2. Background
• In
2008,
according
to
WHO,
Ukraine
ranked
as
a
No.
1
in
the
world
by
alcohol
consumpLon
among
children
and
youth.
It
was
reported
that
number
of
teenagers
who
drink
alcohol
increased.
Beer
is
the
most
popular
beverage
among
them
• “Drink
responsibly”
–
a
social
project
of
“Obolon”
company,
which
provides
a
one-‐way
communicaLon
through
the
project
site
• Students,
the
main
target
audience
of
the
project,
are
not
acLvely
involved
in
the
iniLaLve,
because
the
project
is
purely
instrucLve
in
nature
which
makes
it
uninteresLng
How
can
we
make
young
people
focus
on
responsible
drinking?
3. Aim
and
objecLves
Aim:
• PromoLon
of
responsible
aTtude
to
beer
consumpLon
Objec7ves:
• Pay
students’
aVenLon
to
the
problem
of
excessive
and
irresponsible
beer
consumpLon
• Inform
the
generally
accepted
norms
and
restricLons
of
beer
consumpLon
• Involve
young
leaders
to
form
a
responsible
aTtude
towards
beer
consumpLon
KPI’s:
• Number
of
leaflet-‐contacts
–
60
000
• Total
number
of
contacts
–
not
less
than
100
000
4. Challenges
and
SoluLons
Student
youth
do
not
understand
the
problem
and
mostly,
not
interested
in
their
own
health?
To
inform
about,
how
excessive
consumpLon
of
beer
can
harm
to
each
of
us
Youth
is
hard
to
impress?
Bright
&
stylish
format
Corporate
sector
has
some
difficulLes
to
talk
with
students
in
their
language?
Content
of
communicaLon
created
by
student
leaders
5. CreaLve
idea
&
Format
• Reinforce
message
of
responsible
consumpLon
with
the
help
of
original
funny
comics,
which
content
is
close
and
understandable
to
young
people
• Use
the
format
“event
in
24
hours”
–
a
one-‐day-‐long
marathon,
which
aim
is
to
create
comics
involving
experts
and
student
leaders
Crea7ve
component:
Communica7on
component:
• Team
of
the
bright
• Use
of
online-‐mirror
personaliLes
of
the
event
• CreaLng
the
plot
and
• Expanding
the
audience
characters
of
the
event
through
• Help
of
experienced
communicaLon
in
Facebook
designers
in
creaLng
• Forming
atmosphere
of
sketches
emoLonal
excitement
From
idea
to
product
–
in
24
hours!
6. ImplementaLon
stages
Informing
about
the
progress
of
the
project
at
all
stages
through
youth’s
favorite:
8. Facebook-‐app
and
project
blog
ration
Regist
for
ation
p articip ct
e
in proj
blog
Project
t-
yo ung-no ua
unk.co
m.
dr
9. Announcement
for
students
With
the
assistance
of
the
following
organiza7ons:
Student
councils:
– KNU
– NaUKMA
– NТUU
«КPІ»
•
Student
Parliament
•
AIESEC
•
AEGEE
•
GeneraLon
2020
•
AssociaLon
of
Lawyers
of
Ukraine
•
Unistudy
•
Beerplace.com.ua
10. Expert
team
Oleksiy
Olin
Serhii
Brusentsov
Yana
Baranova
Oleksiy
Mas
arLst,
illustrator
of
magazines
Chief
editor
of
project
about
member
of
the
Ukrainian
founder
of
the
“Ukrainian
X3M,
Moloko,
art
director
beer
in
Ukraine
Union
of
Psychotherapists,
banner
network”
and
9
WORLD
studio
beerplace.com.ua.
the
founder
of
Center
Infostore.org,
a
great
fan
of
psychological
counseling
of
comics
Max
Kushnir
Vladyslav
Vavilov
Max
Lebedev Olya
Yurachkivska
Deputy
Director
for
Vice-‐President
of
Kyiv
Fitness
Deputy
Head
of
Kyiv
City
branch
brand-‐manager,
MarkeLng,
CorporaLon
Union
of
the
NaLonal
Scout
ТМ
hike
“Obolon”
OrganizaLon
of
Ukraine,
a
pracLcing
lawyer
11. Comics
Consists
of
24
pages,
A5
format
(comfortable
to
carry
in
a
pocket
—
favorite
youth
format)
Contains
a
specially
created
infographic
about
the
norms
of
safe
consumpLon
of
Obolon
products
12. Еefficiency
of
the
campaign
60
applica7ons
to
parLcipate
in
the
PR-‐team
more
than
1000
interacLons
with
users
on
Facebook
more
than
180,000
views
of
publica7ons,
dedicated
to
the
project
on
Facebook
13. Еefficiency
of
the
campaign
The
level
of
fans’
involvement
on
the
Facebook-‐page
+371%
for
the
period
of
the
project
The
growth
of
the
community
during
the
project
+357%
Reach
of
the
adver7sing
campaign
on
Facebook
—
two
waves
800K
of
adverLsing
400
000
сontacts
each
Involvement
of
opinions
leaders
24
to
parLcipaLon
in
the
project
persons
on
a
public
basis
14. Еefficiency
of
the
campaign
Number
of
visits
to
the
project
blog
1900
The
number
of
pages
viewed
on
the
blog
4300
The
total
number
of
contacts
Direct
Mail
contacts,
spreading
>500K
leaflets,
online
communicaLon
The
number
of
men7ons
on
the
web
100
15. InnovaLons
Event
format
«in
24
hours»
used
in
the
creaLon
of
comics
for
the
first
Lme
Comics
on
the
topic
of
responsible
drinking
were
created
for
the
first
Lme
Event
format
«in
24
hours»
was
used
as
the
CSR
iniLaLve
and
for
the
PR-‐project
for
the
first
Lme
Results
became
possible
due
to
original
format
and
creaLve
idea
which
was
widely
supported
16. Thanks!
“This
comics-‐book
was
created
by
young
people
for
young
people,
therefore
it
speaks
their
language,
and
is
more
effecAve
than
the
standard
social
ads”
“It
was
cool
and
fun
Max
Kushnir
–
excellent
Deputy
Director
of
MarkeLng,
experience:)”
CorporaLon
“Obolon”
Artem
Trawkin
project
parLcipant
“‘Comics
for
24
hours’
was
a
unique
project
of
social
responsibility
when
the
beer
company
is
ready
to
form
a
proper
market
consumpAon
of
alcoholic
products”
Taras
Parandii
project
parLcipant
