The Big Idea
Leveraging expertise in substance use prevention, driven by youth.
The Public Health Institute of Denver Health’s Engaging Youth Expertise for Prevention (“EYE for Prevention”) program strives to prevent the onset of substance use among Denver’s youth. The campaign needed a strong brand identity and authentic storytelling to power its visibility within a community still reeling from the pressures of the Pandemic, among other pressures facing youth. With the guidance and authentic voice of the Youth Leadership Council (YLC), the campaign could leverage lived experience to make a real impact, remove stigma, create community and promote prevention.
Waypoint Collective worked in collaboration with the YLC to develop a campaign strategy, messaging, digital and social presence, and photo and video storytelling. Every touchpoint takes into account youth expertise and lived experience, creating an authentic campaign featuring true youth leaders and messages that were crafted and tested to ensure resonance with the target audience.
We pulled key points from our discovery with the YLC to create strong prevention messaging for youth ages 9-20. We then created a dissemination plan and built on the key messages of coping, creativity, and direct support.
The YLC was integral to this campaign. Their insight and direct feedback at every stage of the project helped drive the overall strategy and core ethos of the campaign.
The look and feel of the campaign was designed to speak to the core youth audience, and centers around authentic photo, video and testimonials, along with a vibrant and hopeful feel.
Building on the campaign strategy, messaging, and look and feel, we created a website presence with Denver’s youth in mind, pointing them to helpful resources for coping techniques, self-betterment strategies, and direct support services. See their new online presence.