A Civilian Case Study Client: Mission Hospital Mission Hospital launched the Strength in Numbers OC campaign in January 2018 to reduce teen alcohol and other drug use in South Orange County, specifically at Capistrano Valley High School, Laguna Beach High School, and San Clemente High School. The campaign uses a social normative approach to deliver the unexpected message that ‘despite what you may think, most teens don’t drink’, and empowers youth to find “Strength in Numbers” by joining the majority of their peers who don’t use alcohol and drugs. Within a year, student alcohol use decreased by as much as 43 percent—more than at all other high schools in OC and California’s 10 largest counties. Advertising To reach teens at the target high schools and their extended social circle

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