TOO SMART TO START CASE STUDY

Goal

Test advertising, campaign messages and promotional items and use resulting insights and reactions to the strategic and tactical planning of the Too Smart to Start campaign, a national underage alcohol use prevention campaign targeting kids and tweens sponsored by the U.S. Health and Human Services. The prime contractor for the campaign is the University Research Co., LLC.

Execution

Design and execute a diagnostic focus group research project to acquire information from kids (ages 9 - 13) across the country in a two-week period to meet campaign deadlines. Recruit close to 80 kids to participate in six focus group sessions in four markets across the country (Merriville, Indiana; Milwaukee, Wisconsin; New York, New York: and Albuquerque, New Mexico) that ensure participation of kids from various racial/ethnic groups including Hispanic, African American, Caucasian and Asian groups.

Results

Identified the most favorite and effective ads - ads that relayed campaign messages in an appealing to kids. In addition, determined kids' preferred promotional items as well as confirmation as to the best media and outreach tactics to get messages directly to kids. As a result, URC selected the most effective ads to run, refined high-rated promotion items and strategies to get items and other campaign messages to kids.

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