Resource Media partnered with the Asian Pacific Islander Coalition Advocating Together (APICAT) to address a critical public health challenge. APICAT works to be a resource for health education and cannabis prevention for youth in Washington State’s diverse Asian American, Native Hawaiian and Pacific Islander (AANHPI) communities.
Cannabis and vaping rates remain a significant concern for youth of color, due to mental health and family stressors, and lower levels of access to therapy and peer support groups. For AANHPI youth, navigating cultural identities and modern pressures can create unique challenges. APICAT needed to cut through the noise with a campaign that went beyond “just say no” messaging. It was essential that the campaign use culturally resonant imagery and messengers that would genuinely connect with AANHPI teens.
Ad from APICAT campaign
Ad from APICAT campaign
Our Solution: The “How Do You Stay Healthy?” Campaign
Resource Media was invited to leverage our expertise in strategic ethical storytelling and multicultural audience engagement. We moved beyond traditional prevention messaging by centering the authentic voices and experiences of AANHPI youth themselves.
Our approach was twofold:
Authentic Content Creation: We sent a callout to APICAT’s audience and conducted a photoshoot and interviews with several AANHPI youth. Our conversations focused on their positive daily choices, fortifying mental and physical health. This generated a library of genuine, culturally resonant imagery and messaging.
Targeted Digital Amplification: Using creative from our photoshoot, we launched a Meta campaign targeting youth and parents key counties in WA state.
