This was the winning social-norming campaign developed for the Health Education Services Department of Johnson & Wales University in my Creativity in Advertising class. The problem was that students had an inaccurate, skewed image of what college life entailed. Our challenge was to shift their perceptions by using statistics that recognize the realities of college life through an integrated advertising campaign to reach students on Providence, Denver, Miami, and Charlotte campuses. This campaign was selected by the Director of Health Services to be run on all 4 campuses in 2015.

7. this is what
students are
exposed to on
a regular
basis.

9. We found

14. Real-life students engaging in
healthy behaviors
Social media sharing healthy
behaviors
Empowering Call to Action
JWUnorm statistic
Johnson & Wales logo
Playful, relatable tone
A
B
C
D
E
A
B
C
D
E
F
F

15. Which behavior,
campus

22. This is the type of content the
@JWUnorms account would
retweet and engage with

24. This is the type of
content we would
post from the
@JWUnorms
account to
promote things
going on around
campus.

26. Prizes will be given
away to students that
participate in the
#JWUnorm social
media conversation.
By using social media
as currency, we will get
students and their
networks engaged in
living the JWUnorm

27. CONTEST PRIZES
Prize # Total Cost
Bottom Level
Protein Powder $33.00
Spa giveaways $50.00
Fuel for Fire $20.00
Kill Cliff $17.00
Gift Cards
City Sports $50.00
JWU bookstore $30.00
Pinkberry $20.00
Panara $20.00
Grand Prize
Color Run $50.00
Warrior Dash $50.00
TOTAL $340.00
GIVEAWAYS
Prize # Total Cost
Water Bottles
Providence 100 $499.00
North Miami 100 $499.00
Charlotte 100 $499.00
Denver 100 $499.00
TOTAL $1,996.00
POSTERS
Sizes Price All Campus Total
200 small 11.3'' x 17.3'' $242.98 $971.92
20 medium 18'' x 24'' $162.98 $651.92
TOTAL $405.96 $1,623.84
TOTAL $3,959.84

28. Based on the
engagement levels and
feedback from prizes
and giveaways, we
recommend keeping a
contingency budget of
$2,000 to apply to
successful activities
and programs.