BALAN C T Upstream Advertising
UNI V OF O ERSITY REG ON
HE B
E
UZZ
TABLE OF CONTENTS [Process [Background & Strategy [Tactics [Media Plan [The Future
...02] ...03] ...14] ...27] ...30]
Abuse & Alcoholism’s Task Force on College Drinking, Addictive Behaviors: An International Journal, Alcohol Problems Among Adolescents, Alcohol Use and Misuse by Young Adults , American College Health Association, Beer and Circus, census.gov, CBS News, CenturyCouncil.org, Center for Science in the Public Interest, Clinical Psychology Review, collegedrinkingprevention.gov, Core Alcohol and Drug Survey, Diageo & Responsible Drinking, Education Development Center, Inc, Facebook.com, Google.com, Groundswell: Winning in a World Transformed by Social Technologies, hulu.com, Harvard School of Public Health College Alcohol Survey, Journal of Adolescent Health, Journal of College Student Development, Lightspeed Venture Partners, Mintel Plus, MRI, National College Health Assessment, National Institute on Alcohol Abuse & Alcoholism’s Task Force on College Drinking, National Institute of Health, SRDS, techcrunchies.com, The New York Times, TIME magazine, University of Oregon Substance Abuse Prevention and Education, YouTube.com
[Process]
In order to create a campaign to reduce binge drinking, Upstream Advertising had to illuminate a problem students were unaware they had. We began by questioning and exploring individuals’ motivations to drink. In addition to pouring over secondary data, we shared our best nights, laughed about our embarrassing moments and cringed over traumatic experiences. Our stories and research helped us understand and develop a fundamental aspect of the campaign. Our agency’s conversations revealed that we, as members of the human race, are united by an innate desire to tell stories. College is an essential time to build our library of experiences. Although stories remain personal, students create them with an underlying idea that they should conform to the expectations of their peers and society. The seemingly fleeting moments in which decisions take place result in the ability to create [and remember] stories. Upstream Advertising determined that students’ understanding of decision making in general [as well as the exact moment in which decisions occur] is essential in generating effective methods of communication. We gained insight into how to achieve the primary objective of curbing student’s overconsumption of alcohol. The goal became attainable after we discovered that our communication needed to change drinking behavior before new attitudes about the college experience could be adopted. Balance the Buzz provides awareness of, and a solution to, a problem others have failed to solve. The campaign proves to college students that they have the power to create their ideal night, college experience and story.
[01]
[The Problem] “Drink up now, because after college this is considered alcoholism!”
Students Don’t Relate to the Government Definition of Binge Drinking: •
•
Levels of inebriation can be affected by many factors, including food consumption and an individual’s physical or emotional state. Students define overconsumption based on behaviors and the way the night evolves.
Ben, 21 Business
Locally and nationally, we found that students do not identify overconsumption by a certain number of drinks, but rather as having one drink too many.
Student Ambivalence: • • • •
Students have a superficial understanding of the breadth of the problem. Drinking is a rite of passage and part of the “college experience.” Students are desensitized to the negative effects of alcohol. Students believe that after graduation their drinking habits will change.
[02]
“We’ve all had friends visit the hospital.” Scott, 22 Art History
[Meet the Millennials] We are the first generation to win trophies just for being on the team. The praise and attention we received as children only increased our need and desire to be special. Today, you see us ordering coffee while simultaneously updating Twitter from our Blackberries. Although our fluency with technology keeps us more connected than any other generation, the availability of information causes us to be critical of things we see and hear. Millennials need authentic, respectful and honest conversations.
To better understand our audience, we built on the secondary data we collected by conducting a series of focus groups, surveys and interviews with students from all over the United States. Participants were men and women, ages 18-24. These focus groups, interviews and surveys helped us understand Millennials and what influences their decision making.
Who are we? •
Men and women born between 1982 and 2001.
• • • • •
The “look at me” generation. Self-absorbed. Critical of government and media. Sarcastic. Technologically “plugged in.”
• • • • • •
To be famous. To be heard. To influence others in what we say and do. To make our own decisions. To be in charge of our own destiny. To tell our story and be remembered.
• • •
68% of us believe our generation is unique and distinctive. As different, creative or talented. We think we can change the world.
• •
With sarcasm. Without judgement, condemnation or shock.
What are we about?
What do we want?
How do we see ourselves?
How do we talk among ourselves?
[03]
[How Millennials Use Media...] The volume of research regarding Millennial media usage is abundant; however, it’s limited to primarily demographic information. It often fails to observe and understand subtle behavior. Millennials use media and technology to acquire necessary information from each other instead of traditional institutional and corporate sources.
Media Usage: • • • • • • •
Students access the Internet from their computers at home, computers at school, and from their phones. Online, students usually have multiple windows open at once. Watch shows online or on DVRs. 60% check Facebook daily. Students don’t plan their schedules around TV; instead they watch shows online. College students prefer to use Pandora.com to other online music sources. 72% of students read campus newspapers.
[04]
[... How They Drink] How Guys Drink: Like all people, Millennials make decisions based on emotion, then rationalize afterwards. Their need for story-telling as a means to remain connected and be remembered affects their drinking behaviors and attitudes in a way different from other generations.
Characteristics: • • • •
They have moments when they make decisions that impact them throughout the night. They say or think, “I’m going to get wasted.” They are concerned about what their peers think of them. They pre-game [drinking before they go out drinking].
• • • • •
They are competitive drinkers. They drink more frequently throughout the week. They broadcast their intentions openly. They are motivated to achieve high social status through the amount they drink. Their behavior encourages heavy drinking and entertainment often at the expense of their peers.
How Girls Drink: • • • • • •
They make drinking a group activity. They plan drinking around events. They take pictures to tell stories. They drink to create and strengthen relationships. They remain in groups throughout the night. They take care of each other.
[05]
[Communicating With Mindsets] Our research helped classify drinkers into two categories based on their mindsets. These mindsets emerge from personal motivations to drink and manifest themselves through different sets of behavior. Motivations and behaviors change based on occasion. Likewise, mindsets can evolve throughout the night. Understanding these mindsets provides insight into which communication channels drinkers will be most aligned with, and illuminate the most effective way for the message to spread.
The “Let’s Get Drunk” Mindset: • • • • • • • •
Mission is to drink; social aspect is secondary. Want to alter their reality. Drinking can turn into a competition. Don’t consider themselves alcoholics because they are still in college. Tend to have fewer responsibilities. Drink as much as possible for as cheap as possible. Aware of the consequences but not inhibited. Plan schedule around drinking.
The “Let’s go out” Mindset: • • • • •
[06]
Conscious of self-image and how they are perceived. Plan drinking around schedules. Able to distinguish between when to work and when to be social. Allow themselves to occasionally drink past point of comfort. Enjoy the social aspect of going out more than the altered reality overconsumption causes.
[Strategy] Upstream Advertising analyzed previous campaigns that sought to combat dangerous overconsumption of alcohol. The team concluded that the failure of these attempts stemmed from the emphasis on reshaping students’ attitudes towards alcohol. The end objective was never realized because new attitudes were never adopted. We will achieve our goal of inspiring students to adopt the Balance the Buzz mentality because this campaign strives to change behavior before attitudes. The strength of the strategy is not only through acknowledging, interpreting and influencing behaviors, it also relies on a deep understanding of the complexities of decision making and insight into the decisive moment.
The Decisive Moment: A recognizable point in time when a decision influences the evolution of a story. Choices are made constantly, but decisions made involving alcohol provide a clear example of the relationship between decisions and their consequences. The messages will be delivered to college students ages 18-24 during decisive drinking moments. A larger degree of influence will be achieved by communicating with students during receptive moments throughout their daily routines. The channels through which the messages travel were selected and crafted around our understanding of how Millennials in general, and college students specifically, react to communication techniques. Our audience responds poorly to messages that evoke feelings of guilt or fear. Additionally, they often ignore messages communicated through an anonymous or authoritative voice. A vital part of the campaign’s success is in its ability to authentically engage students. Our agency’s unique perspective allows us to transcend other communication and connect with our peers on a personal level. The campaign’s strategy encourages students to adopt a healthier attitude towards drinking by showing them how to Balance the Buzz.
[07]
[How it Works] [1] Drinking Begins.
[2] Awareness of the decisive moment.
[Start evening with a few glasses of wine... 10:00 PM]
[Questioning tequila shots with friends ... 10:30 PM]
[5] Accept that the choice to have another drink is a personal decision.
[6] Internalize the effect of drinking behaviors.
[Glad about not to taking that tequila shot...10:33 PM]
[08]
[Reflecting on current state...10:35 PM]
[3] Understand that there is a conscious decision to make.
[4] Make the decision to Balance the Buzz.
[Thinking about having “one more drink�..10:30:52PM]
[Considering personal level of drunkenness and how one more drink will affect them ...10:31 PM]
[7] Develop a Balance the Buzz mindset for future decisive moments.
[8] The Balance the Buzz attitude toward drinking will guide future decisions.
[Later, deciding to drink moderately more often]
[09]
[The Balance the Buzz Brand] Brand Strategy: The ultimate goal of Balance the Buzz is not to point to the “right� decision, it is to emphasize the importance of decision making. It illuminates the decisive moment and allows the decision-maker to claim that moment as their own. The identity and strategy behind Balance the Buzz transfers the power from the brand to the audience. Freedom and empowerment manifest themselves in decisive moments. This changes habitual behaviors and eventually results in attitudinal adjustments.
Brand Identity: Brands position themselves to maintain a positive perception. They categorize themselves by titles such as: Challenger, Empowerment or Performance. Brands boast authenticity to appeal to consumers. But ultimately they are defined by the consumer and the way in which the user interacts with them.
A Liberation Brand: Liber is a latin root for balance. The brand mission is to give power back to the college students by drawing attention to decisive moments and decision making.
[10]
Balance the Buzz
[65 Schools] We chose 65 public and private colleges and universities based on: • • • •
The number of undergraduate students (10,000-30,000+). A large Greek system (10-45% of the campus). Athletic program: Division I universities report a higher level of binge drinking. Overall demographic breakdown: Diverse campuses report lower levels of binge drinking.
Total students on these campuses: 1,964,679 84% who report they drink: 1,650,330
West
Arizona State University Colorado State University Oregon State University San Diego University Stanford University University of Alaska University of Arizona University of California University of Colorado University of Hawaii University of Idaho University of Oregon University of Montana University of Nevada University of Southern California University of Washington University of Wyoming
Midwest
Central Michigan University Indiana University at Bloomington Miami University Michigan State University Ohio State University Ohio University Purdue University University of Cincinnati University of Iowa University of Illinois University of Kansas University of Madison Wisconsin University of Missouri University of Nebraska
South
Northeast
Boston University Columbia University Indiana University of Pennsylvania Pennsylvania State University Rutgers University State University of New York at Albany State University of New York at Buffalo Syracuse University Temple University University of Connecticut University of Vermont University of Massachusetts University of Pittsburgh
College Park East Carolina University Florida State University Georgia Institute of Tech James Madison University Kentucky University Louisiana State University Texas A&M University University of Alabama University of Florida
University of Georgia University of Kentucky University of Mississippi University of Maryland University of North Carolina University of Oklahoma University of South Florida University of Tennessee University of Texas at Austin Virginia Tech West Virginia University
[11]
[Media] Objectives: • • • •
Reach 85% of college students on 65 campuses, 4-5 times per week. Reach college students outside of chosen campuses through cable and online outlets. Generate buzz at the campaign outset with heavy marketing and non-traditional tactics. Drive traffic to the website through chosen media.
Strategy: • • • • • •
•
Reach students through media they are already using. Plan media placement based on academic calendar. Use flighted spot cable television ads that appear during first three months of campaign to establish brand. Saturate the Internet with a year-long presence on top sites most frequented by college students. Use flighted schedule for non-traditional tactics at the beginning of each term when students are reported to binge drink more frequently. Facebook web ads will appear on a year-long flighted schedule from Thursday-Sunday when students report they are more likely to be thinking about drinking. Use videos as streaming side-bar ads to link to YouTube full-length video spots.
[12]
Public Relations Strategy: Campus stakeholders will help implement campaign tactics and ensure a higher level of brand recognition and an increased understanding of the brand’s mission. Stakeholders Include: • Students and student athletes • Resident hall advisors • Professors, faculty and staff • Greek life leaders • Campus health centers • Designated driving services Public Relations Objectives: • Use email to educate stakeholders on campaign strategy, tactics and implementation. • Build and promote a positive brand identity on campus with stakeholders. • Reach at least ten percent of the students on our top 65 campuses with giveaways.
Measurability: • • • • • •
Record click-through rates on web ads on Facebook and Pandora.com. Measure different strategies’ cost per 1,000 impressions. Track number of online views for videos and newspaper ads. Track website traffic during the course of the campaign. Partner with American College Health Association to track self-reported drinking behaviors. Record user rates for texting services, Pandora.com users and Facebook gifts.
[13]
[Tactics] Goal: Allow students to adopt behavior that keeps their buzz balanced. Improve personal behavior and attitudes towards alcohol, leading to a decrease in alcohol-related deaths and cases of drunk driving. The first step is to make individuals aware of the moment. The second step is to illustrate that the moment is theirs to own through behavioral choices that manifest themselves in: • The night • The college experience • The individual life story • The collective generational footprint
Placement: The tactics are integrated in media that students use throughout daily routines both on and off campus.
On Campus: • • •
Most students visit campus every day. Students meet with friends and make plans while on campus. Many schools have a large number of students that live on campus.
Off campus: • •
Many students live off campus. Many schools have a large off-campus student community.
Digital Media: • •
[14]
Students are influenced by many different kinds of digital media. Students are reliant on technology.
[On Campus] Interns: [public relations]
Objective: Create peer-to-peer conversations on college campuses. • • • •
Reach out to two current Interns per campus to implement tactics and provide feedback. Interns will work throughout the academic school year. Hours per week: 5 - 20. Intern’s duties include: • Maintain a Facebook page, update their status, post links and write notes about campaign activities. • Create bimonthly reports for The Century Council. • Ensure the campaign message is seen, heard and understood at times during the day when students are consciously or subconsciously making decisions about their nights. • Interns will be paid $100 per month by The Century Council. • Act as working example of campaign by drinking in moderation.
Rationale:
Allow the campaign’s message to spread through personal interaction with a non-authoritative voice.
Week of Welcome: [public relations]
Objective: Introduce the brand and establish its identity with new students. • •
Interns will distribute branded campaign giveaways during the Week of Welcome events. Giveaways include: cups, stickers, magnet mirrors, and water bottles.
Rationale: Provide noninvasive resources when students are most receptive to learning about college life.
[15]
Pathway Game:
Objective: Reach students at a time when they are not focused on drinking. •
• •
• •
Prominent pathways on the campus are lined with signs on wire H-frames. They display different decisions that create stories. Each path ends differently, some with fake puke puddles and others with a positive outcome. All types of drinkers walk through campus and the pathway game increases chances of reaching them. Students either follow a certain path because that is the route that they take or they will be curious enough to explore other paths. The pathway game will assert our presence on campus. Interns are responsible for maintenance.
Rationale: Provide an interactive way to illustrate the evolution of a night based on decision making.
[16]
Campus Campaign Project: [public relations]
Objective: Create an opportunity for students to work on a campaign to reduce overconsumption of alcohol. • • • • • •
Involve students from Business, Journalism, Health Sciences and Art Departments. Five to ten juniors and seniors create a campaign. They work on the campaign from January through March and compete against other teams during the first week of April (alcohol awareness month). They are judged by professors, campus health services and industry specialists. One team per campus wins a prize of $1,000; project is implemented on 65 campuses. Winners work with campus administrators to implement the tactics.
Rationale: Encourage students to think about the campus’ drinking habits as well as their own personal behavior.
Thoughts From Our Team:
“I think more about the impact of every drink a lot more.” Emily K.
“[It] really showed me how stupid it is drink four nights in a row just because we are afraid not to live up the ‘college experience.’”
“[It] made me realize even more how petty drinking can be.”
Anna
Josh
[17]
CALORIE COUNTER: How Much Did Your Night Cost You? Drinks
Student Recreation Center:
Objective: Provide information about the health benefits of drinking less alcohol.
3
4
5
6
7
Wine
120 240 360
480
600
720
840
Beer
130 260 390
520
650
780
910 1040
1170
Shot
70 140 210
280
350
420
490
560
630
680
850 1010
1190
1360
1530
Vodka+Cran Rum+Coke
• • •
2” x 3” calorie cards that analyze six popular drinks. Shows caloric increase from 1-9 drinks; visualizes calories in terms of other food. Placed on cardio machines and also available for Student Recreation Center patrons to take home.
Rationale: Provide a tool that will influence future decision making.
Margarita
1
2
170 340
510
270 540 810 1080 1350 1620 1890
8
9
960 1080
2160 2430
325 650 975 1300 1625 1950 2275 2600 2925 balancethebuzz.com balancethebuzz.com
CALORIE COUNTER: Food Equivalents by Calories Five Glasses of Wine = Two Slices of Cheese Pizza Five Bottles of Beer = Two Lg. Blizzards + One Deluxe Cheeseburger Five Shots = Turkey Sub + Chips + Cookie Five Vodka+Crans = One Cup of Light Ice Cream Five Rum+Cokes = Big Mac + Large Fries Five Mararitas = Fetticine Alfredo + Garlic Bread + Lg. Slice Cake balancethebuzz.com balancethebuzz.com
Partnership with Designated Driving Service:
Objective: Create a connection between the brand and healthy decision making. • •
A branded van wrap will ask, “Was tonight as fun as you expected?” Reach students when they are more receptive to the message.
Rationale: Students begin to evaluate the night on the way home.
[18]
Campus Newspaper Ads:
Objective: Encourage self-reflection by satirizing drunk behavior. • • • •
72% of students report reading their college newspaper. Ad will be placed weekly on the back page, which is one of the most read pages. Ads reach students on campus and have the potential to be taken home as well. The ads will be in the form of a comic titled, “Stuff Drunk People Like.”
Rationale: Communicate with the majority of the student population in a humorous way.
[19]
[Off Campus]
Photo Booth:
Objective: Create awareness of personal drunken behavior. • • •
Prior to taking the picture, participants will be prompted about their drinking behaviors from that night. As they pause to answer the questions they will have a moment of self-reflection. Questions will prompt poses or faces for pictures, keeping people entertained while still being self-reflective.
Rationale: Picture acquired during the self-reflecting moments remain a permanent reminder of their behavior from the night.
Bathroom:
Objective: Prevent students from consuming another drink when they leave the bathroom. Girls’ Bathroom: Posters inside stall doors of bars. • Pose questions about drunken behavior and mannerisms.
Guys’ Bathroom: Can you still put on your mascara straight? Or will your first try look like this? balancethebuzz.com
Targets placed in urinals. • Appeals to mens’ competitive nature by challenging them to aim accurately. • Men will evaluate their drunkenness by how well they hit the target.
Rationale: Draw attention to one’s personal level of drunkenness during a moment of uninterrupted, relative privacy.
[20]
[Digital Media] Twitter: [public relations]
Objective: Provide information while users are engaged in social networking. • •
Status updates distribute content from website, one article at a time. Provide updates on campuses around the nation.
Rationale: Drive traffic to website and unite campaign efforts.
Pandora.com:
Objective: Create in-home brand awareness before and during drinking activities. • • • •
Message appears on two different stations: Top 40s and Alternative. The stations are branded and the message is in a side-bar ad. The message will be heard with a short, witty introduction every 25 songs. Pandora.com is becoming more popular as a vehicle for discovering new music.
Rationale: Allow students to self-reflect while they pre-game.
[21]
Thirty-Second Online Commercial: Objective: Create brand awareness. • • • •
It will be featured before online TV shows. The tone is satirical, which students respond well to. The commercial shows a spilt-screen of two different scenarios of how a night could end for one person. Highlights decisive moments through typical drunken behavior.
Rationale: Reach students during habitual media usage, as students spend more than 30 hours per week online.
Automated Text Messaging:
Objective: Encourage drinkers to consider their alcohol consumption. • • •
User will text a question to “AlcCal” (252-225). System responds with caloric information. Phone usage and texting is prevalent at bars and parties.
Rationale: Show the caloric effects alcohol has on the body.
[22]
Facebook Gifts:
Objective: Critique peers’ drunken behavior. • • • •
To Dianne, From Jen: “Last night ew... Gym today?”
#1 most visited website among college students. 85% of college students have a Facebook profile. On average, 150,000 free Facebook gifts are given per week, 200 times the rate of paid gifts. Gifts mock the drunken behavior the receiver engaged in the night before.
To Eric, from Jen: “Next weekend how about you not shotgun six beers in twenty minutes.”
Rationale: The gift giver can communicate a subtle message, while the receiver is urged to reflect on their decisions. To Maggie, from Dianne: “Not one of your finest moments! Hope today isn’t too rough.”
Balance the Buzz Website: [public relations]
Objective: Create a centralized source to explain the campaign’s background and goals. • •
Provide resources for college students that relate to healthy lifestyles. Provide frequent updates about campaign activities nationally and on individual campuses.
Rationale: Solidify brand mission by providing a resource for students.
[23]
Web Ads:
Objective: Create brand awareness without interrupting media routines. • • •
Web ads will be found on Facebook and Collegehumor.com. Use a streaming side-bar format, which is most effective in terms of click-through rates and user feedback. Run multiple Facebook web ad campaigns throughout the year to reach different students.
Rationale: Promote self-reflection by driving students to the website’s resources.
Google and Yahoo AdWords:
Objective: Create brand awareness without interrupting media routines. • • • •
Google and Yahoo are among the top visited websites by college students. When students search for information relevant to drinking, the website will be one of the first places they are directed. Through focus groups we confirmed students are often searching the Internet for drinking recipes, games, rules and caloric information. Possible Google words or phrases: ‘drinking games,’ ‘drink recipes,’ ‘mixed drinks,’ ‘drink calories,’ ‘party ideas,’ ‘themed parties,’ ‘beer pong,’ ‘college parties.’
Rationale: Encourage search-based website traffic.
[24]
[Giveaways] Objective: Create brand awareness by distributing useful commodities to students. Logistics: Items will be distributed on campus, off campus and at sporting events by Interns. These giveaways will be dispersed periodically based on the school’s schedule and depending on special events.
Stickers Reinforce the campaign mission and provide brand awareness.
Water Bottles Reinforce decisive moment of drinking water at a time when students are preparing to drink or trying to reduce a hang over.
[25]
Magnetic Mirrors for Fridge Promote brand and encourage self-reflection during the decisive moment of opening the fridge to get more alcohol.
Gum and Mints Promote brand while extending decisive moment in between ordering drinks at the bars.
16-oz. Cups Allow students to visualize how much one serving of dark beer, light beer, wine or hard alcohol is.
Towels Promote brand before athletic events and at the gym.
[26]
[Media Timeline] Aug.
Sept.
Oct.
Nov.
Dec.
Jan.
Feb.
March
April
May
June
July
Traditional Online Television Hulu.com Print College Newspapers Online Radio Pandora.com Cable Television Non-traditional Intern Tasks Photo Booth Bathroom Posters Toilet Decals “One Drink” Cups Gum & Mints Towels Magnetic Mirrors Water Bottles Stickers Texting Service Campus Paths Campus Campaign Contest DDS Vehicle Wrap Week of Welcome Internet Website YouTube Channel Social Media Twitter Facebook Gifts Web Ads Facebook CollegeHumor.com Keyword Searches Google Yahoo
[27]
[Media Budget] Online Media Online Television Non-traditional Media Traditional Media Giveaways Promotional Media Out of Home Production
[28]
2,065,810 2,600,000 913,150 1,864,550 1,590,430 195,000 507,000 259,060 $9,995,000
Online Media Online Television Non-tradional Media Traditional Media Giveaways Promotional Media Out of Home Production Cost
Online Media Web page Web ads Facebook gifts Key words Pandora Online Television Hulu YouTube channel abc.com CW.com Non-traditional Media Calorie card Photo booths Pathway game Vinyl posters Decals on urinals Texting service Traditional Media Newspaper Cable TV Giveaways Magnet mirrors Water bottles Towels Stickers 16 oz Cups Gums & mints Promotional Media Interns Twitter Campaign contest Out of Home (OOH) DDS van wrap Production Costs Total
75,350 875,000 500,000 400,000 215,460 2,065,810 1,400,000 0 600,000 600,000 2,600,000 96,650 347,075 5,175 384,250 3,000 77,000 913,150 364,550 1500000 1,864,550 246,380 412,600 486,250 146,550 131,650 167,000 1,590,430 130,000 0 65,000 195,000
Web page Web ads Facebook gifts AdWords Pandora Hulu YouTube channel abc.com CW.com Calorie card Photo booths Pathway game Vinyl posters Decals on urinals Texting service Magnet mirrors Water bottles Towels Stickers 16 oz Cups Gum & Mints Newspaper Cable TV Interns Twitter DDS van wrap Production costs
507,000 507,000 259,060
9,995,000
[29]
[Where To Go From Here] The inter-connectivity of the Millennials ensures that Balance the Buzz will extend past this year. The speed at which students communicate guarantees the message will spread beyond those reached by initial tactics and circulate through additional college campuses. Through traditional and non-traditional media, creative promotions and strategic partnerships, the campaign will seamlessly connect with college campuses, resonate with students and improve the college lifestyle. The tactics ignite an innovative conversation that will affect behaviors and extend the moment. Attention to the moment will help students take charge of their drinking. Balance the Buzz empowers college students to own the pivotal moments that define this unique period in their lives. We realize the magnitude of the task ahead. We cannot change attitudes overnight, but we can change behaviors. It starts with 65 schools, 1,933,171 students and an infinite number of decisive moments. As a strategic agency composed of college students, we believe in the campaign because of our understanding of Millennials and how they will respond. By working together, The Century Council and Upstream Advertising become armed with the tools and inspiration necessary to effectively communicate with college students across the nation. This campaign will initially modify drinking behaviors and ultimately transform attitudes that shape the college experience.
Our glasses are half full and our buzz is balanced.
[30]
[The Team]
Dave Koranda Staff Advisor
Anna Balaesh
Lisa Feldhusen
Emily Kahn
Media Planner
Media Planner
Writer
Josh Damis
Kelcey Friend
Jackie Sheean
Media Planner
Writer
Emily Kothe Account Planning Intern
Media Planner
Liz Dow
Liz Heidner
Andy Liu
Account Director
Art Director
Videographer
Katie Streinz
Emily Down
Jack Jensen
Megan McMurray
Colleen Toombs
Creative Intern
Writing Intern
Public Relations
Account Director
Julie East
Hilary Jones
Melissa Meier
David Zavertnik
Account Planner
Strategic Architect
Media Intern
Betsy Reed Account Planner
Account Planner
Creative Director