COLLEGE DRINKING 67.7% Relaxing 65.4% Facilitates connection with peers 75.5% Central part of college life

INDUSTRY ANALYSIS $2 billion of alcohol marketing $10 million of responsibility

INDUSTRY ANALYSIS Lots of public interest groups with small budgets sending responsible drinking messages contributes to fragmentation and clutter

OBJECTIVES Reduce risk associated with binge drinking reflected in a reduction in alcohol related accidents, injuries, sexual assaults, and transports on college campuses We hope to achieve this by: Reducing the distorted perceptions Increasing student awareness Promoting and encouraging responsible drinking r Objectives 1.Reduce risk associated with binge drinking reflected in a reduction in alcohol related accidents, injuries, sexual assaults, and transports on college cam 2.Increase student awareness of consequences of binge drinking across college campuses 3.Reduce the distorted perceptions regarding consumption rates among students and what constitutes binge drinking 4.Promote and encourage responsible drinking practices to college students

WHAT IS BINGE DRINKING – REALLY? Everyone drinks more than 5! 4 to 5? 6 to 7?

BINGE DRINKING YOUR CAPACITY Depends on… Your Weight Your Body Your Gender Your Age Your Drinks YOUR CAPACITY

COLLEGE DRINKING SEGMENTS Non-Drinkers Occasional Drinkers Social/Moderate Drinkers Frequent Drinkers Excessive Drinker

PRIMARY/SECONDARY TARGET College Community/Families High Risk Drinkers Our Objectives 1.Reduce risk associated with binge drinking reflected in a reduction in alcohol related accidents, injuries, sexual assaults, and transports on college campuses 2.Increase student awareness of consequences of binge drinking across college campuses 3.Reduce the distorted perceptions regarding consumption rates among students and what constitutes binge drinking 4.Promote and encourage responsible drinking practices to college students

DISSUADERS / REGRETS Health Concerns Religion Lifestyle Choice Putting Myself at Risk Doing Poorly at School Abstainers /Occasional Drinkers Unwanted Sexual Hook-ups Embarrassing Myself/Regretful Situations Hangover Impaired Judgment Aggressive Behavior High Risk Drinkers

PREVIOUS CREATIVE TACTICS Testimonial Strategy/ Fear Appeals Informative Strategy Embarrassment Strategy Anti-Behavior Strategy “Walk like MADD” “Wait til you’re 21”

CREATIVE STRATEGY Builds on regrets about drunken behavior Depicts binge drinking as illogical Increases awareness about “knowing one’s capacity”

TAGLINE “KNOW YOUR CAPACITY”

CREATIVE EXECUTION

T.V. Ads Eddie Drunk Texts Mom

Eddie and Evan Fight

TV PLACEMENTS

TV PLACEMENTS

TV PLACEMENTS

TV PLACEMENTS

TV PLACEMENTS

TV PLACEMENTS

INTERNET

INTERNET 58.8% of college students visit social networking sites daily

INTERNET Banner Ads

I-PHONE APPLICATION Helps you keep track of the number of drinks you had

THE BAR AND PARTY SCENE Coasters Front Coaster Designs Back Coaster Designs 41% of students reported doing something they regretted later under the influence of alcohol MYTH: Switching between beer, wine, and spirits will make you more drunk TRUTH: Mixing types of drinks may make you sicker by upsetting your stomach, but not more intoxicated. Coasters 72.5 Percent of our survey respondents said they drink at bars 78.3% of survey respondents said they drink at house parties 96% of survey respondents said they participate in drinking games

THE BAR AND PARTY SCENE Napkins 400,000 College students have unprotected sex due to alcohol 25% of students report academic consequences of their drinking

THE BAR AND PARTY SCENE Playing Cards

THE BAR AND PARTY SCENE Ping Pong Balls

THE BAR AND PARTY SCENE Shot glasses

THE BAR AND PARTY SCENE T-shirts

THE BAR AND PARTY SCENE

THE BAR AND PARTY SCENE Key Chains

DORMS AND CAMPUS LIFE 27.8% of our respondents reported drinking in dorms College students who live on campus drink more heavily Freshmen, a higher risk group, tend to live on campus Dorm Posters

OTHER PR TOOLS Street Marketing Know Your Capacity will be displayed via posters and chalk on high-traffic areas such as crosswalks, bus shelters, buildings, coffee shops, malls, etc.

OTHER PR TOOLS Spring Break PR Stunt Elements of the Know Your Capacity campaign will be present at high-traffic spring break locations such as Miami, Panama City Beach, Ft. Lauderdale, Cancun, Myrtle Beach, etc. PR Stunt

EXTENDING PARTNERSHIPS Girl Talk  Peer Talk Alcohol 101 Plus NCAA Tailgating

EXTENDING PARTNERSHIPS Swag Bag for Freshmen

MEDIA PLAN Media Objective Reach of 70% Frequency of 3.0

GEOGRAPHY

MEDIA SCHEDULING Aug 09 Sept 09 Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 Jun 10 Print TV Online TV Internet Banner Ads Guerilla Marketing Social Networking Transport Ads

BUDGET

EVALUATION Reduce risk Follow up with number of transports to hospitals, death, violations of conduct, etc. Increase awareness Follow up with surveys that measure awareness Reduce distorted perceptions Follow up with surveys measuring student perceptions on amount of drinking Promote responsible drinking Follow up with surveys on student perceptions on responsible drinking 48

THANK YOU!