Background:
The Vermont Department of Health's Alcohol & Drug Abuse Prevention Program (ADAP) teamed with Marketing Partners to develop and execute a common theme social marketing media campaign to reduce underage drinking in Vermont. The statewide, research-based campaign focused on educating 12 to 15-year olds to recognize and resist messages from the alcohol industry.

Based on a media literacy and manipulation concept that tested well in the focus groups, key messages for the campaign encouraged kids to "question the messages" and behaviors in their environment that promote underage drinking. A multi-media media plan was developed with radio as the primary media vehicle. Given the saturation of the target audience with advertisements, we wanted quirky Flash ads that captured the attention of the young teen web user. The strategic goal for the drive-to-web ad campaign was to generate buzz among preteens by connecting them to fun interactive web applications that could be used to spread campaign key messages virally through texting and email.

Target Audience: 
Preteens, 12-15 years old

Materials Developed:

• Campaign website with interactive programming features
• Radio and movie theater ads
• Internet Flash ads
• Promotional items

Impact:

• Web analytics for the online campaign period reflected a dramatic increase in site traffic, downloads, use of the texting feature and forwarding to friends.
• Events with live radio remote broadcasts planned with community coalitions engaged members of the target audience.

Radio Ad featuring a game show and a contestant named Sarah

Radio Ad featuring a game show and a contestant named Tyler

Flash Ads for Question The Message