Vermont Department
of Health

Working with the Vermont Department of Health (VDH), we performed formative research to determine that a few statewide audiences were particularly at-risk for unhealthy behaviors. One such audience, teens identifying with the “skater crowd,” were at relatively high risk of drug addiction, largely based on a lack of knowledge around the negative impacts that drugs could have on their still-forming neurological systems.

To educate and empower this audience to make smart choices, we leveraged social branding methodologies to create a brand they could identify with. The brand, OutLast, communicated through messaging and visuals that staying drug-free was actually a valid option for the teens, and supported its message with data and insights.

By building out a relatable brand and aesthetic, the teens were more receptive to our message, and we created multiple campaigns consisting of social, video, and traditional content to educate them.

At the same time, the VDH had identified that parents across the state were widely unsure of how to communicate with their kids and teens around marijuana, which had just been newly legalized for adult usage and was commonly used by teens.

To address the challenge and help parents have these tough conversations, we created fresh, fun animated videos and content under VDH’s “Parent Up” brand to help give parents the confidence to talk to their kids, early and often.