Careful, ongoing research drove this campaign to help the Department of Defense reduce binge drinking among its junior enlisted personnel, aged 18 to 24.
"Research produced a fresh, innovative approach," said one judge. "It totally engaged the target," said another.
After reviewing scientific literature, the agency conducted focus groups across the country among the various services to test different approaches, including messages, potential visuals, and copy.
Results revealed that the audience of 760,000 is highly Web savvy. It also indicated that a serious message from the chain of command wouldn't work. But research did clearly show that no one wanted to associate with, or be, "that guy" - the one who loses control after drinking too much - and that humor was necessary to hold this audience's attention.
The "Don't Be That Guy" message was delivered to reach the audience where they live, work, and play, with a multimedia-enabled website, campaign materials, and targeted offline/online advertising delivering the message and driving people to the website.
After further tests, the campaign kicked off at four pilot military installations, then went worldwide.
Metrics showed a 44% campaign awareness (double that of 2008) and a drop in binge drinking among junior enlisted men from 45% to 39%. Binge drinking was also lower (38%) among participating bases compared to non-participating bases (49%). The percentage of personnel agreeing that "losing control from alcohol is acceptable" dropped from 29% to 21%. Thatguy.com also achieved more than 1 million viewers.
Honorable Mention: Edelman and Triscuit: Triscuit Home Farming Movement
This campaign touted the home farming movement, aided a 6.2% Q1 2010 sales increase (more than double the goal), and gained kudos from US Secretary of Agriculture Tom Vilsack. "A well orchestrated campaign," said one judge. Seeds were added to 4 million Triscuit boxes. Tactics included partnerships, traditional and social media relations, and Triscuit.com/homefarming. Ties with Urban Farming led to 50 community gardens in 20 cities, while Web traffic topped 400,000 visits (6,000 registrants), and media impressions hit 462 million.
The Award Honors the most effective use of research and evaluation in both setting goals and measuring success for a campaign. Along with effective media evaluation, judges sought evidence of how research among target audiences was used to help set the objectives and strategy, and how it was used to measure the effectiveness of the campaign against those goals.
Edelman and Triscuit: Triscuit Home Farming Movement
Edelman and American Egg Board: Educating Consumers from Egg Farm to Table
FD International and The Coca-Cola Company: Managing Ahead of the Curve
Fleishman-Hillard and Dept. of Defense/TRICARE Management Activity: That Guy: Dept. of Defense Alcohol Abuse Prevention Education Campaign
Porter Novelli and American Lung Association: Quitter in You - Smoking Cessation Campaign
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