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.
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.
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 :)