and simply including teens in your messaging is not enough.
This new video walks you through recent teen marijuana use research to understand who are at highest risk. Then, it discusses the values and interests of at-risk teens, to help you better develop your next marijuana use prevention campaign.
For more information on peer crowd segmentation, this video will help you understand teen risk patterns and shares the vital insights necessary to develop effective messages to reach the most at-risk teens. https://www.youtube.com/watch?v=1vjSxFhTovE&list=PL9nPye7a7WJnQ-pB4_tWIW8Et0Y9Z_46v&index=15&t=0s
Preventing Youth Marijuana Use – Jeffrey Jordan, Rescue Agency