Iowa Department of Public Health SPF SIG Substance Abuse Webinar

1. Iowa Department of Public HealthSPF SIG Substance AbuseWebinar Presented to Prevention Agencies December 1, 2011

2. Welcome to the IDPH SPF SIG Substance Abuse Webinar on Underage & Binge Drinking!

3. Introductions • Julie Hibben, IDPH SPF SIG Project Director • Kelly Konz, ZLRIGNITION Account Supervisor • Nick Grant, ZLRIGNITION Account Manager • Andrea Marinaro, ZLRIGNITION Vice President, Media Director

4. Agenda • Overview • Underage Drinking • Research Findings • Creative • Media • Binge Drinking • Research Findings • Creative • Media • Local Initiatives • Q&A

5. Overview Provides a statewide message about underage drinking and adult binge drinking SPF SIG counties should use both campaigns IDPH will not fund additional media campaigns through SPF SIG Media campaign materials will be available to the SPF SIG Coordinator through ZLR Non-SPF SIG funded counties can utilize the media campaigns by contacting Julie Hibben

6. Campaign Reminders • The campaigns will: • Help start the discussion • Spotlight the issues • The campaigns will not: • Provide lots of specific education • Solely be the answer • Counties will not be permitted to change the campaign materials

7. Project Overview • Facilitate foundational research to understand current drinking behaviors and attitudes, and perceived benefits, concerns and motivations • Develop creative using insight obtained in foundational research for a marketing communications campaign to combat underage and binge drinking • Conduct validation research to evaluate creative concepts and ultimately discover the best liked and most talk value campaign • Develop media schedule to generate awareness and combat underage and binge drinking in the 23 designated Iowa counties • Develop additional marketing materials to be used locally by prevention agencies

8. Research Specifications • Foundational research • 6 focus groups in Iowa City • Creative validation research • 4 focus groups in Dubuque • Prevention agency phone calls • Split evenly between underage and binge drinking • Mix of age, sex, geography, education and income • Must have consumed alcohol or be open to before age 21 • Participants completed multiple exercises throughout the groups to provide framework for discussion

9. Alcohol Adoption & Use • Across all sessions, a common adoption process surfaced • Many try alcohol for the first time between the ages of 13-15 • College as a lifestage offers a constant drinking occasion • Drinking tends to wane after college as adult priorities shift

10. Underage Drinking

11. Research Findings No stereotypical “face” to underage drinking – behavior transcends group, crowd, gender Incidence of underage drinking is high among high school teens - increases as students age Once in college enjoying the first real taste of real freedom, the vast majority of students drink at least occasionally

12. Research Findings • Consistent attitudes and behaviors exist across all age groups • Reasons to drink alcohol • Aspiration: Feel older, more mature, “badass” status • Inclusion: Feel like you’re in the group, bonding or connecting with others, easier to meet people • Confidence: More outgoing, lose inhibitions • Entertainment: Curious, want to try it • Outlet: Stress relief, to spite parents • Accessibility: It’s not hard to get

13. Research Findings • Reasons NOT to drink alcohol • Not secure: Unsafe location, uncomfortable • Negative physical effects: Hangover, sick, blackouts • Behavior concerns: Bad decisions, look like an idiot • Risking future: Priority on sports and education, don’t want to mess up future • Negative impact on relationships: Say things don’t mean • Safety: Look out for friends who are drinking • Break parental trust: Morals, getting caught, loss of trust • Long-term health effects: Overall, weight gain • Potential legal issues: Illegal, getting arrested • Tragedy: Drunk driving, accidents, death

14. Underage Age Conclusions • Reach target before their critical decision moment. Younger students are much more impressionable. • Give them the confidence to make a smart decision before they are faced with the decision to drink for the first time. • Can’t tell this audience not to drink. Instead, educate on the risks and harms. • Make the audience stop and think about their drinking decision. Empower them to take control of their life. • Keep it real, avoid a lecture

15. “Bottle Cap”

16. “Bottle Cap”

17. “Bottle Cap” “I like how it makes you think about school, all of it, your whole future.” – Female teen, 14 • Creative Research Validation • Easy to grasp, yet effective • Strong message on how drinking can affect your life • Appealing as highly relevant aspects of life potentially affected by underage drinking • Inclusive/clicks for everyone • Stopping power • Outdoor simple, clear

18. Media Schedule • Cable TV • Cable advertising provides the ability to geographically and demographically target the audience and efficiently cover the specific counties of interest across the state • Markets include: • Cedar Rapids • Cedar Rapids, Dubuque, Iowa City, Mason City, South Central Iowa (Ottumwa), Upper Mississippi, Waterloo • Des Moines • Central Iowa Interconnect (Ames, Des Moines, Fort Dodge, Marshalltown), Spencer, Western • Quad Cities • Clinton, Quad Cities, Southeast Iowa (Burlington)

19. Media Schedule • Cable TV • Commercials will air on highly-rated stations including: ESPN, MTV, Comedy Central, Cartoon , Discovery, History, TBS, E!, Animal Planet, Spike and ABC Family • 40 spots per week will air from 3pm – 12am • Commercials will air for 10 weeks between December and April • Added Value: Free spots will air on cable networks as PSA match and autofill, increasing the frequency of the message at no charge to IDPH

20. Media Schedule • Broadcast TV • Sioux City market only • Commercials will begin airing in January and will air throughout February “sweeps” weeks when programming is new and viewership is highest • Commercials will air during live airings of American Idol each week to efficiently reach the 13-16 year-old target audience • Schedule runs for 9 weeks, January – March • 1 spot per week will air during American Idol

21. Media Schedule • Outdoor • Outdoor will further extend the reach of the campaign into the counties of interest • Each county of interest will have a billboard message except for Ringgold in which no boards were available during this time frame • Billboards will post for 8 weeks in December and January • Boards will remain posted after January as added value as available in each market

22. Binge Drinking

23. Research Findings • Adult drinkers express similar motivations and attitudes around drinking as their underage counterparts • Reasons to drink alcohol • Socialize: Spend time with friends, family, co-workers • Entertainment: Have fun, laugh, dance, happy mood • Make memories: Bond with others, good time • Outlet: Relaxing, stress-relief, takes the edge off • Confidence: Ice-breaker • Taste & refreshment: Acquired taste for alcohol • Health benefits: Red wine can be good for you

24. Research Findings • Reasons NOT to drink alcohol • Negative physical effects: Hangover, sick, blackouts, no memories • Behavior concerns: Might make bad decisions, act stupid • Negative impact on relationships: Say things don’t mean, regrets • Long-term health effects: Overall, weight gain, potential alcoholism • Potential legal issues: OWI, tickets, trouble with police • Tragedy: Drunk driving, accidents, death • Family impact: Poor role model, not able to take care of kids

25. Research Findings • Young college students are underage, but more closely aligned with motivations of legal drinkers – fewer drinking risks perceived once on college campus • Considered a problem for younger people and most adults are reluctant to self-identify with binge drinking • Binge drinking advertising is perceived as something to target college students

26. Research Findings 5-7 Drinks Binge drinking generally considered no big deal Many described a “crossroads” around 5-7 drinks where an occasion is elevated to the next level

27. Research Findings Light Drinking Moderate Drinking Heavy Drinking # of Drinks 1-3 4-6 7-12+ Mostwouldn’t consider binge drinking until end of Heavy Drinking: Approx. 10 drinks There is a strong disconnect between perceptions of what binge drinking is and the current resources’ definition

28. Research Findings “Putting a number on it is ridiculous. If it says 4-5 drinks, they must really mean 8-10.” – Male adult, 22 Binge drinking does not equate to a number of drinks and may lead to counter-argument Explanation of binge drinking based on mindset and behavior (obvious lack of control) when drinking

29. Binge Drinking Conclusions • Reach audience at the intersection of developmental lifestages – young adults are the sweet spot for binge drinking • Reframe thoughts because binge drinking is not considered a concern for most. Must educate to help drinkers understand this is a big issue. • Encourage personal evaluation and help audience realize their drinking occasionally falls into the binge category. Identify the crossroads when fun becomes trouble. • Keep it real, funny

30. “Stay Classy”

31. “Stay Classy”

32. “Stay Classy” “I like the ‘Stay Classy’. If your friends want you to drink, just say, ‘Naahhh… I want to Stay Classy.” – Male adult, 22 • Creative Research Validation • Creative generated most excitement and energy • “Stay Classy” line is highly appealing • Highly appealing to younger audience • Satirical humor liked by many • Would watch repeatedly and talk to friends about • Expandable campaign – potential to go viral • Billboard received great feedback – simple and humorous

33. Media Schedule • Cable TV • Cable advertising provides the ability to geographically and demographically target the audience and efficiently cover the specific areas of interest across the state • Markets include: • Cedar Rapids • Cedar Rapids, Dubuque, Iowa City, Mason City, South Central Iowa (Ottumwa), Upper Mississippi, Waterloo • Des Moines • Central Iowa Interconnect (Ames, Des Moines, Fort Dodge, Marshalltown), Spencer, Western • Quad Cities • Clinton, Quad Cities, Southeast Iowa (Burlington)

34. Media Schedule • Cable TV • Commercials will air on highly-rated stations including: ESPN, Discovery, TLC, FX, TBS, Cartoon, Comedy, History, TNT, Spike, History and ABC Family • 40 spots per week will air from 6am – 12am • Schedule runs for 10 weeks between December and April • Added Value: Free spots will air on cable networks as PSA match and autofill, increasing the frequency of the message at no charge to IDPH

35. Media Schedule • Broadcast TV • Sioux City market only • Spots air during February “sweeps” weeks when programming is new and viewership is at its highest • Commercials will air during programming that best reaches the 18-22 year-old audience • Early Fringe: Simpsons, Family Guy • Prime Access: Two and a Half Men • Prime Time: American Idol, Glee, Simpsons, Modern Family, House, CSI, How I Met Your Mother, Grammys • Sports: Super Bowl pre-show • Schedule runs for 4 weeks in February • Purchase 50 rating points/week against 18-24 year-olds • Equivalent to reaching 50% of this audience each week

36. Media Schedule • Outdoor • Outdoor will further extend the reach of the campaign into the counties of interest • Each county of interest will have a billboard message except for Ringgold, Audubon and Jefferson in which no boards were available during this time frame • Billboards will post for 8 weeks in December and January • Boards will remain posted after January as added value as available in each market

37. Local Marketing Materials

38. Television Utilize TV spots from statewide campaign Localize with personalized tag (agency name, address, phone number, web address, etc.) TV/Cable stations provide tag for little to no cost Gather dub requirements from station (electronic, Beta SP dub, etc.) and contact ZLR for file/dub No charge for electronic files. Cost is approximately $40 per physical dub + shipping.

39. Outdoor Utilize outdoor from statewide campaign Artwork will be provided by ZLR upon request Outdoor production companies will print boards Printing costs run approximately $100 per poster board and $1800 per vinyl board

40. Underage Poster & Print Ad Creative

41. Poster Localize with personalized tag (agency name, address, phone number, web address, etc.) Sizes are 11”x17” x 24”x36” Artwork will be provided by ZLR upon request

42. Print Ad Poster artwork can also be used as print ad Vertical formatted BW or Color ad Localize with personalized tag (agency name, address, phone number, web address, etc.) Newspapers will provide tag for little to no cost Artwork will be provided by ZLR upon request No cost to send electronic pdf file to newspaper

43. Underage Online Banner Ads Creative

44. Online Banner Ads Banner ads created for use online advertising Localize with personalized tag (agency name, and web address or phone number) Gather size requirements and artwork will be provided by ZLR upon request

45. ZLRIGNITION Contact Information • Contact Nick Grant for creative orders • 515-244-4456 • ngrant@zlrignition.com • Contact Andrea Marinaro for creative orders • 515-244-4456 • amarinaro@zlrignition.com

46. How To Run Materials In Your Local Community

47. Pros and Cons of Advertising Options

48. Pros and Cons of Advertising Options

49. Pros and Cons of Advertising Options

50. Cost Comparisons for Ads Note: Costs are constantly changing and are based on multiple factors, these numbers are for reference only