1	Caryn S. Kaufman Strategic Communications Consultant Caryn S. Kaufman Strategic Communications Consultant dHA LLC December 2007
2	Target Audiences & Messages PRIMARY: Parents This is a serious problem Know where kids access liquor – lock it up Talk to your kids before they start drinking Parents have the power to make a difference: Make expectations clear Students, grades 5 – 10 Drinking to excess is dangerous and stupid You can have a good time without drinking SECONDARY: High school students, grades 11 - 12 Influentials – including media, political, business, faith based, and community leaders
3	Press Conference WHAT: Announce results of study & call to action WHEN: January 10, 2008 LOCATION: Town Hall WHO: First Selectman, Superintendent, BOE Chair, Police Chief with TPAUD chair & members Announce action plan & solidarity on the issue TRUMBULL CALL TO ACTION: Use main BOE site as local call to action www.trumbullps.org Site must be ready to launch by January 10 Link to town sites – incl. trumbull-ct.gov trumbullct.net, and/or trumbulllocal.com Maximize other BOE sites: Trumbull High School – Podcasts led by students Hillcrest – Spokes Club? Madison – KARE Club?
4	Potential Free Media Outlets CT Post & Trumbull Times – news coverage Public service announcements – print, radio, TV Channel 17 – public access School newspapers Driver’s Ed classes BOE computer screensavers / wallpaper School podcasts School Web sites Newsletters – faith based, business & community orgs, etc.
5	Road Show WHAT: Take study results presentation on the road to key community orgs WHEN: Winter / Spring 2008 WHO: TBD TARGET AUDIENCES: Rotary, Lions, Kiwanis, Town Council, Chamber of Commerce, PTAs, faith based orgs, library, others? First event: PTA Council meeting, Monday, January 28, 2008 at Trumbull High School TPAUD members to send dates/orgs we should target
6	Kickoff Local Ad Campaign Media Outlets: Trumbull Times & CT Post Timing: Immediately following Jan. 10 press conference Direct mail piece: Featuring survey results sent to households with school age kids Timing: mid-end of January 2008
7	Poster/Billboard Contest WHO: Target 5 – 10^th graders WHEN: Launch in February; winners picked in March/April 2008 POSSIBLE THEMES: What would you tell a friend to encourage them not to drink? What do you want your parents to know about underage drinking in Trumbull? Why is underage drinking bad? Explore partnership with RYASAP’s PARTY and leveraging their creative tag lines Winning artwork to be featured in future outdoor ad campaign(s). Good press opportunity
8	In School Event WHO: Target 5 – 10^th graders WHEN: TBD WHAT: Bring PROFILES interactive theater group Have student actors go to classrooms with guidance counselors for Q&A Good press opportunity
9	Trumbull Community Briefing TPAUD event targeting adults and 5-8 graders: Anchor to PTA mtg for this date Incorporate study findings into briefing Options / Ideas: Replicate 9^th grade underage drinking forum program for 5-8^th graders Show video vignettes w/modeling tool showing parents how to talk to their kids Have PROFILES theater group perform Offer facilitated breakout opps for parents to practice talking to kids Timing: TBD Announce billboard/poster contest winners Good press opportunity
10	Kids First conference WHAT: Conference focusing on issues of interest to students. Issue of underage drinking typically comes up at some point each year WHO: For Trumbull juniors and seniors. Coordinated by Trumbull Youth Department with input from students. WHEN: Late March / early April
11	Co-op advertising opportunity 26 communities changing behaviors and creating an image of statewide solidarity
12	Benefits of Co-op Advertising Pool limited financial resources to increase the coverage and frequency of the messages Rotate messages for greater statewide impact Ex. If cities want to target retailers and suburbs want to target parents and children, a co-op ad campaign would ensure that all messages get out to all audiences Create image of statewide solidarity Cities and towns have come together to address a common concern Reduces the perception of this being an isolated problem affecting one town or one city
13	Possible Timing of 2008 Co-Op Ad Campaigns Anchor campaigns to seasonal activities: Spring Break & Prom – April-May Graduation & Summer vacation – June-July Back to School – late August-September Holiday – late November/December
14	Potential Co-Op Advertising Media outlets and extent of exposure depends on total budget and campaign frequency. Co-operative advertising buys may be aggregated for the major media outlets. Individual grantees should still consider local targeted media, including print advertising and direct mail. Connecticut Network TV and/or Local Cable Systems 2 flights: April-May & October-November Outdoor Billboards Minimum of 3 flights to run April – September Each flight lasts for a minimum of one month Each flight includes a minimum of ten (10) ‘30-Sheet’ PosterBoards scattered throughout various grantee communities
15	Potential Co-Op Advertising
16	Call to Action Is the call to action a co-op Web site or phone number? What is the Web address that everyone uses? Partnership with the State? Partnership with national org? Does one of the partner communities have a site that can be expanded to encompass the group? Create new Web site for this campaign? Issue of sustainability Is there a role for 211 in this effort?
17	Co-Op Advertising Web Site Options WHEN: Web site to launch with and be featured in co-op ad campaign OPTIONS: Explore partnership with State and/or national orgs fighting underage drinking Ex. www.ct.gov/underagedrinking Ex. www.nationalorganization.com/CT Expand upon existing community Web site Create new Web site BUDGET: TBD
18	Web site content ideas General information Parent guide Kids guide Girl’s guide Family alcohol contract Resources/helpful links Calendar of events News Participating towns & local results Arcade & Games Partner with existing arcade and require kids to view video PSA before entering to play online video games Contact Us
19	Sample Ad Targeting Parents
20	Sample Ad Targeting Parents
21	Sample Ad Targeting Parents
22	Sample Ad Targeting Parents Think underage drinking doesn’t affect a teen’s brain? Think again. It’s a fact. New research shows alcohol affects a teenager’s developing brain differently than an adult’s. Memory, learning and impulse control can be impaired forever. So talk to your kids about the dangers of alcohol. Visit parentsempowered.org for more information on underage drinking in Utah and the proven skills to prevent it.
23	Sample Ad Targeting Parents The only thing between your children and alcohol is you. There are ways to keep your children from abusing alcohol. They all start with you. Research shows parental disapproval is the number one reason kids choose not to drink. So set clear rule and expectations. Visit parentsempowered.org for more information on underage drinking in Utah and the proven skills to prevent it.
24	Sample Ad Targeting Parents Your influence stays with them. Parental disapproval is the number one reason kids choose not to drink. So set clear rules and expectations about no underage drinking. Visit parentsempowered.org for more information on the proven skills to prevent it.
25	Sample Ad Targeting Parents Out of sight isn’t out of mind. Parental disapproval is the number one reason kids choose not to drink. So set clear rules and expectations about no underage drinking. Visit parentsempowered.org for more information on the proven skills to prevent it.
26	Sample Ad Targeting Parents They really do listen. Parental disapproval is the number one reason kids choose not to drink. So set clear rules and expectations about no underage drinking. Visit parentsempowered.org for more information on the proven skills to prevent it.
27	Sample Ad Targeting Parents Start Talking Before They Start Drinking. Kids who drink before age 15 are 5 times more likely to have alcohol problems when they’re adults. To learn more, go to… call…
28	Sample Ad Targeting Parents
29	Sample Ad Targeting Parents My name is Peter, and in eight years I’ll be an alcoholic. I’ll start drinking in middle school, just at parties. But my parents won’t start talking to me about it until high school. And by then, I’ll already be in some trouble. The thing is, my parents won’t even see it coming. Start Talking Before They Start Drinking. Kids who drink before age 15 are 5 times more likely to have alcohol problems when they’re adults.
30	Sample Copy Targeting Parents It's time 2 take it back. Alcohol kills more kids than all illegal drugs combined. Sometimes adults think it's okay to buy alcohol for underage youth as long as they take the car keys. But taking the car keys won't stop them from having unplanned or unprotected sex, drinking until they pass out or getting into a fight. If you want to keep kids safe, stop kidding yourself - and stop providing. Take underage drinking seriously.
31	Sample Ad Targeting Teens You can die from drinking too much. You can also drown, get burned, get in a fight, get raped, fall off a balcony or end up in a wheelchair. Stop drinking fast and hard. Don't let good times turn bad.
32	Sample Ad Targeting Teens Overdosing on alcohol can cause cardiac arrest. If someone passes out from drinking, don't let them sleep it off. Turn them on their side, call 911 and stay with them. If you are scared or worried about getting into trouble, get over it. Be the one who does something.
33	Sample Ad Targeting Teens Refuse to be Roadkill. If the Driver's been drinking, Refuse the Ride.
34	Co-op Advertising Budget Proposal GOAL: $150,000 co-op advertising budget to reach parents, children, and retailers across Connecticut through outdoor, TV, and radio advertising as outlined in this proposal LOCAL COMMUNITY COMMITMENT: $5,800 commitment per community NOTE: This figure assumes participation of 26 communities
35	Next Steps Which communities are interested in participating? Who is the point person for each community who will be the liaison for co-op advertising? What are the messages and audiences for your community? What is the group’s preferred call to action? 211? or Web site?
36	Contact information Caryn Kaufman Strategic Communications Consultant (203) 876-9872 / cell: (646) 765-6006 cskaufman@hotmail.com Rowena White White Light Advertising (203) 257-0031 rowena@whitelightadvertising.com