Goal: To support open conversations between parents, caregivers, and adults who have strong relationships with youth and young people around the importance of having conversations about expectations around using substances, setting age-appropriate boundaries, planning safe activities and accountability, and educating about the risks and consequences of using any substance; and to prevent substance use and risk behaviors, injury, overdose, and death.

Overview: As part of The Partnership, JSI developed the social marketing campaign, Stronger Than You Think. The campaign concepts were developed by listening to state-wide substance use prevention partner organizations’ needs around messaging to address identified disparities in their communities. The messages are tailored to enhance the understanding of risk and protective factors and are based on the Developmental Assets® Framework from the Search Institute. JSI continues an iterative process with campaign elements and in-house design, updating creative as informed by evaluation and testing. Campaign messages were distributed through a variety of social and digital media ads, videos, print materials, a campaign webpage, and a social media toolkit.

http://strongernh.org

Dates: 2022 – present