2012 UniSA Drinking Pitch competition, "Are you a sheep? Think for yourself campaign". -...

ARE YOU A SHEEP? THINK FOR YOURSELF

KEY OBJECTIVES

Reduce irresponsible alcohol consumption

• Create a link between alcohol abuse and sheep-like behaviour

• Integrate this link into our advertising

• Self-awareness/reflection about decisions, frame of mind, people and environment

THE CHALLENGES

• Getting our message through to students

• Determining most effective platforms for campaign

• Finding a simple and relevant theme

DEVELOPMENT OF OUR MESSAGE

• Understanding psyche and social dynamics

• Activities engaged in by young students

• Forming friends and friendship groups• Attending pub crawls

• Relevant behavioural and cognitive theory

DEVELOPMENT OF OUR MESSAGE (cont.)

Students engage in drinking to fit in – to build loyalty, respect and create fond memories (Kirn 1997)

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People are influenced by others, we often do what others are doing, and what is expected of us (Wood et al. 2012)

Self-presentation – the act of attempting to control impressions, leads to health compromising behaviour (Burton et al. 2006)

• A study showed that 75% of university students reported having performed a risky health behaviour in their 1st semester.

High similarities in drinking behaviours + selecting friends that resemble themselves (Overbeek et al. 2011)

Key take-outs from our research

Sheep as a symbol best packages all the associated ideas about young adults’ behaviour

Why does this matter

What makes ads work is the relevance to what’s happening in the consumer’s life

-- Erwin Ephron on Weak Theory

DEVELOPMENT OF OUR MESSAGE (cont.)

• Imagery and themes in our advertising represent thoughts, feelings and activities

• This is why our campaign will cut through!

SLOGANS

Are ours effective? Yes

• Rhetorical questions > self-reflection

• Likeable > key objective of effective advertising (du Plessis)

• No-one wants to be thought of as a sheep!

WHY OUR CAMPAIGN WILL WORK

• Strategy built on Weak Theory

• Subconscious links made between drinking and sheep-like behaviour

• A visual campaign (engaging cognitive misers)

• Integrated Marketing Communications & brand salience

• Multi-platform, high reach, endless in scope

• Strategy to maximise $15k budget

A MULTI-PLATFORM CAMPAIGN

VIDEO

• Core to campaign

• Two versions to be created

• Sound version – available on UniLife website, and UniSA student portal

• No sound version – available on LCDs around campuses (subject to approval)

• Facilitates for high levels of reach

PRINT MEDIA

PRINT MEDIA

AMBIENT MEDIA

FLASH MOBS

O-WEEK + CARNIVAL CUTOUTS

BUDGET

IN CONCLUSION OUR CAMPAIGN IS:

• Simple

• Likeable and humorous

• Requires minimal cognitive effort or involvement

• Understands the psychology of young adults

• Identifiable and well branded

• Does not rely solely on transient technology

• Adaptable across an array of media platforms ensuring maximum reach

• Encourages self-reflection of where the student sits in the grand scheme

The individual has always had to struggle to keep from being overwhelmed by the tribe. If you try it, you will be lonely at times, and sometimes frightened. But no price is too high to pay for the privilege of owning yourself.

-- Friedrich Nietzsche

THANK YOU!