2009 Binge Drinking Campaign - Century Council
National Student Advertising Competition: Baruch College
NSAC is a nationwide competitionsponsored by the American Advertising Federation in which students compete tocreate the best campaign for the sponsoring client. This year’s goal was tocombat binge drinking on college campuses for the Century Council. This ‘09campaign lets the viewer experience a binge drinking scene and empowers them tomake the right choice.
Reducing the prevalence of bingedrinking on college campuses is a huge challenge. Binge drinking is detrimentalto having a good time. It leads to bad experiences and negative, sometimesdangerous, repercussions. It’s never worth it to binge drink. The ‘Not GoodTimes’ campaign shows the target the negative effects of binge drinking.
National Student Advertising Competition: Baruch College
NSAC is a nationwide competitionsponsored by the American Advertising Federation in which students compete tocreate the best campaign for the sponsoring client. This year’s goal was tocombat binge drinking on college campuses for the Century Council. This ‘09campaign lets the viewer experience a binge drinking scene and empowers them tomake the right choice.
Reducing the prevalence of bingedrinking on college campuses is a huge challenge. Binge drinking is detrimentalto having a good time. It leads to bad experiences and negative, sometimesdangerous, repercussions. It’s never worth it to binge drink. The ‘Not GoodTimes’ campaign shows the target the negative effects of binge drinking.
Print
What is it? Each print ad is targetinga different gender.
What is great? Each ad is in theperspective of the viewer. It puts them into a scenario which highlights apotential consequence of binge drinking relevant to that demographic.
What is it? Each print ad is targetinga different gender.
What is great? Each ad is in theperspective of the viewer. It puts them into a scenario which highlights apotential consequence of binge drinking relevant to that demographic.
TV
What is it? A 30 secondtelevision ad from the perspective of a friend of someone who has binge drankat a party and refuses to wake up.
What is great? Binge drinking isnot only harmful to the binge drinkers, but also to the people around them.This ad puts the viewer in the perspective of a binger’s friend to show theterrifying moment when the well-being of a friend is in jeopardy. The spotreveals that the friend had drank too much through a rewind perspective shot.
What is it? A 30 secondtelevision ad from the perspective of a friend of someone who has binge drankat a party and refuses to wake up.
What is great? Binge drinking isnot only harmful to the binge drinkers, but also to the people around them.This ad puts the viewer in the perspective of a binger’s friend to show theterrifying moment when the well-being of a friend is in jeopardy. The spotreveals that the friend had drank too much through a rewind perspective shot.
OOH:Wild Wall/Bus Shelters
What is it? The image (above)will be cut into wild wall postings and wrapped inside of campus bus shelters.
What is great? The scene makes the viewer feel like they are walking into aparty with all the unpleasantness of binging.
What is it? The image (above)will be cut into wild wall postings and wrapped inside of campus bus shelters.
What is great? The scene makes the viewer feel like they are walking into aparty with all the unpleasantness of binging.
OOH: Decals
What is it? Cut-out vinyl images would be placed on train/bus seats andbathroom stalls.
What is great? The images willmake the viewer feel like they walked in on a real scene displaying theconsequence of over drinking and will then grab their attention and direct itto the website.
What is it? Cut-out vinyl images would be placed on train/bus seats andbathroom stalls.
What is great? The images willmake the viewer feel like they walked in on a real scene displaying theconsequence of over drinking and will then grab their attention and direct itto the website.
OOH: Pizza
What is it? A pizza box designthat would be given to all pizza places that deliver on campus.
What is great? A student’sdiet is composed disproportionately high of pizza. The top of the boxis a monologue of someone who’s binging at a party while inside you can seethat person passed out and how much he had to drink. The nasty leftover greaseand cheese in the box would symbolize the spills and puke they would have onthem by the end of the night.
What is it? A pizza box designthat would be given to all pizza places that deliver on campus.
What is great? A student’sdiet is composed disproportionately high of pizza. The top of the boxis a monologue of someone who’s binging at a party while inside you can seethat person passed out and how much he had to drink. The nasty leftover greaseand cheese in the box would symbolize the spills and puke they would have onthem by the end of the night.
OOH: Desktop
What is it? This backgroundwill be placed on school owned computers. It's designed to look like an AIMconversation has been left open. While the AIM window is part of thebackground, the folder on the desktop is real and will have these embarrassingpictures.
What is great? This is an amazing way to use participating colleges to reachstudents in a creative and inexpensive approach. Any university can raiseawareness about the campaign and binge drinking education by simplyimplementing this execution.
What is it? This backgroundwill be placed on school owned computers. It's designed to look like an AIMconversation has been left open. While the AIM window is part of thebackground, the folder on the desktop is real and will have these embarrassingpictures.
What is great? This is an amazing way to use participating colleges to reachstudents in a creative and inexpensive approach. Any university can raiseawareness about the campaign and binge drinking education by simplyimplementing this execution.
Web
What is it? NotGoodTimes.com isthe central hub of the campaign. It is a place where individuals can go andeducate themselves about the dangers of binge drinking while being entertained.
What is great? The website willfeature various interactive sections that inform about binge drinking. Theaesthetics are meant to connect to the demographic and not seem stuffy andcorporate. The highlights will be the pranking section and game which willattract the most viewers.
What is it? NotGoodTimes.com isthe central hub of the campaign. It is a place where individuals can go andeducate themselves about the dangers of binge drinking while being entertained.
What is great? The website willfeature various interactive sections that inform about binge drinking. Theaesthetics are meant to connect to the demographic and not seem stuffy andcorporate. The highlights will be the pranking section and game which willattract the most viewers.
Web: Prank Your Buddies
For anyone who has a friend who binges, they can usethis to make them think twice about their actions. The user would be able tochoose a scenario to put their friend through. For example, a neighbor calls tosay that the friend had destroyed their property while drinking. Depending onthe scenario, texts or emails would be used in addition to phone calls. At theend of the prank, they will be told how their friend feels about their drinkinghabits and directed to the site to learn facts about binge drinking. Fromthere, the friend can continue to prank someone else and spread the message.
For anyone who has a friend who binges, they can usethis to make them think twice about their actions. The user would be able tochoose a scenario to put their friend through. For example, a neighbor calls tosay that the friend had destroyed their property while drinking. Depending onthe scenario, texts or emails would be used in addition to phone calls. At theend of the prank, they will be told how their friend feels about their drinkinghabits and directed to the site to learn facts about binge drinking. Fromthere, the friend can continue to prank someone else and spread the message.
This is the audio from a one way phone conversation, from the side of the automated message. What's missing is the devastated reaction of the person being pranked. This was used in a presentation and the 'single ladies' music is meant to be the ringtone.
Web: “Tipsy Trails”
“Tipsy Trails” is a game in which the player takes theperspective of a student trying to navigate a house party. There will be fivelevels of difficulty, and the objective of the game is to avoid too many drinksand return safely home. There will be a timer and a BAC level indicator to showthe number of drinks per hour. After each additional drink, the screen willbegin to blur, sway and the directional buttons will be reversed. An excessivenumber of drinks in too short of a time span will result in a blackout and thegame will end. The primary goal is to inform and test the player’s knowledge ofbinge drinking in an entertaining and engaging way.
“Tipsy Trails” is a game in which the player takes theperspective of a student trying to navigate a house party. There will be fivelevels of difficulty, and the objective of the game is to avoid too many drinksand return safely home. There will be a timer and a BAC level indicator to showthe number of drinks per hour. After each additional drink, the screen willbegin to blur, sway and the directional buttons will be reversed. An excessivenumber of drinks in too short of a time span will result in a blackout and thegame will end. The primary goal is to inform and test the player’s knowledge ofbinge drinking in an entertaining and engaging way.
Web: Micro-site
Research has found that boredom is one of the main reasons that college students binge drink. BeatTheBoredom.com shows our target that they can have fun without binge drinking. Students are encouraged to create games to “beat the boredom.” They will upload instructional videos describing the games they created. Games will be screened and posted on the site for others to vote on. A school-wide version of the highest ranked game will be brought to the contestant’s college.
BeatTheBoredom.com will be a specialized social network where users can sign up for an account, post on forums and keep track of what games their friends and others have created. There will be no mention of “anti-binge drinking”, so the viewer will not feel inundated by a campaign message.
(There will be no blatant connections between this site and the campaign itself, so it will be able to function independently after the campaign is over.)
Research has found that boredom is one of the main reasons that college students binge drink. BeatTheBoredom.com shows our target that they can have fun without binge drinking. Students are encouraged to create games to “beat the boredom.” They will upload instructional videos describing the games they created. Games will be screened and posted on the site for others to vote on. A school-wide version of the highest ranked game will be brought to the contestant’s college.
BeatTheBoredom.com will be a specialized social network where users can sign up for an account, post on forums and keep track of what games their friends and others have created. There will be no mention of “anti-binge drinking”, so the viewer will not feel inundated by a campaign message.
(There will be no blatant connections between this site and the campaign itself, so it will be able to function independently after the campaign is over.)
Promotions
A party bus will berouted to tour colleges and bring with it a campus bash inviting students toengage in a day of festivities and fun. The buses will have some of thefollowing features:
Drunk DrivingSimulation: Realistic driving simulation, which is framed to show one how theywould feel driving after they have been binge drinking. The simulation willchallenge the player’s coordination by placing obstacles and enacting visualimpairments such as blurry vision and slow reaction time.
Video BoothCommentary: Students discuss their drinking experiences and opinions in a “RealWorld”-style confessional video/photo booth. Students can print photo stickersas a keepsake for participation.
SWAG: Markers, Keychain breathalyzers, Mirrors, USB stick withgames and campaign information, Frisbees
A party bus will berouted to tour colleges and bring with it a campus bash inviting students toengage in a day of festivities and fun. The buses will have some of thefollowing features:
Drunk DrivingSimulation: Realistic driving simulation, which is framed to show one how theywould feel driving after they have been binge drinking. The simulation willchallenge the player’s coordination by placing obstacles and enacting visualimpairments such as blurry vision and slow reaction time.
Video BoothCommentary: Students discuss their drinking experiences and opinions in a “RealWorld”-style confessional video/photo booth. Students can print photo stickersas a keepsake for participation.
SWAG: Markers, Keychain breathalyzers, Mirrors, USB stick withgames and campaign information, Frisbees
