Tackling Underage Drinking
Goal
Decrease underage drinking among Knox County youth during football season, a time when drinking tends to increase.
Insight
Many parents mistakenly think that allowing their teens to drink at home is safe. But research shows that teens whose parents allow them to drink at home experience the steepest increase in drinking; and are more likely to develop an alcohol use disorder later on.
However, when parents voice their disapproval of underage drinking, their kids avoid alcohol at higher rates.
Strategy
Because parents have more impact than they think on their teen’s choices, inspire them to be champions who prevent underage drinking.
Billboard that appeared on the I-40
The Idea
Lean into the football spirit by showing football players tackling anyone who offers drinks to underage youth.
Production Process
Briefed our photographer on our vision for these images.
Worked with my team to plan and create each “set.”
Found local actors and directed each scene.
Once photos came back from the photographer, I designed, added copy, and sized each ad.
The Results
Final ads were placed on a few billboards on paid social media targeted to parents of students in Knox County.
Billboards were place on the I-40, I-75, and Chapman Highway.
Our paid ad campaign reached over 600,000 people in Knox County.