Community Awareness and Prevention Campaign
Alcohol is the most misused substance in so many communities. It’s critical to share information on risk and action steps with families so they can make healthy choices around alcohol. As an agency that oversees prevention for 30+ communities, APW needed a local campaign to combat alcohol misuse. It had to be a compelling message, reach young people and families, and build awareness for how to make good decisions when it comes to alcohol.
Our challenge was two-fold. We needed a compelling campaign to engage families. And we needed creative, cost-efficient strategies to get the most impact for a small budget.
Community Awareness and Prevention Campaign
Our team started with a brief, fast-paced strategy exercise to explore data in these communities. We worked with the APW team to identify trends and nuances. Then we created and pitched concepts and ideas that would resonate. All this work set the stage for a multi-month engagement strategy that we created for the project. We used a multi-layered mix of tactics to drive broad awareness and all online and offline campaign assets tied together with a powerful theme — Let’s #MentionPrevention™. The centerpiece of the campaign was a 30+-page discussion guide for parents that we created from scratch. It provided actual conversation models and guidance for parents on how to talk to young people about alcohol. It also included assets to meet people where they are in the community, such as social media graphics, motion graphic video, billboard creative, direct mail postcard, pizza box sticker, fact sheets, and more. Our work included:
Community Awareness and Prevention Campaign
Community Awareness and Prevention Campaign
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