February 1, 2018 Awareness Campaign To Prevent Underage Drinking
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
February 1, 2018
Awareness Campaign To Prevent Underage Drinking
Our Mission Fairfield CARES, established in 2009, is a town-wide organization of parents, school representatives, local business leaders, law enforcement, clergy, counseling professionals and youth services organizations. Fairfield CARES is dedicated to preventing underage drinking and substance abuse, increasing awareness of the risks of addiction, promoting healthy choices and behaviors to increase personal wellness, and strengthening community well-being and resilience.
The Mission of Positive Directions is to support individuals, families, and communities by providing (1) prevention services that build resiliency and life skills in adolescents, adults and families and (2) treatment for
mental health and addictive behaviors. Positive Directions is the grant recipient in partnership with Fairfield Cares to support prevention efforts and goals within the Fairfield community.
Our Focus & Efforts
Based upon the 2016 Needs Assessment, the data has shown that underage alcohol use is the priority problem substance in Fairfield.
We are in year 3 of a 5 year grant, which is the Implementation year. This Social Norms campaign is a deliverable of the grant.
Underage Alcohol Use U
nd
erag
e
Alc
oh
ol U
se
Enforcement of Alcohol Laws
Alcohol Compliance Checks
Merchant Education
Professional Development for Officers
Peer Norms That Encourage Underage
Alcohol Use
Fairfield CARES Youth Committee
Youth Outreach/Activities
Family Norms That Encourage Underage
Alcohol Use
Community Education
Social Norms Campaign
Key Goals
2018 GOAL
BASELINE
(2014)
CURRENT
DATA
GOAL MET?
20% Decrease of 30-Day use of alcohol among youth ages 12-18
20% 25% 24% In Progress
5% Increase in parental knowledge of the effects of alcohol on the developing adolescent brain
86% 81% 95%*
4% increase in parental monitoring/rules that discourage underage drinking
99% 95% 89%* No
6% increase of knowledge in the Social Host Law 82% 81% 75%* No
6% Increase in 12th graders who report parental disapproval of underage alcohol use as “very wrong”
70% 66% 70%
5% Increase in the perception of harm of alcohol use among youth
87% 83% 82% In Progress
A 10% Decrease in DUI violations 212 236 125
An Increase in off-premise retailor compliance 92% 87% 100%
Sources: Fairfield Search Institute Attitudes and Behavior Youth Survey, (Baseline Data) 2014/ (Current Data) 2016
*Fairfield Cares Parent Survey, December 2017
D E S I G N W I T H I N T E N T I O N
CARMACREATIVE.COM
Our Mantra To co-create a world where
we all flourish through
creative thinking, empathy,
technology, and good design
CarmaCreative.com
Carma is a socially responsible branding company based in Fairfield.
Our focus is supporting companies whose mission is aligned with benefiting humans and the planet.
Who are we?
CarmaCreative.com
What we do
Identity systems
Logos
Event Branding
Social Media Campaigns
Website Development
Brochures
Annual Reports
Packaging
In Store Display
Our clients
Fairfield Cares Coalition
Women’s Business Development Council
Susan G. Komen Foundation
Transamerica
GT’s Kombucha
Union Savings Bank
IN Marketing Services
Mill River Wetland Committee
Our Goals Bring Awareness of the dangers of alcohol use and binge Drinking amongst teens (12-20) and the responsibility we hold as Parents, Merchants, Law Enforcement Agencies and the community at large.
Our Task Create a strategic, attention-getting campaign that resonates emotionally with the community, and each of the core stakeholders: students, parents and law enforcement officers. Provide powerful messaging, content and design for Fairfield Cares website as well as targeted media vehicles
Communication Objectives
For Parents Increase awareness of effects of
alcohol
on the brain
Increase parental monitoring and rules
Decrease ignorance of the Social Host
Law
For Students Decrease in 30-day use
Increase in reporting parental
disapproval
Increase in perception of harm
For Law Enforcement Increase merchant compliance
checks
Decrease DUI
Increase Social Host Law awareness
Education and training of officers
Campaign Strategy
1 Use impactful creative and messaging to
convey to teens and their parents that minors
who drink face major consequences.
2 Launch social campaign targeting each of the
3 respective audiences with laser precision
•Appropriate message: content/tone/style
•Appropriate medium: social media platform
3 Drive people back to Fairfield Cares website
for education and engagement
4 Increase awareness with merchant and event
signage and premiums, where appropriate
Deliverable Timing
Website 3 Rotating Homepage Images February
2018
Social Media 18 Posts For An Annual Social Media Campaign
February 2018
Handout Folded Handout February
2018
Merchant Signage
Window Decal February
2018
Event Signage 2 Final Designs, 1 For Large Banner and 1 For Retractable Banner
February 2018
Premium Items Bumper Sticker, Home Window Decal and Wristbands
February 2018
Social Media Strategy
1 Launch a series of 18 social media messages
throughout the year 6 for each of the three
targets
2 Messaging will be promoted on media
appropriate to each audience: Instagram posts
to target teens
Facebook posts to target parents and law
enforcement
3 Messaging to coincide with seasonal
occasions that see spikes in underage
drinking
4 Each message will answer a campaign
objective
Social Media Calendar
Teens Parents Law Enforcement
January Counties (perception of harm) Counties (social host law) Counties (social host law)
February
March
April April Fool’s Day (alcohol’s effects on the brain)
April Fool’s Day (education and training of officers)
May Prom Season (parental disapproval)
Prom Season (parental monitoring and rules)
Prom Season (social host law)
June Graduation (decrease in 30-day use)
July Beach Days (parental monitoring and rules)
August Summer Drinking (decrease DUI)
September Back To School (perception of harm)
October Homecoming (parental disapproval)
Homecoming (social host law)
Homecoming (merchant compliance)
November Biggest Drinking Night of Year (decrease DUI)
December Holiday Parties (parental monitoring and rules)
FCC Homepage
Social Media
Teens Parents Law Enforcement
Campaign Overview
Handout
Giveaways
Merchant and
Home Decal
Teen
Wristband
Car Magnet
Activation #LifeNotWasted
• Students are invited to upload candid photos of them doing positive things with their lives –sports, hobbies, friendships, activities, etc.
• Photos/videos tagged #FairfieldCares #LifeNOTWasted will be curated on a gallery on the Fairfield Cares website
• Each week throughout the year, one student will be chosen to receive a gift card from local merchants to celebrate their endeavors.
Thank You
Related Documents
