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 AlcoholTRANSCRIPT
Underage Drinking Prevention Campaign
Presented by: Lance Robertson Private and Confidential
INTRODUCTION
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.
B I O G R A P H Y
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
Marketing Communications
Media Planning and
Placement
Community Outreach
Event Sponsorship
Event Marketing
Public Relations
New Media Development
Cultural Education
Diversity Training
Spanish Language Portals
Translations
Viral Marketing
Word of Mouth Campaigns
Social Networking
C A P A B I L I T I E S
Comprehensive Services
THE FACTS
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, about 5,000 kids under 21 die every year as a result of underage drinking – from crashes, homicides, and suicides. Teens that drink also are at risk for a long list of other injuries and potential life-long alcohol abuse. Reducing underage drinking can reduce drinking-related harm. Serious, often lifelong consequences for health and well-being can result. Underage drinking in America must be stopped.
T H E E P I D E M I C
Approximately 10 million Americans
between ages 12-20 report current alcohol
consumption.
Private and Confidential
Georgia Youth in Crisis
T H E P R O B L E M
•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
THE CAMPAIGN
ABOUT US
T H E C A M P A I G N
Overview
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.
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.
Private and Confidential
ABOUT US
T H E C A M P A I G N
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
Program Goals The goal of the campaign is to reach and educate youth and adult influencers. We want to: •Educate •Equip •Empower The goal of our program and campaign 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.
T H E C A M P A I G N
No Use. No Abuse. NO EXCUSE.
STAND. Don’t Fall For Alcohol.
Private and Confidential
ABOUT US
T H E C A M P A I G N
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
Campaign Message
CHARACTER vs. Consumption Private and Confidential
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
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
T H E C A M P A I G N
Private and Confidential
CONCLUSION
Lance Robertson Director of Business Development
PHONE: (404) 454-8830
EMAIL: [email protected]
ADDRESS: 196 Peachtree Street Suite 204 Atlanta, GA 30303
C O N T A C T U S
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 [email protected].
THANK YOU