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FIGHT THE NEW DRUG
TABLE OF CONTENTS
05. 06. 14. 16. 22. 28. 32. 38.
Letter from Executive Director
2013 Highlights
Our Programs
Media Program
Mobilization Program
Protection Program
Recovery Program
Financials 2013 Fight the New Drug // 3
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2013 Annual Report To say that in the last twelve months we’ve been busy would be an epic understatement. We accomplished more in 2013 than we thought possible. I’ve been humbled to see tens of thousands of young people join the movement and help spread the message that pornography is harmful. Due to our rapid growth we have also seen an increase in young people contacting us looking for help in dealing with pornography. Luckily, help is on it’s way. In 2013 we worked tirelessly to not only spread awareness but also to the completing of a nearly 3 year project, the Fortify Program. This program will provide free help for thousands of struggling teens and young adults around the world. We joke in our office that “everything is new” but it’s true. Everything from our branding and website to our High School assembly presentation and mobilization strategies. We took the time and looked
at every corner of our organization to see how we could update, expand, and improve. We’re not done just yet—in fact, I don’t think we’ll ever be done—but I am so excited with what we’ve been able to achieve this past year. This year we have made our mission more defined, focused our efforts toward critical projects, and expanded the overall movement in huge ways. We worked hard to establish key branding and marketing components by infusing a fresh new look to our website and logo as well as revamping our science articles and assembly presentation. Thanks to a rock-star staff, amazing followers, and the support of incredible donors we’ve been able to put things in motion that have, and will continue to, impact tens of thousands.
E xecutive D irector
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Our Programs Media Develop all creative graphics, videos, publications and social media in order to catalyze a youth-driven movement. This includes our website, Online videos, documentary film (currently in progress), and publications intended for the use of raising awareness on the harmful effects of pornography.
Mobilization Transform followers and passive observers into messengers and active social changers. We do this through social media, assembly tours, community events, the street teem, peer-to-peer fundraising, and FTND apparel.
Protection Equip, educate, and empower parents with the knowledge of how to protect young children and their family’s from pornography. We accomplish this through presentations for parents and publications.
Recovery Aid young people who are struggling with the damaging effects of porn with practical negative-habit-breaking tools. We provide help to young people through a free Online recovery program as well as a book version found in our store. We also offer a paid version of our recovery program for adults ages 21 and over.
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Fight the New Drug’s programs are divided into four main categories, allowing us to take on an aggressive approach to battling pornography from every side of the issue.
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MEDIA
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ME
DIA
Months of research and brainstorming went into the development of the new brand. Inspiration was pulled from everything including other teen focused brands, non-profits, and social activist groups.
NEW LOGO AND WEBSITE After comparatively reviewing our 2008 logo, branding, and website against other teen focused brands, non-profits, and activist groups we found several ways we could improve and decided that it was time for a new approach. Along with an updated website and logo one of our main goals in re-branding Fight the New Drug was to create a clear unifying symbol for our followers to stand behind. The new logo or ‘Fighter’ symbol represents this movement. Its inspiration came from various sources such as an arrow (representing momentum and direction), a mountain (representing the great struggle and climb 18 // 2013 Annual Report
that faces us), the F (for all those who are ‘Fighters’), and the military looking chevrons (representing the war and battle that we are in.) By repositioning our appearance we will be able to better connect with our target audience, improve the delivery of our message, look more relevant to current style and design, and provide our audience with a unifying symbol to stand behind in this fight against pornography.
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DIA ME CONNECTING THE MESSAGE As part of our rebrand and new website development we wanted to seek new ways of connecting the message to our young audience. The first method we chose was through producing a new video and the second was through new articles on the harms of pornography. The video was created to be our anthem piece to show how pornography has become so prevalent in our society, and what young people all across the country are doing to fight back. The articles comprised of 15 essays that covered how pornography harms the brain, relationships, and society. Our
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message is now even more science based due to extensive research behind the articles. There were three objectives in creating this new content. First was to educate on the harmful effects of pornography, second was to connect the message to a young adult/ teen audience, and third to transform passive followers into active social changers by providing them with tools so that they can share the message on their own. Through innovative messaging and design we are confident that we have developed new content that will fulfill these objectives: educate, connect, transform.
With the launch of the Fight the New Drug re-branded website we will be fully capable delivering content to our audience on every device, get them involved with our campaign, and enable them to donate and run fundraising campaigns on their own.
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MOBILIZATION
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IZA TIO N BIL MO New Audience Involvement Strategy Ever since this organization began we have parts. Each part caters to a particular type of been continuously bombarded with teens, person wanting to get involved and provides young adults, and parents asking for ways maximum benefit to our organization. get involved. We’ve experimented with everything from video contests, rock 1. Bring us to your school concerts, 5k races, to university chapters and 2. Peer-to-peer fundraising through high school clubs. None of these involvestayclassy.org (see page 15) ment opportunities were very effective and 3. Street Team required more time and resources to 4. Online sharing and social media maintain than what our organization had. engagement After months of research we now have a new involvement strategy that should be effective, efficient, and engaging. Our involvement strategy now has four
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IZA TIO N BIL MO Growth in the Movement This year has been HUGE in terms of how much growth we have seen within the organization. We increased our Facebook followers alone by 152%, going from around 20,000 followers to over 50,000. Not only have the number of followers increased but the demographic of who is following us has become more refined. Of our 50,000+ followers, 79% of them are teens and young adults age 13-24. The effects of such a large audience have overflowed in numerous ways such as a 474% increase in online sales and nearly 7,000 pre registrations for the recovery program.
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We realize that the majority of our target audience engage and interact with brands in an online environment therefore this year we really emphasized consistent posting, powerful imagery, and and aggressive social media strategy. It is amazing to realize the volume of people that our messaging has reached and the number of lives which have been impacted due to this campaign.
Online Followers 55-64
50k
65+
0.8% 0.6% 1.6% 45-54
35-44
3%
Female
34%
13-17
40k
14% 16% 25-34
152%
Male
66%
63%
Gender Demographics
30k
2103 Growth In Followers
18-24
20k
34,134
Age Demographics
10k Jan
2013 Total Follower Increase
Feb
Mar
Apr
May
Jun
Jul
Nov
Dec
259,000
2,100,000
210,000
1,40,000
140,000
18k
63%
2013
2013
12k
2013
6k
2012 Q1
Q2
700,000
2012 Q3
Average Post Reach
Fortify Program (Recovery) Growth
Growth in Fortify Program Pre Registrations
Oct
2,500,000
24k
170%
Sep
2013 Facebook Growth
Facebook Post Data
Q4
Aug
Q4
Q4
Q1
Q2
70,000
2012 Q3
Q4
Q4
Total Post Reach
Q1
Q2
Q3
Q4
Best Post Reach
Merchandise Sales
2,509
6,749
$4.3k
$25k
2012 Fortify Pre Registrations
2013 Fortify Pre Registrations
2012 Sales
2013 Sales
474%
2013 Merchandise Sales
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PROTECTION
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TIO N OT EC PR Our Newest Program After reorganizing our programs and better positioning ourselves to take on the issue of pornography from every side, we have now opened up a new program within Fight the New Drug: the Protection Program. Under this new program we have developed The Guideline, a 20 page booklet which help parents address the issue of pornography with children. We also developed the Family Media Standard, a worksheet to help familites define their standards on media consumption.
Currently this program is limited but we have big plans for next year including more publications, an Internet filter, and more parent-focused presentations. The goal of this program will be to bridge the gap between parents and teens and help foster an open dialogue on the issue of pornography, as well as provide Internet safety tools for famlies and individuals.
10 Parent Presentations Given in 2013
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RECOVERY
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RY RE CO VE FORTIFY PROGRAM Development The Fortify Program was an huge undertaking and after nearly 3 years we are finally ready to push it to the world. At the end of 2013 we were able to launch a BETA version of the program to 100 preselected users ranging from 13 to 18 years of age. Even in the short time that they have been in the program we have learned an enormous amount and made some key adjustments before we release it to the nearly 7,000 pre-registered individuals, not to mention thousands more that will hear about it once it is live.
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We knew that our users would be experiencing the program through a variety of devices so we made sure that the program looked great and felt intuitive on all devices. In addition to the teen version of the site we also worked hard on developing an adult version of the program to help meet the need of many young adults looking for help.
6,749 Pre-registered users
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RE CO VE
RY
52 Videos Watched
a step toward recovery
FORTIFY PROGRAM STRUCTURE Timeline of events as a user goes through the Fortify Program from start to finish.
0 Videos Watched
INTRO
1 Fortify Orientation
APPLICATION
PRe SURVEY
2
3
4
5
6
7
8
Recognizing the Enemy
Basic Training
Fortify Yourself
Fortify Your Relationships
Fortify Your World
Rise and Rise Again
Becoming a Fighter
PROGRESS REPORT #1
PROGRESS REPORT #2
PROGRESS REPORT #3
PROGRESS REPORT #4
PROGRESS REPORT #5
PROGRESS REPORT #6
VIDEO CHECK-INS
VIDEO CHECK-INS
VIDEO CHECK-INS
VIDEO CHECK-INS
PROGRESS REPORT #7
Action Journal Battle Strategy
Vulnerability Inventory
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Vulnerability Inventory
Vulnerability Inventory
VIDEO CHECK-INS
END FINAL SURVEY
FORTIFY PROGRAM Structure APPLICATION: In order to maintain a sense of value for a free program we require teens to submit an application with a short essay. Those that are approved are allowed into the program. PRE-SURVEY: We require all users to fill out a pre-survey before beginning the program to help measure success. ACTION: Actions are designed to literally put what the user is learning into action. JOURNAL: We encourage the user to critically think about how the things they are learning apply to their own lives. BATTLE STRATEGY: By the end of the program each user will have created their own customized “Battle Strategy” consisting of specific strategies to fortify and address areas of concern in their life.
PROGRESS REPORT: At the end of each module users asked questions that reflect their progress in different areas. VIDEO CHECK-INS: To ensure that the user is continuing to implement the strategies they’ve been taught we revisit key aspects to help remind them of their significance on their road to recovery. VULNERABILITY INVENTORY: Through a series of questions we explore several areas in ones life that may be contributing to addictive behaviors and help them understand how to address those areas. FINAL SURVEY: Once the user has completed all 52 videos over the course of a few months we give them a final survey to assess their overall progress.
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2013 Financials
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2013 Financial Review We are proud that we spent 82% of total revenue on program expenses this year. Every dollar we receive through donations or earn through our programs helps support the Fight the New Drug mission to educate young people on the harmful effects of pornography using science, facts, and personal accounts.
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Web
Social Media
12.7 Services Outsourced
%
8.0%
$14,664.14
Merchandise
$80,690.45
8.8
%
6.4%
$80,690.45
$7,370.00
Communications
10.8%
$12,439.28
Resource Development
70.0%
$80,690.45
MEDIA PROGRAM ($115,163.87)
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Services Outsourced
24.7%
$80,690.45
Awareness Efforts
58.5%
$82,190.00
MOBILIZATION PROGRAM ($140,583.70)
Printing
Web
4.0%
18.1
%
$638.00
$27,681.08
Services Outsourced
15.7%
$24,040.22
Fortify Program Development
66.2
%
$101,444.10
RECOVERY PROGRAM ($153,165.40)
Resource Development
96.0%
$15,500.00
PROTECTION PROGRAM ($16,138.00)
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