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Strength in Numbers

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In an effort to reduce teen alcohol and substance abuse in South Orange County, Mission Hospital, a ministry of Providence St. Joseph Health went right to the teens. While most teens believe that “everyone” in their school drinks, research actually revealed quite the opposite — the majority of teens are choosing NOT to drink. We needed to dispel this misperception and let kids know the truth, but we couldn’t approach them from a place of authority, we had to speak to them honestly and from a place of encouragement.

The insight

There was a common misperception that most teens in South Orange County were choosing to drink and smoke. We learned this couldn’t be further from the truth, that in fact, 72% of South OC teens don’t drink.

The result

Since launching the campaign a little more than a year ago, the numbers have gotten even better with 82% choosing NOT to drink alcohol.

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