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Part 4: Marijuana-Focused Media Campaigns
September 18, 2018   |   2:30 - 4:00 pm ET

Marijuana-focused mass media campaigns of the past focused solely on discouraging initiation and ongoing use. However, with a growing number of states legalizing marijuana for adult recreational use, both the messaging and tone of campaigns has changed. States now recognize the importance of educating consumers about new laws and safe storage. They have the challenge of conveying different messages to adults and youth.  

Join us for the fourth RTI Case Studies in Marijuana Policy webinar to learn about the marijuana-focused mass media campaigns of Colorado, Washington and Oregon. We are excited to have three experts in their fields to talk with us about work in their respective states: Jessica Neuwirth of Colorado, Kristen Haley of Washington, and Karen Girard of Oregon. The 1.5 hour-long webinar (with Q&A) will be moderated by RTI expert Jane Allen.

We will discuss:

  • How states allocate funding for marijuana-focused campaigns
  • Campaign audiences, and how communication goals differ by audience
  • Use of formative research to develop messaging, and the degree to which other states can build from this body of work
  • Factors influencing media channels
  • What is known about campaign effectiveness
  • Recommendations for states currently developing marijuana-focused mass media campaigns


Meet RTI's Marijuana Experts

Count on the multidisciplinary research team at RTI International for the data-driven insights you need for establishing marijuana regulations in your state. Our marijuana project experience includes public health policy research, surveillance, program evaluation, and the development of analytic tools and innovative reporting formats. Learn more about RTI's marijuana research program, or view our brochure.

Gary Zarkin

Vice President, Behavioral Health and Criminal Justice

Column 1 Column 2 Column 3

Jane Allen

Research Public Health Analyst

Nicholas C. Peiper

Behavioral Epidemiologist

Sheryl C. Cates

Senior Research Policy Analyst

Matthew C. Farrelly

Senior Director, Center for Health Policy Science and Tobacco Research


Meet the Webinar Presenters

Karen Girard is the section manager of the Health Promotion and Chronic Disease Prevention section of the Oregon Healthy Authority - Public Health Division.  She received her master's degree from Portland State University in public administration and her bachelor's degree from Willamette University in International Studies.  She came to work at the Public Health Division in 1995 as a legislative liaison.  That legislative session sparked her interest in public health and she's been at the Health Division ever since, working to change policy, systems and environments to improve the public’s health in tobacco control, alcohol, physical activity and nutrition, early detection and self-management.

Karen Girard

Section Manager, Health Promotion
& Chronic Disease Prevention


Kristen Haley
Media & Priority Populations Consultant,
Washington State Dept. of Health 

Jessica Neuwirth is the Colorado Department of Public Health and Environment’s Retail Marijuana Education and Youth Prevention Coordinator, working on marijuana policy education, local outreach and partnerships, and connecting the marijuana prevention program to positive youth development initiatives across the state. Jessica is responsible for implementing legislation to ensure safe, legal and responsible use of marijuana. She currently trains community members in retail marijuana public health education as well as Positive Youth Development to support youth and adults in the shift towards authentic and engaged systems.

This webinar is Part 4 of the Marijuana Webinar Series. Learn more about the series here.

Jessica Neuwirth
Retail Marijuana Education &
Youth Prevention Coordinator,
Colorado Dept. of Public Health & Environment

Kristen Haley has worked with the Marijuana Prevention and Education Program at the Washington State Department of Health since retail marijuana became legal in the state. As the Media and Priority Populations Consultant, she has led every adult education and youth prevention campaign from formative research, to implementation, through evaluation. She serves as Board Secretary for the Pacific Northwest Social Marketing Association.

View the recording and download the presentation here.