New York State’s “Drop Your POV” campaign invites young people aged 10 to 25 to create prevention messages about underage alcohol, cannabis and drug use. The campaign is built around the idea that young people are more likely to listen to messages from their peers than to traditional adult-led warnings. Instead of asking adults to speak on behalf of young people, the campaign gives young creators space to explain what they think others their age should know about the risks, pressures and choices connected with substance use.

The campaign accepts a wide range of creative formats, including posters, billboards, animations, short videos, visual art, music and other media. Selected submissions may be used across New York State, including on digital billboards, in sports stadiums and on social media. The campaign also sets clear rules around the submissions, including age eligibility, a one-minute limit for videos, no profanity or derogatory language, no visible brand logos, and consent forms for participants, including parental consent for those under 18.

The accompanying video uses humour to make the campaign’s point. It shows adults trying awkwardly to use youth slang, with lines like “No cap”, “spill the tea” and “drugs are sus”, before making clear that New York State OASAS is looking for young creators to make drug and alcohol prevention “a little less cringe”. This reflects a broader prevention approach: rather than relying only on authority-based messages, the campaign uses peer voice, youth creativity and public visibility as tools to start conversations about delaying or preventing underage substance use.

Find more from NYS OASAS (USA, May 2026)