La Casa
Behavioral Health
Chavez County, New Mexico was seeing a spike in cannabis use in adolescents. La Casa Behavioral Health, a non-profit community resource, conducted proprietary research and found that local teens are using the substance to escape from anxiety, depression, and loneliness — in numbers echoing a disturbing national trend. We drew inspiration from a timeless teenage outlet — journals — to touch the hearts of adults and help them realize kids are hurting, encouraging them to be there for a child so they would be less likely to turn to weed.
Billboards, grocery carts, and web banners led parents, mentors, and teachers to a website that informed them of the dangers of cannabis use in minors and how they can help prevent it.
Two years after the campaign launched, Chaves County saw a 57% decrease in youth cannabis use, a momentous difference in the behavioral and mental health space, and the largest decrease in the State of New Mexico.
All work done at McKee Wallwork.
