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With the passage and implementation of Prop 64, the Adult Use of Marijuana Act, the Sacramento County Coalition for Youth partnered with Uptown Studios to create and implement a youth marijuana prevention campaign. The goal for the Future Forward campaign was to educate the Sacramento community, offer information and resources, and provide an opportunity to get involved in creating change to protect young people from increased accessibility to marijuana in our community.
The Uptown Studios Marketing Team conducted initial research using in-person Human-Centered Design focus groups. In these focus groups, youth, parents, and educators in Sacramento County were asked about their knowledge and attitudes towards marijuana consumption. The research resulted in the Future Forward campaign; a campaign promoting the importance of youth focusing on their future plans and how that leaves no room for marijuana consumption.