Stay True to You is a youth marijuana and vape prevention campaign sponsored by the Oregon Health Authority.

The challenge: To increase awareness among kids and young adults under age 21—an audience primed to be skeptical about anti-marijuana messaging—about how pot may affect their health and their lives.

My roles: Lead writer and researcher

• came up with tagline “Stay True to You”

• conceived, wrote scripts for videos distributed on social platforms and YouTube

• wrote all copy for original website

• conceived, wrote digital banner ads, billboards and mall “clings”

• wrote elements of “Talk With Them” and “Habla Con Ellos,” components of the campaign that were directed at parents and influential adults