1. Impact Quincy Mass Communications Campaign
Katie Church & Susanna Cooper

2. Adult Survey Round 1- get an idea of what types of messages would work for adult campaign
Teen Survey Round 1-
get an idea of what peer leaders describe the Impact Quincy “brand”
How peer leaders describe self
Step 1

3. Adult Survey #1

4. Descriptive Statistics of SubjectsN= 19
Age Range:
22-28
Mean age:
23.3
Mode age: 23
Median age: 24

5. Most commonly mentioned core values of demographic group:
Integrity
Family
Loyal
Honest

6. Most effective form of advertising for adults age 22-28
Note: n>20 since subjects were allowed to indicate more than one answer

7. Do you currently drink alcohol?

8. Do you approve of the national drinking age of 21 years old in the U.S.?

9. Why or why not do you approve of the national drinking age of 21 years old?
Most Common Answers:
Social Standards/Norms of drinking and drinking age (n=5)
Responsibility/Maturity of age (n=7)

10. How do you feel about buying alcohol for someone under the age of 21 (a minor)?
Would never buy alcohol for a minor (n=4)
Responsibility (n=3)
Maturity (n=3)
Legality/Risks or Consequences (n=2)
Have in past but would not now (n=2)
Hesitant (n=2)

11. Are there any circumstances in which you would consider purchasing alcohol for a minor? Why or why not?
Yes n=11
Minor is responsible
Trust the minor
Minor is family/friend
Socially acceptable context (college, family event, home, at restaurant with dinner)

12. Have you ever had someone purchase alcohol for you when you were under the legal age of 21?
Context/Situation N=
College/Parties 7
Older Friends/Partner 12
Older Family Members 3
Fake ID 1

13. (Rated: Not likely at all, slightly likely, likely, or very likely)
How likely are the reasons below going to prevent you from buying alcohol for a minor?
(Rated: Not likely at all, slightly likely, likely, or very likely)

15. Summary of Results: Successful Campaign Messages for Target Audience
Least likely messages are those surrounding Big Alcohol
Most likely messages to work are those aimed at protecting youth like your little sister or brother or cousin from...
Next most likely messages are those surrounding consequences, morals/values, and guilt

16. Summary of Important Findings:
Target demographic best reached by TV and Internet marketing campaigns
Most adults got their alcohol from older family members or friends while in college when they were under 21 years old (minor)
Majority would consider buying alcohol for minors that are family members or friends
However, protecting personalized youth e.g. little sister/brother or cousin is the highest appealing message

17. Step 1: Class survey
Step 2: Facebook
Adult Survey 2

18. Results of Facebook Survey

19. Winners! Winner: Message 3 and 7
“Being a big brother/sister doesn’t mean buying them booze”
Split screen images of siblings matching message
Runner up: Message 9
“Support underage success!”
Don’t buy alcohol for underage friends.
Imagery- graduate in front of chalkboard with flexed arms
Winners!

20. Youth Campaign Winners!
Message: Get involved. Do something that matters. Join Impact Quincy. Image- a group of diverse teens chatting in a group at the beach happy and excited/active. Significance of beach to Quincy Teens Subtitle- Join Impact Quincy on Facebook (Facebook image) and get entered to win a free ipod!
Youth Campaign Winners!

21. IQ Facebook / Activities
Get youth to practice media literacy
Example: Find ads on the internet that violate the advertising and marketing code for alcohol and post to the Facebook wall.
Reward winners
YouTube Video- Interviews
Local News Stories
Examples of Questions
IQ Facebook / Activities

22. Promoting IQ to Youth Campaign Final Design

23. Adult 21-28 Campaign Final Design

24. One More Survey... What do you think?
Any additional changes to word placement, pictures, etc.?
Help you a third time?!
One More Survey...

25. Look for our campaign on a billboard, bus, or train near you...
Thank you!!!