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 :)

: 5/5
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: 4/5

Google’s “Dear Sophie” Bring Tears to Youtube

“The Web Is What You Make It” is Google’s new campaign for its Chrome browser.

Campaign Idea & Objectives:

The idea of the campaign is simple yet emotionally oriented. “Dear Sophie”, the latest ad, shows a father using Google products to catalog his daughter’s life events from birth to a hospital stay for an unnamed illness, to the loss of her baby teeth. He writes her notes using Gmail, for instance, and posts videos of her on YouTube.

The ad is part of Google’s another emotional ad from Google that aired during Glee. That ad supported the LGBT community with a 91-second compilation of “It Gets Better” clips on YouTube.

Campaign Buzz:

“Dear Sophie” currently has around 560,00 views on Youtube although it has been online for a week only! Furthermore, the ad was able to score 6,386 likes and 878 comments so far.

As for the “It Gets Better” ad, it currently has more than 400,00 views on Youtube.

Opinion & Lessons Learned:

Although the ad got a few dislikes because viewers worried about privacy issues as well as the purposeful manipulation of people’s emotions just for gaining more users, I loved the ad and the idea of the campaign in general. To me, it is heartfelt and very creative.

So what can we learn from this campaign?

  • People are not always looking for a laugh: One might think that humor is the best way to enter the minds of your audience, it’s not. Sometimes, the tears can bring your audience closer to your brand as well.
  • Find the right social media channel for you: Not every campaign needs exposure on multiple social media channels, remember that when designing your campaign and matching it with the campaign objectives you have in mind.

Finally, did you happen to see this campaign? What did you think of it?

Looking forward to your comments and feedback down below :)

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Free Hugs Campaign — Learn Social Media By Example

Free hugs is a real life controversial story of Juan Mann, a man whose sole mission was to reach out and hug a stranger to brighten up their lives. Read more to learn how he achieved his dream and got people interested and buzzing!

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Milk Mustache Campaign — Learn Social Media By Example

Got Milk? is an American advertising campaign encouraging the consumption of cow’s milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running since October 1993.

: 5/5
: 5+/5
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: No
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DoSomething’s Campaign for Cancer Prevention — Learn Social Media by Example

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Women’s Domination: Sex Appeal, Competition & Multitasking!

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