Dare 2 Be Campaign Tracey Edouard Megan Springsteen

TABLE OF CONTENTS

EXECUTIVE SUMMARY 3 SITUATIONAL ANALYSIS .5 PRIMARY RESEARCH . . . 9 TARGET PUBLICS...30 OBJECTIVE . ... .31

TACTICS ..... 32 STRATEGY STATEMENT...... 34 BUDGET ..35 PRODUCTION TIME TABLE 37 PUBLIC RELATIONS TACTICS:

PUBLIC SERVICE ANNOUCNEMENT38 FEATURE STORY ...39 BAC WALLET-SIZED CHART . .43 FACEBOOK/TWITTER . . . . .44-5

EVALUATION . .46
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EXECUTIVE SUMMARY

SITUATION It goes without saying that alcohol is widely available and aggressively promoted within a college culture like Penn State. Its no secret that the numbers behind alcohol-involved motor vehicle crashes, homicides, suicides, and sexual assaults are more prevalent in our society than ever before. With the trend of binge drinking on the rise, it not only affects the body negatively, but it also serves as a catalyst to a variety of consequences ranging from risky sexual activity to poor performance in school. PROBLEM Between the national program D.A.R.E and Penn States SAFE Program, they both attempt to inform underage students about the risks of alcohol and how can affect their bodies. The problem with both programs is that they provided a slap on the wrist approach toward students who take part in underage drinking. Condemning students for underage drinking is no longer effective. The more we challenge students to not drink at all, the more they retaliate. Instead, the best way to encourage responsible drinking is to take the, cant beat em, join em approach; meaning, providing students with the tools necessary to make educated decisions when it comes to alcohol consumption. OPPORTUNITY Dolce Limon saw this challenge as an opportunity to tap into the minds of everyday college students and create the Dare2Be campaign. We wanted the Dare2Be campaign to take a more humanistic approach to conquering underage drinking. Instead of using a campaign to punish students for their behavior, weve handed the responsibility to the students. With Dare2Be, we wanted our message to be short, sweet and effective. Through conducting our own primary and secondary research, we tapped into the minds of Penn State students to evaluate out what behaviors theyre participating in. In our qualitative survey, we learned that 50 percent of our research sample has consumed alcohol and had a hangover within the past two months. We also found out that majority of students would prefer alcohol education in a first-year seminar, as opposed to an online class, that way, the program would be more interactive, students would be more likely to do well because their work in the class would affect their GPA and having real-life testimonials from students who 3

 engaged in these behaviors and suffered consequences from would provide an eye-opening experience for the students.

CLIENT NEED The Pennsylvania Liquor Control Board (PLCB) reached out to Dolce Limon to create a campaign that did not involve fear tactics, but instead, would encourage students to know about the consequences binge drinking has on the body. Not only this, but the use of peer-to-peer education rings in the ears of students so much stronger than many would think. We created three effective methods, which are feasible and encouraging for students. We placed the responsibility on them to take accountability of their actions, be intuitive about their actions as well as be exceptional studentsleaders even, and serve as a catalyst in showing students that they dont need to consume alcohol to have a good time. With these requests, we used Dare2Be on traffic heavy social media sites, public service announcements (PSAs), a wallet-sized BAC chart and a feature story to meet our clients needs. EVALUATION In order to evaluate the success of our campaign, we will be collecting data throughout all platforms of communication. Using qualitative surveys, we will measure the effectiveness of our PR tactics and target the approximate number of students who received these messages and what they thought of them. At the end of our campaign, we will inquire to students what they think can be done in the future to provide an even more effective messages for the Dare2Be campaign. 4

SITUATIONAL ANALYSIS

A. CLIENT HISTORY AND BACKGROUND The Pennsylvania Liquor Control Board (PLCB) was created on November 13, 1933, at the end of the Prohibition Act. Pennsylvania is one of 18 states that actively participate in the distribution process to control the sale of alcohol. The Pennsylvania Liquor Control Board aims to lead in the prevention of underage and dangerous drinking. More specifically, the PLCB Bureau of Alcohol Education partners with schools, community groups, licensees to deliver a message of "zero tolerance" and "no use" of alcohol by individuals under the age of 21. Among people over the age of 21 who choose to drink alcohol, the PLCB works to promote responsible and moderate use. Their work with licensees provides them the tools and training to minimize problems related to alcohol sales. The PLCB's initiatives are accomplished through: - A grants program, which has distributed more than $6 million to more than 250 schools, colleges, law enforcement departments and community organizations throughout the Commonwealth, aimed at changing how entire communities deal with underage and dangerous drinking. - Classes for law enforcement officers in how to safely break up underage drinking parties, how to find the source of alcohol that is a factor in criminal behavior, how to detect fake IDs used by minors to purchase alcohol illegally - The development and distribution of free educational materials to the public, in English and Spanish, which discourage the misuse of alcohol and promote better alternatives. The topics of these materials include Underage Drinking, Driving under the Influence (DUI), Fetal Alcohol Spectrum Disorder (FASD), Responsible Alcohol Service, Alcohol and Medications, and Responsible Hosting.

B. ISSUE HISTORY, BACKGROUND AND CURRENT STATE As an advocate of reducing dangerous and underage drinking by college and university students, The Pennsylvania Liquor Control Board (PLCB) created BASICS (Brief Alcohol Screening and Intervention for College Students) as an effective individual prevention program that is designed to:
Promote a non-judgmental environment to help explore alcohol usage Reduce risky behavior and harmful consequences of alcohol abuse Identify changes that can help reduce your risk Provide important information and skills for risk reduction

BASICS is conducted over the course of only two 50-minute interviews, and these brief, limited interventions prompt students to change their drinking patterns. Before or after the first interview, the student receives a self-report questionnaire to complete. From the questionnaire and the first interview, information is gathered about the students alcohol consumption pattern, personal beliefs about alcohol, understanding of social alcohol norms, and family history. The second interview, which occurs approximately one week after the initial interview, provides the student with personalized feedback on myths about alcohols effects, facts on alcohol norms, ways to reduce future risks associated with alcohol use, and a menu of options to assist in making changes. Although there is a societal pressure to drink and engage in drinking activities at a young age, underage drinking can lead to undesired short term and long-term consequences. The following few sections will elaborate on those consequences. 1. What Happens to the Body When alcohol enters the body, it goes into the stomach and small intestine and then enters the bloodstream. The blood then takes the alcohol to the brain. Messages from the brain then become foggy and the body slows down and becomes uncoordinated. The liver then filters out the alcohol from the bloodstream. 2. Over the Edge According to the Center for Disease Control (CDC) drinking too much alcohol in one sitting or binge drinking can lead the body down a dangerous path. In order to save vital body functions, the brain shuts down other parts of the body that are not as necessary for survival including the hippocampus, the part of the brain responsible for memory. Having no 6

 recollection of events while under the influence is known as a blackout. Blacking out is not only dangerous to the individual, but that individual could engage in dangerous behavior and cause harm to not only themselves but others, and have no recollection of what, when, where or how anything happened. The emotional and social consequences of alcohol can be devastating to family and friend relationships, as well as a persons mental stability. The CDC has also linked alcohol use with aggressive and violent behavior, often resulting in personal injury or injury to others. Impaired decisionmaking when under the influence has been associated with drunk driving, unsafe sex choices and missing work/class etc. on a regular basis. 3. Physical Effects Studies conducted by the National Institute of Alcohol and Abuse and Alcoholism (NIAAA), have found alcohol to have dangerous effects on an adolescents body. Short-term effects include, headaches, vomiting, impaired judgment and decisions, uncoordinated physical ability, and feelings of depression. Long-term alcohol use can transform temporary affects to permanent ones and can cause damage to vital areas of the body and brain. Puberty is a crucial stage in both male and female lives, it is a period associated with marked hormonal changes. The NIAAA has found that drinking alcohol during this period of rapid growth and development (i.e., prior to or during puberty) may upset the critical hormonal balance necessary for normal development of organs, muscles, bones as well as increases in the sex hormones, estrogen and testosterone. While the results have been varied, NIAAA research has shown that alcohol abuse at a young age can disrupt the regular brain growth that needs to occur. This may lead to impaired memory functions and learning skills as adolescents enter adulthood. Additionally, the effects on the reproductive system can be devastating. Females may stop going through their menstrual cycles and can become infertile, while males have been known to lose the ability to become erect, not just temporarily but permanently.

 Extended alcohol use can also cause liver damage and can lead to liver failure later on in life. The heart can also be affected by alcohol use and has been linked with heart damage, high blood pressure, heart attacks and strokes. In 2011 the PLCB faced a controversial state-funded date-rape ad campaign that featured a womans legs splayed on a bathroom floor with her underwear around her ankles. In one version, the text read: Date Rape. See what could happen when your friends drink too much. The PLCB said the campaign was intended to bring the most difficult conversations about over-consumption of alcohol to the forefront and all of the dangers associated with it date rape being one of those things. However, rape victims said the ads forced them to relive their own attacks, and the images of the girl portrayed her as a helpless victim. Research has shown that these kinds of visual tactics dont work well because they resemble fear tactics, which tend to turn readers and viewers off. CONCLUSION Today, alcohol is widely available and aggressively promoted throughout society and continues to be regarded, by many people, as a normal part of growing up. Yet underage drinking is dangerous, not only for the drinker but also for society, as evident by the number of alcohol-involved motor vehicle crashes, homicides, suicides, and other injuries. People who begin drinking early in life run the risk of developing serious alcohol problems, including alcoholism, later in life. They also are at greater risk for a variety of adverse consequences, including risky sexual activity and poor performance in school. 8

PRIMARY RESEARCH:

INTRODUCTION This quantitative survey, conducted by Tracey Edouard and Megan Springsteen, provides both quantitative and qualitative data on alcohol consumption and the trends of high-risk drinking behavior of undergraduate students at University Park. The survey focuses on students excessive alcohol consumption, the direct and indirect consequences of that consumption as well as feedback on Penn States SAFE program, a two-part alcohol education program that is mandatory for all incoming first-year students who are under 21 to complete. This survey was administered on the web. A total of 72 undergraduate students completed the survey. Twenty-four percent of the participants were male; meanwhile 76 percent of the survey was female. Of the 72 respondents that completed the survey, the ages ranged from 18 to 23. Ten 18-year-olds completed the survey, followed by twenty 19-yearolds, fifteen 20-year-olds, nineteen 21-year-olds, six 22-year-olds and two 23year-olds. FINDINGS MAJORS Participants majors consisted of the following: 1. Public Relations 2. Animal Sciences 3. Rehab and Human Services 4. Mechanical Engineering 5. Chemical Engineering 6. Secondary Education 7. Biology 8. Nutrition 9. Kinesiology 10. Journalism GPA When participants were asked to list the range of their GPA, 11 percent of participants had a GPA in-between 1.1-25. Forty-four percent of participants had a GPA ranging from 2.6 to 3.4 and an additional 44 percent of students had a GPA ranging from 3.5-4.0 (see chart on next page).

RACE When asked the participants race, 72 percent of the participants identified as White/Caucasian. Thirteen percent identified as Black/AfricanAmerican, one percent identified as West-Indian (Caribbean), three percent identified as Spanish-American, seven percent identified as Asian/Oriental, and four percent identified as other.

RELIGION When asked the religion the participants were raised in, Roman Catholic was reported the most with 29 percent, followed by No Religion at 15 percent. Protestant was third-ranked with 14 percent and final, Jewish received four percent of the responses.

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IMPORTANCE OF RELIGION When asked how important religion is to the participants, 21 percent of participants selected that it was both not important and mildly important. Twenty-six percent of respondents reported that it was moderately important, while 15 percent of participants claimed religion was very important.

FREQUENCY OF THE CONSUMPTION OF ALCOHOL When asked how often they have drinks containing alcohol, 39 percent of respondents reported two to three times a month, followed by 19 percent of students who said two to three times a week as well as monthly or less. Eleven percent of participants reported never having an alcoholic beverage as well as consuming an alcohol beverage four times a week or more.

STANDARD DRINKS OF ALCOHOL PER EVENING When asked the number of drinks they would have in a typical evening, 38 percent of students reported they consume three or four drinks, followed by 26 percent of students who reported they drink five or six drinks. Twenty-four percent of respondents reported they would consume one or two drinks, followed by 10 percent of respondents who claimed to drink seven to nine drinks. Three percent of respondents reported having 10 or more drinks in a typical evening (see chart on next page).

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FREQUENCY OF CONSUMING 6 OR MORE DRINKS ON ONE OCCASION When asked whether or not they consumed six or more drinks on one occasion, 31 percent of respondents reported less than monthly, followed by 29 percent of respondents who said they never consumed six or more drinks, followed by 21 percent of respondents who reported weekly, and finally 19 percent who reported that they do it monthly.

AGE OF FIRST ALCOHOLIC BEVERAGE When asked what age they consumed their first alcoholic beverage, 57 percent of respondents reported between ages 17-22, followed by 39 percent of respondents who reported it was between ages 11-16. One percent of respondents reported drinking their first alcoholic beverage between ages five-10. Lastly, three percent of respondents have never drunk alcohol.

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 REMORSE AFTER DRINKING When asked if participants had a feeling of guilt or remorse after drinking, 68 percent of students reported that they did not feel guilt or remorse, followed by 32 percent of students who reported that they did feel guilt or remorse.

IF YES, EXPLAIN WHY: For the 32 percent participants who reported feeling guilty or remorseful after drinking, we encouraged them to explain why they felt this way. Here are the answers we received: - I planned on going through college without drinking, but that didn't happen because I was too curious. - Approached by friends and family. - Because it is against my religion, and because of the calories that the drinks contain. - Doing stupid shit while drunk. - I am hurting my body. - I got extremely sick. For being mean to a friend. - Because it is illegal for me and I feel bad about it when I do it at school. No guilt when drinking with family -I let alcohol take priority over more important and lasting things. - My friends have made fun of me for my lack of drunk dancing skills. - Because I yell at people on the balcony and say stupid things that I do not really mean in the morning. I make people cry. - I was scared of getting caught. It was free and it was right there all the time, so I drank. - Drank instead of studied. - My boyfriend doesn't like when I drink and I know it's wrong because I'm only 20. - Bad decision/Hung-over. - Drunk texting. -Made a fool of myself or made someone else's night worse because I was too drunk. - Felt sick. 13

 - just waking up and feeling sick so, thats the feeling of remorse. - I felt that my actions did nothing to glorify God, and during those evenings I felt that I accomplished nothing good. - I feel like I can use my time better than drinking. -Unproductive. -Because I'm trying to be healthy and fit and I felt that even though I had one drink I was ruining my hard work. SAFE PROGRAM RESPONSES All incoming first-year students who are 21 and under were required to complete the Penn State SAFE program that uses effective strategies to educate students about alcohol consumption and its effects on the body. In a couple of sentences, we asked the participants to describe what they thought about the program overall. Here are the responses: -I thought the program was informative but didn't give you alternative options even if you knew the material. - I learned nothing. -I thought the program was well executed. However, it doesn't really stick. Unless someone brings it up, I don't even think about it. And compared to friends who drink the program does nothing to change your mind. -Many students fill out this survey/program just because they have to... But they dont take it seriously. So I dont believe it works. -Pretty informative, however, I had already learned most of it in high school. - It was repetitive and unnecessary. -I thought it was a good way to make sure all of the students had some basic knowledge about alcoholic beverages. -A huge waste of time. The SAFE program teaches you generic information about alcohol consumption. If you started drinking before college, you are already familiar with the information. - It was very informative -Boring. -It didnt tell me anything I didnt already know. - The program informed me of the penalties associated with under age drinking and taught safe methods to use when going out. The program however did not change my outlook on the whole situation. It didnt really impact me. -I thought that although it has good intentions, people will drink regardless of it. 14

 - I thought it was informative. Not very many high schoolers have a proper education about alcohol and the dangers it can create. The program did a pretty good job on educating the freshman about how to respond in a act in a bad situation. -I dont even remember it. -Penn State SAFE, while effective and insightful in theory, was an extremely long and tedious process. I found myself rushing through the whole thing just finish it as quickly as possible, paying very little attention to the information in the program. -It was long and explained to us, things that we already know. -I thought it was a waste of time. I didn't learn anything new and just did it as fast as possible -Didn't have much impact. -I knew I wasn't going to drink anyways, so it was pretty boring for me, and might have actually made me more likely to drink because it outlined safe ways to drink. -I thought the program was effective in warning incoming students about the role of alcohol in a college campus. -It was dumb. -It was probably better for people who have never had alcohol education. It was informative and made you reflect on drinking habits, but I'm not sure it changed my habits at all. -It was very, very long and exaggerated the effects and extent of alcohol. It was informative on laws and policies though. -Stupid. -I thought the program was more of a stipulation an does not really affect people's decisions. -I just did it to get it over with. It was too lengthy and so I paid little to no attention to what was actually in it. -I understand that Penn State needs to spread their message on alcohol and define consequences and laws, but the program was incredibly lengthy and didn't pertain to me that much because I'm not into drugs and alcohol. -I was not involved in the program. -I thought it was annoying because I already learned this and even though it was informational, I thought no one would really care. - I thought the program was very informative and very helpful. It helped me to know about the possible dangers of alcohol and possible punishments. -I thought it was annoying to take, but for students who don't know anything about the dangers of alcohol, it was informational. 15

 - I'm not from Penn State but had to do something similar online at my school. I thought it was a waste of time. I drank a beer while I did it. -I thought it was pointless. People are going to do what they want to do regardless of what you tell them. -Interesting and could provide some insights I thought that the program could definitely be shortened. It did help to make people aware of many things about alcohol before coming to college and showed that Penn State takes this seriously. -I thought it was pretty informative to know how much alcohol you are really consuming when someone mixes you a drink or you drink "jungle juice", and most of the time it is a lot more than the standard limit. I also had to take a quiz which I passed, but I didn't do as well as I thought I would. So I guess I didn't know as much about alcohol as I thought. -I thought it was ok. I understand why they have freshman take it but I didnt really learn anything from it. -Hated it. -I thought the program was very helpful and informative. -I felt the SAFE program was a great idea, however, I found the video and survey that followed to be overkill -- it was more of a hassle than a simple questionnaire. -It reiterated the risks and effects of alcohol well; but most people just force themselves through the program just to finish it, not to learn. -I thought it was very long and repetitive but definitely beneficial for incoming freshmen. Students need to be aware of how prevalent alcohol is on campus and how it can lead to dangerous situations. -Very long and not effective. -I thought it was a waste of my time. -Skipped through it because I don't drink. -Excellent. -It's a good effort, but I honestly just rushed through it. I didn't even remember it until this question. -It was pretty stupid. Was this AlcoholEdu? That's the only thing I remember. It dragged and was pretty easy to pass and then forget about. - I feel that most people know what the safe program taught through drivers ed. -I think as an incoming freshman no one really takes it seriously, but for the little amount of thought that was put into it, I still learned things from it. -I thought it was long, but important to do. -It was a little tedious but necessary for students to be educated about the etiquette of safe drinking. 16

 -It was simple. Nothing that I hadn't already knew. But there was some good information. - Very informative, not that effective. - It was long and redundant. -It just told me that a lot of people drink at Penn State. I actually felt more like if I didn't drink, I wouldn't have fun after taking the course. -It was sort of silly, no taken seriously. -I thought the program was very interesting, provided me with a lot of facts and statistics I didn't know about. -It was annoying and a waste of time. It did nothing to keep people from drinking. -It was okay but overall pretty worthless. -I thought that it was kind of simple... I felt like I was reading something meant for a middle school/elementary school student. SAFE PROGRAM RESPONSES We asked participants to describe in a couple of sentences what they liked about the SAFE program. Here are the responses we received: -It was informative, college-friendly, visual. I guess it was good in informing me about alcohol consumption. - I liked that it wasn't too long and it got you thinking about how much you drink. Also it taught you to keep alert to different effects of alcohol. -Showing how not every drink is equal. -It clearly defined a standard drink. - Nothing. - I like that it taught me about how much alcohol is in a standard drink, blood alcohol level and how drinking can affect grades. I also liked how it taught me how to take care of a person who I thought might have blood alcohol poisoning. It was very informative. I learned the penalties if caught, both issued by the school and the government. I did not like anything about it that I can remember. I liked that it was clear and understandable. Cant remember. - It's nice to give incoming students-- some of whom have never had a drink in their lives-- a little information about responsible drinking and the consequences of irresponsible drinking. - It wasn't too challenging and it used a BAC calculator where you enter people's weighs, genders and ages to see how many drinks it would take 17

 them to become drunk. You could also put in your information if you wanted to. That was pretty cool. So, you know the "science" behind how much it would take you to get drunk. - I liked that it accurately displayed campus life with the role of alcohol and what it can do to you and the consequences it will have if you are not drinking responsibly. -Being informed on the laws in PA on drinking - It helped inform me better about the laws concerning underage drinking and drinking in the dorms. -It was interactive. -It was somewhat personable and bearable. -It was informational. -I liked how articulate the speakers were. I liked how they gave examples. I also liked how they engaged with students at one point during the program. -It analyzed how you think about alcohol and how you think about alcohol. -I liked the interactive portions and some of the videos where groups of students were brought in to discuss the issue. -I liked that it was interactive, and had videos (I think) It's been like 3 years since I've done it. -It was very informative. I was unaware about some of the facts. - I liked how it was informative and it related directly to high school/ college students because the actors were that age as well. -It gave me a glimpse of what I can do to reduce my risks of the dangers associated with alcohol abuse. -Knowing the other activities besides drinking. - You had to pass an exam to finish successfully. It was required. - Video tutorials and questions relating to said videos kept me likely to remember what I just watched. Also receiving tips on how to help someone in danger was quite useful. -It was informative and eye-opening -Gave the user correct statistics and scenarios. Was unbiased or judgmental - It showed the facts and tried to teach students what to do in an emergency. - The way it explained the number of drinks per hour and per night. - It gave ideas on how to get less drunk (eat snacks, etc.) -I thought the information was good and relative to college life 18

 We asked participants to describe in a couple of sentences what they didnt like about the SAFE program. Here are the responses we received: - It was long and boring and online. I think we should go to a class. - It was a little boring. Maybe some interesting videos with more students would be fun. Also the current students sounded like robots. No script would be the best way to do this. - Internet courses can be glazed over very easily and often are rendered ineffective. - It was incredibly long and tedious, and was just common sense. - I didn't like it because I already knew all about this stuff. I am not the type of kid to let alcohol ruin my grades and life so I felt like it was a waste of time. -It could have been shorter. -Boring. -Time consuming and pointless. -Hated the videos. -Length was painfully long. - I didn't like the "corny" aspect of the program. It should be a little more realistic. -It took WAY too long to complete. A program like that should take 20-30 minutes tops, but the summer before my freshman year, I remember spending hours on it. -Just not effective. -Some of the videos were longer than I expected and kind of dragging; it would've been more effective if it just went straight to the point. - It was way too long and redundant. We have been told the same things in health classes DARE etc. from a young age. -It was long and I felt like I knew everything. High school health classes... -It was very long and too specific when assessing my drinking habits. -It was very annoying. -Some of the information I already knew in high school such as standard drink comparisons. - It was long and boring and I didnt like that you had to do a lot of follow up things. -It was long, annoying, and pointless. I knew I was going to drink when I got to college and the program didn't sway me in any way. -I did not like the length of the program or the long segments of lecture. -It was a really long quiz, and it was hard to focus at times. -I thought it was too long and thought the follow up part a couple months later was unnecessary. 19

 -I have only had alcohol once in my life and did not think there were options available for those who currently do no drink, but had on one occasion. -Boring video, with excessive questioning. - I thought the program seemed so forced, which made people less inclined to pay attention to the information. - It was long and some of the scenarios seemed unlikely from what I can remember. -The video portions seemed...generic. Not realistic. -It didn't really drive home many points that I remember. Freshmen are still going to drink. -Drugs are also an issue so that should be discussed. -Too long and a lot of the info is forgotten soon after taking the program. -It was a little over the top with being cheesy and treating us like babies. -Slightly tedious material was covered. I only say that because I've done similar programs throughout high school for alcohol awareness. -The information didn't make me look differently towards alcohol. -Doesnt stop people from excessively drinking. -It was exaggerated and sort of "fake. -It seemed to generalize a lot. I felt as thought I was being talked down to. As if I was extremely simpleminded. This also made it extremely tedious. -They claim alcohol is "bad for you," if that was true then how come it cam sterilize wounds? We asked participants to list what would be a more EFFECTIVE way to educate students about underage binge drinking. Here are their responses: - More visual ads. -A short hour long course explaining BAC levels and showing how much one drink is. Live education. -Not a program online... but more in the classroom like a first-year seminar. -If parents took personal responsibility for their children and personally taught them. -A single video. -Poster or flashcards. -A mandatory class. it might be boring, but there will have to learn if their GPA is on the line. Similar to sex ed, you are never going to be able to get everyone to 20

 practice abstinence, therefore teach them ways to practice safe sex. With drinking, it is going to happen, teach them how to be safe and responsible if they choose to. Also advertise and promote non-alcohol related functions. Penn State has hundreds to offer. -Showing examples of what has happened to people; instill fear. -Present students with the worst case scenarios or present scenarios that the student may be able to relate to a little more. -The use of graphic images. -Honestly, although they may not like it, a seminar may be more effective. Friends of mine at other schools have to take first year seminars for their major (like we do here), but they ALSO have to take a freshman seminar about college life, which includes alcohol education. - To be honest, while taking SAFE, I tried to think of different ways that they could have formed the program that would actually be engaging for those who had to participate. Unfortunately, I couldn't think of anything. -Personal story or experience. Better acting. - I think scaring the students. It would be kind of mean but I think fear is the most effective way. - Honestly, I learned all that stuff in high school. I think showing the permanent affects alcohol can have on developing brains and showing how alcohol is really one of the worlds most addictive drugs in the world is something most people don't understand. - I think the SAFE program does a pretty good job with educating students about underage binge drinking already because it shows different situations and how they should be handled. Not as redundant or long. - Have programs, maybe in freshman seminars where people tell stories of dangers/getting in trouble. - Many students go out with the intention of blacking out and getting super drunk, so stressing the fact that that isn't fun would be more effective. It is reasonable on a new campus with new people to want to have maybe four drinks to loosen up and socialize at a party, but it's escalated to drinking to not remember and that is more of a problem than drinking itself. -I always think that personal stories hit home and make you realize that bad things can and will happen to you if you make bad choices, so maybe use personal stories. -Maybe workshops. -This was a really effective way. Perhaps other ways could be to provide links to articles in which students have been severely punished or died from 21

 too much drinking. Perhaps, if the program had more parts split up in 30 minute intervals, that would be better. - As sad as it sounds, kids are going to do what they want until they learn from their own mistakes. -More interactive software would most likely work better. -Interactive questions and activities. -Have students fill out the same survey featured in the SAFE program, but instead of showing all those mandatory videos, give the student statistics directly related to the drinking habits they identified with. For example, show them the majors/GPAs/graduation rate/rape statistics for other students who drink or engage in the same behaviors they do. -Showing more consequences to let students know how real it is. -Maybe integrate it into first year seminar. So every semester one of the 50 minute classes for seminar can be to educate students about drinking. -Show effects of real people who didn't act responsibility. -Hearing from other students, giving alternatives, learning the consequences on your own. -I think maybe meeting in "safe" groups and talking about experiences with drinking and meeting in the beginning and a few times throughout the semester/year would be more effective (by safe I mean that whatever is said in the group doesn't leave the group). -True stories and eye opening videos. -Potentially add student stories of overcoming binge drinking, and maybe show the horrors of what could happen (Ex: Joe Dado story). -Realize that students are going to drink underage or not and don't try to prevent them from the act of drinking, make them realize that everyone has their limits and you understand students are going to drink underage and not scold them for doing so, just make sure theres a safe way to do so. - Through peers.. It's hard to lecture someone on what they shouldn't do. -Individual residential interactive session between RAs and residents so monitoring can be easier. -Make connections to groups that don't drink, like Cru, so that incoming students have a concrete group and easy way to make connections to groups that won't be involved in that. -Listening to someone speak who binge drank and had horrible consequences. Real life stories have more of an impact. -Using social media. -I think just making it more age appropriate would make a big difference. 22

 GUAGING THE FREQUENCY DRINKING BEHAVIORS The following are common results that students reported. We had them gauge the frequency they participated in behaviors that involved alcohol. The key is as follows:
1.At least once within the past TWO MONTHS. 2.At least once during the past year (2012). 3. Has happened to be more than twice during the past year. 4.Has happened at least ONCE in my life but NOT during the past year. 5.Has not happened to me.

HAD A HANGOVER

GOTTEN NAUSEATED AND VOMITED FROM DRINKING

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 DRIVEN A CAR AFTER HAVING SEVERAL DRINKS

DRIVEN A CAR WHEN YOU KNOW YOU HAD TOO MUCH TO DRINK

DRIVEN A CAR WHILE DRINKING

COME TO CLASS AFTER HAVING SEVERAL DRINKS

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 CUT A CLASS AFTER HAVING SEVERAL DRINKS

MISSED A CLASS BECAUSE OF A HANGOVER

ARRESTED FOR A DUI

BEEN CRITICIZED BY SOMEONE YOU WERE DATING BECAUSE OF YOUR DRINKING

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 HAD TROUBLE WITH THE LAW BECAUSE OF DRINKING

GOTTEN IN TROUBLE WITH THE SCHOOL ADMINISTRATION BECAUSE OF BEHAVIOR RESULTING FROM DRINKING TOO MUCH

GOTTEN INTO A FIGHT AFTER DRINKING

THOUGHT THEY MIGHT HAVE A DRINKING PROBLEM

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 DAMAGED PROPERTY (IE. PULLING A FALSE FIRE ALARM)

PARTICIPATING IN A DRINKING GAME

HAVE HAD TO PAY ANY FINES DUE TO UNDERAGE DRINKING

HAVE HAD TO TAKE A PENN STATE BASICS CLASS

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 HAVE ENGAGED IN SEXUAL ACTIVITY AFTER CONSUMING SEVERAL DRINKS

HAVE HAD YOUR PARENTS NOTIFIED OF UNDERAGE DRINKING

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 KEY FINDINGS With all of the research we conducted, we discovered: - Fifty percent of respondents had consumed alcohol and had a hangover within the past two months - Thirty-one percent of respondents had gotten nauseated and vomited from drinking within the past two months - Seven percent of participants had driven a car after having several drinks within the past two months - Six percent of students have driven a car while drinking within the past two months - Eleven percent of students have missed a class because of a hangover within the past two months - Four percent of students have been arrested for a DUI within the past two months - Seven percent of students have been criticized by someone they were dating because of their drinking within the past two months - Four percent of students had run into trouble with the law because of their drinking within the past two months - Four percent of students have gotten in trouble with school administration because of their drinking behaviors within the past two months - Ten percent of students have gotten into a fight after drinking within the past two months - Seven percent of students might have thought they might have a drinking problem within the past two months - Seven percent of students have damaged property under the influence of alcohol within the past two months - Sixty percent of students participated in a drinking game within the past two months - Six percent of students have had to pay fines due to underage drinking within the past two months -Three percent of students have had to take a Penn State BASICS class within the past two months -Twenty-nine percent of students have engaged in sexual activity after consuming several drinks within the past two months. - Six percent of students have had to notify their parents of their underage drinking within the past two months 29

TARGET PUBLICS

After examining both secondary and primary research we decided that our campaign will focus on reaching underage drinks ages 17-20. Specifically, we will be targeting Penn State, University Park campus undergraduate students. In a 2006 study, the National Department of Health and Human Services concluded that drinking problems were wide spread throughout all ethnicities, and did not vary significantly from males to females. However, binge drinking was more prevalent in males than in females. The U. S Department of Justice also released a study in 2002 stated that while only one percent of 12-14 year olds had drunk on more than five occasions in the past month, the percentage jumped up to 24 percent of 18-20 year olds in the same category. Even scarier, the percentages of binge drinking in the past month ranged from 50 percent for 12-14 years olds to 72 percent of 18-20 year olds. Children are starting to drink younger and engage in binge drinking when they do decide to drink. Additionally, according to the Center for Disease Control (CDC) fact sheet, found that in 2010, 39 percent of high school students had drank some amount of alcohol within the past month, 22 percent had binge drank and a combined 32 percent had either driven after drinking or ridden with a driver who had been drinking. From the Penn State perspective, the Division of Student Affairs Pulse program conducted a study in 2011 on drinking habits of Penn State students. It concluded that while the percentages have fallen since the last survey in 2008, 43.3 percent of students are still engaging in moderate of heavy drinking. They also found that the perception of how much their peers drank was significantly higher than what they reported as their own drinking behavior. This could suggest a mystification in terms of how much people really drink and if they think, everyone else is doing it to justify their own behavior. 30

OBJECTIVE

For our campaign, we want to stress the importance of drinking responsibly. More specifically, we are gearing our campaign to first-year students so they can make a habit of drinking responsibility, which they can take with them for the rest of their years at Penn State. We hope to do so through a humanistic approach by showing students how the excessive consumption of alcohol can not only impair the ability of students to function normally, but also tarnish their overall reputation of how their peers perceive them. Objective: To inform 15 percent of the Penn State freshman living in East Halls the message of being accountable, being intuitive and exceptional students when it comes to the social pressures of binge drinking. Rationale: We want students to understand that they can still have fun without the excessive consumption of alcohol. We will incorporate customized BAC charts, social media and The Daily Collegian and first-year student seminars to promote the message of responsible drinking. This objective will be carried out between July 1 and August 31. 31

TACTICS

Tactic 1: Develop a Facebook page and Twitter account that provides Penn State students with specific reasons to take accountability, be intuitive and exceptional students in relation to making decisions about binge drinking. Rationale: According to a study conducted by socialmediabusiness.com, there are now more than 800 million active Facebook users, with more than 200 million added in 2011. Much of todays youth embraces social media, as it is one of the most consistent and convenient forms of communicating with their peers and staying in the loop of their college peers. According to a Penn State Pulse survey conducted in 2007, 76.7 percent of Penn State Students reported Facebook group invites as an effective way to learn about campus activities. According to socialmediatoday.com, the average user is connected to 80 community pages, groups and events. More than 30 billion pieces of content are shard each day. According to the socialskinny.com, Twitter has 225,000,000 users. An average, 190,000,000 tweets are sent on average per day. In addition, nearly 500,000 users are added each day. With positive numbers like this, incorporating social media for our clients is imperative to successfully reaching out to the students within the Penn State community. We will connect with students daily by following them on Twitter, sending out Facebook invites, and promoting our social media on miscellaneous Facebook groups and Tweets. Tactic 2: Create a student-friendly, wallet-sized BAC level chart that provides students a resource to monitor how much alcohol theyre drinking in a drinking session. Rationale: In an effort to encourage student to be more proactive with how much alcohol they consume, we found it fitting to create a personal wallet-sized BAC charts, so students can refer it when out and around. The back of the card provides a humanistic voice to the consequences of drinking too much alcohol in one session. We compared the different stages of alcohol consumption to our brand, Dolce Limon, from having a simply sweet state of mind, to blisteringly bitter. Our hopes of creating this BAC chart is that students are more conscientious with how much alcohol 32

 theyre drinking and how it will effect their bodies in comparison to how much they weigh. The effectiveness of the BAC chart comes down to its size. This can be seen as moral compass students can refer to on the. The colors on the BAC chart reflect the colors of the Dare2Be campaign. Tactic 3: Create and send out a feature story about the binge drinking culture to The Daily Collegian, Onward State, State in the Real and Stall Stories. Rationale: In a 2007 Penn State Pulse survey, 91.3 percent of students indicated The Daily Collegian as of the main resources they use to learn about campus activities and events. If we sent a feature story to the student-oriented mediums, Penn State students will have the opportunity to read more in-depth about how binge drinking can effect their lives and the tragic consequences that can occur when one is not aware of how much alcohol they are consuming in one session. Placing our feature story using newer mediums such as State in the Real and Onward State will provide more leverage in placing the stories online so that the story is easy and accessible to read. Tactic 4: To create and send out a Public Service Announcement to local radio stations (The Lion 90.7 FM, The Bus 93.7 FM, B94.5 FM) to run during the promotion of our event Rationale: Many people overlook the effectiveness of local radio stations during their morning commute to work or school. Many of these local radio stations broadcast to more than 125,000 people terrestrially and online via their web streams and iTunes. Creating a short, 15-second PSA will be an effective way to remind students to be conscientious about what they drink, as well as promoting our Facebook and Twitter pages audibly. Utilizing the use of Penn State celebrities such as athletes, the Homecoming King and Queen, Penn State Feature Twirler, and the Drum Major can provide a more relatable message for students to relate to and hopefully resonate in their sub-conscious the next time a student reaches for another drink they dont necessarily need.

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STRATEGY STATEMENT

The communications strategy for the Dolce Limons campaign to promote responsible drinking amongst college students and use role modeling in feature stories, BAC charts, brochures, and social media messages. The message we want to promote is that its OK to engage in drinking, but to be accountable, intuitive and exceptional while doing it. The campaign will use the LEAP summer program at Penn State for their platform to engage and increase awareness amongst the students. Handing out wallet-sized BAC charts and brochures will encourage students to visit the Facebook and Twitter accounts. The feature story will be placed in The Daily Collegian, Stall stories and passed out in freshman seminars. Our focus is not to persecute students with a slap on the wrist message for drinking alcohol. Instead, we want to show students that being accountable, intuitive and exceptional while drinking will lead to a positive experience that they can take with them throughout their years at Penn State. 34

BUDGET

Item Liability Insurance CPA Fees Office Rent Postage Paper & Office Supplies Telephone Business Cards Health Insurance (1) Cell Phones Photocopier Office Pro QuickBooks Pro Adobe Software Computers (3) Local tax for service provider Attorney's Fees DC Incorporation Transportation Subtotal Personal Rent Utilities Car Payment Internet, Phone, TV Food Credit Card College Loans Clothing Subtotal Total- Personal

PR Firm Start-Up Costs Budget Estimated $1,500 $400 $7,500 $200 $500 $700 $70 $2,500 $350 $460 $200 $300 $500 $4,500 $100 $300 $1,000 23,000 42,000

Megan 9,600 0 1,200 $100 3,000 1,000 0 2,000 16,900

Tracey $12,000 $2,000 $3,500 $960 $3,000 $500 $1,500 $23,460 35

 Total-Overall Production

65,000 42,000 X 3 126,000/1600

80.00 per hour

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PRODUCTION TIME TABLE

Dare 2 Be Public Relations Campaign Date Dare 2 Be Feature Story July 1, 2013 July 3, 2013 July 5, 2013 July 10-31 2013 August 1-31, 2013 Sept. 1, 2013 Dare 2 Be Facebook/Twitter July 2, 2013 July 3, 2013 July 4, 2013 July 5, 2013 Dare 2 Be BAC chart July 1, 2013 July 2, 2013 July 3, 2013 July 5-31, 2013 August 1-31, 2013 Dare 2 Be PSA July 1, 2013 July 2, 2013 July 3, 2013 Activity

Create Story Final Review of story Print/send out the story Resend Resend Resend

Create page Make sure all info is correct Launch pages Invite people/create buzz

Create Chart Review/Edit chart Print out chart Pass out chart at LEAP events downtown Pass out chart to students in class

Create PSA Review/Edit Launch it

CREATIVE EXECUTIONS 1. Public Service Announcement Start Date: NOW Kill Date: August 31, 2013

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PUBLIC SERVICE ANNOUCNEMENT

(15-Second Dare2Be Promo)

:02 SOUNDS OF BEER CANS OPENING :09 ANNCR: DONT LET THE PRESSURES OF COLLEGE DRINKING GET YOU DOWN. INSTEAD, DARE TO BE ACCOUNTABLE. DARE TO BE INTUITIVE. DARE TO BE EXCEPTIONAL. WANT TO LEARN MORE? FOLLOW US ON TWITTER @DARE2BEEDU! AND REMEMBER, WE ARE . . . PENN STATE! TAG: :04 ANNCR: BROUGHT TO YOU BY THE PENNSYLVANIA LIQUOUR CONTROL BOARD -30 38

FEATURE STORY

FOR IMMEDIATE RELEASE PENN STATE TRYING TO PULL THE REINS ON UNDERAGE DRINKING Getting admitted into college is always exciting as a high school senior. Its a fresh start to meet new people, and experience new life experiences. Those life experiences however dont always entail your first football game at Beaver Stadium. When it comes to alcohol, many of students first experiences dont end the way they imagined it. For some unlucky students, some of those first experiences end in tragedy. On September 21, 2009, first-year student Joe Dado was found dead in a stairwell as a result of excessive consumption of alcohol. Dado fell 15 feet to the concrete and sustained mortal head trauma. He was reported missing after last being seen at the Phi Gamma Delta (Fiji) fraternity early Sunday morning. His sudden death shook up State College, due to the fact that his loved ones never thought something so tragic could happen to such a well-rounded student. Those who knew Joe had nothing but positive things to say about him, which leads me to my next point. How is it that alcohol took his life? Didnt he know he had too much to drink? Was he being pressured? Was he trying to fit in? Where did all of this hype over drinking come from? Why are students so obsessed with it? What could the Penn State administration do to stop it? According to the spring 2011 edition of Penn State Pulses Affairs Research and Assessment, they found that 38.7 percent of students considered themselves moderate drinkers, while only 4.6 percent of students considered themselves heavy drinkers. In regard to blood alcohol content of drinkers, 19.8 percent of students reported reaching a BAC level of more than or equal to .250. A level that high can cause several mental physical sensory impairment, or possible death. Twenty-five and a half percent of students reported BAC levels of .160 to .249. Reaching a BAC level this high can cause nausea, anxiety, disorientation, vomiting and memory loss. High-risk, or binge drinking is defined as having four or more drinks in a two-per for women and five or more drinks in a two-hour period for men. Frequent high-risk drinkers are those students who report having binged three or more times during a two-week period.

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BINGE DRINKING ADD 2-2-2 Just under half of the respondents (47.5 percent) reported engaging in high-risk drinking behavior in the previous two weeks with 18.6 percent being classified as frequent high-risk drinkers. Similar to previous years, men engaged in high-risk drinking at a greater rate than women (52.6 percent compared to 42.5 percent respectively). All student participants reported a variety of physical, academic interpersonal, legal and sexual consequences they experienced as a result of their own drinking during the current academic year. Sixty percent of students reported having had a hangover or headache the morning after drinking. Approximate 45.1 percent of students reported having felt sick to their stomach or thrown up and being unable to remember part of their night. Due to the excessive consumption of alcohol, 29.8 percent of students reported doing something they later regretted compared to 37.1 percent in 2008. Reflecting on the not surprising results of the Penn State Pulse Survey, it is evident that despite the negative consequences that follow excessive drinking, students are still doing it regardless. I interviewed several Penn State students, and alumni to weigh in this behavior. Christian Ragland, (political science 11, MBA public administration 13) believes, the culture of binge drinking begins before students get to college. There are countless students who come college with harmful drinking patterns and it multiplies as soon as join others students with the same problem. I believe the reason why this is a problem is because there is a, "You Only Live Once" attitude with students today. Students know their four years of college will fly by and I believe they take part in dangerous drinking because they feel invincible. They want to make the most of their college career through a culture that is deadly and confused. Emily Anderson, (sophomore-biobehavioral health) believes binge drinking is inevitable at a school like Penn State. Partying will always be the norm. Penn State could possibly help students understand the physical stress they put on their bodies. Everyone knows and understands how you are more likely to make bad decisions when you are drunk, but do people really understand the implications of drinking ever day? The damage it can have on your body? I would think educating students on this would have a positive impact on the frequency and severity of student drinking.

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BINGE DRINKING ADD 3-3-3 Rene Garcia, (forensic science, 12) spoke to me about his observations as a Penn State student. I've come to observe that most students will not drink during the week, but once the weekend hits, all those students that have been sober all week will binge with their friends. Students turn to alcohol on the weekend to cope with the responsibilities associated with Stress, homework and extracurricular activities. Social pressure is also contributes to binge drinking. Theres this looming pressure whenever you go to an apartment party to keep up with the people around you. Its pretty pathetic. Now if its pretty pathetic and students dont like the way they feel after what they do, why continue it? In addition, what can students do about this issue to change the collective consciousness about binge drinking being cool to being corny? Megan Springsteen (junior-public relations, marketing) and Tracey Edouard (senior-public relations) are working on changing the mindset of soon-to-be college students. Their new campaign, Dare 2 be is a campaign they have put together to encourage students to take responsibility for their own actions when theyre out with their friends and are pressured to drink. Many students get pressured into taking shots or doing keg stands. When are we going to stand back and say, enough is enough? Edouard said. With the Dare 2 be campaign, we really are trying to encourage students to not only be accountable of their own actions, but be intuitive too. For women, if a guy offers you a drink that you didnt see him make, are you really going to take it from him when your gut is telling you otherwise? Our third message with the campaign is encouraging students to be exceptional. Dont flow with the current trends of students, do the opposite. Show and encourage other students that there are other ways to have fun without using alcohol, and if you do choose to drink, be responsible about it, she said. I think that this campaign will be completely different then what students are used to seeing, Springsteen said. It stays away from fear and shame tactics and instead educates students on how to control their drinking and ultimately be safe while engaging in drinking activities.

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BINGE DRINKING ADD 4-4-4 The campaign was created during the spring 2013 semester, but both Springsteen and Edouard hope that the campaign will encourage students to take control of their own actions as opposed to let their peers around them guide their behavior. Whats special about the Dare2be campaign is that were not telling students not to drink. Rather, instead of telling them what they should and shouldnt do, we want students to realize that whatever decisions they make, the hold no one else but themselves accountable. We want them to be confident in themselves and be independent from the pressures that the college atmosphere can sometimes contribute to. 42

BAC WALLET-SIZED CHART

Body Weight in Pounds Drinks 90 100 120 140 160 180 200 220 0 0 0 0 0 0 0 0 0 1 0.05 0.05 0.04 0.03 0.03 0.03 0.02 0.02 2 0.1 0.09 0.08 0.07 0.06 0.05 0.05 0.04 3 0.15 0.14 0.11 0.1 0.09 0.08 0.07 0.06 4 0.2 0.18 0.15 0.13 0.11 0.1 0.09 0.08 5 0.25 0.23 0.19 0.16 0.14 0.13 0.11 0.1 6 0.3 0.27 0.23 0.19 0.17 0.15 0.14 0.12 7 0.35 0.32 0.27 0.23 0.2 0.18 0.16 0.14 8 0.4 0.36 0.3 0.26 0.23 0.2 0.18 0.17 9 0.45 0.41 0.34 0.29 0.26 0.23 0.2 0.19 10 0.51 0.45 0.38 0.32 0.28 0.25 0.23 0.21 Forgoing drinking keeps you in a simply sweet state of mind.
You are staying on the sweet side of alcohol.

Your night is about to get Sour.

This level of intoxication will cause you to act like an idiot, make bad decisions, drive recklessly, and possibly put you in the drunk tank at the local jail

Your night just went from Sour to Bitter.

This level of intoxication can ruin your reputation forever. It causes your body to shut down and your mind to black out. Extreme dizziness and nausea accompanied by a hangover, along with drunk texts you don't remember sending is common

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TWITTER:

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FACEBOOK:

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EVALUATION

This is an overview and evaluation of our Dare 2 Be Campaign. Our objective was to inform 15 percent of the Penn State freshman living in East Halls the message of being accountable, showing intuition and being exceptional students when it comes to the social pressures of binge drinking. In order accomplish this, we use the following tactics; Public Service Announcement, Feature Story, BAC chart, Facebook/Twitter accounts. To measure engagement with the Dare 2 Be Twitter and Facebook accounts, we will measure the amount of conversation both tweets and posts create. We will collect data regarding retweets, shares and follows and other analytics available through those sites. To measure the effectiveness of the PSA and Feature story, we will collect data on the broadcast and production of the story and predict how many people will be reached by it. Measuring the effectiveness of the BAC chart could be challenging. However we will collect data on how many charts we hand out to students and see if there is any activity surrounding them on Facebook and Twitter etc. We also plan on sending out a survey to see if the students were engaged in any of our tactics, what they thought of them, and what we can do in the future to make a similar campaign work better for students. Down the road, the Dare 2 Be campaign and the PLCB could send out another survey gauging students attitudes toward drinking to see if they have changed after the campaign was executed.

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