2018 High Costs Campaign Report
A little more than one year since Denver launched the High Costs marijuana youth education and prevention campaign, a new survey is showing Denver’s unique approach is paying dividends. Among the results of the survey conducted by Insights Lab, which ran from mid-November through mid-December 2018, and polled 502 teens representative of Denver’s youth population, were a few key statistics of note:
· 75 percent of teens aware of the High Costs campaign said that its messaging discouraged them from using marijuana.
· Awareness of the High Costs campaign is high, with 78 percent of teens indicating that they were familiar with the campaign, either through top of mind awareness or after being shown components of the campaign.
· 68 percent of survey respondents were aware of the “Weeded Out” game show video – the country’s first marijuana education game show – that served as the centerpiece of the 2018 campaign.
· Among teens who viewed the game show, 87 percent talked about it with either friends, family, or both.
· The majority of teens agreed that High Costs has a clear message (83 percent), is educational (83 percent), trustworthy (75 percent), and likeable (73 percent).
You can download the survey results in their entirety here.