GMMB Response to Washington State Department of Enterprise Services Competitive Solicitation No. 20422 – Category 1
Contact: Melissa Simpson, melissa.simpson@gmmb.com
- Washington State Department of Health
Washington State Department of Health
Project Sample 1: Youth Cannabis Prevention Campaign
Since 2016, we have worked with the Washington State Department of Health (DOH) to develop a comprehensive campaign to prevent cannabis use among youth. The campaign takes a two-pronged approach: 1) direct outreach to youth, ages 12-17, through the You Can brand to educate about the risks and consequences of using cannabis, increase resilience, and enhance the protective factors that help youth resist drugs, and 2) outreach to parents, caregivers, and other influential adults through the Under the Influence…of You brand to encourage them to talk with youth about not using cannabis.
Our work spans the full range of communications services: research and strategy; brand development; advertising and marketing; website development; social media management; and partner engagement. Through creative assets and multiple touchpoints, we reach key audiences, including overburdened and underserved communities, in effective and culturally-appropriate ways. The campaign is informed by DEI principles as well as our partners with lived experiences. It is offered in multiple languages—with assets in English and Spanish for youth and 37 languages for parents and caregivers.
To date, ad buys reaching youth have generated more than 431 million impressions, 59 million video completes, and 2.1 million ad clicks. Most importantly, an evaluation revealed youth found the messages believable and relatable, with 61% saying that the messaging made them less likely to use marijuana or made them want to continue to avoid it.
Awards
2023
Hermes Creative Awards
- Mental Health Help that Lasts, Gov. Video – Platinum
- Integrated Marketing Campaign – Gold
Internet Advertising Competition Awards
- Best Government Integrated Ad Campaign – Won
- Best Government Online Video (Mental Health Help That Lasts) – Won
- Outstanding Online Video Campaign (Teen Link videos) – Won
- Outstanding Online Video Campaign (Calming Walks Through Washington State) – Won
The Telly Awards
- Mental Health Help That Lasts, Government Relations – Non-Broadcast, Silver
4.2 Transcreation and Culture-Centered Messaging
Example 1 – You Can Spanish summary webpage
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_Transcreation_4.2_Example1-1024x455.png)
Example 2 – Under the Influence…of You community-owned media radio ads
Mandarin Radio Ad played on KKNW
Russian Radio Ad played on KXPA
English Radio Ad played on Daybreak Star Radio
4.3 Communications Plan
The Marijuana Prevention and Education Statewide Guidance Workplan provides a background of cannabis prevention work to date, priority audiences, strategic imperatives that guide our work, an overview of recommended activities to complete in Year 1 and Year 2, and a timeline. It was informed by guidance from DOH and feedback from the Tailored Media, Priority Population, and Regional contractors.
4.4 Idea and Brand Development
Example 1 – You Can 2022 Brand Refresh: New Messages and Design Updates
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_IdeaBrandDevelopment_4.4_Example1-1024x298.png)
Example 2 – You Can 2023 Mental Health Awareness Month Theme: Concept Deck and Final Social
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_IdeaBrandDevelopment_4.4_Example2a-1024x1024.png)
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_IdeaBrandDevelopment_4.4_Example2b-1024x1024.png)
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_IdeaBrandDevelopment_4.4_Example2c-1024x1024.jpg)
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_IdeaBrandDevelopment_4.4_Example2d-1024x1024.png)
4.5 Writing
Example 1 – You Can How to Cope webpage
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_Writing_4.5_Example1-1024x450.png)
Example 2 – Under the Influence…of You Tips for Parents Fact Sheet
4.6 Quality
Example 1 – You Can Wellness Journal
Example 2 – What to Expect When You Call Teen Link Video
Example 3 – Under the Influence…of You Banner Ads
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_Quality_4.6_Example3_Japanese.gif)
Japanese banner
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_Quality_4.6_Example3_Spanish.gif)
Spanish banner
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_Quality_4.6_Example3_English.gif)
English banner
4.7 Media Planning
The Under the Influence…of You Media Buy Plan outlines budgets, audiences, flight dates, and platforms for sharing creative assets with our diverse partner/caregiver population in Washington State. This media plan features platforms like Facebook and YouTube, as well as key community-owned broadcast television and radio stations to run transcreated assets, ensuring that culturally appropriate campaign messages reach specific audience segments through multiple trusted platforms.
4.8 Social Media
Example 1 – You Can Would You Rather/Mental Health post that ran on Instagram and Facebook
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_Social-Media_4.8_Social-1-1024x658.png)
Example 2 – You Can pandemic post with Seattle’s LGBTQ+ Center that ran on Instagram and Facebook
Note: Move cursor off of the post to view full text while video is playing.
Example 3 – You Can micro-influencer series that ran on Instagram and TikTok
![](https://www.gmmb.com/wp-content/uploads/2023/10/DOH_SocialMedia_4.8_Example3-1024x751.png)