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Ask, Listen, Learn Campaign

The Century Council is a leader in the fight against drunk driving and underage drinking and promotes responsible decision making regarding alcoholic beverages.

Campaign Idea & Objectives:

Ask, Listen, Learn is a creative, multimedia campaign which was designed by a team of educators and psychologists specializing in middle school-aged students.

The campaign efforts are divided into 2 main parts: one which concerns the minors and the other which acts as a support for their parents.

On the minors’ website, all they need to do is sign a pledge (see below) and register and they are immediately a part of the team. The Ask, Listen, Learn Team Pledge is designed to help minors stay healthy and active by making an agreement with themselves to make good decisions.

The Pledge

The Pledge

As for the parents’ website, it contains information about when and how to discuss alcohol consumption, useful links, answers to important questions minors might ask as well as related materials and statistics.

Campaign Buzz:

Apart from the millions of views generated on Century Council’s Youtube channel, here are some actual results of the campaign:

Highlights from Youth Evaluation:

Highlights from Parent Evaluation:

Opinion & Lessons Learned:

Usually, campaigns designed to tackle major problems and issues lack the creativity needed to make a change, Ask, Listen, Learn is different. Not only does the campaign combine unsettling facts with humor, videos and even games, it also addresses both parties involved in this struggle: the minors and their parents.

So, what can we learn from this campaign?

Finally, have you heard of this campaign before? Would you have liked to be a part of it? Do you know of any other similar ones?

Looking forward to your comments and insights down below :)

Posted by on July 12, 2011.

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Categories: Social Media By Example

  • Kj nivin

    I’m in recovery of addiction since 1983. I am able to be of service to those who have a desire to stop drinking. I used to drink and drive most of the time. I watched my dad do it and so I emulated his behaviors. Not until I hit bottom (no I didn’t have an accident) with my emotional insides could I stop the behavior.

    God led me to AA as described in my autobiography Dying to Live-Boulevard of Broken dreams (KJ Nivin Amazon / Barnes & Nobel). I can say that a spiritual life is tough living for me but it is the only way I know to remain sober.

    Thank you for this blog and keep coming back.

  • Excellent article, very beneficial, I learned quite a lot! Yes, I agree together with you.

  • I always was interested in this topic and still am, appreciate it for putting up.

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