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Syracuse University's "The Stupid Drink" Campaign Book


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This is the final presentation book presented by the First Place winners, Syracuse University, in the 2009 National Student Advertising Competition. It is an annual competition, this year hosted by The Century Council and the American Advertising Federation. Over 140 schools competed.

The goal of the campaign was to curb dangerous overconsumption of alcohol by college students. An animated storyboard of the TV spot can be viewed here:

The management team and presenters:
Maria Sinopoli (Account Management Director), Paul Savaiano (Research & Strategic Planning Director), Greg Rozmus (Media Director), and Pete Ceran (Creative Director)

Published in: Education, Economy & Finance

Syracuse University's "The Stupid Drink" Campaign Book

  3. 3. EXECUTIVE SUMMARY Jimmy — I’m really proud of you for heading o to college next year. Since I’m about to graduate, I gured it might be helpful to share some things I’ve learned. Partying and drinking are a big part of college. I remember when Mom and Dad dropped me o — within a few hours, I was having a beer with my new roommate. I met my best friends at parties that rst week of school. My nal project in college is for a group called The Century Council. I was told to gure out a way to stop binge drinking in college. At rst, I laughed. I didn’t think drinking in college was a problem. There’s always some new organization that says “don’t do this!” or “don’t do that!” and they’re usually talking about things that aren’t a big deal. But then I thought about what I’ve learned about drinking in college. Mostly, I thought about what I learned from my mistakes (and there were a quite few of them). I was really stupid sometimes. Do you remember that girl, Sherri, who I dated for a little bit in high school? The one Mom always used to call ‘the daughter I never had’? Yeah . . . I got really drunk one time and said some really mean stu . She still hasn’t gotten over it. Still really regret that. Sometimes, the consequences stick with you for a while. After way too many times of messing up, I realized that being that person just wasn’t fun. I was acting really stupid for no real reason. So thinking about this project . . . and what message I would’ve wanted to know in hindsight (since “don’t drink!” was not going to cut it) I realized there was a pattern. All the times when I acted really stupid, I drank too much. There were nights when my drinking took me from a good night to an embarrassing one, a night I wanted to remember to one I desperately wanted to forget. And I realized it only took one drink to get me from A to B. “ In my project, I’ve termed this The Stupid Drink. Seriously, if there’s one thing that you get from this letter, it’s to avoid The Stupid Drink. The biggest regret of my decade as Know your limit, and stay away from that one drink that takes you from drinking to drinking too much. President of this university is having to You’ll know you’re there when you feel it. call nine sets of parents to inform them I know that when I start to feel light-headed and stop hearing in my left ear, I’m usually about to pour my Stupid that their son or daughter had died as a Drink. I just hang out for a while and see how the rest of the night goes. I know having that extra drink always puts result of alcohol abuse. No parent should me over the edge. Not worth it. “ ever have to get a call like that. Those Your friends will drink from funnels, pass out, throw up, etc. It’s gross, I’m not gonna lie. I guarantee you’ll have way calls haunt me everyday of my life. more fun in college if you avoid your Stupid Drink. - Daniel Sullivan, President, One last thing . . . if you need more money, tell mom and dad you found a place to sell blood plasma. St. Lawrence University They always send more money. Have an awesome ride – you’ll love it. Your favorite brother Executive Summary // 2
  5. 5. WE BEGAN WITH OUR OWN STORIES, BUT FOUND AN EVEN GREATER ONE INITIAL STEPS Looking around, we saw binge drinking everywhere at Syracuse University. We observed people drinking heavily in bars, in the dorms and at theme parties. We even saw it in ourselves. We were de nitely not immune to the problem. Syracuse has been portrayed as a party school many times before, but in 2005, former Syracuse student Koren Zalickas wrote The New York Times Bestseller, “Smashed: Story of a Drunken Girlhood”, rekindling the discussion about college drinking. We sat back and thought for a moment: if Syracuse students are binge drinking just as much as every other party school in America, we might actually have a chance to understand the problem and gure out a way to solve it. Trying to wrap our minds around the problem of binge drinking felt like we were tackling an overwhelmingly huge social problem, like the American nancial crisis. We looked around the world for other people’s solutions. Anything. Commercials, magazines, PSAs, books, public policy. Some things worked – some things failed miserably. WE DID FIGURE OUT A FEW THINGS THAT WON’T WORK AUTHORITARIAN They e ectively end the conversation before it begins. (e.g. MADD, Above the In uence) NOT TALKING TO UNDERAGE STUDENTS We cannot solve problematic drinking without talking to everyone it a ects. POKING FUN AT THE CONSEQUENCES Humor dilutes the seriousness of an issue that is already not taken seriously. RESEARCH OBJECTIVES 1.) Determine why a huge problem such as binge drinking hasn’t been solved yet on college campuses 2.) Understand the motivations causing potentially life-threatening behaviors by di erent college students 3.) Find a de nition of “dangerous over-consumption of alcohol” that everyone can agree upon 4.) Uncover a way to talk to college students about a topic that they are currently shutting out OUR PRIMARY RESEARCH METHODOLOGIES 15 journals 1556 in-depth 75 expert documenting surveys reaching interviews * 15 ethnogrophies: Deprivation Study to expose the social sober and drunk all 50 states observational, video & photo pressures to drink weekends There are two stories being told; on the weekends the one authorities are telling, and the hidden one of college * Dr. Kate Carey, Psychologist & binge drinking expert; Dr. Jackie Orr, Sociologist; Emergency Medical Technicians; Director students. This is the latter. of Syracuse University Health Services; Director of Public Safety; Nancy Cantor, Syracuse University Chancellor & President; Director of Judicial A airs; Director of Residence Life; University Counseling Center Research and Planning // 4
  6. 6. STUDENTS DON’T BELIEVE THAT BINGE DRINKING IS A PROBLEM THE OFFICIAL DEFINITION OF BINGE DRINKING Drinking alcohol that brings blood alcohol concentration (BAC) to .08 or above, which corresponds to having ve or more drinks (male) or 4 or more drinks (female) in about two hours. COLLEGE STUDENTS AGREE THAT BINEG DRINKING IS NOT A PROBLEM Within our agency, we have presidents of several organizations, a commencement speaker, Dean’s List scholars, and community volunteers. But according to this o cial de nition we are all binge drinkers too. We started using the term binge drinking in our research, but we were quickly met with resistence. 92% of college students have rejected the term. It serves as the o cial de nition across most elds of research and policy. But not in the eyes of students. SO WE STARTING ASKING ABOUT “DRINKING TOO MUCH” After college students rejected the problem of “binge drinking,” we switched modes. We wanted to know what they had to say — we asked students what they saw as “problematic drinking.” All of a sudden, there was a shift in the conversation — they immediately started spewing answers, such as: “get in a ght” “argue with “crazy text “death” “throw up” “alcohol “crying” “falling “blackout” my girlfriend” messages to poisoning” down stairs” ex-boyfriends” “lose track of “send drunk how much I drink” “stomach pumped “unwanted “argue with at the hospital” “not having texts” “DUI” hookups” my girlfriend” “acting like a good time” an idiot” WHEN WE HEARD THESE RESPONSES, WE FELT STUCK FOR TWO REASONS: 1) Students could agree that binge drinking isn’t the problem, but they couldn’t agree on what the problem is. Almost everyone gave a di erent answer. Why weren’t we hearing one universal de nition of “dangerous over-consumption of alcohol”? I hate when people say my 2) We asked students to tell us their de nition of binge drinking, but they were only able to drinking gets out of hand when describe consequences that happen after drinking too much. They couldn’t de ne what was I throw up or say something leading to these consequences. I regret. But binge drinking isn’t WE WERE ALMOST THERE. the problem. In fact, it’s hilarious. BUT WE COULDN’T QUITE PUT OUR FINGER THE PROBLEM. - Male, 18 5 Research and Planning
  7. 7. THE PROBLEM IS DRINKING TOO MUCH Every student mentioned consequences that happened when they “drank too much.” There was a hidden line between “drinking” and “drinking too much.” Between being in control and out of control. Between a fun night and a horrible, regrettable night. In fact, no matter how the two sides of the line are de ned, the problem is crossing the line. Once that line is crossed, anything can happen. Any of the dangerous consequences can occur. And that’s when things quickly go wrong for so many college students. THE PROBLEM IS CROSSING THE LINE BETWEEN: DRINKING DRINKING TOO MUCH HAPPY FACE SAD FACE NO DRAMA DRAMA IN CONTROL OUT OF CONTROL FUN SLOPPY CONFIDENT TOO CONFIDENT DANGEROUS OVER CONSUMPTION OF ALCOHOL=CROSSING THE LINE BETWEEN “DRINKING” AND “DRINKING TOO MUCH” There are definitely nights when I’ve had too much to drink. My friends have to tell me what I did because I don’t remember. - Female, 20 Research and Planning // 6
  8. 8. PEOPLE DRINK TOO MUCH — IT’S COLLEGE WE WANTED TO FIND OUT WHY: As we spoke to more and more students, it became clear that people drink for di erent reasons. Some people drink to t in, while others drink to meet new people and still others drink just to have fun. Whatever the reason, college students continue to drink. And “drink too much.” There are cultural, social and personal insights into why college students continue to “drink too much.” PERSONAL, SOCIAL & CULTURAL MISPERCEPTIONS CAUSE PEOPLE TO “DRINK TOO MUCH” CULTURAL SOCIAL CULTURALLY, DRINKING IS FUN PEER PRESSURE AND THINKING AND SIMPLY PART OF COLLEGE. PERSONAL OTHER PEOPLE DRINK MORE THAN THEY ACTUALLY DO ENCOURAGE DRINKING. 63% agree that heavy drinking is EXPERIENCING NEGATIVE expected of college students CONSEQUENCES ARE STILL NOT “The rst time I went over my limit, it was - Primary survey A DETERRENT TO DRINKING. because of somebody else. I felt like I had to keep drinking. Other people always 64% of students agree that “Last Saturday, I woke up with a hangover in uence me to drink more.” college is a time to behave in a way and threw up all day. I started feeling - Male, 18 unacceptable outside of college. better around dinner, so I went to my - Primary survey friend’s party that night.” “…I made a drink and then my friends - Female, 19 kept pouring more alcohol into my drink “College equals drinking and and I didn’t want it! But I nished it and drinking equals college. This is what you “The next week comes along and you wake made another.” do for four years, then you grow up.” up feeling ne…the memory of sick…it’s - Female, 20 - Male, 18 just in the past. I don’t really feel the pain I was feeling then, in which case I just start 85% of binge drinkers think that most or “Look we know that in college we drinking again.” all of their friends binge drink. probably drink too much. But that’s the - Male, 20 - Primary survey thing, its comparison to other college students we are normal drinkers.” 69% of students agree that knowing the “I think the reason everyone puts up - Female, 20 negative e ects of binge drinking doesn’t pictures on Facebook is because a ect whether they choose to binge drink. everyone else does. They want to know - Primary survey they party the hardest and/or craziest.” - Female, 18 Drinking in college is fun… we wouldn’t do it if it wasn’t. - Male, 19 7 Research and Planning
  9. 9. I DRINK, YOU DRINK, WE ALL DRINK WE NOTICED DIFFERENCES IN ATTITUDE AND BEHAVIOR BETWEEN UNDERCLASSMEN AND UPPERCLASSMEN “I have felt the need to reevaluate my drinking behavior.” “When I rst started drinking, “Younger students are a Freshmen: 31% agree we would meet up in my dorm sub-group of people who are “The initial transition to a Seniors: 61% agree and chug a bunch of alcohol. But residential college represents more prone to binge drinking.” (primary survey) now, it’s going to a bar, and being Harvard University study, the period of greatest risk for more responsible about it. I’m still “I have experienced heavy drinking, with 80% of “I know my (Weitzman et al., 2003) drinking limit.” drinking at that bar, but I’m not negative consequences all students using alcohol, and going past my limit.” due to drinking too much.” 44% participating in binge Freshmen: 54% agree - Male, 20 drinking.” (SESSA, 2005) Seniors: 93% agree Freshmen: 63% agree (primary survey) Seniors: 87% agree (primary survey) DEMOGRAPHIC DIFFERENCES There are di erent experience levels when it comes to drinking in college. We need to speak to males and females who are 17 – 22 years-old enrolled full-time in 2- or 4-year colleges. Although white students tend to experience THE BAD NEWS: Students of every age pass their limit. more negative consequences, race and ethnicity generally have little a ect on attitudes and behavior with regard to drinking. Gender is not a di erentiator of awareness. Age is the most important di erence between targets — generally, younger students do no understand what “too much” means compared to older students. THE GOOD NEWS They learn through experience. NAIVE DRINKERS REGULAR DRINKERS EXPERIENCED DRINKERS THE CHALLENGE: Make them learn faster. FRESHMEN / SOPHOMORES SOPHOMORES / JUNIORS JUNIORS / SENIORS The excitement and anticipation Through trial and error, students have They know what works for them and of college makes young students experienced negative consequences they stick to it. This experienced drinker eager to dive into the college party of drinking but are still testing their has learned over time how to avoid scene. Alcohol acts as a perfect social limits. They have an established routine morning headaches and frequent lubricant to ease the process of making and set of friends, and therefore feel blackouts. Unlimited freedom in o - new friends in this new environment. less pressure to prove themselves with campus housing allows them to drink The newfound freedom of college alcohol. These students are slowly leisurely and casually with a close group makes heavy drinking acceptable. learning how to pace themselves, of friends. Although they still slip up on but still don’t want to miss out on the occasion, they know they can drink and DRINKING ATTITUDE: The Naive Drinker “college experience.” have fun without going overboard. Now that I’m a senior, drinks to get drunk as fast as possible. DRINKING ATTITUDE: The Regular Drinker DRINKING ATTITUDE: The Experienced I’ve realized I can drink drinks a lot to have a great time with Drinker values his/her time with friends without ending the night close friends. and drinks to enjoy it more. with my head in the toilet. - Female, 22 Research and Planning // 8
  10. 10. RIGHT NOW, THERE’S AN ISSUE WITH MESSAGING CURRENT MESSAGES TALK TO ONE EXTREME OR THE OTHER Students hear two messages. “Drink!” and “Don’t drink!” They sort out messages about alcohol using these two extremes — messages either support the idea of drinking in college, or try to persuade against it. College is placed on a pedestal long before freshman year — drinking is seen as right of passage, and a very acceptable part of college. Pop culture, such as Animal House, Old School and MTV Spring Break paint a very vivid picture of the college environment and fuel the stereotype. Why wouldn’t people be excited for college? Right now, college freshmen are only able to make this mental distinction: “NOT DRINKING” “DRINKING” TO BE EFFECTIVE, MESSAGES MUST RECOGNIZE REALITY We need to get students thinking about “drinking” and “drinking too much.” And faster. They learn through trial and error, so it takes two to three years to develop an understanding of what it actually means to “drink too much.” What it feels like, looks like, smells like and sounds like. We cannot stand on the sidelines and simply accept that it takes years to understand this distinction. We realized that communicating this distinction would get students to progress to Experienced Drinkers in a quicker and safer way. We need to help students make this further distinction. “ When I see a poster telling “DRINKING me that I shouldn’t be “DRINKING” TOO MUCH” drinking in college, I just laugh. Obviously, anyone “normal” is going to drink in college. - Male, 18 9 Research and Planning
  11. 11. OUR STRATEGY SPRINGS FROM A SIMPLE TRUTH SIMPLE TRUTH: TO YOURSELF: Every college student becomes aware TO YOURSELF: (THE NEXT DAY) of what it means to “drink too much.” TO A YOUNGER (THAT NIGHT) “Well, that SIBLING: “Do I look was stupid.” OBJECTIVE: “Don’t be stupid.” that stupid?” Have students talk about the line between “drinking” and “drinking too much” in a way ABOUT OTHERS: TO A FRIEND: that is meaningful to them. “She looks so stupid!” “You’re acting stupid.” STRATEGY: Identify and stigmatize the one drink that separates enjoyable drinking and the negative consequences that occur from “drinking too STRATEGY much.” This is The Stupid Drink. The Stupid Drink THE STUPID DRINK DEFINED: The stupid drink is the one drink between “drinking” and “drinking too much,” in control and out of control, good times and regrets, great memories and no memories. For some it’s a feeling, for some it’s a number, for some it’s a type of alcohol. WE TESTED THE IDEA WITH COLLEGE STUDENTS Before we moved forward, we wanted to see how this resonated with college students. If the idea didn’t click immediately, it would never work. But it did click. And beautifully. “It takes the blame o me or my “I’ve never thought about a “The Stupid Drink. It’s so di erent! It’s friends. It’s that one drink’s fault. speci c drink like that. But it a message about drinking that I can That’s so true!” -Female, 21 totally makes sense!” - Male, 18 actually use.” - Female, 19 There’s always that one drink — that one shot that I wish I didn’t have. It always makes The Stupid Drink is grounded in actual experience. Everyone gets it — it’s universal. things go downhill. Always. - Male, 21 Research and Planning // 10
  12. 12. THE STUPID DRINK WILL MAKE MEANINGFUL CHANGES COMMUNICATION OBJECTIVES LOOKING FORWARD, WE WILL MAKE A REAL DIFFERENCE We will be including a long-term tracking We’re not forcing a new message upon college students — we’re giving them a way to talk about a message they study for the campaign in order to hear everyday. In themselves, in their friends, and in pop culture. That’s more than any other piece of communication standardize metrics and measure the has done so far. By speeding up the time it takes for students to learn what “too much” means, students have a way to following objectives: experience drinking in a safe way. The occurrence of every negative consequence will decrease. REDUCE DANGEROUS BEHAVIOR TALKING TO UNDERAGE DRINKERS IS CRITICAL Reduce the percentage of students who Before we even started our research, we noticed that there was a huge segment of people being overlooked: those report having experienced negative college students who are 18- to 20-years-old. Once they’ve decided that they are going to drink in college, any message consequences by 20% in year one; that alludes to “not drinking” will not resonate with them. They’ve been told that such behavior is “illegal,” so they shut measured nationally, campus-wide, out those messages. They stop listening. and individually. But we need to talk to these people. In doing so, we are not condoning or vilifying underage drinking. It is a fact of life that college students who are underage participate in drinking behaviors. We are communicating to the behavior of INCREASE AWARENESS OF drinking, rather than a group of people who are drinking. There is a very clear distinction between these two ideas — “DRINKING TOO MUCH” the former is a necessary step. We need to focus on solving the problem in a real way. Not just in a politically correct way. Increase the percentage of students who are able to recognize their line to 25% OUR POSITIONING in year one, 50% in year two, and 75% in The Stupid Drink is something very small that will make a huge di erence. We need to develop a communication year three. campaign that brings this idea to college students across the country. Looking forward, this three-year campaign will get people talking about what it truly means to pass the line from “drinking” to “drinking too much” in order to reduce GET STUDENTS TALKING premature deaths, hospital visits and a long list of other unnecessary consequences that occur on college campuses. ABOUT THE STUPID DRINK Introduce The Stupid Drink as the way for peers to discuss problematic drinking and what their line is, and have 40% awareness of The Stupid Drink among all college students in year one. Looking back, when I was a freshman, I wish I would’ve known how to drink. - Male, 22 1 Research and Planning 1
  13. 13. CREATIVE BRIEF WHY ARE WE COMMUNICATING? Students will admit that drinking in college can be a problem, but cannot agree on what that problem is. When asked what “drinking too much” means, students listed a laundry list of negative consequences. But the problem is the passing of that line, that point, or that drink where “drinking” becomes “drinking too much.” It’s The Stupid Drink. Students either don’t know it exists or simply don’t have a way to identify it. This must change. Students need to know about this thing called The Stupid Drink: the single drink that accelerates consumption, that puts them over the line, that takes them from drinking to drinking too much. WHAT DO WE WANT THE COMMUNICATION TO DO? Create broad awareness and understanding of The Stupid Drink among college students. Help them recognize and avoid it in order to reduce the long list of negative consequences of drinking too much. WHO IS OUR AUDIENCE? NAIVE DRINKERS The Naive Drinker drinks to get drunk as fast as possible. REGULAR DRINKERS The Regular Drinker drinks a lot to have a great time with close friends. EXPERIENCED DRINKERS The Experienced Drinker values his/her time with friends and drinks to enjoy it more. WHAT DO THEY CURRENTLY THINK? “There’s drinking and not drinking. College equals drinking and drinking equals college. This is what you do for four years, and then you grow up.” WHAT WOULD WE LIKE THEM TO THINK? “Drinking is part of college. Everyone has his/her own limit. It’s nding that limit before you blackout or get sick that’s important.” WHAT IS THE BIG IDEA? The Stupid Drink is the one drink that takes you from “drinking” to “drinking too much.” HOW DO WE MAKE IT BELIEVABLE? The Stupid Drink allows students to identify and avoid that point where things take a turn for the worse. WHAT TONE SHOULD BE USED? There should be an informal and conversational tone — not authoritarian or confrontational. Research and Planning // 12
  15. 15. OVERVIEW We designed the concept of The Stupid Drink to be an informal way of talking about a very serious issue. It is purposefully designed to ease discussion between students and their peers, parents, and others around them who would normally shy away from such awkward confrontations about drinking culture. To propel the concept of The Stupid Drink into mainstream culture, we needed a unique voice. This voice would have to de ne and educate about The Stupid Drink, without falling prey to the creative land mines we laid down in our strategy. This voice had to be informal enough to connect with college students, yet carry enough weight to have some authority in talking to them about The Stupid Drink. We present The Drinking Institute. It is a faux scienti c research center, populated by college seniors and recent grads. As experienced drinkers, who seem to have been born knowing their drinking limit, they have taken it upon themselves to research why people act so stupid when they drink. They are especially mysti ed and intrigued by freshmen behavior. After devoting years of research to the subject, they have nally identi ed The Stupid Drink as the cause of gross over- consumption of alcohol on college campuses. The Drinking Institute is the voice of our campaign. It avoids the problems inherent in authoritative voices by placing the expertise in the hands of peers. The concept of a scienti c institute devoted solely to the study and experimentation of alcohol on other people is ludicrous enough to get students’ attention, yet done with a straight face so as to preserve the seriousness of dangerous drinking behavior. College students de ne their drinking experience socially. So, the Institute must speak to them in the same way, describing the symptoms of approaching their limits in social terms, rather than the qualitative, numerical de nitions that have consistently failed to have an impact in the past. These symptoms of The Stupid Drink, or “Symptoms of Stupid” for short, are our way of phrasing the social indicators of a bad night in the same informal, but serious way. Creative // 14
  16. 16. NON-TRADITIONAL WEB SITE Visitors will be invited to interactively explore the halls of The Institute. TV spots and viral videos will be showcased. Visitors will be able to perform experiments on test subjects to learn about the e ects of The Stupid Drink. “Symptoms of Stupid” party games can be downloaded in print-form for free. The Web site will also serve as the central hub for the upcoming online promotional event. ONLINE PIX MESSAGING APPLICATION On the Web site, students can request to have picture message “Symptoms of Stupid” sent to their cell phones. If a friend has been displaying symptoms, students can Pix Message their friend with the corresponding photo. TWITTER Students can follow updates from The Drinking Institute’s sta . The Twitter pro le will continually update company news and faux experimental breakthroughs to engage the online college community. 15 Creative
  17. 17. NON-TRADITIONAL FACEBOOK APPLICATION Adding the “Symptoms of Stupid” Application on Facebook will give users the option to tag their friends in photos as having the various symptoms. It is a more entertaining way of pointing out a friend’s Stupid Drink. Select symptoms like “Handsy Friend” will be available to discourage glorifying being past their limit. VIRAL VIDEO Education of The Stupid Drink and The Drinking Institute will get an entertaining promotion by none other than Bill Nye the Science Guy. Bill Nye serves as the perfect addition to the voice of The Drinking Institute. The current college demographic grew up on his brand of teaching science in weird and fascinating ways, allowing us to educate students on the e ects and chemistry of alcohol without feeling forced or preachy. A few months after the viral video launches, an online contest will be held and the winner will be featured as Bill Nye’s assistant in the next viral video. Creative // 16
  18. 18. NON-TRADITIONAL BAR STAMPS Monotone versions of The Stupid Drink and The Drinking Institute logo will be turned into bar stamps to keep students constantly aware of their limits throughout the night and the next morning. BAR/CAMPUS AMBIENT Objects around campus and in bars will call out ambient “Symptoms of Stupid.” Bar and dorm mirrors will be blurred to simulate blurred vision. Bar tabs with The Stupid Drink ordered will be left on tables. Sidewalk clings will call attention to normal objects in the environment that become hazards when a person has had too much to drink, such as low-hanging branches, curbs, and staircases. COASTERS Bar coasters with 50 di erent colorful Stupid Drink de nitions ensures that students will nd a de nition that resonates with them. Also, students can collect and save their favorite coasters. THE DR THE DR THE DR INK INK INK THE THE THE IN G IN G IN G STU ID STU ID STU ID IN IN IN ST ST ST P P P IT IT IT P P P DRINK UTE UTE UTE DRINK DRINK THE LINE BETWEEN THE DRINK BETWEEN THE QUICKEST WAY OM OM OM DRINKING AND E.C E.C E.C "I'M GOOD, I'M GOOD" FROM COOL TO FOOL DRINKING TOO MUCH UT UT UT AND "MY BAD" TI T TI T TI T INS G INS G INS G DRINKIN DRINKIN DRINKIN 17 Creative
  19. 19. NON-TRADITIONAL DECKS OF CARDS Drinking Institute Poker Cards will be distributed to Resident Assistants to place in student lounges. The cards will also be distributed to bar owners to place on tables. The cards serve as an activity to bring students together. BEWARE OF THE J KIOSK INSERT/ CARDBOARD STANDUPS O STUPID K DRINK E Located in student centers in colleges across the R country, the kiosk inserts will mimic the coasters and billboards to reinforce the de nition of The Stupid Drink and drive tra c to the Web site. Cardboard cut-outs of Institute scientists will urge students to R E identify their Stupid Drink. K O J DRINKING INSTITUTE.COM BATHROOM STICKERS SYMPTOMS OF STU ID P P Small banners identifying The Symptoms of Stupid POSTERS PHANTOM CONFIDENCE The Drinking Institute will o er $3 promotional will be stuck to bathroom stall doors to give students REGRETTABLE TEXTING posters at early semester poster sales. Modestly- something informative and humorous to read. LOSS OF POSSESSIONS DISTORTED PERCEPTION OF HOTNESS priced to appear as a great deal, Freshmen eager INAPPROPRIATE EMOTIONAL RESPONSES to pimp out their new dorm rooms will be more SLURRED SPEECH likely to have a favorable opinion of The Institute TERRIBLE, TERRIBLE IDEAS than they would if the poster was free and “forced”. EXCESSIVE URINATION VERBALLY ABUSING A STRANGER The pro ts of the poster sale will go towards each SYMPTOMS OF STU ID NODDING OFF WHILE STANDING university for funding various initiatives, P such as judicial a airs or substance abuse PHANTOM CONFIDENCE REGRETTABLE TEXTING LOSS OF POSSESSIONS DRINK MISSING YOUR MOUTH DISTORTED PERCEPTION OF HOTNESS INAPPROPRIATE EMOTIONAL RESPONSES SLURRED SPEECH DANCING LIKE "PRO" counseling programs. TERRIBLE, TERRIBLE IDEAS EXCESSIVE URINATION VERBALLY ABUSING A STRANGER DULLED THOUGHT PROCESS NODDING OFF WHILE STANDING DRINK MISSING YOUR MOUTH PERSONAL SPACE INVASION DANCING LIKE "PRO" DULLED THOUGHT PROCESS PERSONAL SPACE INVASION IF YOU OR YOUR FRIENDS EXHIBITS MULTIPLE SYMPTOMS, IF YOU OR YOUR FRIENDS EXHIBITS MULTIPLE SYMPTOMS, YOU ARE DANGEROUSLY APPROACHING YOUR STUPID DRINK. YOU ARE DANGEROUSLY APPROACHING YOUR STUPID DRINK. THIS HAS BEEN AN OFFICIAL MESSAGE FROM THE DRINKING INSTITUTE . COM THIS HAS BEEN AN OFFICIAL MESSAGE FROM THE DRINKING INSTITUTE . COM Creative Executions // 18
  20. 20. DIRECT The Drinking Institute 123 Hop Avenue, 5th Floor Death Valley, CA 92328 POSTCARDS Dear Student, A month before students go to college, they will receive an urgent postcard from the Institute warning of their new We write to inform you of a groundbreaking discovery. For years, our mission at The Drinking In replication trials, identification of this drink and the decision not to consume it have positively influenced discovery of The Stupid Drink. The postcards will serve as an introduction to The Stupid Drink and a teaser for Institute has been to pinpoint the reason that college students suffer from periods of uncontrolled alcohol the lives of study participants, their social lives and grade point averages. consumption. After extensive testing and research, The Drinking Institute. we are issuing the following warning: For questions or concerns pertaining to THE STUPID DRINK, please visit us online at There is a drink that exists between drinking and drinking too much. It is called THE STUPID DRINK. THE This single drink is the last one that can be refused— DRINKING the one that leads to the ones that you later regret. INSTITUTE IT SHOULD BE AVOIDED AT ALL COSTS. .COM ID OF HUTS U P P PROMOTIONS OMS SYMPTRTY SCAVENGER NT LOSS OF PA L VERBA A AGE BEVER OF OL BEER ABUSE CONTR CALLY ES STRANGER CHRONI NCE GOGGL LY LA EVENT MARKETING ON QUADS REAL A OFF-BA Y E GLASS BAD ID BAD EYES DRUNK IDEA Two Institute scientists will run a booth on quads, challenging students to sink a shot ED "HAND SY" D TEXTS SLURR FRIEN OM PHANT CE on a Beer Pong table with 10 cups. Participants can take 30-seconds out of their walk to SPEECH DRUNK LS IDEN CONF SQUEA classes in a shoot-’til-you-miss challenge. Nine of the cups will correspond to di erent LOST KEY LE FRIEND - OVERNESS LI UNCONT ROLL- ARTICHING ABLE promotional prizes, such as t-shirts, party games, personalize-able Solo cups, and OF CL OT PRIATE NODDIN G EMO DRUNK GIGGLIN G INAPPR NAL OFF more. But hit The Stupid Drink in the middle and it’s game over. A banner, similar to the DRUNK EMOTIO SE O RESPON OOT BAREF IC KLEPT S*** BL IN PU stadium billboards, will accompany the booth to warn those who don’t have the time to D E IVE XCESS N EATIN GRIN G SAUCE G URINATIO NG participate in The Stupid Drink challenge. DANCI ALONE SQUIN T IN E NIGH T : OF TH DRUNK STUPID OF MENT EXPERI STITUTE FICIAL IN AN OF E DRINKING TH M TE . CO PARTY ACTIVITIES DRINK ING IN STITU BINGO games will be given out to participants in the events on campus quads, which friends can play at parties or in bars to spot the Symptoms of Stupid. This serves to further identify The Stupid Drink, as well as call out party-goers who don’t know their limit. 19 Creative
  21. 21. TRADITIONAL BILLBOARD The Drinking Institute understands that students THE ignore textbook or technical de nitions when it comes to PSAs. Billboards in college stadiums STU ID DRINK P P will feature colorful, engaging de nitions of The Stupid Drink. Twice during the season, students will be challenged to text their own Stupid Drink de nitions. The best will become the next THE PASSPORT TO IDIOCY billboard in the series, and those who participate DRINKING INSTITUTE . COM will receive a one-time follow-up text message from The Institute, thanking them for playing and encouraging them to visit the Web site. CAMPUS NEWSPAPERS The Institute will continue to publish its ndings in half-page adverts in college newspapers, de ning The Stupid Drink and urging students to avoid it in mock-press-release fashion. Creative // 20
  22. 22. TRADITIONAL CABLE Our lead scientist brings viewers on an introductory tour of The Institute and talks about their discovery of The Stupid Drink. (Double doors open. Our Head Scientist “...Extreme inebriation.” (Various shots of one ‘tipsy’ test subject “...Has identi ed the problem.” begins walking down a long hallway.) hitting a ‘beer dispenser’ button.) (Through a one-way window, a quick cut (Fist slams button. It ashes green and “Welcome to the Drinking Institute” of a visibly drunk girl attempting to irt “Meticulous research...” dispenses a drink in his cup.) with a lab technician, who is trying to (A lab technician with a hand truck of take notes.) SFX: Ding! various alcoholic beverages passes in SFX: Cup Filling. front of the camera.) “Here, our Senior sta has been experimenting for years on the cause of...” “We call it...” “...The Stupid Drink.” “It’s the drink between drinking...” “...And drinking too much.” (Close-up of the Head Scientist.) (One visibly ‘wobbly’ test SFX: Hand presses button. (Another window shows test (The Head Scientist subject hits the button for subjects giving cheers and passes another window “Help us end this Epidemic another beer, and ‘The Stupid (Box buzzes and ashes enjoying themselves.) with a test subject of Stupidity. Avoid your Drink’ light ashes.) “Stupid”.) throwing up in a toilet.) Stupid Drink.” “...Stupid...” (Final shot of The Drinking Institute logo.) 21 Creative
  23. 23. PR & PUBLICITY “COLLEGE DRINKING SOLUTIONS” WEB SITE College administrators and parents are one-step removed from students, and provide an essential support structure. Currently, there is no way for college administrators and parents to come together and share information on promoting responsible drinking. In order to encourage dialogue on responsible drinking, will be established. The site will have two portions, one for college administrators and one for parents. “The Stupid Drink” messaging will be built into the site to promote discussion about the campaign and encourage universities and parents to share their personal campaign results. This will also help the Century Council in its research e orts. Administrators and parents will be encouraged to participate in the Web site via an electronic press release. For college administrators: Administrators can create a searchable pro le for their university that discusses their individual problem, current solutions and research. Graph-building capabilities will allow quanti able information to be displayed easily. This will also allow for trends to be tracked from school to school. University administrators can search how other schools are approaching the problem, as well as communicate with each other via a message board and blog. Also, a monthly e-mail will be sent to all participants with updates on how other schools are approaching the problem. For parents: This section of the Web site will have information on what to expect while your child is in college. There will also be information on how to be helpful to your children and talk to them before/when problems arise. Parents can also click to the administrators’ portion of the Web site to see how individual colleges are tackling the problem. PRESS RELEASES A campaign kick-o press release will be sent to PR Newswire, The Chronicle of Higher Education, The Center for Disease Control, The O ce of the First Lady, and congressional leaders who are involved in the issue of alcohol abuse. Also, a customizable press release will be created for each participating school. These press releases will be sent to local publications to create community buzz about and support for the campaign. URBAN DICTIONARY & WIKIPEDIA ENTRIES In order to promote usage of “The Stupid Drink” in everyday language, an entry in will be created. This is a Web site of “underground” language and is entirely user-generated. A Wikipedia article will be created for the same purpose. Creative // 22
  25. 25. OVERVIEW College students love their cell phones. And their laptops. And socializing, both online and o . So any campaign that will resonate with them will be integrated across all of these elements. We developed a $10 million media plan that heavily emphasizes e-Branding and non-traditional elements that reach students when they are with their friends: bars, dorms, the student center and on the quad. The campaign has a total of 16 nontraditional placements. The Stupid Drink campaign will be spread across 967 campuses, which comprise 7.5 million of the 10.2 million U.S. col- lege students. The campaign will achieve a maximum reach of 70% and a frequency of three on the target campuses. The campaign will be strengthened through local partnerships with university and community members. These partnerships help strengthen the environment that students call home for four years. Media Plan // 24
  26. 26. MEDIA STRATEGY NON TRADITIONAL TRADITIONAL DORM BATHROOM STICKERS BAR BATHROOM MIRRORS CAMPUS NEWSPAPERS Unique blend of reach and frequency to deliver Reach students when they’re out drinking 77% of college students read their campus an isolated message newspaper at least once a month Allows for a moment of re ection VIRAL VIDEOS Campus-based communication Provides peer-based recommendation POSTER FOR SALE STADIUM BILLBOARD Purchasing posters allows students to “own WEB SITE & MOBILE SITE Encourages ownership of message the message” and hang it on their walls year round College students spend a daily average of 3-5 hours online CABLE CARDBOARD STAND-UP 70% of college students have smart phones; College students spend an average Located in high-tra c student center mobile version of site allows for better navigation of 10.6 hours a week watching TV Out-of the ordinary; will grab attention Late-fringe spots will be placed on: FACEBOOK APPLICATION KIOSK INSERT 80 % of college students use Facebook Channel Index Shows Information-seeking medium Adds a social media element to a MTV 316 The Hills, Fantasy Factory Not typical “advertising” medium; typically peer-based campaign VH1 242 America’s Next Top Model, Fabulous Life of... used for campus events Adult Swim 360 Family Guy, Aqua Teen Hunger Force ONLINE PICTURE Comedy Central 180 Daily Show, South Park SIDEWALK CLING MESSAGING APPLICATION ESPN 123 SportsCenter, Pardon the Interruption College campuses have high foot tra c 96% of college students have cell phones Communicates to students while walking Base: 18-24 year-old full-time college students Drives web-based tra c and peer-to-peer to class or nightly activities viral engagement DIRECT DECKS OF CARDS TWITTER Provides a talking point for students while Growing social networking tool POSTCARDS hanging out Reach students when eagerly awaiting arrival on campus Opt-in feature invites messaging BAR STAMPS COASTERS Serves as a reminder while out drinking and Reach students when they’re already drinking the following morning by communicating via part of the bar environment Gains credibility because distributed by bars SEARCH ENGINE OPTIMIZATION Over 90% of Web sites are launched through search Directs tra c to Web site 25 Media Plan
  27. 27. MAXIMIZING REACH:THE TWO TIERS The use of a two-tier system allows the $10 million budget to be stretched across as many universities as possible. The two-tier system also ensures that the universities with the biggest drinking problem receive the most emphasis. TIER 1 CREATIVE Universities that participate in this tier will receive all creative executions. TIER 2 PARTICIPATING SCHOOLS This tier is comprised of 20 universities* CREATIVE that are most at-risk for dangerous Universities that participate in this tier drinking. The list was compiled based on will receive everything in Tier 1 except the most frequently listed schools across for the campus newspaper ads, stadium four rankings: billboard/jumbotron, cable spots and quad event. The Princeton Review’s Party Schools The Princeton Review’s Lots of Hard Liquor The Princeton Review’s Lots of Beer PARTICIPATING SCHOOLS Playboy’s Party Schools There are 967 universities in this tier. The universities were selected from three groups, minus any overlap from Tier 1: TOTAL ENROLLMENT: 500,000 Universities involved in the Amethyst Initiative, a petition signed by university presidents to begin a discussion about drinking in college The Princeton Review’s Best 368 colleges The 20 biggest party schools from Tier 1 were heavily skewed across the following three factors: very large (10000+ students), East Central geography and Southeast * Arizona State University, DePauw University, Florida State geography. We used U.S. News to compile University, Indiana University Bloomington, Iowa State, Ohio a list of schools that meet these criteria. University, Penn State, Randolph Macon College, Tulane University, University of Colorado Boulder, University of California Santa Barbara, University of Georgia, University of New Hampshire, TOTAL ENROLLMENT: University of Florida, University of Illinois Urbana-Champaign, 7,000,00 University of Mississippi, University of Tennessee, University of Texas Austin, West Virginia University, University of Wisconsin Madison Media Plan // 26