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Ask, Listen, Learn Campaign

Ask, Listen, Learn Campaign

Ask, Listen, Learn is a creative, multimedia program which was designed by a team of educators and psychologists specializing in middle school-aged students. The campaign efforts are divided into 2 main... Read more »

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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:

  • 84% of kids said the Ask, Listen, Learn brochure helped facilitate a conversation about alcohol.
  • 86% said they would consider reading the brochure without the survey.
  • 81% said brochure made them think and 78% said it has a lot of important information.
  • 92% said mom is their number one source of information about alcohol.

Highlights from Parent Evaluation:

  • 70% of parents and half of kids said they discussed alcohol after receiving Ask, Listen, Learn survey.
  • 92% said the Ask, Listen, Learn brochure helped facilitate a conversation about alcohol.
  • 66% said they would consider reading the brochure without the survey.
  • 88% said brochure made them think.

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?

  • Think outside the box when determining your target audience: If the campaign only addressed one of those parties concerned, they would definitely fail in achieving the overall campaign’s goals.
  • Carefully design your campaign channels: On the minors’ website, you will find games and other things of interest to them, this is very important. Minors will not go onto a site to get a sermon or lecture about how to live their lives, however, they will visit a site which they can related to or find interesting and then will think of reading some of the important information it has.
  • Get feedback and make use of it: Not only did the campaign rely on the views generated on its Youtube channel, it also did evaluations to really measure the effect of the campaign on both minors and children.

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 :)

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Intel’s Visual Life Campaign

“The people you know, the places you visit, the things that inspire you… together, these represent your unique Visual Life, and we want to celebrate it! People from around the world have uploaded photos and videos giving us a peek inside their visual lives.” From Intel’s Website

Share Your Visual Life

Share Your Visual Life

Ad agency, Amsterdam Worldwide, unveiled a series of blogger films, called “Visual Life,” for technology brand Intel back in January 2011. The series showcased top bloggers discussing how they use technology and how it has transformed their work.

Campaign Idea & Buzz:

The first video of the series documented the work of fashion blogger and photographer Scott Schumann, The Sartorialist. The video generated around a quarter of a million views in its first two weeks and has been viewed more than 850,000 times on YouTube and the Intel site, helping increase Intel’s YouTube channel views by 200%.

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T-Mobile’s Angry Birds Live

With a combination of creative online and offline advertising, T-Mobile demanded customer attention and got it using the one and only Angry Birds!

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A Triple-Double Exposure Twitter Campaign by Turkcell

Heavy internet users tend to be excellent adopters of technology and they also tend to be the early adopters of technology. That makes for an excellent group to target with non traditional advertising. A Turkish company, launching a line of smart phones with internet bundles, wanted to attract those heavy internet users therefore they decided [...]

: 5/5
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: Yes
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Coba Uses Social Media for Rebranding

Coba Uses Social Media for Rebranding

Drink Coba

Sensis launched a social media-based ad campaign promoting the change to Cobá and aimed at expanding the 2-year-old beverage company’s loyalty base by introducing its drinks to an audience eager to taste something authentic.

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5 Great Facebook Contest Ideas

5 Great Facebook Contest Ideas

The Simplest Contest

Sometimes all you need to increase the level of interaction on your Facebook Page is to sweeten the deal a bit with a little contest.This will not only give people a reason to keep on checking your page but it will also increase the exposure of your brand and excite new fans of your brand to join your page. Here are some contest...

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My Starbucks Signature: An Experience You Don’t Wanna Miss!

My Starbucks Signature: An Experience You Don’t Wanna Miss!

Sharing Coffee Creations on Twitter

Attention all coffee lovers, the brilliant minds at Starbucks have come up with yet another unique way to capture your attention and gain your loyalty: My Starbucks Signature!

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Google’s “Dear Sophie” Bring Tears to Youtube

"The Web Is What You Make It" is Google's new campaign for its Chrome browser.

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Gizmodo’s Shooting Challenge: Photomosaics

Gizmodo’s Shooting Challenge: Photomosaics

Lead photomosiac by Dan4th

Gizmodo seem to be on a role with yet another amusing and viral challenge for their friends and followers!

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Diet Pepsi Beckham Viral Video

Diet Pepsi Beckham Viral Video

Twitter Debate of The Video

It started of me noticing a video of David Beckham on Facebook posted by one of my soccer crazed friends, so I was curious enough about it that I click on it and watched it. It was simply a video of him shooting three soccer balls into bins on a beach, but while watching the [...]

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