Learn about our approaches to prevent underage drinking and reduce high-risk drinking among young adults.
A campaign to reduce high-risk binge drinking among young adults in Vermont.
Research shows that our audience would prefer not to over drink, but does not know how to do so without avoiding alcohol completely. Check Yourself helps young adults avoid high-risk drinking behaviors by providing relatable, memorable, and realistic tips for reducing their alcohol consumption, without asking them to fundamentally change their social habits.
Audience research reveals that this audience is not motivated by long-term or health-based consequences, such as cirrhosis or heart disease. Our audience expressed the following concerns:
1) Fear of social miscues, physical failures, getting into trouble or other general embarrassment.
2) Concern over missing out on social occasions if they abstained from alcohol entirely.
PAID SOCIAL &
INTERACTIVE WEB EXPERIENCES
Check Yourself is primarily evaluated through social media metrics that speak to the larger behavior change strategy. Out of a potential audience of 72,000, we saw 44,000 engagements and over 539,000 video views in 18 months.