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Operation Par
the                         campaign


      Patrick Murray – Account Executive

Amrita Advani – Account Supervisor/Copywriter

    Robert Stephenson – Account Planner

         Emily Sarecky – Art Director

    Amanda Rodriguez – Graphic Designer

    Romy Roloff – Media Buyer and Planner




                 2
Table of Contents
 Executive Summary - 4

      Research - 5

   Creative Brief - 15

      Creative - 16

     Media Plan - 26

Campaign Assessment - 32




           3
Dear YOU,

We bet you’ve been having a lot of fun at school; living on your own, making
your own decisions, and setting your own rules. Everybody is trying new things,
and pushing boundaries.

Experimenting with drugs and alcohol is part of the college lifestyle.You figure
these next four years are meant to be about having a good time before the real
world. All your friends feel the same way, so it’s not a big deal, right?

Wrong. That attitude in the long run will mess you up. Trust us, we know. We’ve
missed finals, failed classes, ruined relationships, made asses of ourselves, and
wasted thousands of dollars on our bad habits.

We know that admitting you need help (especially in college) can be awkward
and difficult to do. Going out a few times a week and smoking weed regularly
doesn’t seem to be an issue at first, but where do you draw the line?

We won’t judge you, tell you not to drink or try new things, but we want you to
know that it’s all right to admit you have a problem and it’s okay to ask for help.
There’s nothing wrong with wanting to grow up and be responsible. It’s your
future on the line, and the payoff will be huge.

If you want to be successful, you’ve got to be willing to make changes in your
lifestyle now, changes your friends might not always understand. That’s where
we come in. We’re here to listen and offer the best advice possible for your
sticky situation.

This campaign intends to show you that your current habits may be leading you
down a slippery slope. Our website will provide you with a place to go if you
decide to seek help. When too much fun, games, and partying become an addic-
tion and you don’t know where to turn, our website will be there to help you
out.


Love,

Cubic



                                    4       Executive Summary
Research.



5
Who is our client ?
Mission Statement: To strengthen
our communities by caring for families
and individuals impacted by substance
abuse and mental illness.

Background on Obstacles: Operation
PAR has helped many adolescents but has
never successfully been exposed to a col-
lege campus. Specifically, The University of
Tampa has not been exposed to Operation
PAR and its services.


                        Industry and environment trends:
                        Although Operation PAR and other rehabilita-
                        tion centers have online programs for clients,
                        they do not have one tailored to college stu-
                        dents. By not targeting this demographic, Op-
                        eration PAR is overlooking a vital part of their
                        customer base. Colleges act as a center for drug
                        and alcohol introduction, consumption, and ad-
                        diction.



       Company opportunities: The University of Tampa is often depicted as
       a party school. It is surrounded by various areas of nightlife. Drinking is not
       only a big factor at UT, but is encouraged by Tampa Bay’s party atmosphere.
       With Ybor City, Channelside, and Hyde Park all being less than ten minutes
       away, students are enticed to go out and live that lifestyle. Operation PAR
       has the chance to curtail the drinking and drug culture amongst students
       and shine some light on potentially harmful drinking and drug habits.




                                    6
                                            company Analysis
What is our service?
                         eServices
                         eServices is a online counseling program, that includes video
                         chat, voice chat and instant messaging for individuals suffering
                         from substance abuse or mental illness.




                            eServices will meet the needs and wants of hundreds
                            of students because it takes into consideration college
                            kids’ feelings. Nobody wants to feel like an outcast just
                            because they don’t want to continually drink and or do
                            drugs.

                            By taking the time to appreciate and understand our
                            peers, we know that if they ever wanted help to sober
                            up or get a grip on their substance use prevalence, they
                            would only do so in a confidential, well organized envi-
                            ronment.

                            Since most college kids want something easy and acces-
                            sible to them at all hours, the eService works perfectly.
                            It’ll match the need of convenient access, and also add
                            the element of comfort by allowing students to do this
                            from their dorm room.




service Analysis                                     7
Our potential consumers are currently unaware of the fact that they
may have a drinking and drug problem, despite showing signs of abuse
and addiction. In order for our consumers to use the service, Opera-
tion PAR’s eServices, they first need to be aware of their problem.



    Currently on UT’s campus, there are or-
    ganizations that offer students help, such as   “I’m just
    AA and CARE. Some organizations en-             having fun...
    courage students to be aware of their hab-
    its, such as “Watch Your BAC”, a campaign            it’s college.”
    asking students to be aware of their blood
    alcohol content and the consequences of
    drinking too much.



                              Our target audience is obsessed with technology.
                              They want everything and they want it now.
                              eServices comprises components that students
                              are comfortable with. They use Skype and iChat to
                              communicate with their friends and browse popu-
                              lar websites such as Chat Roulette, to randomly
                              meet with strangers and video chat with them. UT
                              students suffering from addiction would be com-
                              fortable using this medium to connect with their
                              counselor. Our demographic incorporates social
                              media into their daily lives.



                         Two of Operation PAR’s counselors are available by
                         appointment on campus. Although students have access
                         to help, our target audience does not think they have
                         a problem. They need to know they need help before
                         they look for it.




                                  8
                                        Situational Analysis
S.W.O.T Analysis of
             Operation PAR
            Strengths                                  Weaknesses
 •Promote prevention and mod-               •Not well established in UT's
 eration amongst young adults               community
 •Their statistics are validated by         •The website is hard to navigate
 success stories and research               •Location is too far away from UT
 •eServices are available online            students
 for quick and easy treatment.              •Not enticing to college students
 •Long standing history with the            •Services for treatment is
 community.                                 expensive.




          Opportunities                                    Threats
 •Increase social media usage on             •It is a stigma to seek help.
 Facebook/Twitter                           •Reputation of AA, “Watch your
 •Get UT community more in-                 BAC” and “CARE”
 volved                                     •Tampa night life is very popular
 •Encourage students to live a              •Drinking is a part of college culture
 healthier lifestyle                        •People’s mindset that they will out-
 •Allow a discounted price to UT            grow drinking and doing drugs
 students                                   •Negative attitude towards change
                                                •Peer Pressure




Although Operation PAR is not well established within the UT community, our cam-
paign will promote the use of eServices. Through the development of our website,
Operation PAR will be able to reach UT students. The website will be interactive and
appeal to our target audience. Additionally, with the increase usage of Facebook and
Twitter, larger demographics of our target audience will be reached. Our campaign
encourages self-realization, whereas other campaigns focus on telling students what
to do.


                                        9
Who is our target audience?
                                                                        Age: 18-23 yrs old

                                                                Gender: Male and Female

         Just the Drinker                                   Classification: UT undergrad
                                                                                students
         Our first friend is Bob, the drinker: He is
         the guy who is always going out drinking.
         He gets wasted a lot, spends too much
         money, and has more than enough drunken
         tales to tell. He typically goes out four or
         five nights a week, drives friends home
         drunk after bar hopping, and is only con-
         cerned about where he’s going to get his
         next drink. Bob blacks out more than your
         average social drinker.




The Adventurous Mixer

Now meet our friend Mike, the
adventurous mixer: He likes to
get belligerently obscene. He
drinks while he smokes, and he
smokes while he drinks. Mike
likes to experiment and mix
multiple substances when he’s
out partying. Xanaxx, Coccaine,
Adderall; anything that will inten-          Just the Druggie
sify his state of mind, Mike enjoys
extreme intoxication.                        Finally we have Mary Jane, the druggie: A girl who
                                             lives by her name. Her first thought in the morn-
                                             ing is how soon can she get high? Within minutes
                                             she’s waking and baking in her dorm room before
                                             rushing to her first class. She goes to class stoned,
                                             doesn’t pay attention, but instead begins planning
                                             via text message to meet a friend in the park to
                                             smoke again. Mary Jane spends hundreds of dollars
                                             on weed.



                                        10
What did we need to find out?
                      We had two research objectives:
                1. Understand students potentially harmful habits
                2. Determine why students think it is a stigma to seek help


                                                 We know students drink and experiment
Observations




               171 in-depth surveys              with drugs. It’s accepted as a big part of
               5 focus groups                    the college experience. They feel as if this
               20 interviews                     is their time to go wild before hitting the
               Secondary Research: 2008          real world. What they do not realize is that
               University of Tampa CORE          these habits could lead to serious prob-
               SURVEY statistics and 2008        lems.
               Florida CORE SURVEY sta-
               tistics (Central Florida).        The line between having fun and having a
                                                 problem tends to be blurred. Our campaign
                                                 aims to make this clear.

               We found that UT students had a skewed perspective of
                                  use and abuse.
                         Use at UT                   Abuse

                 51.9% drink 2 or more per      Medically accepted alcohol
                 week                           intake for:

                                                Men: 3 beers per day
                                                Women: 2 beers per day
                 59.5% consumed 5 or more
                 drinks in an average setting   Definition of binge drinking:
                                                for men: having 5 or more
                                                drinks in an average setting in
                                                a period of 2 hours
                 70% feel that smoking          for women: having 4 or more
                 marijuana puts a person at     drinks in an average setting in
                 moderate to high risk for      a period of 2 hours
                 harming themselves
                                                53.2% admitted to experi-
                                                menting with drugs includ-
                                                ing marijuana, cocaine, and
                                                mushrooms.


                                                11
                                                     Research Methods
why DO YOU drink and do drugs?
  “Social pressure, relief of
  stress and it’s fun.”
                                “Everybody’s
                                doing it.”
“Love the highs.”
                     “I used drugs because I didn’t
                     know how to cope with life
                     and it helped me make all my
                     problems disappear.”


 DO YOU remember any consequences?
 “Hospital, rehab, hurting
 myself and others”
           “DUI”                    “Stomach
                                    pumped”
  “Made decisions about sexual acts
  that I later regretted.”
                                   “Sometimes people made
                                   fun of what I was doing
                                   that night.”

Finally we asked...
                DO YOU have a problem?

  “I don’t have a problem.”
                              But now, WE had a problem


                         12
Why do you resist seeking help?

                           57% said
                           they don’t
                           have a
                           problem
                                             41.8%
                                             said they
                                             were
                                             afraid
              24.2%                          of being
              said they                      judged      20.9% said
              don’t                                      they can’t
 7.7% said    know                                       afford to
 their        where to                                   get help     5.5% said it
 friends      get help
 would                                                                would be
 make fun                                                             a waste of
 of them                                                              time




    We were stuck. How do we communicate the detrimental effects of
    their habits and encourage them to seek help if they:

    1. Don’t think they have a problem
    2. Are not receptive to campaign ideas that included a friends’ per-
       spective on their drinking habits because they felt too judged.
    3. Do not want to be told how to feel and what to do.
    4. Do not want to be told that they had a problem.
    5. Do not want the issue to be portrayed in a humorous manner but
       don’t want the campaign to be too serious either.




                                        13
After numerous brainstorming sessions,
  arguments, debates and thought proc-
  esses, we came up with an idea that finally
  encompassed all the requirements of our
  target audience...

  The “Do You Campaign” stimulates stu-
  dents’ thoughts on their drinking and drug
  habits and makes them realize that if they
  do behave in certain ways, they may need
  help.

  Defining the Do You campaign:
  This campaign is presented as a series of questions, encouraging
  students to “Think. Understand. Do.” These questions will help
  students with drug and alcohol abuse issues to come to a reali-
  zation that they need help. The ads also provide the URL of the
  website which provides a safe, comfortable way for students to




        “
                                                ”
  get help. The website acts as an interface between UT students
  and Operation PAR’s eServices.


        “It’s a good idea be-
        cause it is interacting      “It breaks away from the
        with me. It’s not tell-      stigma of seeking help.”
        ing me to stop drink-




                      ”
        ing, it’s just asking me
        things ti make me                       “It’s a great self-realiza-
        question my habbits.”                   tion campaign, that will
                                                help students deal with
                                                a situation they never
                                                want to deal with.”

                     “No stats, no numbers!




                                                                    ”
                     It leaves it up to your
                     imagination to go and
                     find out more on the
                     website.”                                 “The message is per-
                                                               sonal and only relates
                                                               to you and it does not
                                                               expose you to your
“It’s not an automatic negative                                friends because it’s all
feeling, it’s a fresh approach to                              about you.”
the subject.”

                                       14
Creative Brief
Why are we communicating?
Students agree that drinking and doing drugs are a big part of college life, but do
not see this as an issue. When asking students who abuse on a regular basis if they
have a problem, they don’t think they do. This is our predicament: We are faced with
stigmas attached to seeking help. The stigma is admitting you do have a problem and
being judged if you seek help. Student’s mind sets are “AA is for quitters” and “When
I graduate and I’m in the real world, I’m not going to be like this.” The “Do You
Campaign” aims to encourage students to think about their habits and to visit our
web site. Our website will act as an interface between UT students and Operation
PAR’s eServices.
    Who are we talking to?
    -Just the Drinker                                   What do we want the
    Students who drink to get drunk                     communication to do?
    on a regular basis.                                 Create a broad awareness of
                                                        the “Do You Campaign” and
    -Just the Druggie                                   stimulate thought about
     Students whose daily activities                    students drinking and drug
    consist of using drugs.                             habits in a nonjudgmental
                                                        manner.
    -Adventurous Mixer
    Student’s who mix drugs and                  What do we want them to
    alcohol together.                            think?
                                                 We know that drinking and drug use is
What do they currently think?                    part of the college norm. However, we
Most students that do need help do               want to encourage them to think about
not believe they need it. “College is for        their habits and be able to realize that
experimentation and doing things you             sometimes they go too far and may need
wouldn’t do when you’re older.”                  help.



 What is the big idea?
 The “Do You Campaign” stimulates students’ thoughts on their drinking
 and drug habits and makes them realize that if they do behave in certain
 ways, they may need help.


 Why should they believe it?
 Our campaign tone is nonjudgmental; it talks to students in their own
 language and is thought provoking. It uses creative questioning and images to
 capture their attention but also sends out a powerful message.



                                            15
Creative.



16
Advertising Objectives


                                                             “
     Primary
                 1. Increase awareness of eServices amongst UT




            “
                 undergraduate students by 70% in one year.
                 2. Increase awareness of our website amongst UT
                 undergraduate students by 70% in one year.


     It makes me think about my habits and
     why these questions are being asked.



                 1. Persuade our target audience that they might have
     Secondary




                                                ”
                 a problem.
                 2. Intriguing students to visit our website.
                 3. Approaching drinking and drug habits in a
                  nonjudgmental way.




         “Think. Understand. Do
                  Kind of makes me wonder
                  what is on the website.




                                       17
Phase 1
Sparking Interest.
This phase incorporates a series of print advertisements featuring capti-
vating images with the website URL underneath followed by the tag line.
These advertisements are designed as attention grabbers.




                                 18
Phase 2
Stating the Facts.
This phase incorporates a series of print advertisements featuring ques-
tions that could be relatable to students. The website and tag line are
also present. These ads will hopefully get the attention of those who
may need help and make them question their habits.
               Examples:

               Do You blackout every weekend?

               Do You work to drink?

               Do You spend your parent’s money to get high?

               Do You get high alone?

               Do You turn to alcohol at the end of a stressful day?

               Do You rely on pictures to tell you what you did last night?

               Do You mix drugs and alcohol?




                                           19
Phase 3
The Help.
This phase is the last phase in the series of print ads and is what they
were all building up to. The ads are asking, not telling.



                      Examples:

                      Do You need help?

                      Do You know a friend who needs help?

                      Do You know where to get help?

                      Do You know how to get help?

                      Do You know why you need help?




                                  20
Main Strategies
  We wanted to approach this campaign in a way that would be relatable to students on
  a personal level. The Do You campaign aims at treating students respectfully and in an
  accommodating way try to provide them with help and information.


 We will target the UT student population through the
 following social networking sites:




                                                Why will Facebook work for you?
                                        •Over 400 million active users.
                                        •9,914 active users in the University of Tampa
                                        network.
                                        •More than 5 billion pieces of content (web links,
                                        news stories, blog posts, notes, photo albums,
                                        etc.) shared each week.
                                        •Average user spends more than 55 minutes per
                                        day on Facebook.
                                        •There are more than 100 million active us-
                                        ers currently accessing Facebook through their
                                        mobile devices.




  Why will Twitter work for you?
 •It’s a great word-of-mouth mar-
 keting website.
 •Users are able to update their
 status at any given time.
 •Followers will be notified imme-
 diately when you have updated
 your status.
 •It is easy to use.




                                             21
.Why   will thedoyou.com work?
•The simple, clean and fresh look of our website will be appealing to our target
audience.
•The introductory video will explain the whole concept of our campaign in a way
that is creative but powerful, conversational yet informative, and professional yet
relatable.
•Various links will be featured on the website that connect our target audience with
Facebook & Twitter.
•eServices will have its own special link and will be the main focus of our website.
•Other links will be created to stimulate our target audience to navigate around our
website.




                                  22
Concert in the Courtyard
Daniel B Marshal will be playing March 2, 2011 from 8pm to 11pm in the
UT Vaughn courtyard.

This concert will be cosponsored with Student Productions and Go
Beyond campaign to promote a safe and healthy spring break.

Student Productions is providing free advertising, volunteers and a $1500
donation to the event.




                    daniel b marshall




                                    23
24
To Be Featured in The Minaret:

        Students who are struggling with alcohol and drug addiction will have
the unique opportunity to receive therapy through Operation PAR’s
newest online program geared towards UT students. This service
encompasses student’s need for immediate action and provides a familiar,
confidential, and comfortable interface.
        This service will be available through the DO YOU website. The DO
YOU site will act as an interface to bridge UT students with Operation PAR’s
eServices offer professional advice from qualified counselors via their
webcam and voice chat. The service will be easily accessible at an affordable
rate for students, as well as being covered by certain health insurance policies.
        The University of Tampa faces the same challenges as any other campus
when it comes to drinking and drug abuse. With 59.5% of UT students
admitting to consuming five or more alcoholic drinks in an average social
setting, a growing concern about addiction surfaced.
        This site will also offer additional information pertaining to drinking and
drug habits in college and how to manage them. The campaign promoting the
web site and service plants questions in student’s minds, encouraging them
to think more seriously about their habits. This approach differs from other
campaigns that just tell college kids that “drinking and drugs are bad and don’t
do it”.
        Operation PAR, Inc. has been putting Florida's families first for more
than 37 years since incorporating as a nonprofit organization in 1970. Prior to
receiving federal funding, Operation PAR provided treatment services with a
volunteer staff of paraprofessionals and professionals. Today, staffed with more
than 425 employees, Operation PAR provides integrated addiction and mental
health services at its various sites in Broward, Pinellas, Pasco, Lee and Manatee
counties.
        DO YOU will resonate with UT students, and stimulate deeper
conversation and thought about their current habits.




                                               Public Relations
                                         25
Media Plan.



26
media Overview


 A typical UT student’s college experience revolves around their social
 life, both on and offline. In order to get our message across to them
 effectively, our campaign needs to be prevalent in the places they visit
 the most.

 We developed a $6,200 media plan that comprises of the main aspects
 of a student’s daily life. From Facebook to traditional print ads in their
 favorite restaurants, our campaign will resonate.

 UT students don’t like traditional approaches so we incorporated ten
 nontraditional placements into our campaign.

 To ensure maximum reach and exposure, we created a unique
 frequency chart that will guarantee the maximum outcome in creating
 awareness with our target audience. Our campaign will be
 strengthened by our alliance with Operation Par, The University of
 Tampa and local businesses.




                                        27
Traditonal

  Direct: Postcards- These postcards will be placed in campus
  mailboxes before students arrive for the beginning of the
  semester to create interest and awareness of the campaign.

  Booklets in health center- these booklets will be a summary of
  our campaign slogans and the last page will provide
  information as to where and how to get help.

  Print ads- will appear once a month in the Minaret, depending
  on the phase in the campaign.Various public locations around
  UT’s campus and restaurants that UT students frequently visit.
  Some will be translated into Spanish to better reach our
  demographics who’s first language is Spanish.




        Dear You,
        You’re about to embark on a new
        semester full of pushing boundries
        and trying new things. We know that
        experimenting with drugs and alcohol is
                                                        You
        a part of the college lifestyle, but we   401 W. Kennedy Blvd
        want to show you signs that you may         Tampa, FL 33606
        be heading down a slippery slope. We
        are not telling you what to do, just
        giving you somewhere to turn for help.
                              www.thedoyou.com
                                                        think.understand.do




                                          28
Website: our website will be the main component of our campaign. Because our
  ads will be so limited in information, our website will act as an interface for Op-
  eration PAR’s eServices and UT students. The website will include video, a link
  to Operation PAR’s eService as well as other informational pages. Our plan is to
  embed Operation PAR’s eServices into the website, so students do not have to
  navigate to a different website. Makes it more convenient to our target audience

  Concert: bracelets, coasters, water bottles, and t-shirts would be created in
  order to promote the on-campus concert. The concert will feature a local artist-
  Daniel B Marshall.

  Sandwich man: during some weekends, a man wearing a sandwich board will be
  walking around campus handing out business cards with our logo and URL.

  Napkin holder: Ads will be placed in napkin holders in all dining areas on cam-
  pus;Vaughn Center, Stadium Center and the Rathskellar.

  LCD TV’s in Stadium Center: Ads will flash every few minutes on the LCD TV’s
  in stadium center. These will contain messages from our campaign.

  Facebook fan page/group: this page will be updated with announcements regard-
  ing campaign events as well as a link to the website.

  Twitter: will be frequently updated with tweets, depending on the phase in the
  campaign.

  Sidewalk Chalk: will appear around campus on Fridays of the 2nd week of the
  month during time periods when students party.

  Wikipedia: Entries describing the “Do You campaign” would be created in
  Wikipedia describing the campaign, its goals as well as providing links to our
  website.

  Word of mouth: Word of mouth marketing is a critical component of the Do
  You campaign. In order to reach more of our target audience, we need students
  to include “Do You” in their daily conversations. By incorporating Do You in their
  vocabulary, students will inform their friends about the campaign and maybe
  even encourage them to use the website




Non-Traditonal                              29
Scheduling & Phasing
Schedule
Although the campaign will run all year round, the majority of it will coincide
with the academic school year from September through May.

      •It will be easier to reach students while they are on campus.




Phasing
Certain media need to be placed at specific times to ensure the message is
most effective.

       •Postcards will be sent at the beginning of each semester to kick of the
       start of the Do You campaign.
       •Print ads will be placed around the University of Tampa and popular
       restaurants that students frequently visit after a night of partying.
       •Sidewalk chalk will be featured every second week of the month on
       a Friday morning after a night of partying to make our message more
       powerful.
       •Sandwich Board man will walk around during the months of October
       and March (except during Spring Break). During high traffic periods of
       class exchanges, (noon to 3pm) sandwich man will hand out business
       cards with our logo and URL on it.
       •Pocket booklets will be available in the health center during the months
       of Nov-Dec & Apr-May.
       •Concert in the Courtyard featuring Daniel B Marshall, will be in March,
       right before Spring Break.
       •www.thedoyou.com website, Twitter account, and Facebook Fan/Group
       page will be running for the entire year.
       •Napkin holders, LCD screens, Minaret Ads (online and print) will be
       mixed together to increase reach.
       •Research booklets will be available at the end of May to discuss results
       of the prior academic year.




                                      30
How will things flow?
     Budget                           Aug     Sept    Oct     Nov       Dec   Jan     Feb     Mar     Apr       May    Jun     Jul     Total
     By week                         1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
     Phase                                  Phase 1 Phase 2   Phase 3               Phase 1 Phase 2   Phase 3
     Nontraditional
     Sidewalk Chalk                                                                                                                               $70.00
     Sandwich Boards                                                                                                                             $225.00
     Napkin Holders                                                                                                                                $0.00
     LCD Screens                                                                                                                                   $0.00

     eBranding
     Website domain name & hosting                                                                                                               $100.00
     Facebook AD                                                                                                                                 $300.00
     Twitter                                                                                                                                       $0.00
     Video                                                                                                                                         $0.00
     Facebook Fanpage/Group                                                                                                                        $0.00

     Traditional
     Minaret Ad - print                                                                                                                          $800.00
     Minaret Ad - online                                                                                                                         $600.00




31
     Print Ads                                                                                                                                   $427.20

     Direct
     Business Cards                                                                                                                               $72.62
     Postcards                                                                                                                                   $240.00
     Pocket Booklets                                                                                                                             $252.00
     Research Booklet                                                                                                                              $0.00

     Events/Promotions
     Daniel B. Marshall Concert                                                                                                                $4,544.10


     Sub-Total                                                                                                                                 $7,630.92

     Discount                                                                                                                                  -$1,500.00
                                                                                                                                                            Budget




     Grand Total                                                                                                                               $6,130.92
Campaign Assessment


      To ensure the effectiveness of our website, we will use
      Google Analytics. This will measure our sites engagement
      goals against threshold levels that we define. Additionally,
      this will help us understand visitor intent, find out what
      our customers are really looking for and speed up time
      to conversion.

      At the end of each semester we will send out surveys
      through surveymonkey.com to assess student’s awareness
      and opinions on the campaign.




                              32
Appendix
  Lancey, Ph.D., Patrice, Uday Nair, M.S, Rachel Straney, M.S, and Thomas Hall, M.S.W. 2008
         Florida Core Study. Rep. University of Central Florida, 2008. Print. Regional Report.

  Summary of Services. Rep. Pinellas Park: Operation PAR, 2009. Print.

  Lancey, Ph.D, Patrice, Uday Nair, M.S., Rachel Straney, M.S., and Thomas Hall, M.S.W.
        Florida Core Summary. Rep. University of Central Florida, 2008. Print. Executive
         Summary.

  Moore, Ph.D, Kathleen A., M.Scott Young, Ph.D, Ellen Snelling, and Sue Carrigan. Profile of
        Alcohol and Drug Indicators. Rep. University of South Florida, 2009. Print.

  University of Tampa Core Survey Statistics. Rep. Tampa: University of Tampa, 2008. Print.

  “Healthy Living.” Bupa. British United Provident Association Limited, 1996. Web. 2010.
         <www.bupa.co.uk>.

  The University of Tampa - Drug Free - Campus and Community Resources.”
        The University of Tampa - A Private, Florida University. Web. 27 Apr. 2010.
        <http://www.ut.edu/detail.aspx?id=4234&terms=alcohol&fragment=&SearchType=&ter
        ms=alcohol>




                                                33
Acknowledgments

               Special thanks to The University of Tampa

       Doctor Gracieli Scremin for your patience and guidance

Operation PAR and it’s employees, especially Jackie Griffin-Doherty and
                         Wendi Danicourt

                       The students of UT that
       participated in our surveys, focus groups and interviews

                A very special thanks to Ellie Eshelman
            for inspiration behind the DO YOU campaign
         and finally our friends and family for all their support.




                                34

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Operation Par

  • 2. the campaign Patrick Murray – Account Executive Amrita Advani – Account Supervisor/Copywriter Robert Stephenson – Account Planner Emily Sarecky – Art Director Amanda Rodriguez – Graphic Designer Romy Roloff – Media Buyer and Planner 2
  • 3. Table of Contents Executive Summary - 4 Research - 5 Creative Brief - 15 Creative - 16 Media Plan - 26 Campaign Assessment - 32 3
  • 4. Dear YOU, We bet you’ve been having a lot of fun at school; living on your own, making your own decisions, and setting your own rules. Everybody is trying new things, and pushing boundaries. Experimenting with drugs and alcohol is part of the college lifestyle.You figure these next four years are meant to be about having a good time before the real world. All your friends feel the same way, so it’s not a big deal, right? Wrong. That attitude in the long run will mess you up. Trust us, we know. We’ve missed finals, failed classes, ruined relationships, made asses of ourselves, and wasted thousands of dollars on our bad habits. We know that admitting you need help (especially in college) can be awkward and difficult to do. Going out a few times a week and smoking weed regularly doesn’t seem to be an issue at first, but where do you draw the line? We won’t judge you, tell you not to drink or try new things, but we want you to know that it’s all right to admit you have a problem and it’s okay to ask for help. There’s nothing wrong with wanting to grow up and be responsible. It’s your future on the line, and the payoff will be huge. If you want to be successful, you’ve got to be willing to make changes in your lifestyle now, changes your friends might not always understand. That’s where we come in. We’re here to listen and offer the best advice possible for your sticky situation. This campaign intends to show you that your current habits may be leading you down a slippery slope. Our website will provide you with a place to go if you decide to seek help. When too much fun, games, and partying become an addic- tion and you don’t know where to turn, our website will be there to help you out. Love, Cubic 4 Executive Summary
  • 6. Who is our client ? Mission Statement: To strengthen our communities by caring for families and individuals impacted by substance abuse and mental illness. Background on Obstacles: Operation PAR has helped many adolescents but has never successfully been exposed to a col- lege campus. Specifically, The University of Tampa has not been exposed to Operation PAR and its services. Industry and environment trends: Although Operation PAR and other rehabilita- tion centers have online programs for clients, they do not have one tailored to college stu- dents. By not targeting this demographic, Op- eration PAR is overlooking a vital part of their customer base. Colleges act as a center for drug and alcohol introduction, consumption, and ad- diction. Company opportunities: The University of Tampa is often depicted as a party school. It is surrounded by various areas of nightlife. Drinking is not only a big factor at UT, but is encouraged by Tampa Bay’s party atmosphere. With Ybor City, Channelside, and Hyde Park all being less than ten minutes away, students are enticed to go out and live that lifestyle. Operation PAR has the chance to curtail the drinking and drug culture amongst students and shine some light on potentially harmful drinking and drug habits. 6 company Analysis
  • 7. What is our service? eServices eServices is a online counseling program, that includes video chat, voice chat and instant messaging for individuals suffering from substance abuse or mental illness. eServices will meet the needs and wants of hundreds of students because it takes into consideration college kids’ feelings. Nobody wants to feel like an outcast just because they don’t want to continually drink and or do drugs. By taking the time to appreciate and understand our peers, we know that if they ever wanted help to sober up or get a grip on their substance use prevalence, they would only do so in a confidential, well organized envi- ronment. Since most college kids want something easy and acces- sible to them at all hours, the eService works perfectly. It’ll match the need of convenient access, and also add the element of comfort by allowing students to do this from their dorm room. service Analysis 7
  • 8. Our potential consumers are currently unaware of the fact that they may have a drinking and drug problem, despite showing signs of abuse and addiction. In order for our consumers to use the service, Opera- tion PAR’s eServices, they first need to be aware of their problem. Currently on UT’s campus, there are or- ganizations that offer students help, such as “I’m just AA and CARE. Some organizations en- having fun... courage students to be aware of their hab- its, such as “Watch Your BAC”, a campaign it’s college.” asking students to be aware of their blood alcohol content and the consequences of drinking too much. Our target audience is obsessed with technology. They want everything and they want it now. eServices comprises components that students are comfortable with. They use Skype and iChat to communicate with their friends and browse popu- lar websites such as Chat Roulette, to randomly meet with strangers and video chat with them. UT students suffering from addiction would be com- fortable using this medium to connect with their counselor. Our demographic incorporates social media into their daily lives. Two of Operation PAR’s counselors are available by appointment on campus. Although students have access to help, our target audience does not think they have a problem. They need to know they need help before they look for it. 8 Situational Analysis
  • 9. S.W.O.T Analysis of Operation PAR Strengths Weaknesses •Promote prevention and mod- •Not well established in UT's eration amongst young adults community •Their statistics are validated by •The website is hard to navigate success stories and research •Location is too far away from UT •eServices are available online students for quick and easy treatment. •Not enticing to college students •Long standing history with the •Services for treatment is community. expensive. Opportunities Threats •Increase social media usage on •It is a stigma to seek help. Facebook/Twitter •Reputation of AA, “Watch your •Get UT community more in- BAC” and “CARE” volved •Tampa night life is very popular •Encourage students to live a •Drinking is a part of college culture healthier lifestyle •People’s mindset that they will out- •Allow a discounted price to UT grow drinking and doing drugs students •Negative attitude towards change •Peer Pressure Although Operation PAR is not well established within the UT community, our cam- paign will promote the use of eServices. Through the development of our website, Operation PAR will be able to reach UT students. The website will be interactive and appeal to our target audience. Additionally, with the increase usage of Facebook and Twitter, larger demographics of our target audience will be reached. Our campaign encourages self-realization, whereas other campaigns focus on telling students what to do. 9
  • 10. Who is our target audience? Age: 18-23 yrs old Gender: Male and Female Just the Drinker Classification: UT undergrad students Our first friend is Bob, the drinker: He is the guy who is always going out drinking. He gets wasted a lot, spends too much money, and has more than enough drunken tales to tell. He typically goes out four or five nights a week, drives friends home drunk after bar hopping, and is only con- cerned about where he’s going to get his next drink. Bob blacks out more than your average social drinker. The Adventurous Mixer Now meet our friend Mike, the adventurous mixer: He likes to get belligerently obscene. He drinks while he smokes, and he smokes while he drinks. Mike likes to experiment and mix multiple substances when he’s out partying. Xanaxx, Coccaine, Adderall; anything that will inten- Just the Druggie sify his state of mind, Mike enjoys extreme intoxication. Finally we have Mary Jane, the druggie: A girl who lives by her name. Her first thought in the morn- ing is how soon can she get high? Within minutes she’s waking and baking in her dorm room before rushing to her first class. She goes to class stoned, doesn’t pay attention, but instead begins planning via text message to meet a friend in the park to smoke again. Mary Jane spends hundreds of dollars on weed. 10
  • 11. What did we need to find out? We had two research objectives: 1. Understand students potentially harmful habits 2. Determine why students think it is a stigma to seek help We know students drink and experiment Observations 171 in-depth surveys with drugs. It’s accepted as a big part of 5 focus groups the college experience. They feel as if this 20 interviews is their time to go wild before hitting the Secondary Research: 2008 real world. What they do not realize is that University of Tampa CORE these habits could lead to serious prob- SURVEY statistics and 2008 lems. Florida CORE SURVEY sta- tistics (Central Florida). The line between having fun and having a problem tends to be blurred. Our campaign aims to make this clear. We found that UT students had a skewed perspective of use and abuse. Use at UT Abuse 51.9% drink 2 or more per Medically accepted alcohol week intake for: Men: 3 beers per day Women: 2 beers per day 59.5% consumed 5 or more drinks in an average setting Definition of binge drinking: for men: having 5 or more drinks in an average setting in a period of 2 hours 70% feel that smoking for women: having 4 or more marijuana puts a person at drinks in an average setting in moderate to high risk for a period of 2 hours harming themselves 53.2% admitted to experi- menting with drugs includ- ing marijuana, cocaine, and mushrooms. 11 Research Methods
  • 12. why DO YOU drink and do drugs? “Social pressure, relief of stress and it’s fun.” “Everybody’s doing it.” “Love the highs.” “I used drugs because I didn’t know how to cope with life and it helped me make all my problems disappear.” DO YOU remember any consequences? “Hospital, rehab, hurting myself and others” “DUI” “Stomach pumped” “Made decisions about sexual acts that I later regretted.” “Sometimes people made fun of what I was doing that night.” Finally we asked... DO YOU have a problem? “I don’t have a problem.” But now, WE had a problem 12
  • 13. Why do you resist seeking help? 57% said they don’t have a problem 41.8% said they were afraid 24.2% of being said they judged 20.9% said don’t they can’t 7.7% said know afford to their where to get help 5.5% said it friends get help would would be make fun a waste of of them time We were stuck. How do we communicate the detrimental effects of their habits and encourage them to seek help if they: 1. Don’t think they have a problem 2. Are not receptive to campaign ideas that included a friends’ per- spective on their drinking habits because they felt too judged. 3. Do not want to be told how to feel and what to do. 4. Do not want to be told that they had a problem. 5. Do not want the issue to be portrayed in a humorous manner but don’t want the campaign to be too serious either. 13
  • 14. After numerous brainstorming sessions, arguments, debates and thought proc- esses, we came up with an idea that finally encompassed all the requirements of our target audience... The “Do You Campaign” stimulates stu- dents’ thoughts on their drinking and drug habits and makes them realize that if they do behave in certain ways, they may need help. Defining the Do You campaign: This campaign is presented as a series of questions, encouraging students to “Think. Understand. Do.” These questions will help students with drug and alcohol abuse issues to come to a reali- zation that they need help. The ads also provide the URL of the website which provides a safe, comfortable way for students to “ ” get help. The website acts as an interface between UT students and Operation PAR’s eServices. “It’s a good idea be- cause it is interacting “It breaks away from the with me. It’s not tell- stigma of seeking help.” ing me to stop drink- ” ing, it’s just asking me things ti make me “It’s a great self-realiza- question my habbits.” tion campaign, that will help students deal with a situation they never want to deal with.” “No stats, no numbers! ” It leaves it up to your imagination to go and find out more on the website.” “The message is per- sonal and only relates to you and it does not expose you to your “It’s not an automatic negative friends because it’s all feeling, it’s a fresh approach to about you.” the subject.” 14
  • 15. Creative Brief Why are we communicating? Students agree that drinking and doing drugs are a big part of college life, but do not see this as an issue. When asking students who abuse on a regular basis if they have a problem, they don’t think they do. This is our predicament: We are faced with stigmas attached to seeking help. The stigma is admitting you do have a problem and being judged if you seek help. Student’s mind sets are “AA is for quitters” and “When I graduate and I’m in the real world, I’m not going to be like this.” The “Do You Campaign” aims to encourage students to think about their habits and to visit our web site. Our website will act as an interface between UT students and Operation PAR’s eServices. Who are we talking to? -Just the Drinker What do we want the Students who drink to get drunk communication to do? on a regular basis. Create a broad awareness of the “Do You Campaign” and -Just the Druggie stimulate thought about Students whose daily activities students drinking and drug consist of using drugs. habits in a nonjudgmental manner. -Adventurous Mixer Student’s who mix drugs and What do we want them to alcohol together. think? We know that drinking and drug use is What do they currently think? part of the college norm. However, we Most students that do need help do want to encourage them to think about not believe they need it. “College is for their habits and be able to realize that experimentation and doing things you sometimes they go too far and may need wouldn’t do when you’re older.” help. What is the big idea? The “Do You Campaign” stimulates students’ thoughts on their drinking and drug habits and makes them realize that if they do behave in certain ways, they may need help. Why should they believe it? Our campaign tone is nonjudgmental; it talks to students in their own language and is thought provoking. It uses creative questioning and images to capture their attention but also sends out a powerful message. 15
  • 17. Advertising Objectives “ Primary 1. Increase awareness of eServices amongst UT “ undergraduate students by 70% in one year. 2. Increase awareness of our website amongst UT undergraduate students by 70% in one year. It makes me think about my habits and why these questions are being asked. 1. Persuade our target audience that they might have Secondary ” a problem. 2. Intriguing students to visit our website. 3. Approaching drinking and drug habits in a nonjudgmental way. “Think. Understand. Do Kind of makes me wonder what is on the website. 17
  • 18. Phase 1 Sparking Interest. This phase incorporates a series of print advertisements featuring capti- vating images with the website URL underneath followed by the tag line. These advertisements are designed as attention grabbers. 18
  • 19. Phase 2 Stating the Facts. This phase incorporates a series of print advertisements featuring ques- tions that could be relatable to students. The website and tag line are also present. These ads will hopefully get the attention of those who may need help and make them question their habits. Examples: Do You blackout every weekend? Do You work to drink? Do You spend your parent’s money to get high? Do You get high alone? Do You turn to alcohol at the end of a stressful day? Do You rely on pictures to tell you what you did last night? Do You mix drugs and alcohol? 19
  • 20. Phase 3 The Help. This phase is the last phase in the series of print ads and is what they were all building up to. The ads are asking, not telling. Examples: Do You need help? Do You know a friend who needs help? Do You know where to get help? Do You know how to get help? Do You know why you need help? 20
  • 21. Main Strategies We wanted to approach this campaign in a way that would be relatable to students on a personal level. The Do You campaign aims at treating students respectfully and in an accommodating way try to provide them with help and information. We will target the UT student population through the following social networking sites: Why will Facebook work for you? •Over 400 million active users. •9,914 active users in the University of Tampa network. •More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week. •Average user spends more than 55 minutes per day on Facebook. •There are more than 100 million active us- ers currently accessing Facebook through their mobile devices. Why will Twitter work for you? •It’s a great word-of-mouth mar- keting website. •Users are able to update their status at any given time. •Followers will be notified imme- diately when you have updated your status. •It is easy to use. 21
  • 22. .Why will thedoyou.com work? •The simple, clean and fresh look of our website will be appealing to our target audience. •The introductory video will explain the whole concept of our campaign in a way that is creative but powerful, conversational yet informative, and professional yet relatable. •Various links will be featured on the website that connect our target audience with Facebook & Twitter. •eServices will have its own special link and will be the main focus of our website. •Other links will be created to stimulate our target audience to navigate around our website. 22
  • 23. Concert in the Courtyard Daniel B Marshal will be playing March 2, 2011 from 8pm to 11pm in the UT Vaughn courtyard. This concert will be cosponsored with Student Productions and Go Beyond campaign to promote a safe and healthy spring break. Student Productions is providing free advertising, volunteers and a $1500 donation to the event. daniel b marshall 23
  • 24. 24
  • 25. To Be Featured in The Minaret: Students who are struggling with alcohol and drug addiction will have the unique opportunity to receive therapy through Operation PAR’s newest online program geared towards UT students. This service encompasses student’s need for immediate action and provides a familiar, confidential, and comfortable interface. This service will be available through the DO YOU website. The DO YOU site will act as an interface to bridge UT students with Operation PAR’s eServices offer professional advice from qualified counselors via their webcam and voice chat. The service will be easily accessible at an affordable rate for students, as well as being covered by certain health insurance policies. The University of Tampa faces the same challenges as any other campus when it comes to drinking and drug abuse. With 59.5% of UT students admitting to consuming five or more alcoholic drinks in an average social setting, a growing concern about addiction surfaced. This site will also offer additional information pertaining to drinking and drug habits in college and how to manage them. The campaign promoting the web site and service plants questions in student’s minds, encouraging them to think more seriously about their habits. This approach differs from other campaigns that just tell college kids that “drinking and drugs are bad and don’t do it”. Operation PAR, Inc. has been putting Florida's families first for more than 37 years since incorporating as a nonprofit organization in 1970. Prior to receiving federal funding, Operation PAR provided treatment services with a volunteer staff of paraprofessionals and professionals. Today, staffed with more than 425 employees, Operation PAR provides integrated addiction and mental health services at its various sites in Broward, Pinellas, Pasco, Lee and Manatee counties. DO YOU will resonate with UT students, and stimulate deeper conversation and thought about their current habits. Public Relations 25
  • 27. media Overview A typical UT student’s college experience revolves around their social life, both on and offline. In order to get our message across to them effectively, our campaign needs to be prevalent in the places they visit the most. We developed a $6,200 media plan that comprises of the main aspects of a student’s daily life. From Facebook to traditional print ads in their favorite restaurants, our campaign will resonate. UT students don’t like traditional approaches so we incorporated ten nontraditional placements into our campaign. To ensure maximum reach and exposure, we created a unique frequency chart that will guarantee the maximum outcome in creating awareness with our target audience. Our campaign will be strengthened by our alliance with Operation Par, The University of Tampa and local businesses. 27
  • 28. Traditonal Direct: Postcards- These postcards will be placed in campus mailboxes before students arrive for the beginning of the semester to create interest and awareness of the campaign. Booklets in health center- these booklets will be a summary of our campaign slogans and the last page will provide information as to where and how to get help. Print ads- will appear once a month in the Minaret, depending on the phase in the campaign.Various public locations around UT’s campus and restaurants that UT students frequently visit. Some will be translated into Spanish to better reach our demographics who’s first language is Spanish. Dear You, You’re about to embark on a new semester full of pushing boundries and trying new things. We know that experimenting with drugs and alcohol is You a part of the college lifestyle, but we 401 W. Kennedy Blvd want to show you signs that you may Tampa, FL 33606 be heading down a slippery slope. We are not telling you what to do, just giving you somewhere to turn for help. www.thedoyou.com think.understand.do 28
  • 29. Website: our website will be the main component of our campaign. Because our ads will be so limited in information, our website will act as an interface for Op- eration PAR’s eServices and UT students. The website will include video, a link to Operation PAR’s eService as well as other informational pages. Our plan is to embed Operation PAR’s eServices into the website, so students do not have to navigate to a different website. Makes it more convenient to our target audience Concert: bracelets, coasters, water bottles, and t-shirts would be created in order to promote the on-campus concert. The concert will feature a local artist- Daniel B Marshall. Sandwich man: during some weekends, a man wearing a sandwich board will be walking around campus handing out business cards with our logo and URL. Napkin holder: Ads will be placed in napkin holders in all dining areas on cam- pus;Vaughn Center, Stadium Center and the Rathskellar. LCD TV’s in Stadium Center: Ads will flash every few minutes on the LCD TV’s in stadium center. These will contain messages from our campaign. Facebook fan page/group: this page will be updated with announcements regard- ing campaign events as well as a link to the website. Twitter: will be frequently updated with tweets, depending on the phase in the campaign. Sidewalk Chalk: will appear around campus on Fridays of the 2nd week of the month during time periods when students party. Wikipedia: Entries describing the “Do You campaign” would be created in Wikipedia describing the campaign, its goals as well as providing links to our website. Word of mouth: Word of mouth marketing is a critical component of the Do You campaign. In order to reach more of our target audience, we need students to include “Do You” in their daily conversations. By incorporating Do You in their vocabulary, students will inform their friends about the campaign and maybe even encourage them to use the website Non-Traditonal 29
  • 30. Scheduling & Phasing Schedule Although the campaign will run all year round, the majority of it will coincide with the academic school year from September through May. •It will be easier to reach students while they are on campus. Phasing Certain media need to be placed at specific times to ensure the message is most effective. •Postcards will be sent at the beginning of each semester to kick of the start of the Do You campaign. •Print ads will be placed around the University of Tampa and popular restaurants that students frequently visit after a night of partying. •Sidewalk chalk will be featured every second week of the month on a Friday morning after a night of partying to make our message more powerful. •Sandwich Board man will walk around during the months of October and March (except during Spring Break). During high traffic periods of class exchanges, (noon to 3pm) sandwich man will hand out business cards with our logo and URL on it. •Pocket booklets will be available in the health center during the months of Nov-Dec & Apr-May. •Concert in the Courtyard featuring Daniel B Marshall, will be in March, right before Spring Break. •www.thedoyou.com website, Twitter account, and Facebook Fan/Group page will be running for the entire year. •Napkin holders, LCD screens, Minaret Ads (online and print) will be mixed together to increase reach. •Research booklets will be available at the end of May to discuss results of the prior academic year. 30
  • 31. How will things flow? Budget Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Total By week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Phase Phase 1 Phase 2 Phase 3 Phase 1 Phase 2 Phase 3 Nontraditional Sidewalk Chalk $70.00 Sandwich Boards $225.00 Napkin Holders $0.00 LCD Screens $0.00 eBranding Website domain name & hosting $100.00 Facebook AD $300.00 Twitter $0.00 Video $0.00 Facebook Fanpage/Group $0.00 Traditional Minaret Ad - print $800.00 Minaret Ad - online $600.00 31 Print Ads $427.20 Direct Business Cards $72.62 Postcards $240.00 Pocket Booklets $252.00 Research Booklet $0.00 Events/Promotions Daniel B. Marshall Concert $4,544.10 Sub-Total $7,630.92 Discount -$1,500.00 Budget Grand Total $6,130.92
  • 32. Campaign Assessment To ensure the effectiveness of our website, we will use Google Analytics. This will measure our sites engagement goals against threshold levels that we define. Additionally, this will help us understand visitor intent, find out what our customers are really looking for and speed up time to conversion. At the end of each semester we will send out surveys through surveymonkey.com to assess student’s awareness and opinions on the campaign. 32
  • 33. Appendix Lancey, Ph.D., Patrice, Uday Nair, M.S, Rachel Straney, M.S, and Thomas Hall, M.S.W. 2008 Florida Core Study. Rep. University of Central Florida, 2008. Print. Regional Report. Summary of Services. Rep. Pinellas Park: Operation PAR, 2009. Print. Lancey, Ph.D, Patrice, Uday Nair, M.S., Rachel Straney, M.S., and Thomas Hall, M.S.W. Florida Core Summary. Rep. University of Central Florida, 2008. Print. Executive Summary. Moore, Ph.D, Kathleen A., M.Scott Young, Ph.D, Ellen Snelling, and Sue Carrigan. Profile of Alcohol and Drug Indicators. Rep. University of South Florida, 2009. Print. University of Tampa Core Survey Statistics. Rep. Tampa: University of Tampa, 2008. Print. “Healthy Living.” Bupa. British United Provident Association Limited, 1996. Web. 2010. <www.bupa.co.uk>. The University of Tampa - Drug Free - Campus and Community Resources.” The University of Tampa - A Private, Florida University. Web. 27 Apr. 2010. <http://www.ut.edu/detail.aspx?id=4234&terms=alcohol&fragment=&SearchType=&ter ms=alcohol> 33
  • 34. Acknowledgments Special thanks to The University of Tampa Doctor Gracieli Scremin for your patience and guidance Operation PAR and it’s employees, especially Jackie Griffin-Doherty and Wendi Danicourt The students of UT that participated in our surveys, focus groups and interviews A very special thanks to Ellie Eshelman for inspiration behind the DO YOU campaign and finally our friends and family for all their support. 34