“COLLECTIVE RESPONSIBILTY” Campaign Proposal for Alliance on Underage Drinking
Monica Soto, Maria Brown Spence, Edvaldo Pedro and Heshan Perera
1
Table of Contents
2
Mission Statement To improve our communities health, safety, and productivity by reducing the incidents and impact of alcohol and drug abuse.
3
Executive Summary Stated in this campaign proposal are ideas to help further the cause of Alliance on Underage Drinking foundation and for fight against underage drinking. By implementing the “Collective Responsibility� campaign in high schools, the foundation can begin preventative measures of alcohol use at an earlier age, lessening the chance of these teens using alcohol at later time. Through utilizing a volunteer drive, the foundation will be able to increase awareness about their cause to many adults as well. The objectives of the campaign determine what goals the Alliance on Underage Drinking should set towards accomplishing the campaign. The research plan illustrates how these objectives were formed. Furthermore, the initial implementation of the campaign at the pilot school in Dallas Independent School District can assist the foundation in determining the effectiveness of the campaign. The strategies detailed in the proposal are designed to help the foundation achieve support from local media and other donors to aid the campaign. One of the biggest challenges to the foundation is the alcohol industry. The foundation can reduce this limitation by counting to raise awareness of dangers of underage drinking. Again, by targeting teenagers through the campaign, the foundation will be able to help prevent their future use of alcohol. Awareness about underage drinking will also help individuals who affected by the alcohol such as addicts.
4
By utilizing specific research, objectives, and strategies listed in the “Collective Responsibility� campaign, the foundation can successfully implement the campaign in schools across the state.
Challenge Statement The Alliance on Underage Drinking is facing multiple challenges. Currently the primary challenge is the lack of staff working for the organization. Having a limited number of staff members makes it difficult to execute a strong campaign. Solving that issue will help ease the process of resolving the other challenges. Some of the other challenges include; increasing alcohol and drug abuse awareness throughout the community, as well as educating the youth on how to make safer choices. The council has had multiple events which have benefited small parts of the DISD community. Even still, not having a consistent group of volunteers has kept the organization from being able to successfully achieve its goals. Also, by growing the staff count The Council will be able to improve the media presence. This at the moment is something that could use a little more attention.
5
Industry Profile and Trends Industry Profile Underage drinking foundations strive to prevent underage drinking through education and awareness of the effects of the deadly consequences it can cause. According to the National Academy of Science 1, 19.4% of total alcohol consumed accounted for underage drinking, making it more than ever increasing challenge to solve. Through partnering with volunteers, businesses and other facilitators’ underage drinking foundations are trying to get the message out there before any further harm is caused. Foundations such as the Alliance on Underage Drinking also generally have support from the government to fund their programs. Yet, the alcohol industry remains one of the biggest challenges because of its global presence. Underage drinking prevention organizations are also attempting to raise awareness of the possible health effects and other dangers that could cause to people who do not consume alcohol. This is currently is a small portion of the population affected by underage drinking, Alliance on Underage Drinking is one of the foundations promoting the fight against underage drinking. Projected Industry Trends One of the goals of underage drinking foundations is retaining support from its current contributories as well as engaging others for the cause. This includes finding new ways to research the growing trends of underage drinking and report the findings. 1 http://www.ncbi.nlm.nih.gov/books/NBK37582/
6
Being a largely nonprofit industry, there will always be a need to acquire more volunteers and donors to sponsor their efforts. Partnering with the government will also be necessary to further the efforts of existing foundations as well as creating new ones. In addition, the current process of educating and raising awareness of underage drinking and effects of it this remains a continuous trend for the industry. The flow of information regarding this issue must be constantly reinforced. Thus, there will always be a new audience who will need to be informed about underage drinking and its effects. Alliance on Underage Drinking will continue to establish its presence as a foundation, generate funds and partner with similar organizations to further its cause.
7
Situation Analysis
Goal:
To develop a team to increase awareness throughout DISD community
Contacts:
Justin Mazzeo- Coordinator of Alliance of Underage Drinking Email: JMazzeo@dallascouncil.org
Budget:
Roughly $14,000
8
S.W.O.T. (Strengths, Weaknesses, Opportunities, Threats):
Strengths •
The Council of Alcohol & Drug Abuse is an established program. o
Aloud program was established in 1999 and has been running for 16 years.
o
Aloud has a representative from schools, colleges, health care providers, businesses, law enforcement, faith base community, youth, family, youth services, media, government and social services located in DISD community.
•
ALOUD is a part of a large organization that has a budget of $2 million.
•
ALOUD has several different collaborations such as: Youth Aloud, Education, Red Ribbon Week.
9
Weaknesses •
•
ALOUD social media is not properly utilized. o
Does not have a significant Facebook reach, with only 34 likes as of date.
o
Lack of usage of other social media sources such as: Instagram, twitter.
Webpages are not up to date o
No events listed throughout the calendar
o
Lack of consistency of events throughout calendars on webpages.
ALOUD webpage does not have any events throughout their calendar listed available for several months, while The Council calendar has certain events listed on their calendar.
•
Shortage of staff
•
Same approach when going to different schools who have different backgrounds.
Opportunities •
More involvement throughout the DISD community.
•
Raising awareness among local community can bring in more consistent followers/ people.
•
Once social media is utilized correctly, it can be used for future campaigns and communications
10
•
Increase awareness not only in DISD community, but state wide as well.
11
Threats General threats for ALOUD •
There are competing foundations with the same mission.
•
Alliance on Underage Drinking was started in 1999 and is still striving to gain recognition.
•
Alliance on Underage Drinking needs more volunteers.
Threats to Campaign •
There will be resistance from school officials and faculty because it will increase their workload.
•
Policies and procedures vary among school districts
•
Certain strategies and tactics presented in the proposal might need some alterations based on school’s individual requirements.
12
Target Audience: Public at Large •
Residents of DISD community
•
Local schools throughout DISD
•
Teenagers who engage in underage drinking
Sharers •
Residents who use Facebook and share information they are interested in or what they think may interest their “friends.”
•
High school administrative staff
•
Other people who have a passion for raising awareness against underage drinking
•
The local media:
Newspaper (high school and community papers)
Radio stations
Television news
13
Secondary Research: •
Other foundations similar to the Dallas council
•
Other programs like Alliance on underage drinking
•
School districts policies
•
Industry trends
•
By raising funds, the Council can help the fight against any new laws or policies that might be passed in favor of alcohol manufacturing companies.
•
By raising money, Alliance on Underage Drinking can educate public about the negative effects of underage drinking and alcohol use in general.
14
Research Plan In order for a campaign to be successful, it’s important to do research upon which the plan of action will be based the research needs to include the following: interview, community research, awareness of the Alliance on Underage Drinking, research of current findings, media outlet research and findings of similar campaigns.
Interview: 1.
Interview with Coordinator of Texas Alliance for Drug Endangered Children Justin Mazzeo to understand what specific challenges and objectives he needed to solve by this campaign.
15
Community Research: 1. Define population of body of information: The target population is any person
needed to implement the campaign in high schools. This includes the students, school administration, parents, and opinion leaders. Refer to page ______ of the Appendix for criteria to designate a school 2. Collecting information: Get this information through interviews. 3. Method used for collecting information: telephone interviews with the school
district administration and or the consular for the school. 4. Limitations: School policies and regulations will limit the campaign. Another
limitation is personnel because there needs to be people from the program present at the high school during the event. 5. Calendar: the proposed timeline for this part of the research is four weeks. 6. Compile, Tally and Report Findings; -
Report findings of who will have influence on the students’ capabilities of being involved in the campaign.
-
Report findings of who needs to give approval of the campaign before it can be implemented.
16
Research Awareness: 1. Define population of body of information: Find out how many people are
aware of Alliance on Underage Drinking among the community in which the campaign will be implemented. 2. Collecting Information: obtain this information through random sample survey
among the community schools. 3. Methods used for collecting information: this is a survey given to the
community in which the campaign will be implemented 4. Limitation: The limitation to this portion of research is time. It will take some
time to conduct, distribute and analyze these surveys. 5. Calendar: The surveys should take about 30 days to conduct, collect and
analyze. 6. Compile, Tally and Report Finding: -
Collect the surveys from the community
-
Compile responses onto a chart or graph
Refer to page ____ of the Appendix for criteria to designate a high school.
17
18
Research of current funding for the Alliance on Underage Drinking program: 1. Define population or body of information: find out how much funding the program
has already raised. Where is this funding going? 2. Collecting information: Get this information through annual report of the
foundation 3. Method used for collecting information: this information is found in recorded
documents of the foundation. These documents include: annual reports, charters, policy statements earning statements and inventory lists. 4. Limitations; one of the limitations is the availability of records. Time is also a
limitation for this part of the research plan. 5. Calendar: this part of the plan is proposed to take about one week 6. Compile, Tally and Report Finding:
- Add up the total of how much people have donated -Chart all the programs expenses and all donations research. Media outlet Research: 1. Define population or body of information: find what media outlets are pertinent to
reaching teens of the community. 2. Collecting Information: Find these outlets through qualitative research
19
3. Methods used for collecting information: You can collect this information through
statistical and census data provided by the radio stations. Refer to page ____________ of the appendix for media contact list 4. Limitations: it will take time to inform the media about the event. Money might
also be a limit if a decision is made to do paid advertisements as opposed to public service announcement. 5. Calendar: this part of the research plan will take three weeks 6. Compile tally and report findings: compile and tally the responses of the surveys
to find out what media outlets are used the most among high school students.
Research of similar campaigns: 1. Define public or body of information: this research looks at similar campaigns that
have been implemented by Dallas Council and other organizations. It also looks at other organizations that target a similar audience and what has worked for their campaigns.
-
Some examples of similar campaigns you can research are: Stop Alcohol Abuse, Underage Drinking Enforcement Training Center.
20
2. Collecting information: this information is collected second hand through
historical research. 3. Methods used for collecting information: Historical research collected through
important papers such as: annual reports, minutes of meetings, clipping files, research reports and published papers. The internet is also a good source for this information. 4. Limitations: one limitation is time, because it will take time for the people of other
organizations to provide this information. 5. Calendar: this will take about three weeks 6. Compile, tally and report findings: the findings should be presented in a bulleted
list that details successful campaign aspects, followed by strategies that should be avoided during the implementation of the Council’s campaign. Research of a High School: 1. Define public or body of information: Considering the “Collective Responsibility”
campaign is centered on high schools teens, it’s important to find out information about the demographics of the students in the school. The location of school, what time the campaign be presented to the student and what would be the average number of attendance for the event, all need to be known prior to the program being implemented. 2. Collecting information: this information can be collected through telephone
interviews with the principal or consular of the school. 21
3. Methods used for collecting information: You would need to call the principal or
schools consular ask him or her to collect the information.
Refer to page ___ of the Appendix for contact information of the school principal and consular. 4. Calendar: this should take less than one week. 5. Compile tally and report findings: include this information in the document
research plan of the campaign. Management Considerations:
Before implementing the research plan, its crucial to establish the decision makers of the campaign. It’s important to maintain connection with these people during all stages of the campaign, including the research plan. Some things that management might need to consider during this stage are: -
The overall calendar of when this research plan will be implemented.
-
For all expenses, board approval is needed
-
The personnel who will be handling the public for interviews, surveys, etc
-
Management needs to make sure that these people are all consistent in what they are saying about the campaign and the overall program.
22
Objectives Primary •
Increase number of staff members
•
Create an internship program
•
Establish full time and part time positions
•
Increase number of volunteers present at each event
Secondary •
Set up community events
•
Meet with high school students
23
•
Discuss and inform students of the consequences of alcohol and drug consumption
•
Increase the number of targeted high schools to at least five
Strategies and Tactics Strategy: the strategies will overall consist of a pledge drive and event that will create awareness all of these strategies will be implemented through pilot school, Thomas Jefferson High School. Pledge Drive: Strategies : •
The pledge drive will be implemented in high schools through students.
•
The information will be provided to students through an assembly.
•
Incentives will be given according to the total amount of pledges received by each student.
Tactics Assembly •
Students will be informed about the pledge drive through an entire school assembly.
•
This assembly will be hosted by the principal, school nurse, a designated spokesperson from Alliance on Underage Drinking and other pertinent faculty. 24
•
The assembly will be held during the first week of September at the pilot school.
Underage Age Drinking awareness event Strategies: •
The event will be held at a pep rally prior to the homecoming football game in October 2015.
•
Final pledges will be accepted at this event.
•
Live broadcast will be provided by a radio station for publicity.
Tactics: •
Host for the event will be a spokesperson from the foundation
•
Radio Stations will provide live broadcast as an event sponsor. Send out two pitch letters out to the local DISD radio stations to request event sponsorship.
Objective Evaluation Primary •
Number of staff member enrolled should be greater than the initial number.
•
Retention of at least fifty percent of new members.
25
•
Continuity of internship program should be consistent throughout the organizations existence.
Secondary •
More than one event should be set up per trimester in different communities.
•
Increased number of students reached in each meeting
•
Increasing and maintaining the number of high schools reached at minimum 5 during the year.
Proactive and Reactive Strategies Once all positions are filled, a training program will immediately take place. The program will consist of informative meetings, to educate the interns of what’s expected of them as well as what the company’s goals are. Depending on the level of alcohol and drug abuse knowledge by each intern, more time might be required during the informative program. By going through this informative program, the interns will be better prepared to assist the targeted high school students who might have questions regarding the program. 26
Volunteers will be asked to speak to at least 5 students during events. Help will be provided to those not reaching those numbers.
Message
A simple taste of alcohol or drug can lead to the loss of someone’s life, and that life could be yours.
This message is strong enough to people think immediately after reading. The content makes one reflect on situations in which someone might lose their life. Therefore bringing fear to the mind of those reading or hearing it.
The verbal communication will be in the form of text, written or spoken. And the nonverbal communication will be shown in the form of graphics.
27
Future Recommendations •
Create a clear, more concise mission statement for Alliance on Underage Drinking
•
Keep a communication log throughout the campaign’s implementation. o
This includes keeping track of key contacts, how they were contacted and if they were successful as aides of the campaign.
•
Maintain relationships with the community and local media •
Send thank you letters to high school administration who helped implement the “Collective Responsibility” campaign.
•
Notify the administration of future pertinent information about the foundation and upcoming events.
•
Maintain contact with the media outlets that sponsor the foundation’s events.
•
This includes local newspapers, television stations and other media used for publicizing the campaign.
•
Utilize the campaign timeline and calendar •
Structure current and future campaigns using the timeline/calendar provided in the campaign book to ensure you have all needed information
28
to create a successful campaign. Refer to pages _____ of the Appendix for sample calendar.
Recommendations for Alliance on Underage Drinking Website
•
Reformulate site layout; does not portray the image of underage drinking.
•
List correlation between Alliance on Underage Drinking and the Dallas Council
•
Research other similar foundation websites for ideas.
•
Needs more graphics and pictures so people can identify with emotional appeal
•
Make sure all links and icons are functioning properly.
•
Show pictures of board members. It always helps to put a face with a concept.
•
Create a specific ALOUD e-mail address that will be designated for general questions Maintain this e-mail by a specific person at the foundation or create a rotating schedule for existing members so they can take turns handling this account.
29
Utilize new media channels
•
Use websites such as Twitter, Instragram and Wikipedia to create awareness about the program.
•
This will be especially helpful in targeting our current audience of teems since they frequent these websites.
•
Using surveymonkey.com we found that all teens between the ages 12-18 use twitter and Facebook.
•
These can all be tracked by Google analytics for webpage.
30
Appendix
31
Internship Program POSITIONS: •
Event Coordinator o
o
•
Coordinate and carry all events
Contacting
Setup
Necessities for event
Follow up with client during and after events
Scheduling in events into calanders
Participate in events
Media Planner / PR o
Establish and maintain a stable media presence
o
Update calendar when social media post are need
o
Write out press releases for newspapers/ ads
Secretary o o
Filling in calendar with upcoming events Work schedule
32
o
Document Files
Financial Assistant o
Assist with financial coordination
o
File financial statements
REQUIREMENTS:
•
All interns must have completed at least 12 hours college credits. Exercise Science course required.
•
2.0 G.P.A. or higher
•
Must have a criminal free background. (We will be working with children.)
BENEFITS: •
Possible job offer after graduation
•
Internship will count towards major internship requirements
33
Budget Total: ~~$14,000 Payroll: $9,000 Advertising: $2,000 Team Building: $300 Supplies: $700 Training: $500 Emergency Expenses: $1,500
34
35