BALANCE THE BUZZUpstream Advertising

UNIVERSITYOF OREGON

[Process ...02]

[Tactics ...14][Background & Strategy ...03]

[Media Plan ...27][The Future ...30]

TABLE OF CONTENTS

Abuse & Alcoholism’s Task Force on College Drinking, Addictive Behaviors: An International Journal, Alcohol Problems Among Adolescents, Alcohol Use and Misuse by Young Adults , American College Health Association, Beer and Circus, census.gov, CBS News, CenturyCouncil.org, Center for Science in the Public Interest, Clinical Psychology Review, collegedrinkingprevention.gov, Core Alcohol and Drug Survey, Diageo & Responsible Drinking, Education Development Center, Inc, Facebook.com, Google.com, Groundswell: Winning in a World Transformed by Social Technologies, hulu.com, Harvard School of Public Health College Alcohol Survey, Journal of Adolescent Health, Journal of College Student Development, Lightspeed Venture Partners, Mintel Plus, MRI, National College Health Assessment, National Institute on Alcohol Abuse & Alcoholism’s Task Force on College Drinking, National Institute of Health, SRDS, techcrunchies.com, The New York Times, TIME magazine, University of Oregon Substance Abuse Prevention and Education, YouTube.com

In order to create a campaign to reduce binge drinking, Upstream Advertising had to illuminate a problem students were unaware they had. We began by questioning and exploring individuals’ motivations to drink. In addition to pouring over secondary data, we shared our best nights, laughed about our embarrassing moments and cringed over traumatic experiences. Our stories and research helped us understand and develop a fundamental aspect of the campaign.

Our agency’s conversations revealed that we, as members of the human race, are united by an innate desire to tell stories. College is an essential time to build our library of experiences. Although stories remain personal, students create them with an underlying idea that they should conform to the expectations of their peers and society.

The seemingly fleeting moments in which decisions take place result in the ability to create [and remember] stories.

Upstream Advertising determined that students’ understanding of decision making in general [as well as the exact moment in which decisions occur] is essential in generating effective methods of communication.

We gained insight into how to achieve the primary objective of curbing student’s overconsumption of alcohol. The goal became attainable after we discovered that our communication needed to change drinking behavior before new attitudes about the college experience could be adopted.

Balance the Buzz provides awareness of, and a solution to, a problem others have failed to solve. The campaign proves to college students that they have the power to create their ideal night, college experience and story.

[Process]

[01]

“We’ve all had friends visit the hospital.”

Scott, 22Art History

Students Don’t Relate to the Government Definition of Binge Drinking:

Levels of inebriation can be affected by many factors, •including food consumption and an individual’s physical or emotional state. Students define overconsumption based on behaviors •and the way the night evolves.

Locally and nationally, we found that students do not identify overconsumption by a certain number of drinks, but rather as having one drink too many.

Student Ambivalence: Students have a superficial understanding of the breadth •of the problem.Drinking is a rite of passage and part of the “college •experience.”Students are desensitized to the negative effects of •alcohol.Students believe that after graduation their drinking •habits will change.

[The Problem]

[02]

“Drink up now, because after college

this is considered alcoholism!”

Ben, 21 Business

[Meet the Millennials]Who are we?

Men and women born between 1982 and 2001.•What are we about?

The “look at me” generation.•Self-absorbed.•Critical of government and media.•Sarcastic.•Technologically “plugged in.” •

What do we want?To be famous.•To be heard.•To influence others in what we say and do.•To make our own decisions.•To be in charge of our own destiny.•To tell our story and be remembered.•

How do we see ourselves?68% of us believe our generation is unique and •distinctive.As different, creative or talented.•We think we can change the world.•

How do we talk among ourselves?With sarcasm.•Without judgement, condemnation or shock.•

We are the first generation to win trophies just for being on the team. The praise and attention we received as children only increased our need and desire to be special.

Today, you see us ordering coffee while simultaneously updating Twitter from our Blackberries. Although our fluency with technology keeps us more connected than any other generation, the availability of information causes us to be critical of things we see and hear. Millennials need authentic, respectful and honest conversations.

To better understand our audience, we built on the secondary data we collected by conducting a series of focus groups, surveys and interviews with students from all over the United States. Participants were men and women, ages 18-24. These focus groups, interviews and surveys helped us understand Millennials and what influences their decision making.

[03]

[04]

[How Millennials Use Media...]

The volume of research regarding Millennial media usage is abundant; however, it’s limited to primarily demographic information. It often fails to observe and understand subtle behavior. Millennials use media and technology to acquire necessary information from each other instead of traditional institutional and corporate sources.

Media Usage:Students access the Internet from their computers at home, computers at school, •and from their phones.Online, students usually have multiple windows open at once.•Watch shows online or on DVRs.•60% check Facebook daily.•Students don’t plan their schedules around TV; instead they watch shows online.•College students prefer to use Pandora.com to other online music sources.•72% of students read campus newspapers.•

Like all people, Millennials make decisions based on emotion, then rationalize afterwards. Their need for story-telling as a means to remain connected and be remembered affects their drinking behaviors and attitudes in a way different from other generations.

Characteristics:They have moments when they make decisions that impact •them throughout the night.They say or think, “I’m going to get wasted.”•They are concerned about what their peers think of them.•They pre-game [drinking before they go out drinking].•

[05]

[... How They Drink]How Guys Drink:

They are competitive drinkers.•They drink more frequently throughout the week.•They broadcast their intentions openly.•They are motivated to achieve high social status through •the amount they drink.Their behavior encourages heavy drinking and •entertainment often at the expense of their peers.

How Girls Drink:They make drinking a group activity.•They plan drinking around events.•They take pictures to tell stories.•They drink to create and strengthen relationships.•They remain in groups throughout the night.•They take care of each other.•

[06]

[Communicating With Mindsets]Our research helped classify drinkers into two categories based on their mindsets. These mindsets emerge from personal motivations to drink and manifest themselves through different sets of behavior. Motivations and behaviors change based on occasion. Likewise, mindsets can evolve throughout the night. Understanding these mindsets provides insight into which communication channels drinkers will be most aligned with, and illuminate the most effective way for the message to spread.

The “Let’s Get Drunk” Mindset:Mission is to drink; social aspect is secondary.•Want to alter their reality.•Drinking can turn into a competition.•Don’t consider themselves alcoholics because they are still in college.•Tend to have fewer responsibilities.•Drink as much as possible for as cheap as possible.•Aware of the consequences but not inhibited.•Plan schedule around drinking.•

The “Let’s go out” Mindset:Conscious of self-image and how they are perceived.•Plan drinking around schedules.•Able to distinguish between when to work and when to be social.•Allow themselves to occasionally drink past point of comfort.•Enjoy the social aspect of going out more than the altered reality •overconsumption causes.

[Strategy]

[07]

Upstream Advertising analyzed previous campaigns that sought to combat dangerous overconsumption of alcohol. The team concluded that the failure of these attempts stemmed from the emphasis on reshaping students’ attitudes towards alcohol. The end objective was never realized because new attitudes were never adopted. We will achieve our goal of inspiring students to adopt the Balance the Buzz mentality because this campaign strives to change behavior before attitudes. The strength of the strategy is not only through acknowledging, interpreting and influencing behaviors, it also relies on a deep understanding of the complexities of decision making and insight into the decisive moment.

The Decisive Moment: A recognizable point in time when a decision influences the evolution of a story.

Choices are made constantly, but decisions made involving alcohol provide a clear example of the relationship between decisions and their consequences.

The messages will be delivered to college students ages 18-24 during decisive drinking moments. A larger degree of influence will be achieved by communicating with students during receptive moments throughout their daily routines.

The channels through which the messages travel were selected and crafted around our understanding of how Millennials in general, and college students specifically, react to communication techniques. Our audience responds poorly to messages that evoke feelings of guilt or fear. Additionally, they often ignore messages communicated through an anonymous or authoritative voice.

A vital part of the campaign’s success is in its ability to authentically engage students. Our agency’s unique perspective allows us to transcend other communication and connect with our peers on a personal level. The campaign’s strategy encourages students to adopt a healthier attitude towards drinking by showing them how to Balance the Buzz.

[08]

[How it Works][2] Awareness of the decisive moment.

[Questioning tequila shots with friends ... 10:30 PM]

[6] Internalize the effect of drinking behaviors. [Reflecting on current state...10:35 PM]

[1] Drinking Begins.[Start evening with a few glasses of wine... 10:00 PM]

[5] Accept that the choice to have another drink is a personal decision.

[Glad about not to taking that tequila shot...10:33 PM]

[09]

[4] Make the decision to Balance the Buzz. [Considering personal level of drunkenness and how

one more drink will affect them ...10:31 PM]

[8] The Balance the Buzz attitude toward drinking will guide future decisions.

[7] Develop a Balance the Buzz mindset for future decisive moments.

[Later, deciding to drink moderately more often]

[3] Understand that there is a conscious decision to make.

[Thinking about having “one more drink”..10:30:52PM]

[The Balance the Buzz Brand]Brand Strategy: The ultimate goal of Balance the Buzz is not to point to the “right” decision, it is to emphasize the importance of decision making. It illuminates the decisive moment and allows the decision-maker to claim that moment as their own.

The identity and strategy behind Balance the Buzz transfers the power from the brand to the audience. Freedom and empowerment manifest themselves in decisive moments. This changes habitual behaviors and eventually results in attitudinal adjustments.

[10]

Brand Identity: Brands position themselves to maintain a positive perception. They categorize themselves by titles such as: Challenger, Empowerment or Performance. Brands boast authenticity to appeal to consumers. But ultimately they are defined by the consumer and the way in which the user interacts with them.

A Liberation Brand: Liber is a latin root for balance.

The brand mission is to give power back to the college students by drawing attention to decisive moments and decision making. Balance the Buzz

[11]

We chose 65 public and private colleges and universities based on:The number of undergraduate students (10,000-30,000+).•A large Greek system (10-45% of the campus).•Athletic program: Division I universities report a higher level of binge drinking.•Overall demographic breakdown: Diverse campuses report lower levels of binge drinking.•

Total students on these campuses: 1,964,679

84% who report they drink: 1,650,330

NortheastBoston UniversityColumbia UniversityIndiana University of PennsylvaniaPennsylvania State UniversityRutgers UniversityState University of New York at AlbanyState University of New York at BuffaloSyracuse University Temple University University of ConnecticutUniversity of VermontUniversity of MassachusettsUniversity of Pittsburgh

SouthCollege ParkEast Carolina University Florida State UniversityGeorgia Institute of TechJames Madison UniversityKentucky UniversityLouisiana State UniversityTexas A&M UniversityUniversity of AlabamaUniversity of Florida

University of GeorgiaUniversity of KentuckyUniversity of MississippiUniversity of Maryland University of North CarolinaUniversity of OklahomaUniversity of South FloridaUniversity of Tennessee University of Texas at AustinVirginia TechWest Virginia University

West Arizona State UniversityColorado State UniversityOregon State UniversitySan Diego UniversityStanford UniversityUniversity of AlaskaUniversity of ArizonaUniversity of California University of Colorado University of HawaiiUniversity of IdahoUniversity of OregonUniversity of MontanaUniversity of NevadaUniversity of Southern CaliforniaUniversity of WashingtonUniversity of Wyoming

MidwestCentral Michigan UniversityIndiana University at BloomingtonMiami UniversityMichigan State UniversityOhio State UniversityOhio UniversityPurdue University University of CincinnatiUniversity of IowaUniversity of IllinoisUniversity of KansasUniversity of Madison WisconsinUniversity of MissouriUniversity of Nebraska

[65 Schools]

[12]

[Media]

Strategy:Reach students through media they are already using. •Plan media placement based on academic calendar.•Use flighted spot cable television ads that appear during first three •months of campaign to establish brand.Saturate the Internet with a year-long presence on top sites most •frequented by college students. Use flighted schedule for non-traditional tactics at the beginning •of each term when students are reported to binge drink more frequently. Facebook web ads will appear on a year-long flighted schedule •from Thursday-Sunday when students report they are more likely to be thinking about drinking. Use videos as streaming side-bar ads to link to YouTube full-length video spots. •

Objectives:Reach 85% of college students on 65 campuses, 4-5 times per week.•Reach college students outside of chosen campuses through cable and online outlets.•Generate buzz at the campaign outset with heavy marketing and non-traditional tactics.•Drive traffic to the website through chosen media.•

[13]

Public Relations Strategy:Campus stakeholders will help implement campaign tactics and ensure a higher level of brand recognition and an increased understanding of the brand’s mission.

Stakeholders Include:Students and student athletes•Resident hall advisors•Professors, faculty and staff•Greek life leaders•Campus health centers•Designated driving services•

Public Relations Objectives:Use email to educate stakeholders on campaign strategy, tactics and implementation. •Build and promote a positive brand identity on campus with stakeholders.•Reach at least ten percent of the students on our top 65 campuses with giveaways.•

Measurability:Record click-through rates on web ads on Facebook and Pandora.com.•Measure different strategies’ cost per 1,000 impressions.•Track number of online views for videos and newspaper ads.•Track website traffic during the course of the campaign.•Partner with American College Health Association to track self-reported drinking behaviors.•Record user rates for texting services, Pandora.com users and Facebook gifts.•

[Tactics]Goal: Allow students to adopt behavior that keeps their buzz balanced. Improve personal behavior and attitudes towards alcohol, leading to a decrease in alcohol-related deaths and cases of drunk driving.

The first step is to make individuals aware of the moment. The second step is to illustrate that the moment is theirs to own through behavioral choices that manifest themselves in:

The night•The college experience•The individual life story•The collective generational footprint•

Placement: The tactics are integrated in media that students use throughout daily routines both on and off campus.

On Campus:Most students visit campus every day.•Students meet with friends and make plans while on campus.•Many schools have a large number of students that live on campus.•

Off campus:Many students live off campus.•Many schools have a large off-campus student community.•

Digital Media:Students are influenced by many different kinds of digital media.•Students are reliant on technology.•

[14]

[On Campus]

[15]

Interns: [public relations]Objective: Create peer-to-peer conversations on college campuses.

Reach out to two current Interns per campus to implement tactics and provide feedback.•Interns will work throughout the academic school year.•Hours per week: 5 - 20.•Intern’s duties include:•

Maintain a Facebook page, update their status, post links and write notes about campaign activities.•Create bimonthly reports for The Century Council.•Ensure the campaign message is seen, heard and understood at times during the day when students are •consciously or subconsciously making decisions about their nights.Interns will be paid $100 per month by The Century Council. •Act as working example of campaign by drinking in moderation.•

Rationale: Allow the campaign’s message to spread through personal interaction with a non-authoritative voice.

Week of Welcome: [public relations]Objective: Introduce the brand and establish its identity with new students.

Interns will distribute branded campaign giveaways during the Week of Welcome events.•Giveaways include: cups, stickers, magnet mirrors, and water bottles.•

Rationale: Provide noninvasive resources when students are most receptive to learning about college life.

[16]

Pathway Game:Objective: Reach students at a time when they are not focused on drinking.

Prominent pathways on the campus are lined with signs •on wire H-frames. They display different decisions that create stories. Each path ends differently, some with fake puke puddles and others with a positive outcome.All types of drinkers walk through campus and the •pathway game increases chances of reaching them.Students either follow a certain path because that is the •route that they take or they will be curious enough to explore other paths.The pathway game will assert our presence on campus.•Interns are responsible for maintenance.•

Rationale: Provide an interactive way to illustrate the evolution of a night based on decision making.

[17]

Campus Campaign Project: [public relations]Objective: Create an opportunity for students to work on a campaign to reduce overconsumption of alcohol.

Involve students from Business, Journalism, Health Sciences and Art Departments.•Five to ten juniors and seniors create a campaign.•They work on the campaign from January through March and compete against other teams during the first week of •April (alcohol awareness month).They are judged by professors, campus health services and industry specialists.•One team per campus wins a prize of $1,000; project is implemented on 65 campuses.•Winners work with campus administrators to implement the tactics.•

Rationale: Encourage students to think about the campus’ drinking habits as well as their own personal behavior.

“I think more about the impact of every drink a

lot more.”

Emily K.

“[It] made me realize even more how petty

drinking can be.”

Josh

“[It] really showed me how stupid it is drink four nights in a row just

because we are afraid not to live up the ‘college experience.’”

Anna

Thoughts From Our Team:

[18]

Partnership with Designated Driving Service:Objective: Create a connection between the brand and healthy decision making.

A branded van wrap will ask, “Was tonight as fun as you expected?” •Reach students when they are more receptive to the message.•

Rationale: Students begin to evaluate the night on the way home.

Student Recreation Center:Objective: Provide information about the health benefits of drinking less alcohol.

2” x 3” calorie cards that analyze six popular drinks.•Shows caloric increase from 1-9 drinks; visualizes •calories in terms of other food.Placed on cardio machines and also available for •Student Recreation Center patrons to take home.

Rationale: Provide a tool that will influence future decision making.

CALORIE COUNTER: Food Equivalents by Calories

1

120

130

70

170

270

325

2

240

260

140

340

540

650

3

360

390

210

510

810

975

4

480

520

280

680

1080

1300

5

600

650

350

850

1350

1625

6

720

780

420

1010

1620

1950

7

840

910

490

1190

1890

2275

9

1080

1170

630

1530

2430

2925

8

960

1040

560

1360

2160

2600

Drinks

Wine

Beer

Shot

Vodka+Cran

Rum+Coke

Margarita

CALORIE COUNTER: How Much Did Your Night Cost You?

balancethebuzz.com

Five Glasses of Wine

Five Bottles of Beer

Five Shots

Five Vodka+Crans

Five Rum+Cokes

Five Mararitas

Two Slices of Cheese Pizza

Two Lg. Blizzards + One Deluxe Cheeseburger

Turkey Sub + Chips + Cookie

One Cup of Light Ice Cream

Big Mac + Large Fries

Fetticine Alfredo + Garlic Bread + Lg. Slice Cake

=

=

=

=

=

=

balancethebuzz.com

balancethebuzz.com

balancethebuzz.com

[19]

Campus Newspaper Ads:Objective: Encourage self-reflection by satirizing drunk behavior.

72% of students report reading their college newspaper. •Ad will be placed weekly on the back page, which is one of the most read pages. •Ads reach students on campus and have the potential to be taken home as well.•The ads will be in the form of a comic titled, “Stuff Drunk People Like.”•

Rationale: Communicate with the majority of the student population in a humorous way.

Photo Booth:Objective: Create awareness of personal drunken behavior.

Prior to taking the picture, participants will be prompted •about their drinking behaviors from that night.As they pause to answer the questions they will have a •moment of self-reflection.Questions will prompt poses or faces for pictures, keeping •people entertained while still being self-reflective.

Rationale: Picture acquired during the self-reflecting moments remain a permanent reminder of their behavior from the night.

[Off Campus]

[20]

Bathroom:Objective: Prevent students from consuming another drink when they leave the bathroom.

Girls’ Bathroom: Posters inside stall doors of bars.

Pose questions about drunken behavior and mannerisms.•

Guys’ Bathroom: Targets placed in urinals.

Appeals to mens’ competitive nature by challenging them to aim accurately.•Men will evaluate their drunkenness by how well they hit the target.•

Rationale: Draw attention to one’s personal level of drunkenness during a moment of uninterrupted, relative privacy.

Can you still put on your mascara straight?Or will your f irst try look like this?

balancethebuzz.com

[Digital Media]

[21]

Pandora.com:Objective: Create in-home brand awareness before and during drinking activities.

Message appears on two different stations: Top 40s and Alternative.•The stations are branded and the message is in a side-bar ad.•The message will be heard with a short, witty introduction every 25 songs.•Pandora.com is becoming more popular as a vehicle for discovering new music.•

Rationale: Allow students to self-reflect while they pre-game.

Twitter: [public relations]Objective: Provide information while users are engaged in social networking.

Status updates distribute content from website, one article at a time.•Provide updates on campuses around the nation.•

Rationale: Drive traffic to website and unite campaign efforts.

Thirty-Second Online Commercial:Objective: Create brand awareness.

It will be featured before online TV shows. •The tone is satirical, which students respond well to.•The commercial shows a spilt-screen of two different •

scenarios of how a night could end for one person.Highlights decisive moments through typical drunken •

behavior.

Rationale: Reach students during habitual media usage, as students spend more than 30 hours per week online.

[22]

Automated Text Messaging:Objective: Encourage drinkers to consider their alcohol consumption.

User will text a question to “AlcCal” (252-225).•System responds with caloric information.•Phone usage and texting is prevalent at bars and parties.•

Rationale: Show the caloric effects alcohol has on the body.

To Dianne, From Jen:“Last night ew... Gym today?”

[23]

Facebook Gifts:Objective: Critique peers’ drunken behavior.

#1 most visited website among college students.•85% of college students have a Facebook profile.•On average, 150,000 free Facebook gifts are given •per week, 200 times the rate of paid gifts.Gifts mock the drunken behavior the receiver •engaged in the night before.

Rationale: The gift giver can communicate a subtle message, while the receiver is urged to reflect on their decisions.

To Eric, from Jen:“Next weekend how about you not shotgun six beers in twenty minutes.”

To Maggie, from Dianne:“Not one of your finest moments! Hope today isn’t too rough.”

Balance the Buzz Website: [public relations]Objective: Create a centralized source to explain the campaign’s background and goals.

Provide resources for college students that relate to healthy lifestyles.•Provide frequent updates about campaign activities nationally and on individual campuses.•

Rationale: Solidify brand mission by providing a resource for students.

[24]

Google and Yahoo AdWords:Objective: Create brand awareness without interrupting media routines.

Google and Yahoo are among the top visited websites by college students.•When students search for information relevant to drinking, the website will be one of the first places they •are directed.Through focus groups we confirmed students are often searching the Internet for drinking recipes, games, •rules and caloric information.Possible Google words or phrases: ‘drinking games,’ ‘drink recipes,’ ‘mixed drinks,’ ‘drink calories,’ ‘party •ideas,’ ‘themed parties,’ ‘beer pong,’ ‘college parties.’

Rationale: Encourage search-based website traffic.

Web Ads:Objective: Create brand awareness without interrupting media routines.

Web ads will be found on Facebook and Collegehumor.com.•Use a streaming side-bar format, which is most effective in terms of click-through rates and user feedback.•Run multiple Facebook web ad campaigns throughout the year to reach different students.•

Rationale: Promote self-reflection by driving students to the website’s resources.

[25]

[Giveaways]Objective: Create brand awareness by distributing useful commodities to students.

Logistics:Items will be distributed on campus, off campus and at sporting events by Interns. These giveaways will be dispersed periodically based on the school’s schedule and depending on special events.

StickersReinforce the campaign mission and provide brand awareness.

Water BottlesReinforce decisive moment of drinking water at a time when students are preparing to drink or trying to reduce a hang over.

[26]

Magnetic Mirrors for FridgePromote brand and encourage self-reflection during the decisive moment of opening the fridge to get more alcohol.

Towels Promote brand before athletic events and at the gym.

Gum and MintsPromote brand while extending decisive moment in between ordering drinks at the bars.

16-oz. Cups Allow students to visualize how much one serving of dark beer, light beer, wine or hard alcohol is.

Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April June JulyMay

Traditional

“One Drink” Cups

Hulu.com

Water Bottles

Photo Booth

Social Media

CollegeHumor.com

Gum & Mints

Twitter

Keyword Searches

Towels

Non-traditional

Website

Web Ads

Bathroom Posters

Facebook Gifts

Google

Online Television

Magnetic Mirrors

Intern Tasks

YouTube Channel

Facebook

Pandora.com

Week of WelcomeInternet

Print

Stickers

College Newspapers

Texting Service

Online Radio

Cable Television

Campus PathsCampus Campaign Contest

DDS Vehicle Wrap

Toilet Decals

Yahoo

[Media Timeline]

[27]

[Media Budget]

[28]

2,065,8102,600,000

913,1501,864,5501,590,430

195,000507,000259,060

$9,995,000

Online MediaOnline TelevisionNon-traditional MediaTraditional MediaGiveawaysPromotional MediaOut of HomeProduction

Online MediaOnline Television

Non-tradional MediaTraditional Media

GiveawaysPromotional Media

Out of HomeProduction Cost

[29]

Online Media Web page 75,350Web ads 875,000Facebook gifts 500,000Key words 400,000Pandora 215,460 2,065,810 Online Television Hulu 1,400,000YouTube channel 0abc.com 600,000CW.com 600,000 2,600,000 Non-traditional Media Calorie card 96,650Photo booths 347,075Pathway game 5,175Vinyl posters 384,250Decals on urinals 3,000Texting service 77,000 913,150Traditional Media Newspaper 364,550Cable TV 1500000 1,864,550

Giveaways Magnet mirrors 246,380Water bottles 412,600Towels 486,250Stickers 146,55016 oz Cups 131,650Gums & mints 167,000 1,590,430Promotional Media Interns 130,000Twitter 0Campaign contest 65,000 195,000 Out of Home (OOH) DDS van wrap 507,000 507,000 Production Costs 259,060 Total 9,995,000

Web pageWeb adsFacebook giftsAdWordsPandoraHuluYouTube channelabc.comCW.comCalorie cardPhoto boothsPathway gameVinyl postersDecals on urinalsTexting serviceMagnet mirrorsWater bottlesTowelsStickers16 oz CupsGum & MintsNewspaperCable TVInternsTwitterDDS van wrapProduction costs

[Where To Go From Here]The inter-connectivity of the Millennials ensures that Balance the Buzz will extend past this year. The speed at which students communicate guarantees the message will spread beyond those reached by initial tactics and circulate through additional college campuses.

Through traditional and non-traditional media, creative promotions and strategic partnerships, the campaign will seamlessly connect with college campuses, resonate with students and improve the college lifestyle. The tactics ignite an innovative conversation that will affect behaviors and extend the moment. Attention to the moment will help students take charge of their drinking. Balance the Buzz empowers college students to own the pivotal moments that define this unique period in their lives.

We realize the magnitude of the task ahead. We cannot change attitudes overnight, but we can change behaviors. It starts with 65 schools, 1,933,171 students and an infinite number of decisive moments. As a strategic agency composed of college students, we believe in the campaign because of our understanding of Millennials and how they will respond. By working together, The Century Council and Upstream Advertising become armed with the tools and inspiration necessary to effectively communicate with college students across the nation. This campaign will initially modify drinking behaviors and ultimately transform attitudes that shape the college experience.

Our glasses are half full and our buzz is balanced.

[30]

[The Team]

BetsyReedAccount Planner

Jackie SheeanMedia Planner

Katie StreinzAccount Planner

ColleenToombsAccount Director

DavidZavertnikCreative Director

Andy LiuVideographer

Megan McMurrayPublic Relations

EmilyKotheAccount Planning Intern

EmilyKahnWriter

Melissa MeierMedia Intern

Lisa FeldhusenMedia Planner

Hilary JonesStrategicArchitect

Jack JensenWriting Intern

Kelcey FriendWriter

Liz HeidnerArt Director

Anna BalaeshMedia Planner

Julie EastAccount Planner

Josh DamisMedia Planner

Liz DowAccount Director

Emily DownCreative Intern

Dave KorandaStaff Advisor