Campaign Pitch for DrinkAware 14 December 2010

By Stefano Sandri

Who is ?

• We are:– 45 senior and young PR

professionals– Coming from various

backgrounds– Coming from very different

places– Passionate of what we do

What do we do?

• Full Service Public Relations solutions

• Connect people• Communicate on an

authentic level• Engage heavily in

New Media

How do we do it?

Determine the

problem

Create a message Delivery Evaluation Goal

Our Capabilities

• Consumer Campaigns• Internal

Communication• Digital Solutions• Media Relations

The Team

• Four PR professionals• Strong experience in

youth PR• Backgrounds in:– Traditional Media– New Media– Business– Psychology

• Understands the target group

Stefano SandriCampaign Manager

John ParkerNew Media Manager

Mike KilburnAnalyst

Sabrina JamesonMedia Relations

Our Awards

• PRSA Award – Most Innovative Digital Campaign 2010 – 1st Place

• PRWeek: PRide Award – Best New Agency 2008 – Silver Medal

• Fresh Awards: Best Consumer Campaign 2010 – Official Selection

Our Clients

What is the problem?

• Binge Drinking:– in young woman under the

age of 24 in the UK– most common within the

target group (>24)– increased in the past

decade• Perception of Drink Aware

– Known throughout the UK– Famous for its campaigns

What do people say?

A bottle or two, is it really that

bad?

Just like the make-up, it’s part of going out and having fun!

What do people say?Alcohol makes me forget about school and other

problems I have. I feel better about myself.

When I drink I feel more relaxed and it’s easier to talk to guys as well!

Current Situation: Conclusion

• Four major perceptions of alcohol:– It’s part of the “going out” experience– No worries/not aware of long-term damages– Makes the consumer let loose– Use as a narcotic and “to relax”

Possible Obstacles

• Change of social behaviors is hard• Social Media campaign may not be frontal

enough to create awareness

Where do we want to be?

• Objectives:1. Decrease the number of binge drinkers2. Change binge drinking more social drinking3. Create awareness of negative (side) effects of

binge drinking

Target Group

• Identifying the audience:– Primary: Young women

under the age of 24 within the UK• Fun• Outgoing• Social• “Party Animals”• Like to drink

– Secondary: general binge drinkers

The Influencers

Young Women

>24

Social Media

Traditional Media

Friends

Celebrities

University/School/Work

How to reach them?• Social Media

– YouTube (YouTube: Insights for Audience)

• 70% of the target group uses YouTube

– Facebook (checkfacebook.com)

• 28 million active users in the UK• More than half are female• 39% are under 24 year old

• Traditional Media– Print

• Glamour• Cosmopolitan

– Online Newspapers• The Sun• Metro

YouTube

Face

book

Cosmopolita

n

Glamour

0%10%20%30%40%50%60%70%80%

Media usage within young women (>24) in

the UK

Desired Goals

• Decrease binge drinking in the UK

• Create awareness• Spark discussions

(online/offline)This is not how it is in real life! It makes me

think…

I’ll drink less!I’m

concerned about my

health!

Maybe I’ll get drunk just once a

month?

I don’t want to be like

her!

The StrategySocial Media Campaign • Owned

media

Media attention• Earned

media

Create fear of binge drinking through

attacking the appearance of women

The Key Message

End your night like

you started it

Get them excited

about going out without

getting drunk

Make them feel pretty

without the drinking

Make binge drinkers look ridicules/stupid/irrespons

ible

Show the negative effects of

binge drinking

Showing them that

responsible drinking is

fun

Tactics – Social Media

• Viral Video– A girl preparing for a

night out (dressing up, make-up, friends)

– Flashbacks of the girl drunk in between

– Leaves the house with a smile

– Slogan at the end End your night like you started it!

Tactics – Social Media

• Impact– Target group can easily

identify themselves with the video

– Easily distributed– Creates discussions

• Create online platform for discussions– Facebook group “End the

night like you started it!”– Website with advice, (non-

drinking) games and help

Tactics – Real Reactions

• Stunt: “1 Long Island = 1 Cheeseburger”– One long island ice-tea

(common cocktail) has the equal amount of calories as one cheeseburger

– Ask people in bars/clubs how many drinks they had

– Give them one cheeseburger for each drink

– Show them how many cheeseburgers they “drank”

Tactics – Real Reactions

• Impact– Confronts the target

group on the spot (reactions)

– Makes them think about their bodies

– Stunt will be recorded for media distribution

– News worthy

Tactics – Real Story• Meet Sarah Kensington

– Real life story of her past with binge drinking• Ended up in the hospital for getting

punched in the face• Gained weight• Experienced difficulties in school

– How she is doing now• Learned to drink responsible (social

drinking)• Seizes the weekend days• Improved her health

– Will be utilized for interviews• Cosmopolitan – “Cosmo

Confidential”• Glamour – “Sex, Love, Life”

Tactics – Real Story

• Impact– Target group can easily

identify with Sarah– Real and authentic

story– Will directly

communicate with the audience through social media

Evaluation

• Measure press/print cuttings• Analyze online activityCoverage

• Analyze Twitter activity• Observe Facebook posts• DrinkAware website hits• Analyze YouTube comments

Engagement

• Observe drinking behavior within the target group

• Get hospital/police/healthcare statistics

Action

Budget

Viral Video £ 5.000

Stunt – Logistics £ 4.000

Stunt – Camera Team £ 1.000

Sarah – Royalties £ 3.000

Sarah – Logistics £ 1.200

Agency Fees £ 20.000

TOTAL £ 34.200

Summary

The problem is simple: There is too much binge drinking within females under the age of 24 in the UK.

With a strong social media campaign and media attention through the proposed strategy and tactics, we, Virtue PR, are very confident to reach the desired goal of this campaign: to reduce binge drinking while creating a more responsible alcohol consumption, create awareness of the problem and spark discussions.

The ideal outcome is a stop in heavy binge drinking within the target group.