Set The Rules
Client: Connecticut Office of Policy and Management—Underage Drinking counter-marketing campaign.
What: Revitalize the SetTheRulesCT Underage Drinking marketing campaign. Targeted to parents/guardians of youth age 12 to 20, the campaign asked parents to simply say "No" to underage drinking. The campaign ran during the Prom and Graduation season with both a health message (the impact on brain development) and responsible hosting message (parents who host underage drinking parties can be arrested, fined and/or jailed).
Results: Created 100% multi-platform media match on TV (partnered with WFSB TV 3), radio, social media and digital. Supported campaign on the grassroots level, which included the Connecticut Association of Schools (CAS) and Connecticut Food Association, which everaged their partner supermarkets to underwrite "dry" prom/grad parties and promote through in-store marketing.
We also created on-line marketing kits to support local coalitions to increase overall awareness.