The Healthy Youth Alliance contracted with John Snow Inc. for the local evaluation of the State of Colorado’s and the Office of Behavioral Health (OBH) “Speak Now Colorado” social marketing campaign targeted to parents. JSI evaluated the paid media campaign's awareness, reach, and impact in Boulder County and City of Boulder by measuring behavior change as parents and caregivers self-report of talking with their children about substance use and misuse.
This evaluation supports the Healthy Youth Alliance (HYA) and other community partners in knowing whether such a statewide campaign is worth the additional financial investment. HYA will be able to compare local reach and and behavior change levels to that at the state level to see if these were dollars well spent and to help identify the proliferation of statewide campaigns locally as a best prevention practice. There is significant cost savings in proliferating a message vs. designing a local message, and developing a stand alone social marketing strategy. The evaluation will allow HYA to effectively measure the impact of money spent locally on a statewide message.
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