WHO ARE WE? STRATEGISTS Nick Bynum Junior
ACCOUNT MANAGER Chris Drachkovitch Junior
DESIGNERS Helen Torney Junior
Hayley Lane Junior
Bri Pugh Junior
Jasper Brezsny-Feldman Junior
WRITER
WEB DEVELOPER
Will Paugh
Jen Adler
Senior
Senior
BRIEF THE PROBLEM Binge drinking among college students that is caused by the need to feel socially accepted. These social/peer pressures lead to the development of long-term detrimental habits and unhealthy lifestyles.
OUR AUDIENCE college students ages 17-23 males and females
OUR APPROACH Peer-to-Peer Effect/Approach We need to make “balancing your buzz� a cool thing. We need to make NOT getting belligerently drunk attractive, because it is the smarter and safer thing to do. Big Brother/Sister Effect/Approach Using older peers (21+) to set positive examples and promote healthier lifestyles that will be passed down to younger peers.
PROFILES MALE My name is Dylan. I am 21 years old, and I am studying Business at the University of Oregon. I love my Ducks and always tailgate with my buddies for Duck football games. Pre-gaming is one of my favorite things to do, but I sometimes get a little out of hand. I take shot after shot of different types of hard liquor, chasing each one down with a beer, or five. When I go to the bars, I buy drinks for all of my friends because I don’t want to be the only drunk guy in the room. When I get drunk, I tend to become a huge flirt and text or tweet out to girls I’m interested in. I usually make it home by the end of the night, but have no recollection of how I got home. I wake up on the bathroom floor in the morning and ask myself, “What happened last night?”
FEMALE My name is Becky. I am 21 years old, and I am studying Public Relations at the University of Oregon. I’m a legacy at one of the most well-known sororities on campus. I love to have a good time with all of my girlfriends at Duck games, parties, and the bars. Usually I pre-game with my roommates at our house, and we always drink vodka or tequila because there are less calories in those types of alcohol. We usually take 5 or 6 shots and dance together with the music blaring. When it is time to go to the party or the bars, I strap my heels on and stumble out the door (usually falling over onto my friend so I don’t face plant). Once we get to the bars, I flirt it up so some guy will buy my friends and I drinks. We dance to the music and drink our way through the night. I go to the bathroom a solid 7 times because not only do I have to pee, but I feel like I have to throw up. Somehow I end up at home; I don’t remember how, but then I feel so sick that I throw up all night. I wake up in the morning saying to myself, “Why did I drink so much last night? I’m so embarrassed.”
DRUNK PERSONAS These personas take a lighthearted approach to characters that every college drinker has seen or been. The underlying message remains the same (drink with maturity) while also promoting the idea that you should be able to control who you are when drunk. Debut on social media (Twitter & Instagram) during Winter 2014.
PLATO
MEGAPHONE
KLEPTO
KINETIC TYPE A visual/audio video of Balance The Buzz’s manifesto. Will be shown on Allen Hall & Lillis TV monitors.
http://www.youtube.com/watch?v=8sofDBpQkKo
VIDEO A point-a-view look into a typical party night in Eugene from the perspectives of the Blackout and the Balanced. Will debut on Matthew Knight Jumbotron and at IntroDUCKtion 2014. Shooting mid-January.
For reference only
HUMAN PONG Physical Giveaways: • 60-70 bags (shirt / water bottle /bag) • 30 shirts • 2 hours of constant human beer pong (~10 games)
• Number of followers • before event: 131 • Number of followers after event: 197 • Followers Gained: 66 • Number of posts: 4 • Combined “likes” on posts: 50
• Number of followers • before event: 132 • Number of followers after event: 153 • Followers gained: 21 • Number of mentions: 15
BAR EVENTS Hosting two separate events with merchandise giveaways at Webfoot during Winter 2014.
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