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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Quirky News of the Web — November 2010

Previous quirky news posts: JanuaryFebruaryMarchApril MayJuneJuly August September October – November

There are always smaller headlines that tend to go unnoticed. They are the headlines that let us know how individualistic and unique some of the interactions on the web can be, and how much social media is shaping our world in ways that we could not have fathomed 20 years ago.

Therefore, the Quirky News of the Web section will be dedicated to those pieces of news that might go unnoticed but still pack quite the punch.

Ugly People Need Love Too


The Ugly Bug Ball is a site for those who are “aesthetically challenged”, people who have been fighting ridicule and loneliness their entire lives because of their looks. The site offers a safe space for people to “dive into an ocean of uglies and have more choice“. To mark the success of their approach, the website is celebrating their first engagement. Tom Clifford, who describes himself as a person who has “a face that makes children cry“, met Janine Walker and they fell in love and plan on getting married soon, the website awarded the couple with a free honeymoon to Borth in Wales.

The Hierarchy of Internet Needs [Infograph]

A while back my colleague Beirut talked about Maslow’s Hierarchy of Needs and how it fits in with why do people tweet. The discussion that this article sparked was both interesting and polarized. So when I saw that the people at Flowtown have created “The Hierarchy of Internet Needs” I knew that I had to share with our readers.

Geeks Make Better Lovers: 8-Bit Wedding Invite

The bride and groom custom-made an 8-bit Mario/Donkey Kong-themed video game which must be won to obtain the necessary wedding info. The two characters you can play with: Darina or Niko, who also happen to be bride and groom.

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