BINGE DRINKING

campaign movie

http://www.youtube.com/watch?v=Iyyz-9LW6yg&feature=youtu.be

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Background Summary Prioritized objectives Strategy and Tactics Creative brief Creative executions Media recomendations Proposed campaign success TEam

1. Background Summary
Social consequences

Among youngsters, there has been an increase in excessive alcohol consumption, namely binge drinking. This presents a great danger for youth of ages 18 to 25 within the European Union. The danger lurks in the form of damaging consequences for physical, psychological and social wellbeing. However, young people are not aware of these consequences and/or not interested in acknowledging them.

Youngsters often drink and drive after a social gathering. These drunk drivers cause 17,000 traffic deaths yearly, of which 10,000 innocent victims that had no influence on the driving pattern.

Binge drinking means drinking an average of 5 glasses of alcoholic beverages within 2 hours Physical consequences

Fact: this is 1/3 of all traffic deaths in the European Union.

Alcohol and its related waste materials have a direct effect on the heart muscle. This can cause disturbances in the heart rhythm. In addition, a blood cloth can plug an artery. The result of this is a heart infarct.

Because of the increase in binge drinking, one can conclude that youngsters are not aware of the serious consequences of binge drinking. This is because society plays with the state of mind of youngsters. Brands paint, through commercials, an idealistic picture in which perfection is central. Because the target group sees this perfect image, they want to mirror it. This way, the advertisers influence the manner and conduct of the target group, with the consequence that standard and values of society are adjusted. Alcohol is accepted in society this is because alcohol brands make it look like it is. Youngsters are confronted with this from a very young age. Thats why its pointless to tell the target group that they are not allowed do something, because this escalates with what you want to achieve. The problem has to be handled sooner and deeper. Why not start with them?

Fact: by drinking more than 5 glasses of alcohol, a binge drinker increases the risk of a heart infarct 5 to 6 times.
Psychological consequences

In the short term, alcohol seems to subdue depressive feelings, however in the long term the effect will be opposite, and will reinforce, and even provoke, those feelings.

Its enough!

4% of the target group has an elder with a alcohol or drug addiction, often combined with another kind of psychological illness.

Binge drinken | Jellinek | Wat is binge drinken? Jellinek. (2013, March 13).Verslaving | Jellinek | De expert op het gebied van verslaving Jellinek. Retrieved March 13, 2013, from http://www.jellinek.nl/vraag-antwoord/alcohol-drugs/alcohol/ risico-korte-termijn/wat-is-binge-drinken/ Institute of Alcohol Studies, Binge drinking conclusion. (2013, March 13).Institute of Alcohol Studies. Retrieved March 13, 2013, from www.ias.org.uk/resources/papers/europe/phproject/bingedrinking-conclusions.pdf

2. Prioritized objectives

Within an awareness campaign, it is essential to state radical objectives.

The objectives are as follows:

70% of the target group is aware of the treacherous perfection that society presents. After 3 months, 40% of the target group will be in favour of the awareness campaign. After 6 months, 10% of the target group will have to indicate that they recognize their selfworth and understand that they have a contribution to make to this world. The ideal objective is that alcohol brands must change their communication, and thus inspire as opposed to stimulate.

3. Strategy and Tactics

Target group
The target group consists of youngsters, ages 18 to 25. Most of them are students or graduates; they belong to generations Y and Z. Characteristics of these generations are that they show copycat behavior, inexperience, enthusiasm and naivity.

Perfection

Target group:
Hi, my name is Rachel and I studied HBO Marketing. I have suffered from anorexia for 3 years already. This disease started when I was confronted daily with the models in commercials. My goal was to look like them one day. I started with diet-days and ate only some dinner. A year later, this goal became an obsession for me, and in the end I lost control. Laxatives and throwing up became normal in my life. About a year ago, my parents discovered that I suffer from anorexia. In the end I was hospitalized in a clinic where I am still being treated. Hello, my name is Mike and Im enrolled in HBO (higher career education) Nursing. When I go out on the weekends, I drink a lot of alcohol because my friends do this too. One evening I had had so much to drink because my friends kept ordering more and more beers and I didnt know enough to stop. I dont remember the rest of the evening. The next day, I woke up in the hospital and they told me that I had alcohol poisoning. It could have killed me, the doctor said. That was the biggest scare of my life.

There is a confrontation between youngsters and society that not everyone is aware of. The confrontation with society and all its expectations surrounding perfection stimulates the target group to live up to these expectations. Perfection is imposed by higher expectations, and so-called role models. Unconsciously, the target group does everything to live up to these expectations. The commercial world has focused on the target group, because this group is easily influenced. Everything surrounding products and commercials is pictured as perfect, with the result

that the target group wants to achieve this perfection. Society functions as an imitation model. It is becoming more important how popular you are, how beautiful you are, whether you are good at sports or have many friends.

Strategy

Together with the target group we are going to war, so that in an interactive way the imposed perfection of alcohol is countered. We are the campaign, because we live in a society in which perfection is imposed. We are, therefore, the target group, and the awareness campaign is executed by the target group itself.

We are the campaign

This strategy is chosen, because the target group and we can form a strong army. By working with them, they will become aware without consciously being pressed with the facts.

Lets start the war against perfection

Tactics
The problem will be handled with guerilla tactics. Together with the target group, society will be woken up. Unexpected and shocking actions create not only awareness, but also show the deeper problem, namely the perfection that society imposes. Actions will be executed both on- and offline and will come across as both amusing and shocking. (See chapter 6)

4. Creative brief Aim of the campaign

The target group has to become aware of the treacherous perfection that society presents. The target group will be in favour of the awareness campaign. The target group has indicated that they recognize their selfworth and understand that they have contribution to make to this world. The communication of alcohol brands has to inspire not to drink, instead of stimulating drinking.

Big idea
Break the image of perfection that has been integrated by society into norms and values.

Disired response
You are perfect just the way you choose to be, you mean something to the world. No matter who you are!

Target group
The target group, are youngsters aged 18 to 25 within the European Union. This group will copy the behavior of others quickly, which makes them extra vulnerable for outside influence.

Reasons to believe
EXECUTE tackles the root of the problems

Brand personality
A proud individual group, from the underground that fights rough till there wont be any expectations of perfection anymore.

Insight
The alcohol brands manipulate the norms and values of society, namely the stimulance of perfection.

Tone of voice
Rebels Underground Unpredictable Focused Energetic

5. Creative executions

you know who

trademark

logo

Poster 1

Poster 2

Poster 3

bus stop advertisement

3d projectmapping
In the centre of the nightlife there will be a performance of a play that will explain the dangers of binge drinking. Through Project Mapping there will be a projection displayed on the container that will reflect the campaign (see link). Actors will be hired to depict the story.

Goal: to give the nightlife public a real life close-up impression of the dangers of binge drinking. Example Projectmapping

LINK: http://youtu.be/UJ7E7uEZN00?t=28s

6. Media recomendations

EXECUTE will communicate through an online platform with the target group. Through the online platform it is possible to acquire all necessities to take part in the campaign. The online platform will be promoted with the help of virals that will be placed on fun sites (a platforms where the sharing of videos is central) and social media. Regular contact with the target group will be achieved on these platforms. Besides that, in the offline world there will be promotions. The most important thing, we come from the underground! This has to be held into account at the time of putting in the resources.

Timetable

From April till May

7. Proposed campaign success

Below is a schematic graph about the guerilla actions. On the horizontal line the duration (in days) of one action and on the vertical line the ratio of the total expected reactions. On Facebook you can use basement measurement and further follow-up measures will be executed with Edgeranking. Pursuant to the 4R-model of success, the content on the Facebook page and the platform will be researched. Besides that, Google Analytics is a handy tool to execute measurements with the use of KPI. In the offline world goal-oriented samples can provide insight into the awareness of the youngsters.

8. TEam

Sint Lucas school of arts

Tom Hoofs, Rick van Meltvoort, 26674 28292 T.hoofs@sintlucasedu.nl 28292@sintlucasedu.nl

Avans university of applied science

Maarten van Willigen, Lisa Zheng, Tarik Essaidi, Joyce van Nunen, Benjamin Blok, 2063874, 2060817, 2961508 2060864, 2057986, maarten_vanwilligen@yahoo.com lisazheng94@live.nl tarik_maroc93@hotmail.com joyce_van_nunen@hotmail.com benjaminblok@live.nl