#Takeaturn -Drunk Driving Campaign

Problem:

Teens are drinking and driving, and frequently causing their own deaths and the deaths of others.

Notes:

• Every 15 minutes a teenager will die due to drunk driving.

• In 2015, about 33 percent of high schoolers said they consumed at least one alcoholic drink in the last 30 days.

• Over 16 percent of high school students nationwide report riding with a driver who had been drinking alcohol at least once during the prior month.

• 60% of all teen deaths from car accidents involve alcohol.

Role of Campaign:

Our objective isn’t to convince teens to not drink (even though that’s a good idea.) It’s to convince them to not drink and drive. If they have to drink, teach them how to drink smart and not drive, by redefining designated driving: not only as something that’s cool, but an essential and doable responsibility.

Target market:

• “Party MVP’s”

Our ‘Party MVP’s’ aren’t just American teens: they are teens, who drink alcohol. It’s the 10% of high schoolers who have the potential to drink and drive (ages 16-17).

Our teens want to deepen their friendships in the only way they know how: by engaging in the media-dramatized partying-scene. They drive because they want to get home, and don’t want their parents to know they’ve been drinking. They like to feel independent and in charge of their own choices, to prove that they can be cool but also take care of themselves. Though deep down they really appreciate the help of those more capable, aka sober drivers.

Demographics:

• 16-21

• Middle to high class- can afford alcohol and driving

• 10% of teenage population that drinks and drives + their friends

  • Teens naturally overdo it and binge more often than adults.

Psycho-graphics:

“Proclaim independence and prove responsibility”

“Appeal- think first taste of freedom, parents are too over protective, first time to let loose, make decisions. US drinking culture, dramatized in movies, kids think when they come to college think they can handle themselves but it is the opposite.”

• They want to stand out in order to fit in

Influencers:

81% of 13-to-17s said social media made them “feel more connected to their friends.” Sixty-eight percent said it helped them “feel as if they have people who will support them through tough times.” they care about what their friends think so they feel pressured to do what they say. Social media where these teens find out what their friends think and value

Current and Desired Beliefs: about driving drunk

• Current:

  • It's dangerous and dumb

  • It’s not that bad if you’re just tipsy

  • Designated drivers are people to be appreciated but also pitied because they miss out on the fun

• Desired:

  • Designated drivers can be full participants in the fun - and still responsible afterwards

  • Designating driving isn’t a one person job: It’s all about “taking turns”

  • Regardless of whether you’re just tipsy or wasted, it's NOT COOL to drive while intoxicated. It’s childish

STRATEGY:

Consumer insight:

• Teens don't want to miss out on the fun!!!

  • “Everybody wanted to drink, no one wanted to suck it up and be the designated driver”

  • “The stuff that’s always been underneath teens’ behaviors—their need to connect, their need to get validation from friends—that hasn’t changed,”

  • “Their own form of rebellion. When everyone else is doing it even though there is probably some of the other people that don’t want to do it.”

• Values having fun but being safe

  • “Surprisingly even drunk teenagers accept help and allow themselves to be taken care of most of the time.”

  • “they know what to do in different situations. how are you getting home. Yes it happens but you know how to get yourself home safe and responsible. Giving them the tools to stay responsible.”

• How to remind them of these values: Address issue head on teach how to do it right.

  • Cross-cultural friendship groups Prague v Virginia

    • K: “Europe attitude towards drinking is different- because they have done it from a young age- not american drink and get drunk and suck it up, Europe = casual social drink, know they don’t. “

      • J: engaging it is a better option- teaching teens how to do it safely - make sure parents know about it, use best judgement

        • Larger gradual introduction- you need to train to enjoy alcohol

    • L: thats the best way to take campaign.

(Brand) Idea insight: THE DESIGNATED DRIVER (National Highway Traffic Safety Administration)

• Being the designated driver allows you to responsibly participate in the fun with your friends

  • “As the designated driver you can still be like I had to drive you guys and had to stop so you could puke, and I remember it. You can still definitely be part of that whole experience, even though you weren't drinking you can still have the gaffs with those people when you go to school the next day.”
    

• Being the designated driver is a turn based affair. It’s about having your friends’ backs

  • “It is more fun in a way to be safe so you can all have fun another time and make sure that no one ends up in the hospital. Its a rotating thing, next time it is someone else, next time can have fun.”

Strategy statement:

For party MVP’s who can’t miss a moment with their friends, “taking a turn” ensures everyone will be around to do it again next weekend.

Creative Strategy:

• #takeaturn

  • Every great party needs a dd. Take a turn and party with peace of mind

Tone and Manner: mood board

• Conversational

  • Informal but realistic

  • Not lecturing, coming from a peer pov

• Positive reinforcement

  • lighthearted

• Colorful and trendy

  • Up to date, hip

We want this campaign to break through the fear-factor clutter surrounding drunk-driving, and speak to these teens in a fun, informal but realistic manner. Not encouraging them to continue the behavior, but suggest ways they can have fun and be safe. Ads should be bright, colorful, and tech savvy like our teens. Visual appeal should outweigh heavy text, and should inspire an interactive pictorial conversation.

Media:

• Out of home ads

  • Billboards featuring the portraits

• DIGITAL IS OUR MAIN EMPHASIS

  • Tiktok

    • Video version of a portrait/bio ad

  • Instagram:

    • portrait / bio thing

    • I think we should do the polaroids story telling here as well

  • Youtube

    • Video with different scenes of party

  • Snapchat

    • Anonymous snapchat stories “DD tales” designated drivers can share anonymous funny stories about their drunk friends- think BYU pda/sleeps, and postsecrets.com

• Alternative ads

  • Partnership with red solo cups (“root beer tastes better”/“water pong > beer pong”)

Creative Executions:

• portrait/bio featuring the designated driver of the night

• Pictures of teens at parties, point out the designated driver (still having fun and in the middle of everything) “I spy the designated driver”

---

Emma-Melanie-Joe-Emma