My Best Life! - Let's Talk Cannabis Santa Barbara County

Santa Barbara County Department of Public Health tasked Consortium Media to educate local

families on the dangers and health risks of using cannabis before the age of 21. They needed a

campaign in English and Spanish aimed at both youth and their parents.

In 2021, Consortium Media developed one of the first highly localized bilingual social media

campaigns in the State of California that used public outreach and education to speak with youth on

the dangers of cannabis. Through custom short videos and photography, “My Best Life” featured local

Santa Barbara County youth aged 14-21 who shared their stories and aspirations, inspiring their

peers to stay cannabis-free and reach their highest potential.

In addition, CM+ Geo Algo targeted specific demographics, locations, and lifestyles and a robust radio

and press campaign used CM+ ThoughtShift to increase community awareness. The campaign

continues to grow and has expanded to include more youth from Santa Maria and Santa Barbara.

Filmed locally in Santa Barbara County, the My Best Life campaign features youth describing how

they are living their best life by staying active and healthy and doing the things they love, cannabis

free. The campaign focused on educating youth on the harmful effects of cannabis on the brain and

how it may impact educational and professional goals.

Consortium's 5 Pillars service array featured positive, cohesive, successful public education which was

strategically placed in legacy media, public relations, partner alignments, as well as our CM+Digital

Workplace.

Important web-based tracking and monthly in-depth reporting helped to inform the

campaign strengths, growth and success. We provided custom website support, landing page – and most

notably our innovative and very specialized CM+ Geo Algo social media platforms – working together to

educate the local SBC community on ways to help youth live their best lives. We strategized to bring local

awareness impression levels upward, to ensure critical information and educational outreach were

delivered, throughout homes and schools in each Geo Targeted area.