WELCOME TO UNALTERED STATE 2.0
By Jennie Sue Weltner, Campaign Manager | Idaho Public Television
Over the past year and a half, Welcome to the Unaltered State has grown into one of Idaho’s most recognized youth substance use prevention campaigns, reaching Idahoans through statewide media, education, partnerships and community engagement. Market research conducted in 2025 confirmed strong statewide awareness and meaningful engagement among both Idaho parents and teens.
The 2026–2027 strategy marks an important shift: from awareness to long-term culture change. Research identified two critical opportunities for the campaign’s next phase. Nearly one in three Idaho parents view youth substance use as a "rite of passage," despite growing concerns around fentanyl, vaping and the potency of today's substances, including marijuana. The survey also identified a significant conversation gap — while 95% of parents believe they've talked to their kids about substance use, one in three teens report those conversations either are not happening or do not feel meaningful.
Parents and trusted adults remain one of the strongest protective factors in a young person's life. This next phase places greater focus on equipping parents with tools, confidence and support to have earlier, more authentic conversations with young people about substance use, mental health, connection and resilience — while also promoting protective factors such as belonging, purpose, healthy risk-taking and strong community connection.
Another important part of this next phase is helping young people better understand the environment they are growing up in. Idaho teens overwhelmingly understand that illicit substance use is harmful — but awareness alone is not always enough to prevent experimentation. Today's youth are navigating industries and platforms designed to capture attention, shape behavior and build dependency. The goal is to help them recognize these tactics, think critically about the pressures around them, and feel empowered to make healthy decisions.
The fact is, there will always be a new drug or a new challenge facing our kids. Prevention must go upstream and address the harder questions of why young people use substances in the first place. Prevention means strengthening connection, supporting mental health, empowering parents and helping create communities where young people feel valued and resilient long before they reach a critical moment.
This work is not happening in isolation. Welcome to the Unaltered State exists within a broader statewide network of prevention, education, behavioral health, treatment and youth-serving partners working together to improve outcomes for Idaho children and families.
Phase 2 efforts will include parent-focused education, youth-led messaging, community partnerships, a refreshed website, an AI-powered conversation guide for parents and a replicable community playbook alongside new billboards, radio and digital ads and other media components that will roll out in phases beginning this summer.
Once these elements have had time in market, follow-up research will evaluate whether the campaign is driving measurable shifts in attitudes, awareness and behaviors in the intended direction.The goal isn't a single moment; it's a sustained culture shift toward measurable progress: delayed substance use initiation, stronger protective factors, increased meaningful parent-child communication and healthier outcomes for Idaho youth.