PHASE I: RESEARCH AND MESSAGING Audience and market research Youth under age 25, their caregivers, educators, and other adults in their lives. Identify intended audiences and understand perceptions of substance use, including cannabis use. Research communication channels used by youth, caregivers, educational and health professionals, and other adults in the community who may influence youth. Gather insights on substance use disorder perceptions and options for youth-related treatment and recovery. Identify influencers and trusted sources who could be engaged to deliver the messaging. Gather insights about intersection of co-use of cannabis and other substances to better understand how youth currently use. Message development and testing Develop messaging that is reflective of the perceptions, culture, age, and gender identity of the target audiences to communicate: The harm or risk related to substance use, particularly before age 25. The signs of a substance use disorder and how to seek treatment options. Healthy alternatives to substance use. Test messaging with target groups to ensure resonance across cultural, age, and gender identities, as well as current substance use behaviors. Translation and adaptation for Hmong, Somali, and Spanish speakers should be included. PHASE 2: PLANNING FOR CAPACITY BUILDING AND ENGAGEMENT Phase 2 should build on work completed during phase 1 and focus on professional or lay audiences who work with and support youth in their development. Identify groups and organizations that youth under age 25 are influenced by, trust, and have regular interactions. Highlight if there are key influencers or individuals within these groups. Determine the best way to communicate with these groups and organizations, for example, emails, newsletters, direct mail, etc. Create contact lists for future communication and outreach to these groups and organizations. FINAL REPORT AND RECOMMENDATIONS Develop recommendations for a prevention and education plan to raise awareness of the harm or risks related to substance use among youth under age 25, as well as options for recovery and treatment. Recommendations should consider the appropriate messages and approaches (methods, channels) by culture, age, identity, and geographic location of the target audiences, and identify the role of key influencers, such as parents/caregivers, educators, and other adults in the lives of young people. Provide a report detailing the findings from the audience research, message development and testing, and planning for capacity building and engagement.
