FOR EDUCATIONAL PURPOSES ONLY. THIS IS NOT A REAL DRINKAWARE CAMPAIGN PITCH PRESENTATION AND CREATED AS AN ASSIGNMENT FOR UNIVERSITY.

1. Campaign Pitch for DrinkAware 14 December 2010 By Stefano Sandri

2. Who is ? We are: 45 senior and young PR professionals Coming from various backgrounds Coming from very different places Passionate of what we do

3. What do we do? Full Service Public Relations solutions Connect people Communicate on an authentic level Engage heavily in New Media

4. How do we do it? 

5. Our Capabilities Consumer Campaigns Internal Communication Digital Solutions Media Relations

6. The Team Four PR professionals Strong experience in youth PR Backgrounds in: Traditional Media New Media Business Psychology Understands the target group Stefano Sandri Campaign Manager John Parker New Media Manager Sabrina Jameson Media Relations Mike Kilburn Analyst

7. Our Awards PRSA Award – Most Innovative Digital Campaign 2010 – 1st Place PRWeek: PRide Award – Best New Agency 2008 – Silver Medal Fresh Awards: Best Consumer Campaign 2010 – Official Selection

8. Our Clients

9. What is the problem? Binge Drinking: in young woman under the age of 24 in the UK most common within the target group (>24) increased in the past decade Perception of Drink Aware Known throughout the UK Famous for its campaigns

10. What do people say? A bottle or two, is it really that bad? Just like the make-up, it’s part of going out and having fun!

11. What do people say? Alcohol makes me forget about school and other problems I have. I feel better about myself. When I drink I feel more relaxed and it’s easier to talk to guys as well!

12. Current Situation: Conclusion Four major perceptions of alcohol: It’s part of the “going out” experience No worries/not aware of long-term damages Makes the consumer let loose Use as a narcotic and “to relax”

13. Possible Obstacles Change of social behaviors is hard Social Media campaign may not be frontal enough to create awareness

14. Where do we want to be? Objectives: Decrease the number of binge drinkers Change binge drinking  more social drinking Create awareness of negative (side) effects of binge drinking

15. Target Group Identifying the audience: Primary: Young women under the age of 24 within the UK Fun Outgoing Social “Party Animals” Like to drink Secondary: general binge drinkers

16. The Influencers

17. How to reach them? Social Media YouTube (YouTube: Insights for Audience) 70% of the target group uses YouTube Facebook (checkfacebook.com) 28 million active users in the UK More than half are female 39% are under 24 year old Traditional Media Print Glamour Cosmopolitan Online Newspapers The Sun Metro

18. Desired Goals Decrease binge drinking in the UK Create awareness Spark discussions (online/offline) This is not how it is in real life! It makes me think… I’ll drink less! I don’t want to be like her! I’m concerned about my health! Maybe I’ll get drunk just once a month?

19. The Strategy Create fear of binge drinking through attacking the appearance of women

20. The Key Message

21. Tactics – Social Media Viral Video A girl preparing for a night out (dressing up, make-up, friends) Flashbacks of the girl drunk in between Leaves the house with a smile Slogan at the end End your night like you started it!

22. Tactics – Social Media Impact Target group can easily identify themselves with the video Easily distributed Creates discussions Create online platform for discussions Facebook group “End the night like you started it!” Website with advice, (non-drinking) games and help

23. Tactics – Real Reactions Stunt: “1 Long Island = 1 Cheeseburger” One long island ice-tea (common cocktail) has the equal amount of calories as one cheeseburger Ask people in bars/clubs how many drinks they had Give them one cheeseburger for each drink Show them how many cheeseburgers they “drank”

24. Tactics – Real Reactions Impact Confronts the target group on the spot (reactions) Makes them think about their bodies Stunt will be recorded for media distribution News worthy

25. Tactics – Real Story Meet Sarah Kensington Real life story of her past with binge drinking Ended up in the hospital for getting punched in the face Gained weight Experienced difficulties in school How she is doing now Learned to drink responsible (social drinking) Seizes the weekend days Improved her health Will be utilized for interviews Cosmopolitan – “Cosmo Confidential” Glamour – “Sex, Love, Life”

26. Tactics – Real Story Impact Target group can easily identify with Sarah Real and authentic story Will directly communicate with the audience through social media

27. Evaluation

28. Budget

29. Summary The problem is simple: There is too much binge drinking within females under the age of 24 in the UK. With a strong social media campaign and media attention through the proposed strategy and tactics, we, Virtue PR, are very confident to reach the desired goal of this campaign: to reduce binge drinking while creating a more responsible alcohol consumption, create awareness of the problem and spark discussions. The ideal outcome is a stop in heavy binge drinking within the target group.