S CI E3 0 0 1 : EDUCAT I ON P ACKAGE

MOCK- T AL ES

The Product: An interactive social media app to plug into existing social media. This app documents a young
persons night out, offers practical drink mitigating strategies in the form of challenges and rewards, and allows
them to impose negative social pressure against being the obnoxious drunk. See attached product outline.

J US T I F I CAT I ON

The Goal: to create long-term attitudinal and behavioural change in youth drinking habits.

The science for negative health impacts of alcohol consumption is compelling. Those who drink to relieve anxiety
and stress are more likely to develop chronic binge drinking behavior and health issues (Brady, 2007). Long-term
damage occurs in younger demographics and early exposure to binge drinking leads to long-term alcohol abuse.
(Hiller-Sturmhfel S, Swartzwelder, 2005). This costs the taxpayer millions of dollars in health and emergency
costs (Australian Government, 2013). Drinkwise.org and Hello Sunday Morning are two such Australian
campaigns that have chosen to focus on moderate drinking, rather than abstinence. A popular Singaporean
campaign Get your Sexy back focuses on building social currency: using popular culture and class to entice
young people to act more responsibly. This is an app that suggests measurable behavioural traits that would ease
the decision-making process and complement existing messages with positive behaviours that attract rewards.

Our Audience:
We have chosen to target Australian university students aged 18-24 years old, and their social groups. It makes
sense to target those who already patron bars as a social setting, use smart phones and social media, and are
often invited to events which present the challenge of drinking until you get drunk. This is a critical binge drinking
age that leads to compulsive drinking in older age. The neurological damage that can happen at this age is also
worth addressing. This age group currently falls in the Millenial generation category. Viacom (2012) have done
extensive research on attitudes and characteristics of this age group. Millenials value their individuality, optimism,
and are digital natives (Viacom 2012). Because of this, it is imperative that the digital interface FACILITATES their
lifestyle, rather than mere passing interest. The app must be tailored to suit personal tastes/interests and make
the user feel important and positive whilst using it. Using specific pop icons can negate the image of your product
if you get it wrong. We have used timeless, generic themes as more popular boardgames/computer apps have
successfully done. Ham (1992 cited in SCIE 3001 Lecture notes) suggests it must be relevant, organized, have a
theme and be entertaining. Above all, adding an app that tracks and organizes a night out with your own group of
friends applies a high level of personal relevance and facility.

The message: Lets have fun and score social currency without resorting to binge drinking

We chose to keep this app with minimal overt preaching. Within the context of a wider social campaign, those
promoting this app for events will be aware of the basic premise yet the user will be guided towards positive
behavioural patterns without message fatigue and authoritarian messaging. To roll-out this product, we have
targeted the iconoclasts at colleges to promote the message and use of the app, and the local establishments
themselves to offer rewards for the benefit of having a classier patronage. The social group becomes an
important moderator of appropriate behavior and rewards, both points and prizes. The extrinsic, variable and
progressive reward structure is characteristic of modern addicting games (Duarte M 2014).

Challenges and issues for consideration:
Before rolling out the design, it would be wise to draw together focus groups to test ideas with members of the
target population. Beta testing the app and survey members from the demographic is critical to understanding
whether the right balance has been achieved. If possible, incentivized trials would offer a way to provide data for
analysis.


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References:

Lecture notes: SCIE 3001: Ham 1992.

Brady MD PhD, Kathleen, Tolliver MD PhD, Bryan and Verdiun MD, Marcia (2007) Alcohol Use and Anxiety: Diagnostic and
Management Issues American Journal Psychiatry 164:217-221.

Department of Health, Australian Government (2013) National Binge Drinking strategy:
http://www.alcohol.gov.au/internet/alcohol/publishing.nsf/Content/cli Accessed 13 October 2014; Last updated 22 January
2013

Duarte M (2013) Id Like a Reward for my Efforts, Please! http://www.truelifegame.com/id-like-a-reward-for-my-efforts-please,
Accessed: 13 October 2014, Last Updated: JUNE 12, 2014

Hiller-Sturmhfel S, Swartzwelder, HS (2005) Alcohols Effects on the Adolescent BrainWhat Can Be Learned From Animal
Models National Institute for Alcohol abuse and Alcoholism http://pubs.niaaa.nih.gov/publications/arh284/213-221.htm
Accessed 13 October 2014

Viacom (2012) The Next Normal: An Unprecedented Look at Millenials Worldwide. http://blog.viacom.com/2012/11/the-next-
normal-an-unprecedented-look-at-millennials-worldwide/ Accessed 15 October 2014. Published 15 November 2012.




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Emi l y Mc Co n o c h i e , S a r a h No r t o n , T h a i s An g e l o n i
A S C I E 3 0 0 1 B R A I N S T R U S T P R O D U C T
MOCK-TALES

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The Appl i cati on:

An a p p t h a t r e l i e s o n p e e r - t o - p e e r s h a r i n g t h a t e n c o u r a g e s s o c i a l
e n g a g e me n t a n d s a f e d r i n k i n g b e h a v i o u r s t h r o u g h f u n , c o mp e t i t i o n s
a n d c h a l l e n g e s .

T h e a p p a l l o ws p e o p l e t o l i n k u p wi t h p e o p l e i n t h e i r g r o u p f o r a
p a r t i c u l a r n i g h t - s i mi l a r t o a d u n g e o n p a r t y i n o t h e r g a me s . P e o p l e
c a n a l s o j o i n l a r g e r t e a ms , f o r e x a mp l e a c o l l e g e o r u n i v e r s i t y t e a m.
P o i n t s e a r n e d a l s o b e n e f i t t h e s e l a r g e r t e a ms , b u t l o s t p o i n t s d o n o t
h a r m t h e m. T h i s i s t o e n s u r e t h a t p l a y e r s d o n o t r e f r a i n f r o m
p o i n t i n g o u t b a d b e h a v i o u r f o r f e a r o r h a r mi n g t h e i r t e a m.

Name : Mo c k- t al e s
Tag - l i ne : Yo u l l have a g r e at s t o r y t o t e l l
Tar g e t : 18- 24 ye ar o l ds


Mo c k- Tal e s i s an adve nt ur e app f o r yo ur r e al ni g ht s o ut . Gai n
e xpe r i e nc e po i nt s f o r yo u i nne r - par t y ani mal and s pe nd qual i t y
t i me wi t h yo ur f r i e nds wi t ho ut c o mpe t i ng f o r t he t i t l e : t he mo s t
s o c i al l y awkwar d dr unk. Eve r yo ne c an e ar n KUDOS po i nt s wi t ho ut
e mbar r as s i ng yo ur s e l f , s pe ndi ng al l yo ur mo ne y j us t t o pas s o ut
wi t h yo ur he ad i n t he t o i l e t .

MOCK-TALES

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Emi l y Mc Co n o c h i e , S a r a h No r t o n , T h a i s An g e l o n i
1. Cho o s e yo ur QUEST
2. De s i g n yo ur MAP
3. Pi c k yo ur MI SSI ON OBJECTI VES
4. Se l e c t yo ur TEAM ( c ho o s e yo ur f r i e nds : add f r i e nds f r o m
f ac e bo o k o r app us e r s
5. Ear n po i nt s wi t h c hal l e ng e s
6. Awar d f r i e nds f o r par t y WI NS, s hame yo ur mat e s f o r par t y
FAI LS
7. Ke e p me me nt o s o f yo ur awe s o me ni g ht o ut ! !


Choose your QUEST:
Mi l l e ni al s e nj o y o pt i o ns and t he abi l i t y t o t ai l o r t hi ng s t o t he i r
whi m. The s t r e ng t h o f o f f e r i ng mul t i pl e br o adl y g ame t he me s
al l o ws pe o pl e t o c ho o s e and c hang e o pt i o ns f o r par t i c ul ar mo o ds
and f o r ki t s c h val ue .

We have i nc l ude d 2 e xampl e que s t s .
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Emi l y Mc Co n o c h i e , S a r a h No r t o n , T h a i s An g e l o n i
Mi ssi on Impossi bl e: SPY QUEST
Yo u r mi s s i o n , s h o u l d y o u c h o o s e t o a c c e p t i t , i s t o g a i n a c c e s s t o
y o u r f a v o u r i t e b a r s , f i n d o u t a s mu c h i n t e l a s y o u c a n f r o m y o u r
t a r g e t s .
Ab o v e a l l : k e e p y o u r c o o l a n d s t a y c l a s s y .

S e l e c t y o u r C HEC K P O I NT S .
- U s e r s e l e c t s f r o m g o o g l e ma p s : r e s t a u r a n t s , b a r s , l o c a t i o n s . A
r e c o mme n d e d l i s t o f s p o n s o r e d b a r s wi l l b e a t t h e t o p
- E T A i n 2 4 h r t i me ( u s e r s e l e c t s p l a n n e d t i me o f a r r i v a l a n d g a i n s p o i n t s
wh e n t h e y c h e c k i n a t t h o s e t i me s . )

S e l e c t MI S S I O N O BJ EC T I VES :
U s e r c a n c h o o s e t h e wh o l e p a c k a g e wh i c h g i v e s a n u mb e r o f s i d e q u e s t s ,
s e l e c t o n l y a f e w, o r i n p u t t h e i r o wn . Wh e n e a c h c h a l l e n g e i s c o mp l e t e d b y
o n e o f t h e me mb e r s o f t h e t e a m, t h e y c h e c k i t i n t h e a p p , KU DO S p o i n t s
a r e a l l o c a t e d . I f t h i s r e q u i r e s v e r i f i c a t i o n , a l l u s e r s o n t h e a d v e n t u r e a r e
n o t i f i e d a n d t h e s c o r e b o a r d i s u p d a t e d .

As s i g n y o u r AGENT S :
U s e r p i c k s f r i e n d s f r o m s o c i a l me d i a / l o g i n a n d g i v e s c o d e n a me s

MI C RO F I L M:
U S E R c a n t a k e p i c s / v i d s wi t h i n t h e a p p d u r i n g t h e n i g h t a l l o ws f o r
r u n n i n g d o c u me n t a t i o n a n d s h a r i n g . I f t h i s i s p a r t o f a s i d e q u e s t , t h e r e
mi g h t b e p o i n t s f o r b e s t p i c a n d t h e r e s u l t s o f a p o l l c o u l d e n d i n KU DO S
p o i n t s .

DEBRI EF :
Re v i e w o f t h e n i g h t i n c l u d e n o mi n a t i n g s p e c i f i c p r i z e s ,
v o t i n g a n d t h e n a l l o c a t i o n .
Pi rate: Yo- ho- ho and a bottl e of f un
A s e a o f a d v e n t u r e a wa i t s f o r t h o s e wh o s e e k
t r e a s u r e . Yo u l l n e e d t o k e e p y o u r wi t s a b o u t y e r .

S e l e c t y o u r P O RT S .
S e l e c t ADVE NT U RE Q U E S T
As s i g n y o u r MAT E S
o U s e r p i c k s f r i e n d s f r o m s o c i a l me d i a / l o g i n a n d
g i v e s c o d e n a me s
C AP T AI NS L O G ( d o c u me n t i n g )
DI VI DI NG T HE L O O T ( p r i z e s )
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Emi l y Mc Co n o c h i e , S a r a h No r t o n , T h a i s An g e l o n i
Other exampl es themes:
Z o mb i e f i g h t e r s : End o f t h e wo r l d p a r t y
Yo u a n d y o u r f r i e n d s h a v e t o b e wa r y o f a l l p o s s i b l e me mb e r s o f t h e
z o mb i e h o a r d . Yo u l l n e e d t o s t i c k t o g e t h e r , s e c u r e t h e e x i t s a n d
e n s u r e y o u a r e n t c o n v e r t e d t o a n o t h e r b r a i n d e a d i d i o t .
Ma ke y o u r o wn t h e me
He r e y o u h a v e t h e o p t i o n t o d e s i g n y o u r t h e me . En t e r t h e n a me b e l o w
a n d u p l o a d a p i c t u r e t o a d d a p e r s o n a l t o u c h .
Exampl e chal l enges
T h e s e a r e t h e mi s s i o n o b j e c t i v e s t h a t c a n b e s e l e c t e d f o r t h e n i g h t
o u t . Mo s t c h a l l e n g e s wi l l a c c r u e KUDO S p o i n t s . C e r t a i n c h a l l e n g e s , i f
s p o n s o r e d b y a b a r wi l l a t t r a c t a c e r t a i n n u mb e r o f Ku d o s p o i n t s .
Af t e r a n u mb e r o f t h e s e p o i n t s h a v e b e e n g a i n e d , c h a l l e n g e r s wi l l
u n l o c k h i g h e r b o n u s e s .

Ba s i c Pa c ka g e s :
S EARC H PARTY PAC KAGE
F i n d a n d r e a c h y o u r c h e c k p o i n t 1 0 KP s
S c a n t h e Q R c o d e t o u n l o c k t h e b a r b o n u s 5 KP s
C o n v i n c e y o u r f r i e n d t o b u y a mo c k t a i l 1 5 KP s
Bu y a n o n - a l c o h o l i c d r i n k f o r y o u r ma t e 2 0 KP s
( v a r i a b l e r e wa r d s s u c h a s d i s c o u n t o n t h e n e x t d r i n k t h e y b u y a s
n e g o t i a t e d i n b a r s p o n s o r s h i p / c r o s s - p r o mo t i o n a l o p p o r t u n i t i e s . )

HUNTER- GATHERER PAC KAGE
P l a y e r s s e t o f f a s a g r o u p t o f i n d a l l n i g h t f o o d p l a c e s f o r s n a c k s !
( a n d a b r e a k i n d r i n k i n g )

Onc e t h e s e p a c ka g e s h a v e a mi ni mu m a c h i e v e me nt : e g 5 0 Ku d o s
p o i nt s , ne w p a c ka g e s wi l l b e u nl o c ke d .

WARM & FUZ Z Y C HALLENGE
P l a y e r s mu s t e a c h s a y s o me t h i n g n i c e a b o u t a g r o u p me mb e r
e a c h p l a y e r r e c e i v e s 3 0 KP s

WI NGMAN C HALLENGE
A p l a y e r mu s t p r o mo t e o r t a l k u p a f e l l o w g r o u p me mb e r t o
s o me o n e e l s e i n t h e b a r o r c l u b . P o i n t s c a n b e l o s t f o r b e i n g a
b o u n d a r y p u s h e r t h o u g h .

S MOOTH OPERATOR
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Emi l y Mc Co n o c h i e , S a r a h No r t o n , T h a i s An g e l o n i
A g r o u p c h a l l e n g e , s i mi l a r t o C a r d s Ag a i n s t Hu ma n i t y . T h e a p p
wi l l p r o v i d e a r i d i c u l o u s i d e a o r s t a t e me n t a n d e a c h g r o u p
me mb e r mu s t i n d i v i d u a l l y c o me u p wi t h a r e a s o n t h a t i t i s a
g r e a t i d e a . F o r e x a mp l e , a l l b e e r s h o u l d c o me i n s i p p y c u p s o r
t h e p r i me mi n i s t e r s h o u l d b e a n o c t o p u s . T h e g r o u p t h e n d e c i d e s
wh i c h o n e t h e y l i k e b e s t a n d t h e wi n n e r g e t s Ku d o s P o i n t s .

Wh e n p l a y e r s c o mp l e t e c e r t a i n q u e s t s t h e y u n l o c k n e w o n e s . I f a
p e r s o n i s i n t h e t o p x % o f p l a y e r s o f a q u e s t , t h e y wi l l g o i n t o t h e
d r a w t o wi n p r i z e s .
MEDALS of Achi evement:
At t he e nd o r par t way t hr o ug h t he ni g ht , al l me mbe r s c an
no mi nat e t he i r f r i e nds f o r c e r t ai n awar ds . The s e c an be t al l i e d
by t he app, and at t he e nd o f t he ni g ht , e ac h par t y wi l l s e e a r un
do wn o f who e ar ne d what :

Lo s i ng Kudo s po i nt s :
Us e r s c an l o s e Kudo s po i nt s whe n t he y be have i n an unde s i r abl e
f as hi o n. Ce r t ai n ac t i o ns wi l l e ar n t he m Do uc he bag awar ds ,
whi c h ar e g i ve n ano nymo us l y by t he i r par t y me mbe r s .
Gr e e dy Guz z l e r - dr i nki ng a dr i nk t o o f as t -
Bo undar y Pus he r - be i ng dr unk and o bno xi o us
Par t y f ai l - t hr o wi ng up
Sno o z e yo u l o s e - dr i nki ng t o t he po i nt o f pas s i ng o ut

Wi nni ng Kudo s po i nt s
Pl aye r s c an e ar n kudo s po i nt s i n by c o mpl e t i ng c hal l e ng e s o r by
wi nni ng awar ds f r o m t he i r par t y me mbe r s . The y al s o g e t po i nt s
f o r r e c r ui t i ng o t he r pl aye r s t o t he app.
Awar ds :
De s i g nat e d dr i ve r
Cl as s y Cat - r e mai ni ng c o o l and i n c o nt r o l
The aquaman - e ns ur i ng t hat al l par t y me mbe r s have a dr i nk
o f wat e r
Ti p To p - Ti ppi ng t he bar t e nde r
Lo ve Bi r ds - buyi ng a dr i nk t o s har e


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Di f f usi ng the App
O u r s t r a t e g y i n v o l v e s a p p r o a c h i n g b a r s a n d i c o n o c l a s t s wi t h i n c o l l e g e a n d
u n i v e r s i t y c o mmu n i t i e s . We h a v e d r a f t e d c o r r e s p o n d e n c e t o i n d i c a t e t h e
a p p r o a c h we wi l l t a k e wi t h e a c h s t a k e h o l d e r :

Dear X University,

We are writing to tell you about our exciting new initiative, MockTales. A social media app that aims to reduce
binge drinking, promote responsible alcohol consumption and facilitate fun and respectful nights out for our users.
Young adults aged 18-25 are most at risk for binge drinking behaviours and all the risks that come with it, such as
higher levels of stress, alcohol poisoning and injury to themselves and others. One of the reasons young people
binge drink is as a social lubricant, to fit in or because of peer pressure.

Our app relies on peer-to-peer sharing and encourages social engagement and safe drinking behaviours through
fun competitions and challenges. Users will be able to join parties on the app before heading out and will earn
kudos points through quests, such as finding special mocktail drinks out on the town and through behaviour,
such as being a designated driver. There will also be lots of quests for people who do not drink, either due to age
or preference.

We would like you to get involved and help us promote safe and fun party behaviour for your students. MockTales
app uses on social currency and peer-to-peer engagement in order to reach as many young people as
possible. If you would like to get involved you can promote MockTales through your student services and student
leaders. Colleges can create teams and students from different colleges can compete through the app to promote
college bonding and pride as well as safe and responsible behaviour. It is especially important to promote this app
during the orientation week because this period of time is full of high energy socialising and meeting new people.

At the end of each month, high-ranking users will go into a draw to win a prize. If you enjoy the benefits of being a
part of MockTales we would like you to consider offering prizes such as a vouchers to the Co-Op book store.
We have attached a package of information about MockTales for your attention and we hope that you will join us
in this exciting initiative.

Regards

The MockTales Design Team



Dear X College (college social leader)

We are writing to tell you about our exciting new initiative: MockTales. A social media app that aims to reduce
binge drinking, promote responsible alcohol consumption and facilitate fun and respectful nights out for our users.

College provides amazing support and socialising opportunities for young students and is an integral part of the
university experience. However, students between the ages of 18-25 have the highest rates of binge drinking of
any Australians. One of the reasons students binge drink is to fit in and conform to peer expectations. Binge
drinking can result in increased stress, alcohol poisoning and risky behaviour.

Our app MockTales relies on peer-to-peer sharing and encourages social engagement and safe drinking
behaviours through fun competitions and challenges. Users can earn Kudos points by completing challengers
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Emi l y Mc Co n o c h i e , S a r a h No r t o n , T h a i s An g e l o n i
such as scavenger hunts for special drinks that can only be found at certain bars and for behaviour such as
ordering a mocktail for a friend or being supportive of group members.

We would like to offer you the opportunity to get involved with our project. MockTales app uses on social currency
and peer-to-peer engagement in order to reach as many young people as possible. If you would like to get
involved you can promote MockTales through your college events. Because so many college students socialize
and party within their college social groups this will be an extremely effective way to spread the app. Students can
create teams with their roommates or even as a whole college. These teams can then compete through the app
to promote bonding and college pride as well as safe and responsible drinking habits. It is especially important to
promote this app during the orientation week because this period of time is full of high energy socialising and
meeting new people.

We have attached a package of information about MockTales for your attention and we hope that you will join us
in this exciting initiative.

Regards

The MockTales Design Team


Dear LOCAL BAR

We are writing to tell you about our exciting new initiative, MockTales. A social media app that aims to reduce
binge drinking, promote responsible alcohol consumption and facilitate fun and respectful nights out for our users.
While its great that young people are able to enjoy a night on the town at fantastic establishments such as yours,
they are also at risk of developing binge-drinking behaviours. Young adults 18-25 have the highest rate of binge
drinking in our community and this can result in disruptive behaviour, alcohol poisoning and injury.

Our app MockTales relies on peer-to-peer sharing and encourages social engagement and safe drinking
behaviours through fun competitions and challenges. Users can earn Kudos points by completing challengers
such as scavenger hunts for special drinks that can only be found at certain bars and for behaviour such as
ordering a mocktail for a friend or tipping the bartender.

We would like to offer you the opportunity to get involved with our project. You can do this by signing up to be a
special location on scavenger hunts and serving mocktail drinks at your establishment. Users will be given a map
that leads to your bar. When they arrive they will need to order a special mocktail and upload a picture of
themselves, tagging the location. Not only will MockTales help encourage good behaviour of your patrons it will
also increase the social currency and awareness of your business among our users. Businesses such as yours
are the heart of our communitys night life and we want to support that.

At the end of each month, high-ranking users will go into a draw to win a prize. If you enjoy the benefits of being a
part of MockTales we would like you to consider offering prizes such as a free mocktail or reduced price drinks.
Regards

The MockTales Design Team



Dear FOOD PLACE

We are writing to tell you about our exciting new initiative, MockTales. A social media app that aims to reduce
binge drinking, promote responsible alcohol consumption and facilitate fun and respectful nights out for our users.
Young adults aged 18-25 are at the most risk of binge drinking in our community. These kinds of unsafe and
irresponsible drinking can lead to alcohol poisoning, high levels of stress and disruptive behaviour. As an all night
diner you have probably seen the good and the bad of party culture.
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Emi l y Mc Co n o c h i e , S a r a h No r t o n , T h a i s An g e l o n i

Our app MockTales relies on peer-to-peer sharing and encourages social engagement and safe drinking
behaviours through fun competitions and challenges. Users can earn Kudos points by completing challengers
such as scavenger hunts for special late night snacks that can only be found at certain places and for behaviour
such as being the designated driver, staying sober and classy or tipping the their service staff.

We would like to offer you the opportunity to get involved with our project. You can do this by signing up to be a
special location on scavenger hunts and serving special snacks at your establishment. Users will be given a map
that leads to your eatery. When they get there they will need to order the special snack and upload a picture of
themselves, tagging the location. Users can also earn points by visiting your eatery the next morning for a
morning after breakfast or coffee. Not only will MockTales help encourage good behaviour of your patrons it will
also increase the social currency and awareness of your business among our users. Midnight food stops at
places like yours are an integral part of a fun night out and we want to encourage and support this.

At the end of each month, high-ranking users will go into a draw to win a prize. If you enjoy the benefits of being a
part of MockTales we would like you to consider offering prizes such as discount food or drinks.

Regards

The MockTales Design Team