2. Introduction This campaign is aimed at helping teenagers under 18 solve their problems with alcohol, get professional medical or advisory help Client: Drinkaware UK (www.drinkaware.co.uk) Campaign title: “Be Loose!”
3. Situation Analysis 37% of teenagers under 18 in the UK are alcohol addicted Just 3 teens out of 10 know they can use a special Drinkaware Rehab Service to help them Just 2 out of 10 teens know they can use Drinkaware Rehab Service confidentially Teens who consume alcohol are almost 3 times as likely to make a suicide attempt Mental health problems such as depression may result from problem drinking Excessive drinking in the UK every year causes 1300 teenage deaths
4. Background A few years ago Drinkaware began collaboration with medical organizations all around the country and opened special Drinkaware Rehabs. There teenagers can get help, medical assistance and support: get the answers to the questions about alcohol, alcohol problems they experience as well as get medical help in serious cases Teenagers are :-afraid to ask for help -don’t know where and how they can get it The misleading information led to the fact that teens didn’t ask for help If family, friends and teenagers knew about the Drinkaware Rehab Services they would ask for help and thus solve their problems
13. Campaign Objectives Increase awareness of teenage drinking problem by 45% Increase awareness of the existing Drinkaware Rehab Service for teenagers by 55% Increase the number of teenagers, experiencing alcohol problems, ask for Drinkaware Rehab help and use the provided services by 40%
14. Key Message With the help of the Drinkaware Rehab Services every teenager that experiences alcohol addiction problems will solve them and begins living a normal life These services shouldn't scare teenagers, but help them The attention of the audience for this campaign will be gained with a help of a rhyming motto: Be Loose – Not Alcohol Abused! The idea of the motto: show that a teenager should be free from alcohol problems and have a productive life. Better be «loose»: open for new experiences, adventures, sports, hobbies rather than be alcohol abused and prevent yourself from bright experiences
19. Blog Every platform will provide users with the links to the related WebPages The net of links will help the audience get the information in a convenient and friendly way It will provide us with more sufficient feedback and data. With such a great variety of accessible WebPages it is much easier for the target audience get the information they are searching for. The Drinkaware Logo will support every webpage. This will make our users associate the service with the Drinkaware organization and make teens remember the name better, not confusing it.
20. Collection of Information The information will be collected through Polls, Surveys and Registration Forms created and integrated into Twitter, Facebook, Drinkaware website and Blog. These three tools will allow gather important information about the ages of people, main regions where they live and their gender. As well as these tools will provide us with the important feedback from our clients: we can get their opinions and attitudes about the service.
22. Viral Video Creative Idea The main idea - to show how the teenager who hasalcohol problems looks from outside Often these teens can’t remember what they did yesterday, often get into trouble, find themselves in unpleasant and embarrassing situations They cannot control themselves and gain problems with family and friends That style makes the movements and actions look a little bit discrete - the same how the teen feels him/herself after a night out
23. Facebook Main audience - teens who spend much of their time online and already have a Facebook page Facebook page will have special Quiz called “How alcohol smart are you?” This quiz will entertain the users of the page; will enrich them with more information about alcohol and its consumption than they knew before To make the page more entertaining we will place a Game on it The idea is to show how teenagers actually look when they drink. The results will be compared with the other users of the game. It will bring some lively moments to the page, will generate buzz between the participants and create discussions.
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26. Twitter page will be devoted to the sharing of information like News and Events
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29. Links to it will be given from the related WebPages (YouTube, Facebook, Twitter, Official Drinkaware Webpage)
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31. Evaluation and Measurement With a help of special tools we will measure: Engagement Segmentation Content Message resonation Tone and sentiment Ex: Youtube Hits; Likes; Dislikes; Followers; Retweets; Comments (positive/negative), Clicks; Number of visitors and other These tools will provide us with sufficient info about the customers and we’ll get feedback directly from them Advantage: we know what they want + give what they want = success and demand
