Description: To design campaign messaging, we combined public health research findings with commercial marketing best practices (focus groups, concept tests, and A/B testing). To measure campaign effectiveness, we applied an Awareness→Engagement→Impact model adapted from both commercial marketing and public health campaign evaluation methods. This combined approach utilizes survey data, digital marketing metrics, and other measures to proxy impact on lagging public health metrics. The campaign targeted youth, young adults, pregnant people, and parents/mentors through integrated channels including social media, community partnerships, and art exhibitions.

Lessons Learned: Using evidence-informed messaging and creative guidelines for each target audience, we found that we were able to generate significant impressions (driving awareness) cost effectively, and our digital engagement metrics were higher than benchmarks for many of the campaigns’ concepts. We also achieved significant traction with community engagement efforts. Our approach allowed for continuous refinement of messaging based on real-time performance data, addressing a common limitation in public health campaigns.

Recommendations: Our approach bridges commercial marketing practices with public health, offering a new model for HCC cannabis education campaign design & assessment. This methodology can be applied beyond cannabis to other public health concerns requiring behavioral change communications. Early results suggest tailored fact-centered messaging significantly influences effectiveness & engagement. Public health practitioners should consider adopting this integrated framework to maximize impact and cost-effectiveness for educational campaigns.