Stay True to You
Also: Talk With Them · Habla Con Ellos
“Stay True to You”
Oregon Health Authority youth marijuana prevention campaign (US-OR) for ages 12-20, piloted from June 2016 in the Portland area and southern Oregon with $3.9 million from the Legislature, expanded statewide in 2017 and extended to THC and nicotine vaping in 2019-2020; its parent arm was Talk With Them / Habla Con Ellos.
- Years
- 2016–2020
- Country
- United States
- Budget
- USD 3.9 million appropriated by the 2016 Legislature (HB 4014) to design, run and evaluate the pilot.
- Topic
- CannabisDrugsVaping
- Asks people to
- Never startTalk to someone
- Strategy
- Social norms
- Channel
- OutdoorPrintRadioSocial (paid)TVWebsite
- Audience
- ParentsYoung adultsYouthOregonians 12-20; parents and youth-serving adults through Talk With Them (English) and Habla Con Ellos (Spanish), which ran on TV and radio.
Evidence
Quasi-experimentalMixed
RMC Research evaluation of the 12-month pilot (five pilot counties vs three comparison counties): more youth and young adults in pilot areas correctly said only 1 in 5 Oregon high school juniors uses marijuana and understood the legal consequences of underage use; intent to use did not change significantly (next-12-month intent about 44-45% at baseline and end in both areas). Estimated exposure about 252 times per youth.
Sponsor (who paid)
- Oregon Health Authority, Public Health Division State local government, funder and creator
Credits (who made it)
Not recorded yet.
Executions (individual ads)
- You're Not Alone if You Don't Smoke Weed (pilot video named in evaluation) 2016 · social-paid
- Stay True to You campaign site (Wayback, October 2020) 2020 · website · sponsor-site
Related campaigns
- Protect What's Next 2016–now
- You Can 2018–now
Sources
Research notes
Drafted by Claude (Claude Code) on 2026-10-28 for #130 from the sources listed; unreviewed, including the cardSummary. US-OR. Started before 2018 but ran into 2020: an OHA news release (Dec 2019, not opened; seen in search results via the OMLS HealthyTribes list) describes Dec 13, 2019 - Apr 30, 2020 flights extending Stay True to You and Talk With Them to THC and nicotine vaping. End year 2020 is the last confirmed flight; check whether it continued. Evaluation numbers read from the PDF; check the 44%/36%/45% intent figures against the chart before quoting (the PDF text layer is ambiguous about which bar is which). Agency not found. Ad library search: "Stay True to You", "Oregon Health Authority".
Record cases/or-stay-true-to-you.json, updated 2026-10-28· Link to this campaign