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Yakima Today
By the People, for the People
Yakima Valley Launches Anti-Marijuana Campaign for Youth
New 'Talk. They Hear You.' initiative aims to empower parents to discuss substance use risks with kids.
Published on Feb. 9, 2026
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Safe Yakima Valley has launched a new media campaign called 'Talk. They Hear You.' running from February to April. The initiative is designed to encourage parents and caregivers to have early conversations with youth about the risks of substance use, particularly the dangers of today's high-potency marijuana products.
Why it matters
Marijuana use among youth can have serious impacts on brain development, mental health, and physical wellbeing. With legalization and increased potency of products, health officials are concerned about the potential for increased youth use and associated risks.
The details
The 'Talk. They Hear You.' campaign will use billboards, radio PSAs, and social media to reach parents. Officials stress that while 90% of Yakima County youth do not use marijuana, the potency of products has increased dramatically, with natural THC levels ranging from 0.5% to 6% but products sold in dispensaries reaching up to 90%, with an average of 20%. Marijuana use in youth can lead to memory loss, anxiety, depression, impaired brain development, and serious mental health issues like psychosis and schizophrenia. Long-term use can also cause Cannabinoid Hyperemesis Syndrome, leading to severe nausea and vomiting.
- February marks Marijuana Prevention Month.
- The 'Talk. They Hear You.' campaign will run from February to April 2026.
The players
Safe Yakima Valley
A local organization that has launched the 'Talk. They Hear You.' media campaign to empower parents to discuss substance use risks with youth.
The takeaway
This campaign highlights the critical role parents can play in preventing youth substance use through open communication and education about the very real dangers, especially with the increased potency of marijuana products on the market today.
