Bigger Choices was a digital-focused campaign to prevent cannabis usage and abuse by youth ages 12-18 in Los Angeles County. The concept for the video was developed in workshops led by teens, who continued to be heavily involved during production and served as spokespeople through the run of the campaign. The authenticity they brought to the spot was a resounding success in engaging their peers, with performance as high as 600% above industry benchmarks on teen-focused social channels. Visit the Bigger Choices YouTube page at biggerchoices.org to learn more.
