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HojPoj

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HojPoj

  1. 1. OVERVIEW• OBJECTIVES• SITUATION ANALYSIS• SEGMENTS• PRIMARY RESEARCH• TARGETS• STRATEGY & MESSAGE• CREATIVE RECOMMENDATIONS• QUESTIONS
  2. 2. OBJECTIVESRAISEawarenessCLEAR existing misconceptionsDISCOURAGEdiversion and misuse
  3. 3. THE SITUATION “The Study Drug” • Only 4% of students have LEGAL prescription• 34% of students used at least once; use increased 50% to 60% near senior year
  4. 4. SEGMENTS Importance of Task Decision Making Low-Priority High-Priority StyleIntuitive The Rule Breaker The Know-It-AllCombination The Mind Wanderer The ChameleonRational The Independent The Overachiever
  5. 5. ONSITE INTERVIEWS• 8 students and a mother• Somewhat understand prescription stimulant, especially Adderall• Not fully aware of potential risks• Mother aware of stimulant abuse on college campus
  6. 6. SURVEYS• 81% “Prescribed stimulant drug” 47% “Study- aid”• 70% know someone who takes Adderall• 88% “To stay up and study or to focus better”• 60% take before tests and exams
  7. 7. IN DEPTH INTERVIEWS1) Stressed, Desperate, & Tempted:2) Helpful & good in moderation3) Easy to get prescribed to and thus think it isn’t dangerous4) Feel safe because they are unaware of side effects5) Students learn about it from friends and only hear the good things6) Unaware of dosage
  8. 8. IN DEPTH INTERVIEWS “One time I got it and it was an orange pill, another time it was a blue-white capsule, and another time a little pink pill. It was kind of questionable but I trusted who I got it from, so I took it.” death,“I feel some risks, like are extreme so it doesn’t concern me... why would a doctor prescribe a medication so easily if it was really that dangerous?”
  9. 9. KEY INSIGHTS awareness of• Lack of negative effects• Desperation &Curiosity• Safe in moderation• Don’t consider legal implications• Worth it because of benefits
  10. 10. THE MIND WANDERER -Female, 21 yrs old -Rational/Intuitive Decision Making
  11. 11. OVERACHIEVER“Adderall makes me focus on one task. It alsomakes me feel slightly more egotistical. I feellike I can study for longer and I will do better atschool and better at life as a result. “
  12. 12. STRATEGY & MESSAGEOutsmart the Side Effects
  13. 13. CREATIVE
  14. 14. FRONT CREATIVE BACK
  15. 15. CREATIVE
  16. 16. CREATIVE
  17. 17. Questions?

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