The Shadow
LOW MOOR, Va. (VR) — A logo designed by a talented Jackson River Technical Center marketing student has been chosen to promote an initiative aimed at discouraging youth tobacco, nicotine and vaping product use among her peers.
Karlie Hoke designed the winning entry that depicts the mountains and streams of the Alleghany Highlands. It includes the verbiage “Healthy Highlands Tobacco & Vape Free.” Hoke is the daughter of Patrick and Kate Hoke of Covington and a ninth grader at Alleghany High School.
In the fall of 2024, JRTC marketing students were tasked with creating the logo. They worked for several weeks learning about various foundational marketing concepts. Students first learned the importance of brand and brand identity, target marketing and understanding audiences.
They then learned about the impacts of color on psychology, the importance of typography and various other design concepts. Students used online software to help them create their designs while integrating the concepts in class.
JRTC students and faculty, plus community partners, were asked to rank the designs in an anonymous survey.
The top three designs were considered, and after revisions, Karlie’s design was chosen.
“This project was very challenging in itself, because I am a very competitive person, and I really wanted to win,” she said. “I am very happy that my logo was picked to be the new logo for this project.”
Additional work by JRTC students included creating hashtags, social media graphics and templates for print advertisement. Other members of the JRTC marketing class include Edward Baker, Corey Giles, Madilynn Lopez, Devion Peterson, Katielynn Bostic, Skye Prescott, Levi Harmon, Sawyer McGuffey, Blayne Burley-Smith, Waylon Richmond, Zachary May, Kahlil Khan, Hunter Holt and Christian Pendleton.
“I’m incredibly proud of the work of these wonderful students,” shared JRTC marketing instructor Jodi Burgess.
“They worked on their designs over multiple weeks, receiving and processing feedback. They invested time, effort and themselves in each submission.”
Beginning with the 2024-25 school year and continuing through 2027, the Alleghany Highlands YMCA’s Healthy Highlands Program, in partnership with Alleghany Highlands Public Schools and Alleghany Highlands Community Services, is implementing a three-year grant aimed at preventing and reducing the use of tobacco, nicotine and vaping product use among youth. The initiative is funded by the Virginia Foundation for Healthy Youth.
“Youth education on vaping and tobacco cessation is critical to building a healthier future for our community,” said Dr. Sandra McHenry, Alleghany Highlands YMCA Healthy Highlands Program leader. “By empowering young people with knowledge and the tools to make informed choices, we not only protect their health but also inspire them to become advocates for positive change among their peers and families.”
JRTC students also participated in smoking and vaping cessation presentations led by Alleghany Highlands Community Services and the Alleghany Highlands YMCA Healthy Highlands Program. These sessions were delivered to the marketing class as well as Nurse Aide 1 and Nurse Aide 2 students, aiming to equip future healthcare professionals with the knowledge to educate their patients.
“We love working with the youth in our community,” said Lisa Pritt, B.S., Alleghany Highlands Community Services prevention coordinator. “Our theory is if we can make a difference with one youth, all the time and effort spent to educate the dangers of nicotine and tobacco is worth it.”
The initiative continues to grow. In the months and years ahead, JRTC marketing and digital media students will expand their work to target parents and the community, emphasizing tobacco-free homes and vehicles while modeling healthy behaviors.
Art class students at Alleghany High School will compete to design 1-2 posters around the marketing tagline that will then be professionally printed and displayed in each of the schools and in local businesses.
All previous JRTC classroom education will continue, engaging more students as they matriculate and offering needed repetition to others. Those students will participate in youth events educating other youth about the adverse effects of tobacco and vaping use.
“The students at JRTC are truly the best audience,” added Maddie Ayers, B.S., Alleghany Highlands Community Services prevention specialist. “These students listen patiently, ask the best questions and bring so much energy to the room. We’re genuinely looking forward to working with them again.”
Tobacco and vaping cessation education will be integrated into additional courses, such as Sports Medicine, Introduction to Health and Medical Sciences and Fitness Instructor at AHS.
This comprehensive program reflects the collaborative commitment of the Alleghany Highlands YMCA Healthy Highlands Program, Alleghany Highlands Public Schools and Alleghany Highlands Community Services to address youth tobacco and vaping use while fostering healthier lifestyles for students and families throughout the Highlands.
The Virginia Foundation for Healthy Youth empowers youth across the commonwealth to make healthy choices by funding initiatives that reduce and prevent tobacco use, substance abuse and childhood obesity. The Alleghany Highlands YMCA was among 61 organizations from across Virginia to receive grant funds awarded by the VFHY in January of 2024.
Established in 1999 by the Virginia General Assembly, the Virginia Foundation for Healthy Youth allows youth to make positive decisions and healthy choices. VFHY’s marketing campaigns use formative research to reach more than 500,000 children across Virginia each year.
The Alleghany Highlands YMCA Healthy Highlands Program is an initiative aimed at promoting and improving the health of all Alleghany Highlands residents. For more information on the program, email Dr. McHenry at smchenry@ahymca.org or call (540) 962-9622.
