ABOVE THE INFLUENCE by Fleishman Hillard for Office Of National Drug Control Policy

ABOVE THE INFLUENCE

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Industry Against Drugs
Media Promo & PR, Case study
Market United States
Agency Fleishman Hillard
Released August 2012

Credits & Description

Category: Public Sector
Advertiser: WHITE HOUSE OFFICE OF NATIONAL DRUG CONTROL POLICY
Product/Service: TEEN ANTI-DRUG CAMPAIGN
Account Director/Partner: Maria Gallagher (Fleishman Hillard)
Account Director/Partner: Danny Maiello (Fleishman Hillard)
Deputy Director/Senior Account Executive: Joy Lammie (Fleishman Hillard)
Partnership Outreach/Account Supervisor: Liz Muro (Fleishman Hillard)
Media Outreach/Account Supervisor: Crystal Prince (Fleishman Hillard)
Strategy/Senior Partner and General Manager: Bill Pendergast (Fleishman Hillard)
Creative Director/Senior Vice President: Michael Adolph (Fleishman Hillard)
Web Creative/Partner: Marc Dionne (Fleishman Hillard)
Creative Director/Senior Vice President: Steven Kostant (Fleishman Hillard)
Web Design & Development/Vice President: Andrew McClellan (Fleishman Hillard)
Print Design/Account Executive: Will Bates (Fleishman Hillard)
Advertising Account Director/Senior Vice President: Suzanne Santiago (DraftFCB)
Video Creative/Producer: Deborah Freeland (CleanCuts)
Youth Engagement Strategy/President: Robert McKinnon (YellowBrickRoad)
Evaluation Expert/President: Kristen Holtz (KDH Research & Communication)
Media placement: Press Release - Bronx News Network - June 7, 2010
Media placement: Press Release - News 12 The Bronx - June 7, 2010
Media placement: Press Release - The Oregonian - June 8, 2010
Media placement: Press Release - KPTV-12 (FOX) - June 8, 2010
Media placement: Radio Media Tour - American Urban Radio Network - June 9, 2010
Media placement: Radio Media Tour - Health Radio Network - June 9, 2010
Media placement: Press Release - Milwaukee Journal Sentinel - June 16, 2010
Media placement: Press Release - Local ABC, NBC, CBS And FOX - June 16, 2010
Media placement: Partnership Outreach - 40+ Deep, Local Partnerships - April 1, 2010
Media placement: Webinar/Technical Assistance - 500+ Community Organizations - January 13 And 20, 2011

Summary of the Campaign
The world of today’s teenager bears little resemblance to that of five years ago.
Influence is everywhere – teens have constant exposure to it. This has profound implications for efforts to connect with youth, particularly in preventing risky behaviour.

The Office of National Drug Control Policy leads the effort to prevent and reduce drug use among America’s teens; the “Above the Influence” (ATI) campaign is its centrepiece.
To adapt to a new media landscape, the ATI campaign required an approach to reach teens directly and help them resist negative influences.

The new campaign targeted local communities to directly impact teens. To be successful, it placed high value on partnerships, activated communities on the topic of influence, and gave teens fun, meaningful ways to engage with ATI.

This integrated program – participatory, creative, honest – where teens identify influence and ways to stay “above it,” gives them pride and ownership in their lives.

The ATI localization effort has been embraced by 500+ community organizations, including the YMCA and Boys & Girls Clubs, premier American youth programs.
Thousands of teens in 25+ communities have participated, adding their voices to the campaign and spreading messages to stay “Above the Influence” and avoid drugs.

The Situation
Texting, tweeting, 24/7 access to social networks. The world of today’s teenager bears little resemblance to that of five years ago. Influence is everywhere and teens today have constant exposure to it. This has profound implications for efforts to connect with teens, particularly in preventing risky behaviour.

The Office of National Drug Control Policy leads the effort to prevent and reduce drug use among America’s teens and the “Above the Influence” (ATI) campaign is its centrepiece.
To adapt to a new media landscape, the ATI campaign required a new approach to reach teens directly and help them resist negative influences.

The Goal
An extensive consultation with experts in the fields of health communications and drug prevention revealed that while a national campaign remains a valuable asset to which communities can anchor their individual programs, it is at the community level where youth substance abuse prevention must ultimately occur. The redesigned campaign would have one primary goal:

Localize “Above the Influence,” ONDCP’s long-running national campaign aimed at keeping America’s youth safe and drug-free, making it more relevant, usable, and customizable to teens and youth-serving organizations in local communities.

The Strategy

The following strategies brought the public communications program to life:

1. Place a premium on partnerships: focus on building strong relationships with youth-serving organizations, creating activities that inspire collaboration, incorporate input, and enable local customization.
2. Create a conversation on influence: Get communities thinking about the topic of influence – both positive and negative. Spark national and local dialogues to help teens recognize and rise above the negative influences in their daily lives, and also show them how influence can work on their behalf, in positive ways.
3. Move teens from audience to owners: Move beyond just “reaching” teens, but rather, create an active, participatory dialogue with them, allowing them to inform, inspire, and own the ATI campaign.

Execution
- Undertook an extensive partnership effort, focusing on established organizations with broad access to youth

- Developed an ATI toolkit and trainings, offering partners direct access to the national ATI campaign, demonstrating ease of program implementation and creating advocates

- Created fun, edgy videos of teens discussing positive/negative influences and how they rise above them

- Developed/executed "Tag It," an activity in which teens armed with Post-It notes and markers "tag" the influences around them, take photos, and share with friends via social networks

- Developed an interactive online map where teens could input their influences and compare with teens around the country

- Created an art-themed activity encouraging teens to personalize the ATI logo

- Built the ATI Lounge, an interactive area at conferences where teens hang out and share experiences

- Held youth-centric events (Bronx, Portland, Milwaukee, Phoenix) to engage teens and entire communities in the influence discussion

Documented Results
The localization effort has been embraced by partner organizations, and more importantly, by teens themselves.

Extensive local partnership development with youth-serving organizations:
- 40+ deep partnerships, such as Boys & Girls Club of America, the YMCA, Students against Destructive Decisions (SADD)
- 500+ community organizations in almost all 50 states
- In an evaluation of the localized campaign, partners reported that ATI activities were useful to their organizations in meeting their missions to serve youth.
- Three-quarters of partners said they would highly recommend ATI activities to other organizations.

Actively engage youth, allowing them to inform, inspire, and own ATI:
- To date, thousands of teens in 25+ communities participated in ATI activities/events.
- According to the localized campaign evaluation, 91% of teen participants favourably rated the ATI activities.
- Teens’ perceptions of risks associated with drug and alcohol use also increased after participating in ATI activities.