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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‘It Gets Better’ Campaign — Learn Social Media by Example


In the past few weeks, the LGBT community – especially in the United States – has been hard hit with stories of one teen’s suicide after the other. While gay and questioning teens have always been a high risk group when it comes to suicide and although programs like the Trevor project have been set up to provide aid, guidance and assistance for those teens, they are still cutting their lease on life in droves.

After the death of four teens all over the United states, the public sentiments culminated with the death of Tyler Clementi, a Rutgers University student who has committed suicide just last week after he has been bullied and black mailed by his roommate who live-streamed private videos of him on the internet.

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Quirky News of the Web — July 2010

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.

Quirky News of the Web — June 2010

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.

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Paulo Coelho Knows How to Use Social Media Better

Paulo Coelho Knows How to Use Social Media Better

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Paulo Coelho, the famous Brazilian best seller author of the Alchemist, masters social media as a way to connect with his fan base and reach out to the hearts of more people. How does he do it? Could the film/music/games industries use these techniques to drive more sales?

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