Campaign Pitch for DrinkAware 14 December 2010
By Stefano Sandri
Who is ?
• We are:– 45 senior and young PR
professionals– Coming from various
backgrounds– Coming from very different
places– Passionate of what we do
What do we do?
• Full Service Public Relations solutions
• Connect people• Communicate on an
authentic level• Engage heavily in
New Media
How do we do it?
Determine the
problem
Create a message Delivery Evaluation Goal
Our Capabilities
• Consumer Campaigns• Internal
Communication• Digital Solutions• Media Relations
The Team
• Four PR professionals• Strong experience in
youth PR• Backgrounds in:– Traditional Media– New Media– Business– Psychology
• Understands the target group
Stefano SandriCampaign Manager
John ParkerNew Media Manager
Mike KilburnAnalyst
Sabrina JamesonMedia Relations
Our Awards
• PRSA Award – Most Innovative Digital Campaign 2010 – 1st Place
• PRWeek: PRide Award – Best New Agency 2008 – Silver Medal
• Fresh Awards: Best Consumer Campaign 2010 – Official Selection
Our Clients
What is the problem?
• Binge Drinking:– in young woman under the
age of 24 in the UK– most common within the
target group (>24)– increased in the past
decade• Perception of Drink Aware
– Known throughout the UK– Famous for its campaigns
What do people say?
A bottle or two, is it really that
bad?
Just like the make-up, it’s part of going out and having fun!
What do people say?Alcohol makes me forget about school and other
problems I have. I feel better about myself.
When I drink I feel more relaxed and it’s easier to talk to guys as well!
Current Situation: Conclusion
• Four major perceptions of alcohol:– It’s part of the “going out” experience– No worries/not aware of long-term damages– Makes the consumer let loose– Use as a narcotic and “to relax”
Possible Obstacles
• Change of social behaviors is hard• Social Media campaign may not be frontal
enough to create awareness
Where do we want to be?
• Objectives:1. Decrease the number of binge drinkers2. Change binge drinking more social drinking3. Create awareness of negative (side) effects of
binge drinking
Target Group
• Identifying the audience:– Primary: Young women
under the age of 24 within the UK• Fun• Outgoing• Social• “Party Animals”• Like to drink
– Secondary: general binge drinkers
The Influencers
Young Women
>24
Social Media
Traditional Media
Friends
Celebrities
University/School/Work
How to reach them?• Social Media
– YouTube (YouTube: Insights for Audience)
• 70% of the target group uses YouTube
– Facebook (checkfacebook.com)
• 28 million active users in the UK• More than half are female• 39% are under 24 year old
• Traditional Media– Print
• Glamour• Cosmopolitan
– Online Newspapers• The Sun• Metro
YouTube
Face
book
Cosmopolita
n
Glamour
0%10%20%30%40%50%60%70%80%
Media usage within young women (>24) in
the UK
Desired Goals
• Decrease binge drinking in the UK
• Create awareness• Spark discussions
(online/offline)This is not how it is in real life! It makes me
think…
I’ll drink less!I’m
concerned about my
health!
Maybe I’ll get drunk just once a
month?
I don’t want to be like
her!
The StrategySocial Media Campaign • Owned
media
Media attention• Earned
media
Create fear of binge drinking through
attacking the appearance of women
The Key Message
End your night like
you started it
Get them excited
about going out without
getting drunk
Make them feel pretty
without the drinking
Make binge drinkers look ridicules/stupid/irrespons
ible
Show the negative effects of
binge drinking
Showing them that
responsible drinking is
fun
Tactics – Social Media
• Viral Video– A girl preparing for a
night out (dressing up, make-up, friends)
– Flashbacks of the girl drunk in between
– Leaves the house with a smile
– Slogan at the end End your night like you started it!
Tactics – Social Media
• Impact– Target group can easily
identify themselves with the video
– Easily distributed– Creates discussions
• Create online platform for discussions– Facebook group “End the
night like you started it!”– Website with advice, (non-
drinking) games and help
Tactics – Real Reactions
• Stunt: “1 Long Island = 1 Cheeseburger”– One long island ice-tea
(common cocktail) has the equal amount of calories as one cheeseburger
– Ask people in bars/clubs how many drinks they had
– Give them one cheeseburger for each drink
– Show them how many cheeseburgers they “drank”
Tactics – Real Reactions
• Impact– Confronts the target
group on the spot (reactions)
– Makes them think about their bodies
– Stunt will be recorded for media distribution
– News worthy
Tactics – Real Story• Meet Sarah Kensington
– Real life story of her past with binge drinking• Ended up in the hospital for getting
punched in the face• Gained weight• Experienced difficulties in school
– How she is doing now• Learned to drink responsible (social
drinking)• Seizes the weekend days• Improved her health
– Will be utilized for interviews• Cosmopolitan – “Cosmo
Confidential”• Glamour – “Sex, Love, Life”
Tactics – Real Story
• Impact– Target group can easily
identify with Sarah– Real and authentic
story– Will directly
communicate with the audience through social media
Evaluation
• Measure press/print cuttings• Analyze online activityCoverage
• Analyze Twitter activity• Observe Facebook posts• DrinkAware website hits• Analyze YouTube comments
Engagement
• Observe drinking behavior within the target group
• Get hospital/police/healthcare statistics
Action
Budget
Viral Video £ 5.000
Stunt – Logistics £ 4.000
Stunt – Camera Team £ 1.000
Sarah – Royalties £ 3.000
Sarah – Logistics £ 1.200
Agency Fees £ 20.000
TOTAL £ 34.200
Summary
The problem is simple: There is too much binge drinking within females under the age of 24 in the UK.
With a strong social media campaign and media attention through the proposed strategy and tactics, we, Virtue PR, are very confident to reach the desired goal of this campaign: to reduce binge drinking while creating a more responsible alcohol consumption, create awareness of the problem and spark discussions.
The ideal outcome is a stop in heavy binge drinking within the target group.