Campaign Pitch for DrinkAware
14 December 2010
By Stefano Sandri
Who is							  ?
We are:
45 senior and young PR professionals
Coming from various backgrounds
Coming from very different p...
What do we do?
Full Service Public Relations solutions
Connect people
Communicate on an authentic level
Engage heavily in ...
How do we do it?

Our Capabilities
Consumer Campaigns
Internal Communication
Digital Solutions
Media Relations
The Team
Four PR professionals
Strong experience in youth PR
Backgrounds in:
Traditional Media
New Media
Business
Psycholo...
Our Awards
PRSA Award – Most Innovative Digital Campaign 2010 – 1st Place
PRWeek: PRide Award – Best New Agency 2008 – Sil...
Our Clients
What is the problem?
Binge Drinking:
in young woman under the age of 24 in the UK
most common within the target group (&gt...
What do people say?
A bottle or two, is it really that bad?
Just like the make-up, it’s part of going out and having fun!
What do people say?
Alcohol makes me forget about school and other problems I have. I feel better about myself.
When I dri...
Current Situation: Conclusion
Four major perceptions of alcohol:
It’s part of the “going out” experience
No worries/not aw...
Possible Obstacles
Change of social behaviors is hard
Social Media campaign may not be frontal enough to create awareness
Where do we want to be?
Objectives:
Decrease the number of binge drinkers
Change binge drinking  more social drinking
Cre...
Target Group
Identifying the audience:
Primary: Young women under the age of 24 within the UK
Fun
Outgoing
Social
“Party A...
The Influencers
How to reach them?
Social Media
YouTube (YouTube: Insights for Audience)
70% of the target group uses YouTube
Facebook (ch...
Desired Goals
Decrease binge drinking in the UK
Create awareness
Spark discussions (online/offline)
This is not how it is ...
The Strategy
Create fear of binge drinking through attacking the appearance of women
The Key Message
Tactics – Social Media
Viral Video
A girl preparing for a night out (dressing up, make-up, friends)
Flashbacks of the girl...
Tactics – Social Media
Impact
Target group can easily identify themselves with the video
Easily distributed
Creates discus...
Tactics – Real Reactions
Stunt: “1 Long Island = 1 Cheeseburger”
One long island ice-tea (common cocktail) has the equal a...
Tactics – Real Reactions
Impact
Confronts the target group on the spot (reactions)
Makes them think about their bodies
Stu...
Tactics – Real Story
Meet Sarah Kensington
Real life story of her past with binge drinking
Ended up in the hospital for ge...
Tactics – Real Story
Impact
Target group can easily identify with Sarah
Real and authentic story
Will directly communicate...
Evaluation
Budget
Summary
The problem is simple: There is too much binge drinking within females under the age of 24 in the UK. 
With a stro...
Upcoming SlideShare
Loading in...5
×

VIRTUE PR - DrinkAware presentation pitch

3,849

Published on

FOR EDUCATIONAL PURPOSES ONLY. THIS IS NOT A REAL DRINKAWARE CAMPAIGN PITCH PRESENTATION AND CREATED AS AN ASSIGNMENT FOR UNIVERSITY.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
3,849
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
109
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

VIRTUE PR - DrinkAware presentation pitch

  1. 1. Campaign Pitch for DrinkAware 14 December 2010 By Stefano Sandri
  2. 2. Who is ? We are: 45 senior and young PR professionals Coming from various backgrounds Coming from very different places Passionate of what we do
  3. 3. What do we do? Full Service Public Relations solutions Connect people Communicate on an authentic level Engage heavily in New Media
  4. 4. How do we do it? 
  5. 5. Our Capabilities Consumer Campaigns Internal Communication Digital Solutions Media Relations
  6. 6. The Team Four PR professionals Strong experience in youth PR Backgrounds in: Traditional Media New Media Business Psychology Understands the target group Stefano Sandri Campaign Manager John Parker New Media Manager Sabrina Jameson Media Relations Mike Kilburn Analyst
  7. 7. Our Awards PRSA Award – Most Innovative Digital Campaign 2010 – 1st Place PRWeek: PRide Award – Best New Agency 2008 – Silver Medal Fresh Awards: Best Consumer Campaign 2010 – Official Selection
  8. 8. Our Clients
  9. 9. What is the problem? Binge Drinking: in young woman under the age of 24 in the UK most common within the target group (>24) increased in the past decade Perception of Drink Aware Known throughout the UK Famous for its campaigns
  10. 10. What do people say? A bottle or two, is it really that bad? Just like the make-up, it’s part of going out and having fun!
  11. 11. What do people say? Alcohol makes me forget about school and other problems I have. I feel better about myself. When I drink I feel more relaxed and it’s easier to talk to guys as well!
  12. 12. Current Situation: Conclusion Four major perceptions of alcohol: It’s part of the “going out” experience No worries/not aware of long-term damages Makes the consumer let loose Use as a narcotic and “to relax”
  13. 13. Possible Obstacles Change of social behaviors is hard Social Media campaign may not be frontal enough to create awareness
  14. 14. Where do we want to be? Objectives: Decrease the number of binge drinkers Change binge drinking  more social drinking Create awareness of negative (side) effects of binge drinking
  15. 15. Target Group Identifying the audience: Primary: Young women under the age of 24 within the UK Fun Outgoing Social “Party Animals” Like to drink Secondary: general binge drinkers
  16. 16. The Influencers
  17. 17. How to reach them? Social Media YouTube (YouTube: Insights for Audience) 70% of the target group uses YouTube Facebook (checkfacebook.com) 28 million active users in the UK More than half are female 39% are under 24 year old Traditional Media Print Glamour Cosmopolitan Online Newspapers The Sun Metro
  18. 18. Desired Goals Decrease binge drinking in the UK Create awareness Spark discussions (online/offline) This is not how it is in real life! It makes me think… I’ll drink less! I don’t want to be like her! I’m concerned about my health! Maybe I’ll get drunk just once a month?
  19. 19. The Strategy Create fear of binge drinking through attacking the appearance of women
  20. 20. The Key Message
  21. 21. Tactics – Social Media Viral Video A girl preparing for a night out (dressing up, make-up, friends) Flashbacks of the girl drunk in between Leaves the house with a smile Slogan at the end End your night like you started it!
  22. 22. Tactics – Social Media Impact Target group can easily identify themselves with the video Easily distributed Creates discussions Create online platform for discussions Facebook group “End the night like you started it!” Website with advice, (non-drinking) games and help
  23. 23. Tactics – Real Reactions Stunt: “1 Long Island = 1 Cheeseburger” One long island ice-tea (common cocktail) has the equal amount of calories as one cheeseburger Ask people in bars/clubs how many drinks they had Give them one cheeseburger for each drink Show them how many cheeseburgers they “drank”
  24. 24. Tactics – Real Reactions Impact Confronts the target group on the spot (reactions) Makes them think about their bodies Stunt will be recorded for media distribution News worthy
  25. 25. Tactics – Real Story Meet Sarah Kensington Real life story of her past with binge drinking Ended up in the hospital for getting punched in the face Gained weight Experienced difficulties in school How she is doing now Learned to drink responsible (social drinking) Seizes the weekend days Improved her health Will be utilized for interviews Cosmopolitan – “Cosmo Confidential” Glamour – “Sex, Love, Life”
  26. 26. Tactics – Real Story Impact Target group can easily identify with Sarah Real and authentic story Will directly communicate with the audience through social media
  27. 27. Evaluation
  28. 28. Budget
  29. 29. Summary The problem is simple: There is too much binge drinking within females under the age of 24 in the UK. With a strong social media campaign and media attention through the proposed strategy and tactics, we, Virtue PR, are very confident to reach the desired goal of this campaign: to reduce binge drinking while creating a more responsible alcohol consumption, create awareness of the problem and spark discussions. The ideal outcome is a stop in heavy binge drinking within the target group.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×