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Underage Drinking Prevention CampaignPresented by: Lance RobertsonPrivate and Confidential
INTRODUCTION
B I O G R A P H YLance RobertsonLance Robertson is a seasoned professional that specializes in strategic brandingand marke...
C A P A B I L I T I E SComprehensive Services Marketing Communications Media Planning and                Cultural Educatio...
THE FACTS
T H E                      E P I D E M I CUnderage Drinking in AmericaAlcohol use begins at a veryyoung age, and the propo...
T H E                      P R O B L E MGeorgia Youth in Crisis•Underage drinking is widespread in Georgia. Approximately ...
THE CAMPAIGN
T H E                      C A M P A I G N   ABOUT USOverviewThe Stand – Don’t Fall For AlcoholUnderage Drinking Campaign ...
T H E                      C A M P A I G N   ABOUT USDemographics                                   The campaign will targ...
T H E                      C A M P A I G NProgram GoalsThe goal of the campaign is to reach andeducate youth and adult inf...
T H E                      C A M P A I G N   ABOUT USCampaign MessageThe Stand Don’t Fall for Alcohol Underage DrinkingCam...
T H E                    C A M P A I G NMARKETINGOur marketing campaign will consist ofcombination of traditional and newm...
T H E                      C A M P A I G NMARKETINGOur marketing campaign will be drivenby an integrated brand strategy.We...
CONCLUSION
C O N T A C T                      U SLance RobertsonDirector of Business DevelopmentPHONE:(404) 454-8830EMAIL:latinmarket...
PRIVATE AND CONFIDENTIALCopyright NoticeCampaign Materials and Concepts are credited to the creator and author of thispres...
THANK YOU
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Rmg presentation youth anti-drinking campaign - draft 5 (2)

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Youth Anti Drinking Campaign for State of Georgia -
Don't Fall for Alcohol

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Rmg presentation youth anti-drinking campaign - draft 5 (2)

  1. 1. Underage Drinking Prevention CampaignPresented by: Lance RobertsonPrivate and Confidential
  2. 2. INTRODUCTION
  3. 3. B I O G R A P H YLance RobertsonLance Robertson is a seasoned professional that specializes in strategic brandingand marketing.His experience includes developing breakthrough marketing communicationsprograms and media campaigns that persuasively and effectively impact audiencesall over the world. His ideas are innovative and creative. His solutions are culturallysensitive and cutting-edge. He creates strategies that not only reach but resonatewithin the communities he serves.Since 2005 he has established a solid record of success. From concept toimplementation, Lance Robertson is your preferred source for urban professionaland multicultural marketing solutions. Past & Previous Clients Jackson Hewitt Tax Service Arizona Restaurant Black Latino Council Ne-Yo Pro Mexico BET Coca-Cola North America Milonga Leather Mrs. Winners Chicken & Biscuits Barack Obama Presidential Campaign ‘08
  4. 4. C A P A B I L I T I E SComprehensive Services Marketing Communications Media Planning and Cultural Education Placement Diversity Training Community Outreach Spanish Language Portals Event Sponsorship Translations Event Marketing Viral Marketing Public Relations Word of Mouth Campaigns New Media Development Social Networking
  5. 5. THE FACTS
  6. 6. T H E E P I D E M I CUnderage Drinking in AmericaAlcohol use begins at a veryyoung age, and the proportion of youngpeople who drink often or heavily isalarming.According to the 2010 National Surveyon Drug Use and Health, about 10.0million Americans between ages 12-20report current alcohol consumption; thisrepresents about 26% of this age groupfor whom alcohol use is illegal.According to the U.S. Surgeon General, Approximately 10about 5,000 kids under 21 die everyyear as a result of underage drinking – million Americansfrom crashes, homicides, and suicides. between ages 12-20Teens that drink also are at risk for along list of other injuries and potential report current alcohollife-long alcohol abuse. Reducingunderage drinking can reduce drinking- consumption.related harm.Serious, often lifelongconsequences for health and well-beingcan result. Underage drinking in Americamust be stopped.Private and Confidential
  7. 7. T H E P R O B L E MGeorgia Youth in Crisis•Underage drinking is widespread in Georgia. Approximately 363,000 underagecustomers in Georgia drink each year.•Underage drinking cost the citizens of Georgia $1.4 billion in 2010.•Underage drinking in Georgia also leads to substantial harm due to traffic crashes,violent crime, property crime, unintentional injury, and risky sex.•Young people who drink before they are 15 are 4 times as likely to develop alcoholdependence. They are also 2 ½ times more likely to become abusers of alcohol thanthose who began drinking at 21. Underage Drinking Costs Georgia $1.4 Billion Each YearPrivate and Confidential
  8. 8. THE CAMPAIGN
  9. 9. T H E C A M P A I G N ABOUT USOverviewThe Stand – Don’t Fall For AlcoholUnderage Drinking Campaign is amultidimensional initiative designed toeducate, equip, and empower youthages 9-21 and adult influencers to beproactive in the fight against underagedrinking and alcohol abuse in Georgia.The campaign is an awareness andprevention initiative. Stand – Don’t Fallfor Alcohol campaign confronts theissues and factors that contribute thisepidemic and aims to combat andreduce its effect on our youth andcommunities. Objectives •To promote early conversation about underage drinking and alcohol abuse. •To educate youth and adult influencers on the dangers and risks associated with underage drinking. •To encourage early intervention in high- risk age groups and communities. •To develop preventative programs and tools to combat the underage crisis in GA.Private and Confidential
  10. 10. T H E C A M P A I G N ABOUT USDemographics The campaign will target two main groups: Youth and Adult Influencers. YOUTH GROUPS •Ages 9-11 – Elementary School •Ages 11-14 – Middle School •Ages 14- 18 – High School •Ages 18-21 – College ADULT INFLUENCERS •Parents •Teachers •Coaches •Youth Group Leaders •Recreation Centers •Churches and Faith-Based OrganizationsPrivate and Confidential
  11. 11. T H E C A M P A I G NProgram GoalsThe goal of the campaign is to reach andeducate youth and adult influencers. STAND. Don’t Fall For Alcohol.We want to:•Educate•Equip•EmpowerThe goal of our program and campaign No Use. No Abuse. NO EXCUSE.is the provide the help, tools, resources,and support needed to minimize anderadicate underage drinking and alcoholabuse in a multitude of Georgiacommunities.Private and Confidential
  12. 12. T H E C A M P A I G N ABOUT USCampaign MessageThe Stand Don’t Fall for Alcohol Underage DrinkingCampaign focuses and promotes a young person’schoice to stand against use or abuse of alcoholbefore the legal age of 21.The core message of the campaign centers arounda young person choosing to stand for character vs.underage consumption.The campaign messages will center around thefollowing pillars or 3Cs.How Underage Drinking Affects:•Your Character•Your Chemistry (Physical Body)•Your Choices CHARACTER vs.Private and Confidential Consumption
  13. 13. T H E C A M P A I G NMARKETINGOur marketing campaign will consist ofcombination of traditional and newmedia strategies.Our marketing strategy will encompassboth our messaging and promotionalefforts to our target groups (youth andadult influencers) as well the communityat large.Our marketing efforts will entail acombination of:•General Marketing•Public Relations•Social Media•Word of Mouth•Community Outreach Events•Mentorship/Peer Programs
  14. 14. T H E C A M P A I G NMARKETINGOur marketing campaign will be drivenby an integrated brand strategy.We will incorporate the brand andmessaging into a variety of platformsand collateral.The campaign marketing tools andtactics will consist of the following:•Social Media – Facebook; Twitter; etc.•Website/Platform•Toolkits•STAND Youth Ensemble•Blog Posts/Newsletters•YouTube Network•Mobile/Text Marketing•Mobile App*•Promotional Buttons, Bands, T-shirts•Press Releases and Article Placement•Alliance Partnerships•Interagency CoalitionsPrivate and Confidential
  15. 15. CONCLUSION
  16. 16. C O N T A C T U SLance RobertsonDirector of Business DevelopmentPHONE:(404) 454-8830EMAIL:latinmarketingagency@yahoo.comADDRESS:196 Peachtree StreetSuite 204Atlanta, GA 30303
  17. 17. PRIVATE AND CONFIDENTIALCopyright NoticeCampaign Materials and Concepts are credited to the creator and author of thispresentation. This presentation contains material generated, authored and/or preparedby a group of individuals that may claim copyright. Unless otherwise specifically stated,no use of concept(s) or materials is permitted without express written consent andacknowledgement. The author further requests reporting of all use, derivative creation,and other alteration of this work. Such reporting should be sent toinfo@nouveauxdimensions.com.
  18. 18. THANK YOU

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