1. Campaign Implementation and Evaluation Report
February 2011
The
other
The OTher hangOver [the uhth-er hang-oh-ver]:
The regrettable social after effects of over-consumption, such as
embarrassment, shame, or guilt. While it usually goes unnoticed
until the next morning, the consequences can last a lifetime.
Hangover
- Synonyms: embarrassment, regret, guilt, humiliation, shame
University of Minnesota - Twin Cities
School of Journalism and Mass Communication

2. Table Of cOnTenTs
Executive Summary .......................... 1
The Target ............................................ 3
Message Strategy .............................. 5
Launch Team ....................................... 13
Campaign Planning ........................... 14
Creative Pre-Testing .......................... 15
Connections Strategy ........................ 16
Creative Overview ............................. 18
Media Schedule ................................. 19
Creative Executions ........................... 20
Facebook Analytics ............................ 41
Website Analytics ............................... 45
Community Feedback ....................... 46
Media Relations ................................. 48
Earned Media .................................... 50
Evaluation ............................................ 51
Next Steps .......................................... 64
Acknowledgements ........................... 66
Earned Media Appendix

3. EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
The following report provides an overview of “The Other We provide a general description of the campaign
Hangover” campaign, an anti-binge drinking advertising planning and implementation process, and a full overview
project developed and implemented by students from the of both the individual paid advertising executions and
School of Journalism and Mass Communication (SJMC) earned media coverage garnered by The Other Hangover.
at the University of Minnesota. We evaluate the implementation of each creative execution
and assess the success of each tactic.
Originally conceived by the SJMC’s 2009 National
Student Advertising Competition (NSAC) team, The The campaign’s Facebook page and website analytics are
Other Hangover campaign targets undergraduate students also summarized to determine the success of the online
whose excessive alcohol consumption leads to regrettable media strategy. A discussion of community reaction and
behavior. The Other Hangover messages realistically feedback toward the campaign will be followed by a
depict the important social consequences of over- summary of both qualitative and quantitative research
consumption on students’ reputations, friendships and findings related to the effectiveness of The Other Hangover
image. campaign.
Through a generous grant provided by The Century Finally, along with a discussion of challenges faced by the
Council, The Other Hangover campaign was executed on campaign, several recommendations for future utilization
the University of Minnesota Twin Cities campus during of The Other Hangover are provided.
the fall 2010 semester.
A special topics internship-style course was taught during
the summer term, with a group of 8 SJMC undergraduate
students leading much of the campaign’s planning and
implementation effort.
1

4. Alcohol over-consumption is a serious health and safety issue plaguing Awareness
college campuses nationwide. Despite significant efforts to reduce the • The Other Hangover achieved 72.9% unprompted recall during
problem, including various public health campaigns, many students the height of campaign activity
dismiss the risks and continue to make binge drinking a major aspect of • 86% reported seeing The Other Hangover logo
their college experience. The Other Hangover hopes to change this. • 75% reported seeing the campaign several times a week or more
Campaign Period: September 9 - December 15, 2010 Conversation
Budget: $75,000 The Other Hangover sparked conversation. 54.8% of all students
reported talking about the campaign with their friends. Importantly,
campaign ObjecTives students were significantly more likely to discuss liking the campaign
than disliking it (45.2% vs. 7.8%).
Awareness: Introduce The Other Hangover to students and increase
awareness of the negative social and reputational effects of over- Message Rating
consumption. Achieve at least 60% campaign awareness during the Students both relate to and have positive attitudes toward The Other
initial campaign phase. Hangover messages. For example, 81% agree The Other Hangover
message is more relatable than other “drink responsibly” ads. A series
Conversation: Generate discussion of the negative effects binge of statistical analyses were conducted to determine if the core message
drinking can have. We want students to actively discuss and integrate
strategy better resonated with certain demographic segments. No
The Other Hangover into their daily lives.
statistical differences were found, suggesting The Other Hangover
message strategy is well-accepted across the broad campus
Attitude: Ascertain student feedback on the message strategy. Longer
community.
term goal: achieve measurable changes in attitudes surrounding binge
drinking behaviors.
The jOurney
evaluaTiOn The University of Minnesota student-led NSAC team spent nine
months formulating the positioning, strategy, and creative elements of
We conducted pre-, concurrent, and post-campaign surveys to evaluate
the campaign. They conducted extensive research including surveys,
the effects and effectiveness of the campaign strategy.
interviews, focus groups, collages and photo diaries to find a new and
powerful message.
A representative sample of 910 undergraduates participated in our
longitudinal evaluation. The strength of this design allows us to
In the following section we present the insights and general
generalize all quantitative results to the larger University population.
development leading up to the core messages of the campaign. Please
Students were first surveyed at baseline, prior to campaign launch.
see the original plans book for a full description of research.
Follow-up surveys were distributed mid- and again post-campaign to
gauge student awareness and attitudes toward the messages.
2

5. WHO ARE THE STUDENTS MOST LIKELY TO
OVER-CONSUME ALCOHOL?
The Target TargeT
The
We have selected a specitargets a specific group of students, which we have named
Our campaign c group of students, which we have named “It’s not how much I drink, it’s the
At-Risk Drinkers.Drinkers. While drinkingquantities, this group is likely is likely to put themselves,
At-Risk While drinking in large in large quantities, this group
to put themselves, their friends and the greater community at risk.
their friends and the greater community at risk.
damage it [alcohol] can cause.”
What is What isDrinking?
At-Risk At-Risk Drinking?
-Chariot focus group
Alcohol a ects affects different peopleerent ways. Chairot does not considering just the
Alcohol di erent people in di in different ways. For students,
believe the number of drinks per hourhour isis the best dedefinition for over-consumption.
number of drinks consumed per alone not the best nition for
over-consumption. Our research has led us to a more enlightened
Our research has led us to a more enlightened definition of at-risk drinking, blending the
dequantityof at-risk drinking, which blends the quantity consequences.
nition of consumption with problematic behavioral of
consumption with problematic behavioral consequences.
At-Risk Drinking:
At-Risk excessive alcohol consumption leads to regrettable behavior.
When Drinking:
When excessive alcohol consumption leads to regrettable behavior.
How many At-Risk Drinkers are there?
How many At-Risk Drinkers arestudents said they have had too much to drink during a
According to our survey, 81% of there?
According to our survey, 81% of students said they have had too much to drink during a single occasion.
single occasion.
At-Risk Drinker Profile
As a part of our national survey we asked college students how many drinks they consumed last Friday and Saturday night. Across
all respondents, 39% consumed five or more alcoholic drinks. With this as our base, we developed a profile of what characteristics
commonly make up the At-Risk Drinker.
Index
Student Characteristics Average U.S College Student (College Students = 100)
Male 141
Athletes 52% 133
Greeks 50% 128
Sports fans 50% 128
*Note: At-Risk Drinker profile developed based on the 2009 NSAC national survey.
5
3

6. Social Lubricant
“I don’t want to be the only sober one.”
• Drink to gain social acceptance in a group setting
• Pressure from peers leads to fear of being left out or excluded
• Unspoken bond between intoxicated students increases social connection
WhaT drives Over-
cOnsumpTiOn?
College Syndrome
The Triggers “These are the best years of my life.”
Moderate drinking shifts to • Newfound independence manifests itself in dangerous over-consumption
over-consumption when • Afraid to miss out on the highly anticipated “college experience”
motivational triggers come • Anxious to party and meet new people
into play.
We uncovered five reasons
At-Risk Drinkers use to Clocking Out
rationalize over-consumption. “It’s been a long day, I deserve a break.”
• Micro-managed lives leave students looking for a chance to escape
• Alcohol is a perceived solution to stress
• Provides a break from everyday pressures
Competitive Spirit
“I’ve got a reputation to uphold.”
• Gaining pride, bragging rights and social praise are the driving forces
• Competitive drinking includes beer pong and drinking games
• Encouraged to be competitive from a young age
Bargain Boozing
“I have to drink more to get my money’s worth.”
• Students are stressed with financial pressure
• They recognize the financial value when drinking in large quantities
• College bar culture includes promotions and pre-gaming activities
4

7. The cOnsequences
Alcohol Impact Model
This model demonstrates how the triggers can
lead to over-consumption causing expected,
ignored or extreme consequences. Our research
shows advertising that emphasized the expected
and extreme consequences of over-consumption
has little impact on student behavior. In contrast,
highlighting the ignored consequences has the
potential to shift behavior among college students.
The message ThaT maTTers mOsT
The Strategy
We learned that a craving for belonging and social
enhancement drives over-consumption.
A new message with a focus on how
over-consumption can permanently affect
reputations, friendships and self-image holds the
power to change attitudes and shift behavior.
POSITIONING STATEMENT
Over-consumption leads to regrettable
behavior that puts your reputation at risk.
5

8. KEY INSIGHT
Turning insighT inTO a cOmpelling campaign
We filtered our learning into three implications that will guide our campaign.
e
The
other
m
Be Disruptive
1
sha
Why? College students are continuously bombarded with
health-related messages. They are jaded and easily tune out
the familiar.
Be Realistic
2 Why? Successful messages utilize situations college students
Hangover
can relate to.
Transcend Alcohol
3 Why? It is not just about alcohol. It is about how
over-consumption can affect your social standing among
friends. That is what students truly care about.
Our creative platform highlights the social consequences of over-
consumption. This will awaken At-Risk Drinkers to the full
consequences of their actions.
Why It Works
• Dramatically brings the concept of The Other Hangover to life
For most, a hangover is associated with physical consequences such as a
• Bridge word at the top of the ring acts as a connector between
pounding headache or throwing up. We will change student expectations
specific ads and the logo
of this familiar term.
• Watermark left by a glass symbolizes what gets left behind
after a night of drinking
We have created a unique twist on this traditional hangover. The Other
Hangover is the regrettable social after effects of drunkenness, such
as embarrassment or guilt. This customized logo is the seal of our
campaign.
6

9. drunk”
prinT Headline
Through print, our campaign uses four Communicates that over-consumption can ruin friendships, reputations and image.
visual vignettes to vividly express The Green-colored words reference over-consumption; visually connecting the headline
with the bridge words and logo.
Other Hangover. Each ad displays a
relatable and regrettable situation, which Even though you were drunk, this still happ
is the result of over-consumption. The
imagery speaks to At-Risk Drinkers by
showcasing behavior that causes more
damage than a physical hangover. Bridge Words
One-word descriptions (shame, regret, guilt, humiliation, embarrassment) of The
The copy is realistic and Other Hangover allow for flexibility and differentiation. They act as a connection
straightforward. By focusing on point between the ad and the logo
behaviors that destroy friendships,
reputations and image, these executions
speak to At-Risk Drinkers in a way that
is more resonant than typical health and
safety campaigns. Selective Color
The people and drinks in full color draw attention to the action and the alcohol,
which are the cause of The Other Hangover.
as sm e n t
arr
The
othe
e mb
Don’t over do it.
Don’t over do it
A relatable adaptation of the familiar and overused “Drink Responsibly,” which Hangov
incorporates common language used by At-Risk Drinkers.
www.facebook.com/theotherhangover
7

10. “The Make-out”
8

11. Before you got wasted, you weren’t known as “The Creep.”
tion
l ia
The
other
i
hu m
Don’t over do it.
Hangover
www.facebook.com/theotherhangover
“The Creep”
9

12. A few drinks before, they thought you were fabulous.
tio n
l ia
The
other
i
hu m
Don’t over do it.
Hangover
www.facebook.com/theotherhangover
“The Crier”
10

13. Reputations aren’t drunk-proof.
e
The
other
m
sha
Don’t over do it.
Hangover
www.facebook.com/theotherhangover
“The Flasher”
11

14. “The Fighter”
12

15. PREPARE FOR LAUNCH
mainTaining sTudenT vOice
A key objective when implementing The Other Hangover campaign was While this group of students was generally unfamiliar with the original
to maintain the student-led initiative and voice behind the messages. We development of the campaign, all were enthusiastic about its message
know a student-led initiative will have more impact and credibility with strategy and excited to see The Other Hangover implemented on
At-Risk Drinkers. Students don’t want to be lectured or talked down to. campus for their peers.
But they will listen to their peers.
Planning Process
In the time since The Other Hangover campaign was originally Working toward the launch of the campaign, formal meetings were
developed, most of the students on the 2009 NSAC team had graduated held on a weekly basis. Student ambassadors also completed tasks
and moved on to other endeavors. We needed to find student individually and in small groups throughout each week.
ambassadors to help implement the campaign and spread the message
around campus. Wherever possible, students were given the authority to make campaign
decisions and handle business relationships. The responsibilities of the
Campaign Launch Team students on the implementation team were extremely varied, ranging
An opportunity existed for a rich, hands-on, professional learning from website development and graphic design work, to copy writing, art
experience. We created a one-credit applied internship experience directing and creative efforts, to researching, establishing and managing
made available to undergraduate advertising students through the SJMC vendor relationships. Much of the group’s time over the summer was
and tasked students with tackling the details of implementing a real-life spent coordinating with outside vendors for printing and producing
integrated marketing campaign. various campaign materials, or negotiating and planning media
contracts.
Applications and references were required for participation in the
project, and professional interviews were held to select a team of 8
dedicated students with the skills necessary to implement the campaign.
Two graduate students, one with professional advertising industry
experience, and the other a former undergraduate member of the 2009
NSAC team, shared responsibility over the course of the summer in
leading the project and managing the team of students.
13

16. deTermining campaign scOpe
One of the first tasks for the implementation team was to
determine both the feasibility of individual executions from
the NSAC team’s original proposal — and the overall scope
of a campaign that could be successfully produced given the
available time and budget.
After researching the costs of various media executions and
calculating the time involved in planning and obtaining the
necessary approvals for some ideas, several of the creative
tactics originally conceived for the campaign were not For example, after researching local media
implemented. It should be noted, however, that even though costs, students in the group determined there was
our team made the pragmatic decision not to implement great value in placing the campaign’s print ads on bus
certain executions, we feel many of those tactics still have the shelters surrounding the University of Minnesota campus.
potential to come to life.
The decision to use bus shelters
Our implementation of The Other Hangover, essentially a meant we needed to produce more
practical “trial run,” should be viewed primarily as a test print ads conducive to a vertical format.
of the campaign’s messaging strategy, and an evaluation of To maintain the look of the campaign,
the ability of those messages to break through in a campus the original NSAC team photographer
environment and to resonate with an undergraduate student was hired to re-shoot several of the ads
audience. for a vertical format.
Students on the implementation team helped decide how to Team members recruited their friends,
allocate the campaign’s media budget, and determined which and also volunteered themselves, to
media channels would best reach At-Risk Drinkers. appear as models in the new ads.
14

17. pre-TesTing The message
The Other Hangover message strategy and creative concepts underwent extensive pre-testing
during the campaign’s original development in 2009. We wanted to confirm the message
strength and address questions surrounding the effectiveness of the male-targeted ads.
In early summer, we organized four focus groups with male participants. At-Risk Drinkers viewed,
rated, and explained their interpretations of the ads. Through this we confirmed the messages were
understood and well-accepted by a male audience. Males identified with situations depicted in the ads.
Adjusting the Ad
However, focus group participants echoed
previous criticisms of the male “Fighter”
ad: the bar seemed too empty and the scene
looked staged.
Through further probing, we also found
males are most conscious of their behavior
in the presence of females.
In light of these findings, we re-shot “The
Fighter” print ad using a different fight pose
and prominently featuring females.
11
15

18. CONNECTIONS
ObjecTives
1 Reach At-Risk Drinkers when they are planning or
reflecting upon drinking events. 3 Provide channels for sharing the campaign message.
Create opportunities for the exchange of ideas and Reach out to the community, including campus administration,
2 dialogue among At-Risk Drinkers and their greater campus
community.
4 campus security and parents.
realiTy respOnse
sTraTegy
There are four Disruption
considerations that guide College students tune out ordinary advertise- Our message and media placements will be disruptive to grab attention,
the structure of our ments and ignore media not designed for them. encourage the sharing of ideas and inspire new ways of thinking about over-
consumption.
campaign. All reflect our
research and segmentation,
and make our message
more relevant and College students check their email, Facebook, Integration
effective. and college portal multiple times per day. We will be where At-Risk Drinkers are. Established online communities will be
used to connect students in support of the campaign message.
Response: Community
The success of our campaign hinges on the inclusion and support of university
Targeting, Prioritizing and Partnerships
We have a limited budget of $75,000. administrationwith companies campus community. students will extend made
Partnerships and the greater also targeting these Connections will be our
budget.
with key university stakeholders.
All At-Risk Drinkers are part of a broad Community
campus community. The success of our campaign hinges on the inclusion and support of
university administration and the greater campus community.
16

19. campus-Wide invOlvemenT
Binge drinking is, without question, a problem that impacts the wider Law Enforcement
university community. To make our campaign successful, our team The Other Hangover team also reached out to both the University of
activated support and coordination between university departments, Minnesota and Minneapolis police departments to make sure they were
student organizations, community businesses and associations, and local aware of the campaign. The University police department even agreed to
government and law enforcement agencies. Involvement from these assist in distributing some of the campaign’s materials, handing out our
major stakeholders both helped spread our message and contributed to “giveaway cards” to students during a special event coinciding with
the overall success of the campaign. Campus Safety Week in late September. The local law enforcement
community also was very supportive of our campaign efforts.
Business Associations
University Members of The Other Hangover team attended several meetings with
Our team made special effort to ensure university campus area business associations, briefing business owners about the
personnel were aware of the project, were a part of planned campaign. These meetings also provided an opportunity to
its planning process, and also had the opportunity distribute materials (such as posters, mirror clings and cardboard
to review and comment upon campaign planning coasters) to those businesses willing to display the campaign’s messages in
details. their establishments. Presenting the campaign directly to these business
associations allowed team members to convey the messages (and
legitimacy) of the campaign, while also providing a more centralized
Campaign staff spent a significant amount of time and effort coordinating method for distributing materials.
meetings with key representatives from the following departments:
• Office of Student Affairs Stadium
• University Relations Student members of the implementation team worked closely with the
• Housing and Residential Life University’s athletics department marketing office in negotiating a
• Facilities Management contract for a significant campaign presence at home football games held
• Boynton Health Services on campus at TCF Bank Stadium. The athletic department’s marketing
• University News Service team provided excellent support and advice on campaign tactics, and
offered unique placement opportunities for The Other Hangover
Our team found university staff to be extremely supportive, patient and campaign, including exclusive advertising on bathroom stalls within the
helpful throughout the process. stadium’s student section and custom recorded PA announcer voice-overs
to accompany our advertising images on the stadium’s Jumbotron screens.
17

20. CREATIVE OVERVIEW
Here we outline the creative tactics and elements used throughout the
campaign. Images and descriptions of individual executions appear in
the following section.
Around Campus Stadium
46 branded sidewalk clings 5,000 picture-frame magnets with removable U of M football schedule
20 bus shelter display ads Bathroom Takeover in 4 student section bathrooms
1 billboard 30-second ads aired on TCF Jumbotron every home game
Campus movie theater ads Stair and sidewalk clings placed near student section seating
25,000 branded coasters
10,000 coupon giveaway cards (co-sponsorship with Campus Pizza) Events
1,000 posters Gopherfest
400 “Missing” ads posted on campus kiosks Homecoming
Tabling at Student Union
In the Dorms
1,000 branded mirror clings
3,500 door hangers (co-sponsorship with Residence Life) Facebook
400 posters hung in hallways Fan Page
“What’s your Other Hangover?” Quiz
Sponsored polls
Campus Newspaper Virtual gifts
Fall Sports Preview ad
Targeted ads
Bar and Beer Guide ad
Display rack ads in six locations Community
The Other Hangover crossword puzzle theotherhangover.com
Full-page print ads Law enforcement
Parent involvement
18

21. MEDIA SCHEDULE
MEDIA SCHEDULE
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
This media flowchart
6 13 20 27 4 11 18 25 1 8 15 22 29 3 11
AROUND
CAMPUS shows the timing and
Bus
Shelters duration of the campaign’s
Billboard
various elements,
Sidewalk
clings
Campus
Movie
Theater
Commercials
including each of the paid
Coasters advertising executions,
Giveaway
Cards
Missing
ads
posted
Facebook promotions,
IN
THE
DORMS on-campus events and the
Mirror
clings Campus Pizza give-away
Door
Hangers
Posters cards promotion.
CAMPUS
NEWSPAPER
Display
racks
(6
locations)
Print
ads,
full
pg
Crossword
Puzzle
Missing
ad
STADIUM
Magnets
Bathroom
Takeover
Jumbotron
ads
Stair/Sidewalk
Clings
FACEBOOK
Fan
page
What's
your
Other
Hangover
Quiz
Targeted
ads
EVENTS
Gopherfest
Homecoming
Tabling
at
Student
Union
COMMUNITY
theotherhangover.com
Law
Enforcement:
Giveaway
Cards
Parent
Involvement
19

22. branded sideWalK clings
AROUND CAMPUS
sideWalK cling messages
Contractor: University Facilities Management Center Services
Details: 46 black clings; 30” x 40”
Cost: $8,392.64
Durable adhesive sidewalk clings were installed on
campus sidewalks, generating buzz about the campaign
as students returned back to school for the first week of
classes. Clings were strategically placed in areas of high
foot-traffic around classrooms and near the residence
halls on the University’s East Bank, West Bank, and
St. Paul Campuses. The University’s printing services
department helped produce and physically install the
sidewalk clings.
This guerilla-marketing strategy required extensive time
and care to implement. It required securing permission
and approval from multiple University departments, and
strategically planning specific locations for the clings to
be placed. Details and resources required to implement this
disruptive strategy should not be overlooked.
20

23. sideWalK cling fOOTprinTs
Details: 3 sets of “footprint clings”
Cost: $1, 729.00
We developed “footprint” sidewalk clings — a
variation of the black cling messages.
Each set of clings tells a story of what happened
after a night of drinking too much. As students
follow a staggered set of footprints, they reach
message points indicating what happened.
Footprint cling stories showed how multiple
rounds of shots or beers can lead to regrettable,
embarrassing behavior.
21

24. Challenges
The University of Minnesota’s “Driven to Discover” campaign had used
the same durable sidewalk cling material for its messaging in the past. It was soon discovered that among
Clings lasted on the ground for months, generating long-lasting
exposure. certain groups of students, the campaign
signs had become a “badge of honor” to
The largest and perhaps most painful lesson learned was that, if done
intentionally, these types of adhesive signs are actually relatively easily
steal and hang on dorm room and
removed. Within less than a week of being installed, many of the cam- fraternity house walls.
paign’s sidewalk clings disappeared from locations around campus.
It was soon discovered that among certain groups of students, the
campaign signs had become a type of “badge of honor” to steal and
hang on dorm room and fraternity house walls.
Lessons Learned
Following the original wave of sidewalk clings disappearing, efforts were
While obviously disheartening that a core element of the
taken to reproduce and install replacement clings — many of which
campaign’s visibility strategy disappeared, our group took some
were placed in higher profile locations, making them less prone to theft.
consolation with knowing the signs were still being displayed
However, eventually nearly all of the campaign’s sidewalk clings were
and viewed by students — just not in their originally intended
removed and stolen.
locations.
With the advantage of this hindsight, we would strongly
recommend against the use of sidewalk clings for future,
similar campaign efforts. While it attracted positive attention
for the campaign, the cost of this tactic, and motivation for
theft is simply too great. Other options, such as painted ads or
power-washed messages, could instead be explored.
22

25. billbOard
Contractor: Clear Channel
Details: 1 billboard; 12’ x 25’
Cost: $4,120
We strategically reserved a billboard above a popular
bar right on the edge of campus and within blocks of the
football stadium. Thousands of students and community
members were exposed to our message each day.
bus shelTers
Contractor: CBS Outdoor
Details: 20 bus shelter ads
Cost: $8,200
The University of Minnesota is an urban campus where
most students walk or use bus transportation to get to
and from class. Bus shelters provided a cost-effective
way to get our message across. We secured 20 bus
shelters around the campus area, saturating nearly every
bus stop available. Students couldn’t miss our message.
23

26. Lessons Learned
The billboard and bus shelters provided large, attention
grabbing, visuals. We used the “unveiling” of these ads
as a PR hook in pitching coverage of the campaign
to local media outlets.
This strategy generated interest
and news coverage from four
local broadcast stations.
Was it Effective? campus mOvie TheaTer ads
Billboard and bus shelter placement was noticed and Contractor: University’s Student Unions and Activities
remembered by students. Details: 20-second ads aired at the Minneapolis and St.
Paul Student Centers throughout the fall semester (7 times/week)
Before campaign launch, students reported seeing such Cost: $1,000
moderate drinking ads on bus shelters once a month or
less. One month and again at two months after campaign Campus theaters attract a large undergraduate audience, and
launch, this same group of students reported a significant students often attend movie showings before going out for a night
increase in exposure to such ads.1 of drinking. We wanted to reach students before they planned
their evening events and to remind them “don’t over do it.”
At baseline survey, 13.7% reported seeing moderate
drinking ads on billboards or bus shelters once a week, Several of the campaign’s poster images were converted into
compared to 36.5% at survey wave 2, and 32.5% at the “slideshow” style movie preview ads, ending with The Other
final evaluation survey. Hangover logo and Facebook URL.
In light of these findings, we highly recommend billboard Lessons Learned
and bus shelter placement for future campaign efforts. Movie theatre advertising is easy, yet cost-effective to implement.
We recommend this placement for future campaigns.
1
F(2, 1,268) = 88.079, p < .001.
24

27. cOupOn give-aWay cards
Partnership: Campus Pizza
Contractor: Printing Services
Details: 10,000; 3” x 5”
Cost: $815
Coupon cards were distributed to students through
shopping bags at the U of M bookstore, by University
police during Campus Safety Week, and by student
volunteers during special events such as Gopherfest
and Homecoming.
Giveaway cards helped spread our message and attract
students to our Facebook page. The card instructed
students to log onto www.facebook.com/theotherhan-
gover to find out how much the card was worth.
Students clicked a tab on the Facebook page where
they were greeted with the following message:
With the words shame, regret,
humiliation, and embarrassment,
students read a short, witty story
describing why they experienced
The Other Hangover. These
cards were worth $1 off a
purchase at Campus Pizza.
A limited number of “Avoid
the other hangover” cards were
distributed with the winning
word “moderation” worth $5
off a purchase at Campus Pizza.
25

28. cOasTers
Contractor: Print Globe
Details: 25,000; Double-sided, 4” round coasters
Cost: $1,919.08
We purchased a large quantity of bar coasters and distributed our
message where it matters most. This execution proved to be a
creative and relatively cost-effective method of getting the
campaign logo, tag lines, and Facebook URL in front of At-Risk
Drinkers.
Coasters were given free-of-charge to eight campus area bars and
restaurants, given to Health Advocates to be distributed in the
Residence Halls and Greek Communities, and also used as a give-
away item at campus events.
Challenges and Lessons Learned
Methods of distributing the coasters were An effort was made to coordinate distribution
challenging. Students needed to physically of campaign coasters and advertising materi-
haul and distribute thousands of coasters als directly to bar owners via two local campus
to campus bars. area business associations — but this strategy
proved only moderately successful.
Additionally, communicating with the
staff and managers of local bars was fre- For future efforts, we advise having discussions
quently challenging. Often, messages wouldn’t early with the owners of campus area drinking
get passed along to the appropriate individuals, establishments, and if a distribution agreement
and we were occasionally frustrated to find is made, to ask they fully convey to all employ-
wait staff at establishments failed to use our ees that display and use of the campaign
coasters, even after having received success- materials is a priority.
ful approvals from managers and owners.
26

29. missing pOsTers MISEPUTAING
HER R
S TION
When browsing through the campus newspaper, students were met
by an untraditional “missing” advertisement. Instead of a lost puppy,
these ads advertised missing items such as “my reputation” or “my
dignity.”
These classified ads were an unexpected way to reach At-Risk DESCRIPTION
Date Missing: 10/28/10
Last Seen: A house party
Drinkers. In addition to student newspapers, we printed hundreds a house party on Com
o Ave. with the help
to have been taken from her friends,
of color copies and student ambassadors posted the ads on outdoor Her Reputation is believed
of a keg of beer and shot
s of vodka. The victim was abducte
d in front of its owner,
as a drunken mess, who
said many
with. The owner was left uing.
kiosks and bulletin boards in high traffic walking areas around and a cute guy she was
flirting
hurtful things to her frien
ds and turned off the
cute boy she was purs
campus. Our team created 4 unique versions of the posters, each
ct us at
here, please conta
Her Reputation anyw social
If you have seen . Please help, her
heotherhangover
www.facebook.com/t miss her reputation very much.
and dating life
tailored to a different demographic audience.
Donʼt over do it.
MISDIGNITY G
SIN
Campus Kiosks
Missing ads were posted late in the fall semester, after the MISSING
HIS
University community was familiar with The Other Hangover HER DIGNITY
campaign. We re-posted the Missing ads on Mondays to
reach students as they were reflecting on their weekend. The
reflective tone reminds students that over-consumption leads
to behavior that has lasting effects on their reputation.
Lessons Learned
DESCRIPTION
Last Seen: A house party Date Missing: 10/23/2010 The ads were a simple and cost-effective method for main- Last Seen: A bar
DESCRIPTION
Date Missing: 10/23/2010
His dignity was abducted after a hard night
of partying. taining buzz about the campaign on campus. Student feed-
keg-stands and Her Digity is believed to have been taken from a dinkytown bar with the help
his dignity became displaced after a few
While still intact after three to four drinks,
swigs of whiskey later in the night. With his dignity gone,
the night resulted in moronic dialogue,
kicked out of the party
back was positive, and reaction was that they were creative of a several mixed drinks and shots of vodka. The victim was abducted in front of its owner,
spewing.His dignityʼs body was forcibly her friends,and a cute guy she was flirting with. The owner was left as a drunken mess,
excessive creepiness, and uncontrollable
and now cannot show his face in public
until his dignity is notably found. and clever. who said many hurtful things to her friends and turned off the cute boy she was pursuing.
, please contact us at
If you have seen his dignity anywhere If you have seen Her Dignity anywhere, please contact us at
r. Please help,
www.facebook.com/theotherhangove www.facebook.com/theotherhangover. Please help, her social
without it.
the victimʼs social life is in jeopardy and dating life miss her reputation very much.
Donʼt over do it.
Donʼt over do it.
27

30. RESIDENCE HALLS
A main connections strategy included permeating environments
where students spend most of their time. Residence Halls provided
an opportunity for repeated exposure of our message. Posters, dOOr hangers
mirror clings, and door hangers served as a daily reminder to
nt
students that their image and reputation are not “drunk-proof.” Partnership: Housing and Residential Life
e
sm
embarras
Details: 3,500 door hangers were distributed to
mirrOr clings students living in residence halls during Campus
Safety Week
Partnership: Housing and Residential Life
Cost: Free, paid by partnership reg
Contractor: University Printing Services
ret
Details: 500 clear & 250 opaque mirror clings; 4” x 8”
As part of the University’s sponsorship of Campus Reputations
Cost: $500
t Safety Week, The Other Hangover was given one arenʼt drunk-proof.
smen
ras side of the door hanger to promote its messaging,
The
other
ar
emb
while the other side included basic safety tips Donʼt
ove
r
and other information created by the office of
Your image isnʼt drunk-proof.
do
Hangover
it.
Residential Life. The ha
me
other
s
Hangover
t
smen
ras
Community Advisors assisted in posting the advertising clings on
The
other
ar
emb
bathroom mirrors in many of the student residence halls on campus.
Was it Effective?
Your image isnʼt drunk-proof.
Lessons Learned Hangover Placement in the residence halls proved effective in
generating campaign awareness. Students living in
An effective distribution channel must exist to appropriately imple-
residence halls were significantly more likely to
ment this large-scale promotion. Application of the mirror clings was
remember the campaign.
quite time-consuming. We were grateful to have the help of the
University’s network of residence hall Community Advisors.
96.9% of students living in residence halls remember
seeing The Other Hangover campaign
We tested two different types of cling material for this execution,
• Compared to 81.7% among students not living in
unsure which type would produce the desired effect. We recommend
residence halls.1
using the opaque material to avoid unwanted reflection and to make
the message easily readable.
1
(CI 95%; Z = 4.592)
28

31. CAMPUS NEWSPAPER
Contractor: The Minnesota Daily student newspaper
Cost: $8,604.55
According to our representative survey of undergraduates,
nearly all students read The Minnesota Daily at least once
throughout the semester (98.1%), and a majority (50.8%)
read it weekly or more.
Fall Sports Preview
Sep 9 A full-page ad ran on the back cover of the spe-
cial issue “2010 Fall Sports Preview.” The maga-
zine reaches our demographic segment, “sports
fans,” and was distributed the day of campaign
launch. Students couldn’t miss our messaging.
Bar and Beer Guide
The Bar and Beer guide is a special
issue produced by The Minnesota Daily. The
content of the paper introduces new students to
the most popular bars and places to drink around
campus. We knew our target would pick up this Sep 16
guide, so we surprised them with our messaging.
29

32. display racK ads
Full-color campaign posters Unlike posters hung up in
featuring brief headlines and the hallways, which were often
campaign logo were displayed on removed, these display ads were
the front of 6 newspaper racks protected and semi-permanent.
in classroom buildings around The messages were also able to be
campus. rotated by the student newspaper
staff, keeping the ads fresh within
Lessons Learned each individual location.
This tactic was an easy way to
ensure longer-term campaign
visibility across campus
throughout the semester.
crOssWOrd puZZle
We created The Other Hangover crossword puzzle as a
unique way for students to engage and interact with our
message. The crossword puzzle was located on the “back
talk” page near Sudoku and other popular word games.
Students were directed to The Other Hangover Facebook
page to find the answers.
According to Facebook analytics, 420 students
Sep 30 checked their answers to the crossword puzzle.
30

33. prinT ads
Print ads appeared
in The Daily on
Thursdays, reach- Was it Effective?
ing students before
the weekend. Students who read the paper at least weekly or more were
significantly more likely to remember The Other Hangover
logo than students who read the paper less often (91.0% vs.
79.9%).1
Minnesota Daily readers also had a higher recognition for
campaign print ads that ran in the paper:
86.7% of weekly readers remember seeing “The Creep” ad
• Versus 73.5% among those who don’t pick up the
Nov 4
newspaper as often2
69.8% of weekly readers remember seeing “The Fighter” ad
• Versus 59.0% among those who don’t pick up the
newspaper as often3
Oct 21 Results illustrate the successfulness of the campaign’s
newspaper advertising in capturing the attention of students.
“We thought they were clever...and the [ads] in The Daily were 1
(CI 95%; Z = 3.96)
very prominently placed which made a lot of people notice it.” 2
(CI 95%; Z = 3.86)
- Survey respondent 3
(CI 95%; Z = 2.61)
31