The document outlines an underage drinking prevention campaign called "Stand - Don't Fall for Alcohol". The campaign aims to educate youth ages 9-21 and adult influencers about the dangers of underage drinking through various marketing strategies. The campaign will deliver its message of promoting character over consumption through social media, a website, toolkits, partnerships and other tactics. Its goal is to minimize underage drinking and alcohol abuse in Georgia communities.

1. Underage Drinking Prevention Campaign
Presented by: Lance Robertson
Private and Confidential

2. INTRODUCTION

3. B I O G R A P H Y
Lance Robertson
Lance Robertson is a seasoned professional that specializes in strategic branding
and marketing.
His experience includes developing breakthrough marketing communications
programs and media campaigns that persuasively and effectively impact audiences
all over the world. His ideas are innovative and creative. His solutions are culturally
sensitive and cutting-edge. He creates strategies that not only reach but resonate
within the communities he serves.
Since 2005 he has established a solid record of success. From concept to
implementation, Lance Robertson is your preferred source for urban professional
and 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. C A P A B I L I T I E S
Comprehensive 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. THE FACTS

6. T H E E P I D E M I C
Underage Drinking in America
Alcohol use begins at a very
young age, and the proportion of young
people who drink often or heavily is
alarming.
According to the 2010 National Survey
on Drug Use and Health, about 10.0
million Americans between ages 12-20
report current alcohol consumption; this
represents about 26% of this age group
for whom alcohol use is illegal.
According to the U.S. Surgeon General, Approximately 10
about 5,000 kids under 21 die every
year as a result of underage drinking –
million Americans
from crashes, homicides, and suicides. between ages 12-20
Teens that drink also are at risk for a
long list of other injuries and potential report current alcohol
life-long alcohol abuse. Reducing
underage drinking can reduce drinking-
consumption.
related harm.
Serious, often lifelong
consequences for health and well-being
can result. Underage drinking in America
must be stopped.
Private and Confidential

7. T H E P R O B L E M
Georgia Youth in Crisis
•Underage drinking is widespread in Georgia. Approximately 363,000 underage
customers 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 alcohol
dependence. They are also 2 ½ times more likely to become abusers of alcohol than
those who began drinking at 21.
Underage Drinking
Costs Georgia
$1.4 Billion
Each Year
Private and Confidential

8. THE CAMPAIGN

9. T H E C A M P A I G N
ABOUT US
Overview
The Stand – Don’t Fall For Alcohol
Underage Drinking Campaign is a
multidimensional initiative designed to
educate, equip, and empower youth
ages 9-21 and adult influencers to be
proactive in the fight against underage
drinking and alcohol abuse in Georgia.
The campaign is an awareness and
prevention initiative. Stand – Don’t Fall
for Alcohol campaign confronts the
issues and factors that contribute this
epidemic and aims to combat and
reduce its effect on our youth and
communities. 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. T H E C A M P A I G N
ABOUT US
Demographics
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
Organizations
Private and Confidential

11. T H E C A M P A I G N
Program Goals
The goal of the campaign is to reach and
educate youth and adult influencers.
STAND. Don’t Fall For Alcohol.
We want to:
•Educate
•Equip
•Empower
The goal of our program and campaign No Use. No Abuse. NO EXCUSE.
is the provide the help, tools, resources,
and support needed to minimize and
eradicate underage drinking and alcohol
abuse in a multitude of Georgia
communities.
Private and Confidential

12. T H E C A M P A I G N
ABOUT US
Campaign Message
The Stand Don’t Fall for Alcohol Underage Drinking
Campaign focuses and promotes a young person’s
choice to stand against use or abuse of alcohol
before the legal age of 21.
The core message of the campaign centers around
a young person choosing to stand for character vs.
underage consumption.
The campaign messages will center around the
following pillars or 3Cs.
How Underage Drinking Affects:
•Your Character
•Your Chemistry (Physical Body)
•Your Choices
CHARACTER vs.
Private and Confidential Consumption

13. T H E C A M P A I G N
MARKETING
Our marketing campaign will consist of
combination of traditional and new
media strategies.
Our marketing strategy will encompass
both our messaging and promotional
efforts to our target groups (youth and
adult influencers) as well the community
at large.
Our marketing efforts will entail a
combination of:
•General Marketing
•Public Relations
•Social Media
•Word of Mouth
•Community Outreach Events
•Mentorship/Peer Programs

14. T H E C A M P A I G N
MARKETING
Our marketing campaign will be driven
by an integrated brand strategy.
We will incorporate the brand and
messaging into a variety of platforms
and collateral.
The campaign marketing tools and
tactics 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 Coalitions
Private and Confidential

15. CONCLUSION

16. C O N T A C T U S
Lance Robertson
Director of Business Development
PHONE:
(404) 454-8830
EMAIL:
latinmarketingagency@yahoo.com
ADDRESS:
196 Peachtree Street
Suite 204
Atlanta, GA 30303

17. PRIVATE AND CONFIDENTIAL
Copyright Notice
Campaign Materials and Concepts are credited to the creator and author of this
presentation. This presentation contains material generated, authored and/or prepared
by 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 and
acknowledgement. The author further requests reporting of all use, derivative creation,
and other alteration of this work. Such reporting should be sent to
info@nouveauxdimensions.com.

18. THANK YOU