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ANNE MARIE PROJECT

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 tABLE OF CONTENTS
EXECUTIVE SUMMARY 6 TACTICS 62-91
Intern
SITUATION ANALYSIS 8-10 Budget
Client & Audience Evaluation Metrics
Competitors/Affiliates
MEET THE TEAM 92-97
SWOT 11-13
APPENDIX 98-156
SECONDARY RESEARCH 14-18
Why Early Intervention?
D.A.R.E Program

PRIMARY RESEARCH 19-52

Methodology
Findings

STRATEGY 53-61
Target Profile
Big Idea
Identity

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 SITUATION ANALYSIS
EXECUTIVE SUMMARY

When first introduced to Anne Marie Project, our team, Populus, was challenged
to discover how its audience interacts with its website, and in what ways it could
be improved to better complement its drug prevention and
education presentations in schools.

We identified our target to be high school freshmen and sophomores in
mid-Missouri who are slowly adapting to the new struggles of being a teenager.

After executing both secondary research and quantitative and qualitative re-
search of our own, the Populus team is eager to navigate Anne Marie Project
through our findings, recommendations and strategies for success.

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 SITUATION ANALYSIS
OVERVIEW - CLIENT
Our client is the Anne Marie Project, a faith-based
non-profit organization in the drug prevention and
education category. It runs learntalklive.com, and
says the site exists to provide resources to help
young people seeking information and guidance on
topics ranging from substance abuse and bullying
to stress and sex. The site publishes articles
written by teens, young adults, youth leaders,
and priests.
The organization was started eight years ago
after its founder was inspired by the story of a
young girl in her church who was affected by the
pressures of teen life. It is primarily funded from
small private donations and grants, but fundraising
is not its main focus. Rather, AMP has tasked us
with learning how young teens respond to their
current methods and providing recommendations
to improve.
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OVERVIEW - ADUIENCE
Anne Marie Project speaks to middle and high
school students, ages ten to eighteen. The targets
they requested for the website are high school
freshmen and sophomores, age 15, with hopes
to create content for parents of middle and high
school students. The website currently publishes
articles for parents as well as teens, though the
majority of the articles are meant for teens.
OVERVIEW - COMPETITORS/AFFILIATES
The competition of the organization is primarily competition for receiving funding or grants;
however AMP has not asked us to focus on grants. Rather, we’re turning our attention to the
program’s affiliates. The program works together with Jim Marshall, a drug awareness and
prevention education speaker whose program is called Cody’s Gift. AMP is partnered with
Compass Prevention, Grace Counseling and Crossroads, although it is important to note that these
organizations are not actively involved with Anne Marie Project.
Founded by Jim Marshall, the program aims to
educate teens about the dangers of drug use
and provide them with testimonies. Marshall
shares the story of his son, Cody, who passed
away due to drug overdose in 2011 in hopes
that teens will recognize the negative effects of
substance abuse.
Compass Health Network provides many
services to families in the area of healthcare,
one of them being drug and alcohol treatment.
This organization is crucial to Anne Marie
Project- giving them tools to educate their
audience and informing them of where they can
receive aid in reference to issues surrounding
the abuse of drugs and alcohol.
SITUATION ANALYSIS

SWOT
The Crossroads Program is a rehab center for
teens in Missouri with facilities in St. Louis,
Kansas City and Columbia. It is known for
both their young adult and parent support
groups, individual staff and IOP program. The
program emphasizes the importance of parental
involvement and considers it vital to the
recovery process.

Grace Counseling, located in Jefferson City Mo.

is a counseling center for individuals, couples
and families. It provides individualized mental
health care and works with Anne Marie Project
to encourage people seeking help when dealing
with issues surrounding drugs and alcohol.

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 SWOT
STRENGTHS
Anne Marie Project’s strongest quality is that it is a resource that has
little competition. Very few websites/organizations in Missouri offer
the same resources and services to teens. Because of its Catholic
religious affiliation it has access to private schools in Jefferson City.
It is currently in the process of branching its efforts to Columbia.
Anne Marie Project also partners with Compass Prevention, Grace
Counseling and Crossroads, organizations that deal with prevention
and the counseling of drug and alcohol addiction. It is committed
to building an accessible digital safe space for troubled kids and
pre-teens. Additionally, Anne Marie Project uses a known, effective
prevention model, the Public Health Model, which takes into
consideration the environmental factors including social attitudes and
behaviors that contribute to drug abuse in youth.
WEAKNESSES
One weakness of Anne Marie Project is the possibility of
teen rebellion to their curriculum, as the DARE program
experienced with teen backlash.¹ Anne Marie Project’s
emphasis on religion limits their potential audience
population, as well as potential funding. Furthermore,
the emphasis on religion could potentially alienate kids.
Currently, Anne Marie Project’s social presence is weak;
as is their PR, digital marketing, advertising, SEO, and
organization contacts. Finally, Anne Marie Project lacks
cohesive branding and design across all platforms.
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|minimal competition|
|religious|
|easier access to their audience|
|strong paternership and resource|
|public health model|
|potential rebellion to the program|
|limited funding available due to religious affliation|
|social medial presence|
|lack of cohesive branding and design|
opportunitieS
Some of the opportunities available to Anne Marie Project include |enhance website|
enhancing its website to appeal to younger people. Expanding the |more research on causes of drug use|
young adult presence on the website may also add an appealing facet
|strengthen partnerships|
to the resource. Creating a focus on cyber or social media bullying
|domain ownership|
will also be a great opportunity, as bullying has been linked to self-
|dual appeal to both kids and parents|
harm and risky behavior that may lead to drug and alcohol abuse.²
In addition to the site, the organization has an opportunity to use
other social media platforms to advance its mission and gain more
exposure. It should also take advantage of Compass Health Network,
Grace Counseling, LLC, and The Crossroads Program. By registering
the domain type to a Missouri organization, Anne Marie Project has an
opportunity to be focused on the state of Missouri.
THREATS
One threat is children not responding to its messages. There are many |information too repetitive|
reasons children may not respond to the organization’s message; |busy teen lives|
either the message is not suitable to their interests or they may be |limited potential to grow audience reach|
blocking out information they may have heard elsewhere. Another
threat is the fact that it is competing for teens’ attention. Teens today
have a lot going on, from homework to school to after-school programs
and family life. Grasping their attention and for long enough may be
a threat that needs to be addressed prior to doling out the targeted
messages. Since the organization is faith-based, it may come into
threat from non-religious programs that typically have a larger reach.
Finally, parents and guardians of children may have different views on
drugs and alcohol and how their children are educated
on the topic.
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SECONDARY research OVERVIEW - WHY EARLY INTERVENTION

Anne Marie Project operates in Jefferson City and over the age of 12 have used tobacco products in
Columbia, with no current plans to expand their the last month. Additionally, 15.12% of adolescents
presentations beyond Missouri. There is a need age 12 to 17 have used tobacco products in the
for early intervention in the state, as Missouri last month.⁴
is the leading state for Methamphetamine
manufacturing, with 1,825 laboratory incidents Reports from the National Household Survey on
identified by authorities³. The high prevalence of Drug Abuse reports conducted by the Substance
Meth in this environment puts Missouri teens at Abuse and Mental Health Services Administration
greater risk for coming in contact with the drug. reveal that some children are already abusing
Thus, there needs to be programming to combat drugs at age 12 or 13, which was further
the probability of exposure. supported in our own research. Drug prevention
programming must begin in early adolescence.
In the United States, there are now more reported
drug-related deaths than alcohol-related deaths.
This is a switch from 1999, when across the
country there were more alcohol-related deaths.
This information indicates that there is a greater
need for programming to combat drug abuse.
Additionally, Missouri has one of the highest
percentages of tobacco product use in September
compared to other states. 33.75% of Missourians

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 SECONDARY RESEARCH

D.A.R.E PROGRAM

MISSOURI TEENS
Leading state of Methamphetamine(Meth) manufacturing Greater risk for coming in contact with the drug
High percentage of tobacco use Some children are already abusing drugs at age 12/13

Reached over 60% of elementary Spent roughly $700 million a year; As of 2010 DARE was
schools in America One of the most expensive drug federally defunded
prevention programs in the
country, and the least effective

Founded in 1983, D.A.R.E is a program that exists to educate students on

substance abuse prevention. Students who participate in the program take a
pledge to not use drugs after the program’s completion. It was a prominent
educational tool for quite some time but lost government funding in 2010 due to
the inconclusive research on its effectiveness. Findings displayed overall expense
and increasing numbness of students to the program’s curriculum.⁵

Drug prevention programming MUST begin in early adolescence The problem with many of the programs is that they present drug use
as being “inevitable.”

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 SECONDARY RESEARCH

primary research

“Information or education programs using scare tactics are used less often
because research and experience have demonstrated that they are either
counterproductive or ineffective, and that students learn better with a low fear
appeal message and with a credible communicator.”
—— David J. Hanson, Ph.D. 6

“Fear appeals may cause an audience to tune out a message or not believe it, or
worse, be encouraged to do the opposite of the intended behavior because they like
taking risks.”
—— Jodi Upton 6

“While current research regarding the effectiveness of fear appeals/scare tactics

is rather limited, there is enough evidence from research conducted during the
past 60 years to indicate that the strategy does not produce long-term, sustained
reductions in drug use.”
—— PREVENTION FIRST 7

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 PRIMARY RESEARCH
methodology
Our primary research took to new depths as we felt the
multiple causes or triggers of drug abuse are so widely
spread. Our group targeted multiple demographics,
based on AMP’s ambitions to improve their program as
well as branching out to appeal to parents. Focusing
on both children and adults, we were able to gather
information that served to aid our understanding of
the concept of substance abuse from the angles of
prevention and recovery while gaining insight on how
to improve the website.
To start, we administered surveys for students to
complete after listening to a presentation by the
Ann Marie Project with Cody’s Gift. These students
all attended a private Catholic middle school in
Jefferson City called St. Francis Xavier. The survey led
to new insights about the concept of “safe spaces”
for children and the importance of early prevention
education, while also leading us to question how
receptive children as young as ten are to fear-based or
religion-based programs.
In addition to surveying students, our team also
created a survey for parents of teenagers in middle
school and high school. Some students identified as
having a faith background while others did not. The
goal of these surveys was to find out whether or not
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quANtitAtivE RESEARCH
parents are educating their children about issues
regarding drugs, alcohol and sex (all three subjects
focused on by Anne Marie Project) in addition to their
SURVEYS
involvement in monitoring their child’s activity on the
Internet.
Finally, our team looked to go more personal with
our qualitative research. We were able to gain some PARENTS STUDENTS
of this insight from the parent surveys but mostly Find out how parents are educating This method led to new insights
from conducting one focus group and nine individual their children about issues about safe space for children and
interviews. These interviews varied from youth in regarding drugs, alcohol and sex the importance of
recovery, adults in recovery and early prevention education
an addiction counselor.
Our focus group proved beneficial to our qualitative quALITATIVE RESEARCH
primary research. Our team was able to conduct a
session with high school aged teens in a faith-based
setting. This allowed us an opportunity to get feedback
on the content of Anne Marie Project’s online platform,
Learn Talk Live, as well as their
social media content. FOCUS GROUPS INTERVIEWS
To gain feedback on the content of Participants were asked individually
Each of these methods has been helpful in guiding Anne Marie Project’s online plat- about their experience with drugs and
our campaign and grasping an understanding of the form as well as their social media alcohol, their recovery, with who and
multiple people and viewpoints that revolve around content where they feel safe and the website
drug and alcohol abuse prevention. content of Learn Talk Live
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 PRIMARY RESEARCH

middle school

DEMOGRAPHIC AT PRESENTATION

We were able to attend one of the presentations of Anne Marie Project and Cody’s Gift sponsored at a Taos, MO
middle school. During our time there we handed out paper versions of our Middle School Qualtrics survey to be
completed by students at the end of the presentation. We also observed the students (grades 5-8) during the
presentation and as they were completing the surveys.

During the presentation we found that many of the students did not know of or fully understand the information
they were being given regarding prescription pills. None of them (or very few of them) have ever heard of the
names of any pills that were being described. For this age range, we found that the tactics being implemented
throughout the Cody’s Gift presentation were very successful, but interpreted as “scare tactics.”
BOYS GIRLS
Observers of the presentation noted this may be due to the fact that students of this age group have not yet fully 48% 52%
developed opinions on any of the drug, alcohol or generic problems the presenter mentioned and/or don’t fully
understand what he was talking about. Many students seemed to not understand how their religious beliefs
could/should affect decisions they make regarding these topics. 100% CAUCASIAN
AGE: 12-14
Catholic Private School

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 PRIMARY RESEARCH

Student Survey Results

felt most comfortable speaking to their parents

80% about personal problems.

stated they never seek out information about drugs,

88% alcohol, sex, etc. online.

stated the presentation was either effective or

79% very effective.

stated they were somewhat to very unlikely to look

61% toward a faith-based website for information on
stated they had never tried marijuana, sex or
topics related to drugs, alcohol, sex, etc.
100% prescription pills (outside of their intended use).

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 FINDINGS-QUANTITATIVE

Parent Survey Results

Each parent who took the survey had a student who was under the age of 18. Through this research, we found
that parents were less concerned about their child using drugs, regardless of whether they were using any
at-home education tactics. We also found that alcohol was easily accessible to children in about half of the
homes surveyed and over half of parents mentioned they do not monitor prescription usage. What differed
most from the student surveys is that parents prefer a website or educational program that is faith-based.

Students prefer talking about their problems in person rather than online. were little to not at all concerned about their
100% children using drugs, alcohol or tobacco.

stated they had never encountered a child under

93% the influence.

Snapchat and Instagram are most used social platforms.

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 FINDINGS-QUANTITATIVE

50% 93% stated that they monitor their children’s

stated that their children had some chance to very good
chance of having access to alcohol at home. online activity.

60% stated that they do not monitor their children taking

prescription pills in their home. 60% stated that their children spend more than 6 hours
per week online.

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 focus group

The focus group we held was at Forum Christian Church in Columbia and it was in a youth group of teens
ages 14-16. We handed out printed homepage articles from Learn Talk Live and asked them to read over Further, our research has shown us that teens are
Being a religious affiliated organization, many of the
the material before giving us their thoughts. In addition to this, we asked the same group of youth how they often bombarded with anti-drug and alcohol messages
kids at the youth group analyzed and focused on this
felt about Anne Marie Project’s social media presence. This was presented to them in document form, as a that come from many sources in their life. There
aspect. The teens who expressed greater religious
printed screen grab of the organization’s Twitter account. We prompted them to respond to each tweet from was an obvious need to differentiate Anne Marie
interest were more likely to believe Anne Marie
that month. Our focus was to find out how this age group interacts with the website’s content as well as the Project and its message when students noted that
Project’s content was credible compared to teens
organization’s social media strategy. the message was redundant and therefore would not
who showed less interest towards religious content.
In addition, our group found that while students care refer a friend to the website. In summary, the teens
about their faith, they did not believe that faith should interviewed did not think AMP offered a unique or
discriminate against abusers of alcohol or drugs. Many valuable service for themselves or their peers.
students felt judged by the content, stating it was
“aggressive” and potentially “biased.” When provided
with the an example of tweets, students felt as though
they did not include any relevant information from the
Bible itself (i.e. no mention of specific verses.)

AGE: 14-16 Of the whole teen focus group, only about half
completely participated in the discussion. We believe
this could be explained in two ways: some participants
HANDOUTS: appeared to remain quiet because of shy personalities
or lack of interest in the example content provided.

pinrted homepage articles pinrted screenshots of the

from Learn Talk Live organization’s Twitter account

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 FOCUS GROUP

twitter screenshot

“JudGED BIASED
aGGRESSivE
REpEtitivE
iRRElEvANt
”
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 FOCUS GROUP

article from website

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 INTERVIEWS

interviews
YOUTH IN RECOVERY
We interviewed 2 subjects who have very different
experiences with drug and/or alcohol abuse. With
one male and one female, one religious and one not
and both in recovery, we were able to touch on many
different points of view based on their identities and
beliefs.
YOUTH IN RECOVERY 01
They were asked the same set of questions about
their experience with drugs and alcohol, their
recovery, with who and where they feel safe and the
website content of Learn Talk Live.
In March 2014, this 16 year old realized she needed
serious help with her addiction to alcohol. Turning to
the internet for definitions and information and then
to her parents for help, she was sent to rehab and has
since been in recovery. She finds support in her family,
church leaders, Alcoholics Anonymous sponsor and
friends who do not drink. Her active roles in the church
and the people surrounding her there have been
crucial to her journey to sobriety.
Being religious, she indicated that she spends a few
days a week online looking up faith-related information,
although, this information has nothing to do with
After spending about 40 minutes reading through
the Learn Talk Live website, she came up with a few
conclusions of her own:
• She noted how confused she was at first visiting
the site. Once she found her way she said, “It looks
like a lot of kids who are my age are the ones who are
writing the posts so I don’t really think it was all very
credible.”
• She saw that there was some posts done by
priests but could not “really tell how old each writer is.”
• She also suggested knowing more about
each writer would aid her issue with believability and
accuracy of the information provided.

16 YEAR OLD drugs or alcohol. She stated, “I don’t want to read

about drugs or alcohol online any more, now that I’m
in recovery. I only think I would look up something
FEMALE about drugs and alcohol if it had something to do with
recovery.” We also asked her who she would turn to for
As a Catholic, she felt that even with her understanding
of the faith-based platform, she felt “judged” by the
content. She mentioned that when she was seeking
help she never wanted to be told she was a “sinner”

caucasian information about drugs or alcohol now and she said

her Alcoholics Anonymous sponsor, her family and a
teacher or counselor. She explained that each of these
ROMAN CATHOLIC resources has something valuable for her and are all
equally valued, it just depends on the topic.
and so she fears others will feel the same and overlook
the other valuable information the website has to
offer. In contrast, positive things she noted, “I think the
articles like that will really help kids my age at least
understand more about what they are going through.

recovering ALCOHOLIC I like that they have a lot of stories from teens that
show the same problems that I went through.”

SOBER 18 MONTHs “It looks like a lot of kids who are my age are the ones who are writing the
posts so I don’t really think it was all very credible.”

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 INTERVIEWS

YOUTH IN RECOVERY 02

At the age of 10 years old, he started smoking He does not have access to a computer, so most of his
marijuana with his father. This addiction quickly questions about drugs and alcohol while in recovery
escalated into something much larger with the addition are answered by people at AA or his foster parents.
of Methamphetamine, Xanax and alcohol. Just a few When asked about his visit to the LearnTalkLive

15 YEAR OLd shorts months ago, after an arrest, he decided he

needed a solution- he knew his life was in serious
website, he simply stated he was not religious but read
a few articles anyway. He questioned the credibility
jeopardy. of the articles and also noted navigating the site was
MALE The addiction started as a way to connect with an
confusing from the home page.

caucasian abusive dad. His mother had passed away from a

drug overdose. He had no guardian to turn to that was
not abusing narcotics; his journey with drugs seemed
Overall, he noted that the site could be extremely
useful for religious and secular teens.

secular inevitable. Albeit this was his struggle, he has found his
way to recovery.

multiple substance abuse Living with foster parents has deterred this 15 year
old from drug abuse. He now regularly attends AA and

SOBER 9 MONTHs NA meetings, in addition to attending a new school

with new friends. He explains this situation as being
incredibly useful to his journey through recovery
because his old influencers have now vanished.

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 INTERVIEWS

adults IN RECOVERY 01 Taylor first reached out to her boyfriend when she
realized she had a problem with substance abuse. She
is now a member Alcoholics Anonymous, using the 12
step program to maintain her sobriety. Taylor has never
attended a treatment center. Taylor is not affiliated with
any religion and she told us that she doesn’t spend time
online reading faith-related content. While Taylor says
she is “not interested in religion,” she considers herself
as peers began to stand up to her. She became the
victim of bullying which led to self-esteem issues. “When
I got bullied, I would not stand up for myself. I would
internalize what they said and see myself that way.”
Taylor also spent an unspecified amount of time
browsing LearnTalkLive. Her initial reaction was that
the website seemed “harsh” towards the subjects and

TAYLOR to be a spiritual person.

We wanted to find out what resources Taylor had to

20 YEAR OLd information about drugs,alcohol, sex and bullying
when she was younger, specifically ages 12 to 17.
As an adolescent, Taylor told us she did not seek
feMALE out information on these topics because she felt
embarrassed to reach out for help. Although she did not
victims of drug and alcohol abuse, whereas it should
have been a resource for people trying to overcome
these adversities. “I would probably feel like I was a bad
person for doing drugs and didn’t deserve to get help.
Because of these insights about the website, Taylor says
she would not have used LearnTalkLive as a resource for
drug and alcohol information. On the other hand, Taylor
appreciated the “college life” section of the website,

secular actively seek out help, when asked to choose, Taylor

SOBER 15 MONTHs
in recovery from abuse of several substances
including mdma, alcohol, and Marijuana
said that she would have preferred to find information
specifically how this section talked about how to deal
with this time, compared to other websites which just
online, compared to talking in person. Looking online give resources. Taylor would like to see a broader range
would have allowed taylor anonymity; “I could hide
behind my screen,” she told us.
of resources on LearnTalkLive, so that different types of
people could receive help.
We also asked Taylor about her experience with bullying
as an adolescent. Taylor described herself as a bully
when she was younger. However, the situation reversed

“I would probably feel like I was a bad person for doing drugs and
didn’t deserve to get help.”

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 INTERVIEWS

adults IN RECOVERY 02

Mike had just started college, and had noticed that the Mike appreciated the intent of LearnTalkLive, but
amount of alcohol he drank increased “exponentially” disagreed with some of the content, specifically one

mike during this transition period. Mike first sought treatment

for his drug and alcohol abuse after he was arrested on
felony charges and his parents mandated that he attend
article that compared the dangers of caffeine to the
dangers to cocaine. He also thought that the faith
supported articles hurt the credibility of the website.
20 YEAR OLd AA meetings. His initial motive was not to get clean, but
rather to appease his parents and “gain favor
Finally, Mike disagreed with the tone of some articles,
which he described as “jaded.”
with the courts.”
MALE Mike is unlikely to read about his faith online.
Mike said that he would not have likely used a website
like LearnTalkLive when he was younger. Mike did

Greek Orthodox Christian
SOBER 10 MONTHs
in recovery from abuse of several substances
including Alcohol, Marijuana, Tobacco and Cocaine
Furthermore, Mike self reported that he is more likely to
seek information on drugs and alcohol on faith-related
not believe the information provided on the website
would have deterred him from experimenting. To make
online websites, although he does consume recovery LearnTalkLive more useful for struggling teens, Mike
oriented content a few times a week. As an adolescent,
Mike would have gone to his mother for information on
recommended adding more secular reasoning with the
religious and moral arguments.
alcohol, drugs, and sex. However, as Mike got older and
began to abuse drugs and alcohol and engage in sex,
he became more inclined to speak to his peers on these
issues. Now that he is sober, Mike prefers to talk to his
AA sponsor for support and information.

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 INTERVIEWS

adults IN RECOVERY 03

CHRIS When he first knew he was struggling with alcohol and

drugs, Chris reached out to a close family member
opposed to “crying about it and running to my parents to
protect me.”

29 YEAR OLd
who was in Alcoholics Anonymous. Chris joined AA and
continues to attend 12 step meetings and work with Chris believed LearnTalkLive was “ineffective” because
a sponsor. Furthermore, Chris now helps run an AA of the “narrow-focus on faith driven recovery methods.”

MALE program for others in recovery.
Today, Chris does not spend time reading faith-related
secular content online. However, he does spend about 30 to 45
minutes online weekly browsing content related to his
Furthermore, he wouldn’t use LearnTalkLive because
he questioned the accuracy of the content. Specifically,
Chris cited a problem with opinions being presented
as facts. For example this blurb taken from an article
LiveTalkLearn, “and as far as the brain is concerned

SOBER 7 YEARS AND 10 MONTHs
in recovery from abuse of several substances
including Alcohol, Marijuana, and Cocaine
recovery.
If Chris had a friend struggling with drug and alcohol
abuse, he would try to relate to them by his own
experiences, he told us. When we asked Chris about his
experience with bullying, he said that he was a victim
large amounts of caffeine are no different, and just as
addictive as cocaine.” He doesn’t think he would have
used LearnTalkLive as an adolescent. “I would have
laughed at it,” Chris told us, implying he would not have
taken the website seriously.

of bullying. His reaction to bullying was to fight back, as

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 INTERVIEWS

adults IN RECOVERY 04

Adam uses 12 step programs, 12 step meetings, and
similar programs to maintain his sobriety. Within AA he
has a sponsor to help work him through the 12 steps,
does service work for the AA program, and practices
spirituality to stay in recovery. When Adam first realized
ADAM he had a problem, he reached out to his parents who
put him into a treatment center. Adam sought treatment
and felt he couldn’t do anything so he just “took it.”
Adam’s initial thought considering LearnTalkLive
was that is was entirely faith based. This would have
discouraged Adam from using LearnTalkLive as a
struggling teen because he “hated the idea of God”
when he was struggling with drugs and alcohol.

21 YEAR OLd for drugs and alcohol three times. The first two
treatments were to please his parents, Adam told us,
and the last was for him.
Furthermore, he “didn’t find it (Anne Marie Project) to
be credible.” “All of the people involved are religious
and seemingly unqualified to discuss these issues.”
MALE Now in recovery, Adam tells us he reads recovery
Statements in LearnTalkLive article, such as “it’s a sin
to take drugs. . . “ made Adam feel judged.

secular
focused content about 10 to 20 minutes every day.
However, he is unlikely to use faith-related resources Adam believes that personal stories are the most
to find information about drugs or alcohol. When he effective way to reach out to struggling peers, however

SOBER 3 YEARS AND 5 MONTHs
in recovery from abuse of several substances
including K2, Marijuana, Alcohol and “Pills”
was younger, he was likely to talk with his parents, his
therapist, or counselors for information about drugs,
the stories on LearnTalkLive seemed more aimed at
criticizing rather than relating.
alcohol, and sex. Furthermore, he preferred talking
in-person about issues, compared to online. As an
adolescent, Adam said that he was a victim of bullying,

“All of the people involved are religious and seemingly unqualified to discuss
these issues.”

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 INTERVIEWS

Addiction counselor

She spent 15 minutes browsing LearnTalkLive before As the site is, she would not recommend it to

Youth Alcohol and Drug Counselor answering our questions. Her initial reaction was that
the website was “cluttered.” She said that the facts
and statistics cited in blogs did not seem factual.
clients. The content would need to be “less harsh
and judgmental” to be a viable resource for touchy
subjects like addiction, bullying and suicide. Finally,
45 YEAR OLd Furthemore, the facts cited were not referenced, but
instead were juxtaposed to Bible passages.
the site would need to be more organized and easier to
navigate.

feMALE We also asked her what the biggest problem with

adolescents in recovery. She said that families were

white the biggest obstacle to recovery. Many youth who

enter treatment have family members who also
abuse substances. Many youth re-enter these toxic
in recovery 26 YEARS environments after treatment. That is why the rate
of relapse for youth in recovery “far exceeds that of
helps youth, ages 12 to 17 recover from drug and adults.” Another obstacle to recover is that youth with
substance abuse do not want to give up their lifestyle.
alcohol addictions More commonly, they are forced into treatment by
parents.

48 49
 FINDINGS-QUALITATIVE

MIDDLE SCHOOL - QUALITATIVE PARENTS - QUALITATIVE

In surveying the parents, we had opportunities to have them note what specific
tactics they use in their homes to educate their students.
Many parents took to education in various ways; some more strictly than
others. Overall, most of the respondent had a decent amount to say about
what they hope their children have learned through conversations with them
outside of school.

The following quotes from parents who took the survey represent the wide
range of ideas and tactics used in the home:

During the presentation, we found that many of the students did not know
of or fully understand the information they were being given regarding
“We’ve known families who have lost children in alcohol related auto
prescription pills. accidents and to drug overdose. I don’t hesitate to use those sad things to
highlight for them that bad thing can happen as a result of using them.”
Many students seemed to not understand how their religious beliefs
could/should affect decisions they make regarding these topics. “They are not God’s plan for us and lead us down a wrong path.”

“Drugs: best not to do them; if you do choose to do them, do them with safe
people. Alcohol: you should not have any because of the medicine you are tak-
ing; if you choose to drink, do not drive...I will pick you up. Sex: here is all the
info on fertility and STDs; it’s your body; you are responsible for the choices
you make; condoms are in my bathroom. All: I hope you make good choices;
bad choices can affect you forever.”

50 51
 FINDINGS-QUALITATIVE

Strategy
We also asked parents if they monitored their child’s online activity. Some
parents noted that they do not make any efforts to monitor their children while
others were very specific about their rules regarding online freedoms.

Much of our research has shown that bullying is one of the largest facets that
can lead to drug and/or alcohol abuse in teenagers. It is important to note that
in this generation, online or cyber bullying is largely identified as harmful and at
times more severe. Monitoring their child’s online presence could be beneficial
in knowing more about their lives and what could potentially affect their future
decisions.

The following quotes from parents who took the survey are about their methods
of monitoring online activity:

“Ask to see what she is looking at. Ask questions about their online
experiences. Look at things online with her (videos, pictures...).”

“Most internet time is in the open in our house and we watch over what
they are doing. Phones have to be able to be checked by either parent or
they lose them.”

“I check their history, and if at any point I ask them for their phone or
tablet, they must hand it over, without pause, for me to check.”

52 53
 STRATEGY
Basic Demographics
Young men and women between the ages 14-16.
They are in their first two years of private high school in mid-Missouri.
Lifestyle
For the first time in their lives, they are finding themselves in environments where
drinking, smoking, and having sex are not only prevalent, but encouraged by their
peers. They don’t feel comfortable talking to their parents about their problems
anymore, and the only time their friends talk about real stuff is when they’ve already
been drinking. Each time one of their friends offers them a drink, the option seems
more appealing. Although while in middle school they never thought they would drink
or consider using drugs, these activities seem like an acceptable way to deal with the
newfound anxieties of high school. The next time they’re offered a drink, they’ll likely
take it.
They have never interacted with the brand, because they do not know Anne Marie
Project exists. They know they would prefer to talk about their problems online, but
at the moment they feel limited to social media. However, their preferred social
platforms are Instagram and Snapchat, neither of which allow for #realtalk in the
same way an article-based platform like Anne Marie Project does.
54
Key Insight
“I feel stressed all the time, but no one seems to take me seriously. Every time I
mention being stressed about school to my parents, they just tell me to “hang in
there” and remind me how easy my life is compared to theirs. I would feel stupid
asking my friends if they feel this way too, because none of them act like it. I feel
like everyone else is handling high school better than me. I know I’m not supposed
to drink or smoke, but at the same time I know that I’m not a kid any more. If this is
what everyone else is doing, maybe it’s just the way people deal with their problems.”
Rationale
Part of growing up is navigating how to express yourself. Teens have an inherent
desire to talk about the problems in their lives, but are too scared to be vulnerable
in person or on social media. Anne Marie Project gives them the platform to present
their worries and ideas anonymously.
Anne Marie Project is a natural fit for students seeking deeper interaction than can
be done on social media alone. The campaign will help expand Anne Marie Project’s
audience. The website will become an essential part of these students’ lifestyles
through high school and into college, creating consistent readers and future writers.
55
 STRATEGY
BIG IDE A
Teens today search for a safe space where they can
voice questions, find answers and be themselves-
but where is a good place to do that? This time of
their lives can be confusing. New social situations,
emotions, schools, or friends can all lead to
difficulties making choices, or doing what they know
is right. Unfortunately, drugs and alcohol present
themselves as solutions to the confusions of teen
minds.
But we know this is not the solution.
56
Giving teens a personal map
to navigate the challenges of adolescence
Anne Marie Project will act as a guide to answering
all of those tough questions and, so much
more. With the incorporation of facts, personal
testimonies and the word of God, these teens will
be able to rely on this organization to keep them
on the straight and narrow. Discussion forums will
urge teens to share their struggles anonymously,
yet find that they are not alone. Anne Marie Project
will foster a community where teens can share their
stories, develop through scripture, and together
stand up to the challenges of adolescence.
57
 STRATEGY

Identity- Brand Identity- visual

Introducing: AnneMarieProject.org Logo Design

.org We suggest changing LearnTalkLive.com to AnneMarieProject.org. This move to strictly The logo was created from the abstraction and synthesis of two people
Anne Marie Project will adhere to the expectations of a new reader when first visiting embracing one another with the intention to incorporate Anne Marie Project’s
the website. Without brand confusion, readers can engage with the content more core value and create a reliable brand image.
quickly, therefore generating potential for more website exploration. In addition to
improving the overall brand, moving the domain to .org will establish credibility as a
nonprofit organization. This credibility will increase positive attitudes toward the brand
from the audience, whether they use the website or not.

FOSTER

Brand Voice - Concerned, trusted adults

DESTINATION Abbreviation: AM
GUIDENCE
Simple, Recognizable
Consistency is key. Anne Marie Project will uphold a brand voice that is of a
concerned, trusted adult. These adults care about these teens and want to see them
SAFESPACE Two-tone Color
succeed. They are people teens can talk to without feeling judged. The voice will offer
RELIABLE
inspiration, education and a sense of community throughout all media platforms. Key Value Embracing Design Goal

58 59
 STRATEGY

ANNE MARIE
PROJECT

ANNE MARIE
PROJECT ANNE MARIE
PROJECT
Final (Full Color) Secondary Versions

60 61
TACTICS OVERVIEW
Anne Marie Project is in need of a campaign that
embodies the mission of their brand. It is in need of
a campaign that tells students they understand the
challenges and then inspires them to conquer those
challenges. It is in need of a campaign that gives
them all the information and empowers them to make
decisions that reflect their faith. It is in need of a
campaign that will guide teens.
Anne Marie Project helps guide teens through the
difficulties of life, while understanding that each
journey is unique to another’s’. The basic message of
the campaign: Find Your Path.
The tactics to follow have been created for two central
purposes: to build awareness for Anne Marie Project
and their website, and to make Anne Marie Project a
more cohesive and approachable brand.
62
Building brand awareness is essential to a nonprofit
organization. Not only does it attract more of your
audience, but attracts potential contributors and
donors as well. Having a strong brand identity
is crucial when applying for grant funding or
sponsorships. When people repeatedly hear about
the brand, attitudes toward the brand will form
giving Anne Marie Project the momentum it needs
to continue to carry out its mission and reach more
teens.
Making Anne Marie Project a more cohesive brand will
inherently make it more approachable. This consistent
brand identity will be shown through all platforms of
communication to its audience.
63
 TACTICS

DIGITAL
RANKINGS

Search Engine Optimization (SEO)

Currently, google searches for “Anne Marie Project” do not lead to LearnTalkLive.com. LINK
Search engine optimization will maximize website users by ensuring your site can be UPDATE
located in a search engine search.

Tools to boost SEO:

• Meta Description- Anne Marie Project is a blog spot to help teens navigate life and
issues they are face every day using faith to guide them down the best path for
them;
SEO
• Register Anne Marie Project as a business on Google;
• Internal Link Building- links to community resources;
• Identify keywords and use repeatedly in blogs.
KEYWORD

OPTIMIZE

64 65
 TACTICS

Domain

Switching to a .org domain will clearly indicate to users that Anne Marie Project is a
nonprofit organization and highlights their credibility. Furthermore, .org domains are
less costly to maintain.

Website Organization

Goal: Resolve the challenges of navigation for their audience with the additions of
respective areas for parents separate from the target.

The new website design will make the homepage significantly easier to navigate. This
is an important part of the organization’s brand because the website can make or
break whether or not an audience finds your information important or credible. Drew
Hendricks of Forbes.com said, “You website’s design is not your brand, but it’s one
of the brand elements that helps you build trust with your audience.” Anne Marie
Project aims to do just that- create a trusting, comfortable and safe atmosphere for its
audience to seek information pertinent to their lives.

Instead of advertising their respective content on the homepage, it will consist

of general information about Anne Marie Project- what it is, who it is for, and the
inspirational story that motivated it all. From there, the audience will be able to explore
through the new tab feature that brings organization to it all. The tabs will serve to
separate religious information from scientific information about drugs, alcohol and
sex. This will aid the notion students had that the information in the articles was not
entirely accurate or scientifically true. To further resolve that issue, each article will
feature a bio about the author and full citations of all claimed information.

66 67
 TACTICS

Home Page

Cleaner, more user-friendly navigation

that differentiates blog and parent

More noticable than placing the

donation section on “About Us” page

Weelky featured blogs will be

A dedicated section contains info and All social media icons are placed in
web portal for partners/affiliates

68 69
 TACTICS

Blog Page

A commention is placed right below blog section

More options for visitors to search

Clean and straightforward blog preview blogs or articles

70 71
 TACTICS TACTICS

social media INSTAGRAM

Snapchat
Free geotag to uphold top of mind awareness. There is opportunity for Anne Marie
Project to interact with events and campaigns through the “story” feature.

Instagram
Anne Marie Project will utilize Instagram to share pictures of presentations, events and
inspirational quotes. The platform will use the branded hashtags #FindYourPath and
#AnneMarieProject.

Twitter
This platform will be used as a tool to post positive affirmations and event updates
accompanied with the branded hashtags #FindYourPath and #AnneMarieProject. Each
morning will begin with #DayCourage that will lift teens up through motivational speech
linked to a bible verse.

Why this works

Picture based media is especially appealing to the audience of Anne Marie Project.
When polled, middle and high school students said their most used social media
applications were Snapchat and Instagram. This age group is heavily influenced by
images and are more likely to use these platforms. Twitter, although has the ability to
share pictures, serves as more of a place to express thoughts and opinions. Teens like
this platform as well, as it is an outlet for them to have a conversation with others while
building a brand identity of their own.

72 73
 TACTICS

TWITTER Instagram Back to School Contest

The first week of school we recommend an Instagram contest. The contest will be
announced to attendants of the Sundown Event. How the contest will work is that Anne
Marie Project will post a graphic to Instagram with the contest rules:

1. Follow Anne Marie Project on Instagram,

2. Like the photo,

3. Tag 2 friends in the comments section,

4. Unlimited contest entries, must tag 2

additional friends for each entry.

The contest will end after one week and

the winner will win a $50 dollar Visa gift
certificate.

74 75
 TACTICS

Social Media Calendar

In efforts to continue to enforce brand consistency, Populus has created a sample social media calendar for Anne
Marie Project. The calendar consists of content that can easily be replaced or repeated at any time. Each week will
look similar to the next with topic of posts, yet have their own unique post.

76 77
 TACTICS
In-School Tactics
Origami Handouts: A Keepsake
After noticing the majority of fliers left behind by students after a presentation,
Populus knew that there needed to be an element of engagement with that important
information. Cue the art of origami.
Fliers brought to in-school presentations will be given to students. On one side,
Anne Marie Project will have information about their website, upcoming events and
a boilerplate about the organization. On the reverse side, dotted lines will guide the
student to constructing a compass out of their flier. The compass, a symbol of direction
and possibility, will be a keepsake for the student, remembering the message of Anne
Marie Project.
78
FRONT BACK
HOW TO MAKE COMPASS ORIGAMI
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed
dictum, sapien ut tincidunt pharetra, ipsum elit ultricies
nunc, tristique tristique nunc orci id elit. Integer semper
feugiat vulputate. In ac risus sed lorem suscipit sollicitudin
vitae a leo. Morbi luctus felis at sapien faucibus egestas.
Proin eget faucibus quam. Etiam molestie, orci dapibus
sollicitudin efficitur, ante ex venenatis ex, id mattis ante
lectus eu neque. Ut accumsan laoreet odio sit amet iaculis.
Duis eleifend augue nec libero scelerisque rutrum. Fusce
eleifend sed lacus sit amet sagittis. Maecenas sed ligula
eros. Pellentesque pretium finibus egestas. Etiam nec mi ac
justo condimentum tincidunt. Nullam orci nulla, fermentum
interdum consequat sed, rhoncus id velit.
ANNE MARIE
PROJECT
79
 TACTICS

today?!
E you are
AWESOM
ld yo urself how
u to
Have yo

Mirror Decals: A positive affirmation

Positive affirmation is the practice of positive thinking and self-empowerment. Science

shows that reoccurring thoughts can change brain chemistry, for example, thinking
positive thoughts can increase dopamine in the brain.

Anne Marie Project will strategically place affirmational mirror decals one week prior to
any speaking event at nearby schools and popular hangouts for teens. The decals will
be impossible to ignore and the matching brand image will spark curiosity when teens
encounter Anne Marie Project in another setting, increasing chance of brand recall.
In addition to strengthening the brand, it is promoting a healthy self image for their
#RightPath
audience. ANNE MAR
PROJECT

80 81
 TACTICS

PUBLIC RELATIONS Press Releases

We recommend that Anne Marie Project

Press Database host a back-to-school event at a local
community center, public park, church,
We recommend that Anne Marie Project utilize a database for all of their contacts. or school. This will bring members of the
This should consist of contact information for media, churches and schools affiliated community together for a fun gathering
with Anne Marie Project, religious newsletters and publications, and anyone else where you can promote the mission of
that is regularly in contact with the organization. This will help you when publishing your organization. A press release can be
your newsletters and press. You can create and maintain a contact database through written and sent out to newspapers, news
Microsoft Excel, but if you follow our upcoming recommendation and utilize an e-mail stations, churches, and schools to raise
newsletter with an e-mail marketing company like Constant Contact, you can easily awareness about your event and your
import and organize your contacts through their contact management feature. organization.

The following is mockup press release of

an event that we believe the Anne Marie
Project should host in August as a way to
Event
promote the organization.

EVENT: Find Your Path Back to School

WHEN: Aug. 3rd, 4pm - 8pm
WHERE: Cathedral of St.Joseph, Jefferson City, MO
SCHEDULE:
- Barbecue starting at 4pm
- Anne Marie Project speaker
presentation at 4:30pm
- “Find Your Path” scavenger hunt
at 5pm
- Film screening,
Monster University 6pm - 8pm
National Recovery Month
September is National Recovery Month
Engage in recovery month forums on social media using relative hash tags
-Schedule more programs for September.
-Return to previous schools with additional programming centered around Recovery
ANNE MARIE Month.
PROJECT
-Boost engagement with local recovery centers
-Place literature in recovery centers.
-Invite counselors from recovery centers to speak at events.

82 83
 TACTICS
Parental Involvement
Facebook
Through the surveys and conversations with teens
during our research, Populus found that Facebook was
not a media platform that was utilized by that audience.
What we did find, however, is that their parents are
incredibly active on this platform.
Anne Marie Project will utilize Facebook to connect with
parents and raise brand awareness amongst them. By
Newsletter
We recommend that Anne Marie Project utilize a
monthly e-mail newsletter to stay in contact with
schools, churches, media, and parents. E-newsletters
would help Anne Marie Project maintain a relationship
with anyone who supports your organization by keeping
them updated on important happenings. An e-mail
newsletter is inexpensive and easy to produce and
allows Anne Marie Project to discuss related news,
events, and website updates.
We recommend you use the online marketing company
Constant Contact as it is regularly rated as one of the
best and provides non-profit organization discounts. We
suggest having a section where you can share content
84
connecting with the guardians of its target audience,
the organization can further enhance the aspect of
their website, content, and mission as being safe for
teens.
Facebook will follow suit with the branded hashtag
#AnneMarieProject when they share articles from
their own site or other reliable, relevant sites. Parents
can share, explore and conversate on this social
platform the same way their children will on other
social platforms such, as Twitter and Instagram.
from parents who can be anonymous. This will help
to create a support network for parents. A donor
section should also be included in the newsletter.
In addition to the monthly E-newsletter, we feel
parents and donors should receive a bi-annual take
home edition that is printed and sent to their homes.
This newsletter should include a six month schedule
of events, a look back on the previous months and
new goals and updates for the future.
85
 TACTICS

INTERN BUDGET

Populus recommends that Anne Marie Project hire an intern to assist with all Overview
of their media efforts. This intern should be a college student in search of a
volunteer internship for class credit at their We have compiled several different options we feel will generate the greatest
university. The intern would preferably audience for Anne Marie Project. We have compiled these topics into two
be studying one of the following majors: budgets based on the amount Anne Marie Project would like to spend each
Journalism, Communication, Business, year. However, these plans are not final. The tactics can be combined and
Marketing, or Nonprofit Management. customized to your satisfaction to create a variety of unique plans.
The intern must have strong written
and verbal skills that will assist the Budget A
organization in the areas of public Budget A represents the minimal cost we believe Anne Marie Project should
relations, social media postings, spend on marketing over the next year. Budget A includes earn, owned and
event support, etc. paid media in order to reach potential audience members at several touch
points. The differing point of Budget from Budget B is that Budget A lacks paid
The intern would need a motivated SEO.
attitude and a passion for public service
for the community. Finally, the intern will Budget B
be responsible for maintaining a safe Budget B includes all the tactics outlined in Budget A, plus the benefit of paid
environment throughout the discussion SEO. We recommend that paid SEO is utilized for the first 6 months. Paid SEO
forums on the website and ensuring the is preferential because it will get Anne Marie Project more traffic in a short
brand remains consistent across the amount of time.
multiple media platforms.

86 87
 TACTICS

Digital In-School
$0 PR $130
In-School $150
$130

Parent
$400
BUDGET A BUDGET B
$680 Social $2,430
PR Parent $0
$150 $400 Digital
$1,750

Social
$0

88 89
 TACTICS

Success Measurement

After one year of implementing Budget B, Anne Marie Project will be able expect a steady increase
in monthly users, from average of 100 users per month upto and exceeding 600 users per month. before
Furthermore, Anne Marie Project will see other benefits that will ultimately increase brand equity.
For example, there will be increased participation from the community, including more teen
engagement with AMP social media channels.

We also expect to see increased interest in blog contributions. Parent involvement will also exceed
current levels, both on Facebook and engagement with the newsletter. Additionally, elevated
awareness will lead to expansion of the AMP brand into new communities, such as Columbia.
Finally, the following media strategy will raise awareness for AMP in the community leading to
1 year after Budget B
increased donations.

01 00 200 300 400 500 600 700 800 # of Average User Per
Month

90 91
 MEET THE TEAM

92 93
Savannah Reed - Account Executive
Leadership and organization come naturally to the 21-year-old senior,
Savannah. Growing up a military kid, she has lived in numerous states
across the country and has managed to find the best Thai food at each
destination. When not eating, Savannah serves as the Director of Strategic
Communication for MPA computers. She is thrilled to be continuing her
studies in strategic communication at the Missouri Graduate School of
Journalism in Spring 2016.
Leah Forester - Lead Researcher and Digital Media Strategist
Leah is a 22-year-old from Dallas, Texas, who loves to read, write and watch
NHL hockey. Sadly, her dream to be a racecar driver took the back seat
when she started to pursue a career path in digital media. Throughout her
years with the University of Missouri School of Journalism, she has worked
with organizations such as D Magazine, The Blue Note, Division D and the
New Jersey Devils. With great experience in social media, media sales and
video production, Leah aspires to create digital media content for a sports
organization after graduation.
94
Kylee Groon - Copywriter
A senior at the University of Missouri School of Journalism, Kylee is focused
on nonprofit communications and campaign efforts. When she is not
spending her days on campus, she enjoys running, eating and coordinating
service endeavors with her friends. Having served on the Marketing and
Communications team at Make-A-Wish® Orange County and the Inland
Empire, Kylee values work that allows her direct interaction with the
demographic she serves. Her experience with youth perspectives and
attitudes is of value to our efforts this year.
John (Xu) Ye - Graphic Designer
John is in his senior year at the University of Missouri School of Journalism,
finishing his studies to become a graphic designer for an advertising
agency. John is originally from Chengdu, China, but his family currently
lives in Wisconsin. A creative at heart, he enjoys beautifully designed cars
and compelling video games. Hobbies aside, John has great experience
in the creative industry including working as a graphic designer for PBJS,
NXTFactor and the Mizzou Trulaske School of Business. John brings
an extensive knowledge of aesthetics and strategy to improve visual
communication of any kind.
95
Lauren Merideth - Media Planner Eric Knapp - Public Relations Account Executive

Lauren, a 22-year-old senior at the University of Missouri School of
Journalism, is originally from Tucson, Arizona. Since moving to Missouri,
she has taken a liking to MO Beef and planning media content for
local campaigns. She has served as a Field Organizer for the Arizona
Democratic Party and worked extensively in the digital marketing branch
for RENEW Missouri. Lauren’s experience in media content provides a
unique perspective blossoming into innovative approaches to client goals.
Her plans for after graduation are to move to Colorado and continue her
passions for hiking, boating and of course a career in media management.
Eric is a driven senior at the University of Missouri School of Journalism
studying to be a public relations or marketing professional for a nonprofit
drug and alcohol recovery organization. Born and raised in Sterling
Heights, Michigan, he enjoys running, music and hockey. Passionate about
public relations, he has experience with The Oakland Press, Macomb
Daily, Bluebird Network and Mizzou Athletics. Eric brings knowledge
and understanding of affective communication to this team and adds
thoughtful, honest perspective of clients’ missions.

Anoria El Safadi - Lead Social Media Strategist and Researcher

At the age of 22, Anoria is finishing her final year at the Missouri School of
Journalism. With extensive experience in the classroom, she has studied
some of the most important aspects of strategic communication. Anoria
brings drive and commitment to the table, in which she hopes to carry
over to a career in digital advertising post graduation. Originally from
Tripoli, Lebanon, Anoria loves to travel, try new foods and explore all the
inspiration this world has to offer.

96 97
 APPENDIX

98 99
Survey Questions: Middle School, Teen, Parents Illegal prescription drug use

Parents: How much time does you child spend online per week?
0-2 hours
3-5 hours
Do you have children or dependents under the age of 18?
6-8 hours
Yes
8-10 hours
No
11+ hours
How often do you talk to your child about the following (Never - Always):
Do you monitor your child’s online activity?
Alcohol
Yes
Marijuana
No
Sex
Prescription pills outside of their original intended use
How do you monitor them?
Other drugs
Does your child have accounts on any of the following sites/apps?
When it comes to dealing with the topics of drugs, alcohol and/or sex, what sorts of messages do
Facebook
you tell your children?
Twitter
Vine
Do you drink, use tobacco or take prescription drugs in front of your child (Never - All of the Time)?
Snapchat
Drink
Tumblr
Tobacco
Instagram
Prescription Drugs
Other
Is there a history of drug and/or alcohol abuse in your family?
Do you have accounts on the following sites/apps?
Yes
Facebook
No
Twitter
Vine
Do you or your child have family members that have a problem with the following (Never - Always)
Snapchat
Alcohol abuse
Tumblr
Marijuana
Instagram

100 101
Other Yes. But they have access to them at home.
Yes. They do not have access to their prescription on their own.
How likely are you to recommend a faith-based website for education on alcohol, drug and sex No. My child is responsible for taking their prescription.
education site to your child?
Very Unlikely Do you monitor them taking their own prescription? By monitor we mean do you sit with your child
Unlikely and make sure they take the correct dosage.
Somewhat Unlikely Never
Undecided Rarely
Somewhat Likely Sometimes
Likely Often
Very Likely All of the Time

Would you prefer your child receive secular or faith-based education on the following? Does your child have access to the following in your home? (No Chance - Very Good Chance)
Alcohol education Alcohol
Drug education Tobacco
Sex education Prescription Drugs

Does your child have a prescription for any psychiatric medication? Have you ever encountered your child under the influence of drugs or alcohol?
Yes Yes
No No

Can you provide examples? Are you concerned your child is using the following? (Not at all - A Lot)
Drugs
Is your child prescribed a medication for attention deficit disorder (ADD) or attention deficit Alcohol
hyperactive disorder (ADHD)? Tobacco
Yes
No Where would you seek information about drug and alcohol abuse? (Very Unlikely - Very Likely)
What type? Family
Friends
Other Parents
Do you administer your child’s prescriptions? Religious Leaders

102 103
Teachers/Faculty Members
Online Web Search If you are familiar with the Anne Marie Project, how effective do you think the program is for youth
Facebook drug and alcohol prevention?
Other Very Ineffective
Ineffective
Who would you talk to if you thought your child was using alcohol or drugs? Somewhat Effective
Family Effective
Friends Very Effective
Other Parents Not familiar with Anne Marie Project
Religious Leaders
Teachers/Faculty Members If you are familiar with LearnTalkLive, how effective do you think LearnTalkLive.com is for youth
Online Web Search alcohol and drug prevention?
Facebook Very Ineffective
Other Ineffective
Neither Effective nor Ineffective
How frequently do you think your child struggles with the following? (Never - All the Time) Effective
Drug use Very Effective
Alcohol use Not familiar with this website
Being bullied
Why do you think the website is either effective or ineffective?
Please state how you feel about your child doing the following actions. (Not Concerned At All - Very Please choose whether you identify as male, female, or neither:
Concerned) Male
Underage drinking Female
Marijuana use Prefer not to say
Illegal prescription drug use
Sex How many children under the age of 18 do you have?
1
How familiar are you with the following (Not familiar - Very familiar): 2
Anne Marie Project 3
LearnTalkLive.com 4
Cody’s Gift 5+

104 105
 Jewish
How old are your children? Muslim
11 Other ____________________
12
13 Middle School:
14
15 Please choose whether you identify as male, female, or neither:
16 Male
17 Female
18 Prefer not to say

Which best describes your race or ethnic background? How effective do you think the presentation you just saw was?
White/Caucasian Very Ineffective
Black/African American Ineffective
Hispanic/Latino Somewhat Effective
Asian Effective
Multiethnic/Multiracial Very Effective
Other ____________________
Prefer not to say Why do you think the presentation was either effective or ineffective?
How much do you think you learned from the presentation you just saw?
Please indicate in which age range you fall between: Nothing
20-30 Little
31-40 Some
41-50 A Lot
51+
Would you visit a site like learntalklive?
Please indicate if you identify as one of the following: Yes
Lutheran No
Catholic If you would not visit a site like learntalklive, why wouldn’t you?
Baptist I’m afraid my parents/family would see it/judge me
Methodist I’m afraid my friends/peers would see it/judge me

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It doesn’t seem very cool Likely)
It doesn’t seem very helpful Parents
Other ____________________ Siblings
Peers
Does the program (Anne Marie Project) make you feel judged? Religious Leaders
No Facebook
A Little Twitter
Some Blog
A Lot Online Web Search
Other
How often, if ever, do you seek out information about drugs, alcohol, etc. online?
Not At All How likely are you to go to the following places for information on alcohol? (Very Unlikely - Very
Occasionally Likely)
Frequently Parents
Siblings
How likely are you to use a faith related website to learn more about drugs and alcohol? Peers
Very Unlikely Religious Leaders
Unlikely Facebook
Somewhat Unlikely Twitter
Undecided Blog
Somewhat Likely Online Web Search
Likely Other
Very Likely
How likely are you to go to the following places for information on sex? (Very Unlikely - Very Likely)
How often do you spend time online reading about faith related information? Parents
Never Siblings
Rarely Peers
Sometimes Religious Leaders
Often Facebook
All of the Time Twitter
How likely are you to go to the following places for information on drugs? (Very Unlikely - Very Blog

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Online Web Search Alcohol
Other Marijuana
Sex
Who do you feel most comfortable speaking about personal problems to? (You may select more Prescription pills outside of their original intended use
than one). Other Drugs
Peers
Parents Please state how you feel about the following actions. (Very Bad to Very Good)
Teachers Underage Drinking
Religious Leaders Marijuana
Other ____________________ Illegal prescription drug use
Sex
Do your religious beliefs affect whether or not you would consider trying drugs, alcohol, sex, etc?
Not at all How often do you use the following social media sites or apps (Never - Very Often):
A little Facebook
A lot Twitter
Vine
Have you ever tried any of the following? (Never - Always) Snapchat
Alcohol Tumblr
Marijuana Instagram
Sex Other
Prescription pills outside of their original intended use
Other Drugs Have you ever been bullied online or on any of the following social platforms? (Never - All of the
Time)
Do you have friends that have tried any of the following? (Never - Always) Facebook
Alcohol Twitter
Marijuana Vine
Sex Snapchat
Prescription pills outside of their original intended use Tumblr
Other Drugs Instagram
Other
Do you have family members that use the following? (Never - Always) Do you know someone who has been bullied online or on any of the following social platforms?

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(Never - All of the Time) Focus Group Discussion Guide
Facebook
Twitter Show LearnTalkLive recording then ask these questions:
Vine
Snapchat In one word, can you describe your initial reaction to this presentation?
Tumblr
Instagram Can you elaborate on that?
Other
Why do you think so?
Have you or someone you know hurt themselves or used drugs in response to bullying? (Not At All
- Frequently) With a raise of hands, how many of you know someone who has struggled with these issues?
You
Someone you know What would you say to a friend or peer if they were struggling with these issues?
Do you have a safe place to talk to about personal problems?
Yes Would you recommend this website?
No
If you answered yes, who or where do you talk about them? ____________________ Why or why not?

Do you prefer to talk in-person or online about your problems? (Very Strongly Avoid - Very Strongly If not, what do you think is wrong with the website? You can be as honest as possible…
Prefer)
In-person If yes, why would you recommend this website?
Online
Neither If not, what would you like to see included in the website that would make it more appealing?
Other

Have you ever felt like you had a problem with the following? (Never - All the time)
Drug use
Alcohol use
Being bullied

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Interview Transcript: Teens in Recovery I only had a few friends who would drink and I usually drank alone so it wasn’t too hard to let go of my old friends. I
have good friends in church, school, and AA who support my sobriety.
INTERVIEW 1
When you realized that you had a problem with drugs and/or alcohol, who did you first reach out to for help?
What is your gender? I spent a lot of time looking online for things that could help me and to figure out if I really was an alcoholic. I was
Female afraid to go to my parents because they punished me before for drinking and using drugs. I was doing really bad in
a lot of my classes and eventually one of my teachers told me to go see a guidance counselor. I realized I needed to
What is your age? tell my parents and was sent to rehab.
16
Were you willing to go to treatment on your own, or were you doing it to please your parents?
What is your race/ethnicity? I was ready to get help but I also wanted to make my parents happy. When I got to treatment I became more willing
White to make a change.

Please indicate which religion you identify with? How often do you spend time online reading about faith-related information?
Roman Catholic Every now and then I will look at things online for that, but it usually has nothing to do with drugs or alcohol.

Have you been to treatment for drugs and alcohol? If so, when? How often would you say you do that?
March 2014 A few times a week. Maybe twice.

How long has it been since you have used either drugs or alcohol? How likely are you to use a faith-related website to learn more about drug and alcohol prevention?
March 2014 (18 months) It depends on what the site is.

What were your substances of choice?
Only alcohol
Do you plan on staying clean and sober? If so, what are the tools you use to help your do this?
Yes, I do and I have a lot of things that help me every day. I stay in touch with my faith and I am active in my church.
I am much closer and honest with my family. I only hang out with friends who don’t drink or do drugs. I am also
involved in Alcoholics Anonymous and I have a sponsor that helps me work the steps.
How many times in the last month have you sought out information about drugs, alcohol, etc. online?
Zero. I don’t want to read about drugs or alcohol online any more now that I’m in recovery. I only think I would look
up something about drugs and alcohol if it had something to do with recovery.
Who are you most likely to go to for information on drugs, alcohol, sex, and bullying?
For drugs and alcohol I would go to my AA sponsor, someone in AA or if I really needed to someone at the treatment
center I went to. Most of the time people in AA are able to really help me and get me in the right direction.

Was it hard to stop hanging out with your old friends? For sex and bullying I would go to my mom first. If I really had any issue with bullying at school I would try to deal

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with it myself first then maybe go to a teacher or counselor but I don’t have that problem right now.
Have you ever been the victim of bullying?
Yeah but it was a really long time ago. When I was in elementary school.
Have you ever been the victim of online bullying? If so, on what social media platform?
No I stay off of social media but I know kids who have dealt with bullying on Twitter
Do you prefer to talk in-person or online about your problems?
In person
Who would you speak to if you had a friend with a drug/alcohol related problem?
I speak to my AA sponsor, members of my church, my mom and any other members of AA. They are all my best
support group
Do you have any friends or family members that use drugs or alcohol?
My dad is a very bad alcoholic but I don’t live with him or see him anymore. He used to allow me to drink but my
mom doesn’t do anything like that. I have other family members that drink and use drugs but I don’t see them and
my little brother and little sister are only 6 and 9 years old
Have you or someone you know hurt themselves or used drugs in response to bullying?
Yeah I have a friend that used to cut herself, I know that she was bullied before but I don’t know if that was why she
cut
How long did you spend looking at the Anne Marie Project website?
I spent almost 40 minutes
How many blog posts did you have the opportunity to read? Which ones?
I read 6.
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[The ones she told me she read were “It’s Not Your Fault-Living with Alcoholism and Drug Abuse,” “God’s View on
Drugs,” “Suicide,” “Letter to my 14 year old self,” “Summer and the Under-age Drinker,” and “To Eat or Not To Eat”]
Why did you choose these blog posts?
I clicked on the Alcohol and Drugs section because I thought I could relate most to that. And the Eating Disorders
one too.
What was your initial reaction the Anne Marie Project website?
There were a lot of categories to choose from and I wasn’t really sure where to begin. I was pretty confused
How credible do you think you information on the website is?
It looks like a lot of kids who are my age are the ones who are writing the posts so I don’t really think it was all very
credible. I saw that there was some posts done by priests but I can’t really tell how old each writer is. I think that
I would like to know more about each writer before I read so I know whether I’m reading from their experience or
whether the person who wrote it is someone who is a professional that knows what they are talking about.
Would you visit this site on your own time? Why or why not?
I don’t know if I would visit it on my own time but I think that it’d be good for a lot of kids if it was easier to look
through, especially Catholic kids
How does the Anne Marie Project’s content make you feel?
It made me feel very judged, especially that one article. (She was referencing “God’s View on Drugs”). When I was
trying to find help for being an alcoholic almost 2 years ago I didn’t want to hear people tell me that I was sinning
and going against God because I already knew that.
From your experiences in recovery, what things do you find to be effective and beneficial on the Anne Marie Project
website?
There is a lot of correct information on the site that is right and helpful. I liked the one that was about alcoholism
not being your fault (she was talking about “It’s Not Your Fault-Living with Alcoholism and Drug Abuse”). I think the
articles like that will really help kids my age at least understand more about what they are going through.
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I like that they have a lot of stories from teens that show the same problems that I went through.
How long has it been since you have used either drugs or alcohol?
What do you think were the least beneficial and effective things on the site? February 2015
In the Drug and Alcohol section there was articles that were written for teens and then there was articles that were
for parents. That was really confusing and it was hard to know what was legit and what was fake if I don’t know any What were your substances of choice?
of the writers backgrounds. If the writer is a teenager I think I would want to know. Methamphetamine, alcohol, marijuana, Xanax
There also isn’t really any suggestions on places to go if you need help. They had a few on the bottom of the page
but there wasn’t really that many and they were links that I wouldn’t really want to go to, I think they could find ones How old were you when you first started using drugs and alcohol?
that are way better and helpful (she was talking about the resources tab). 10 years old

If you knew others dealing with the same issues that you are currently dealing with, would you recommend a site Do you have any other issues you would like to identify?
like LearnTalkLive.com? I had an abusive father who I haven’t seen in 3 years
I would recommend it if it was a little bit different and easier to go through
Do you plan on staying clean and sober? If so, what are the tools you use to help your do this?
Yeah if I go back to using I don’t think I’d live for longer
INTERVIEW 2
My foster parents are really helpful and I go to AA/NA meetings
What is your gender?
Male Was it hard to stop hanging out with your old friends?
It was really hard because I didn’t know who else to hangout with but now that I live with different foster parents I
What is your age? go to a new school and I’m around better people
15
When you realized that you had a problem with drugs and/or alcohol, who did you first reach out to for help?
What is your race/ethnicity? I didn’t want no help from anyone and I ran away from home all the time. I was arrested a couple times and I went
White to juvie and went through DYS before anyone made me go somewhere (treatment).

Please indicate which religion you identify with? How often do you spend time online reading about faith-related information?
I was raised Baptist but I don’t have a religion now Never

Have you been to treatment for drugs and alcohol? If so, when? How likely are you to use a faith-related website to learn more about drug and alcohol prevention?
February 2015 Never

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How many times in the last month have you sought out information about drugs, alcohol, etc. online? How many blog posts did you have the opportunity to read? Which ones?
I don’t have access to a computer unless my foster mom let me and she looks at what I go to online so I don’t do 2 articles [He read “God’s View on Drugs” and “The New School Year”]
that
Why did you choose these blog posts?
Who are you most likely to go to for information on drugs, alcohol, sex, and bullying? They were some of the first ones that I saw on there and it was hard to choose because I wasn’t sure where else to
My foster parents, people I went to rehab with and if I ever go to a meeting I can ask people for help there about a click
lot of stuff
What was your initial reaction the Anne Marie Project website?
Have you ever been the victim of bullying? I didn’t really know where to start out when I opened it up
No
How credible do you think you information on the website is?
Have you ever been the victim of online bullying? If so, on what social media platform? It seems like a lot of it might be made up
No I only have a Facebook but I barely ever get on it
Would you visit this site on your own time? Why or why not?
Do you prefer to talk in-person or online about your problems? No because I don’t believe in what they say
In person so I can see the person I’m talking to and get help easier
Does the Anne Marie Project make you feel judged, also?
Who would you speak to if you had a friend with a drug/alcohol related problem? Yeah because I’m not religious
I would talk to them first and try to help them but I know that I didn’t want anyone doing that to me and that they
only ask for help if they actually wanted it From your experiences in recovery, what things do you find to be effective and beneficial on the Anne Marie Project
website?
Do you have any friends or family members that use drugs or alcohol? I think it could help other kids who are religious
Everyone in my family. My mom died from an OD when I was 12 and my Dad started to smoke meth with me when I
was 13. He started to drink and smoke weed with me when I was 10 What do you think were the least beneficial and effective things on the site? How do you think they could improve?

Have you or someone you know hurt themselves or used drugs in response to bullying? It was confusing. I’m trying to become religious and find one I can be a part of so I don’t think it was very helpful for
No that. I think that it could help more with kids who don’t have a religion

How long did you spend looking at the Anne Marie Project website? If you knew others dealing with the same issues that you are currently dealing with, would you recommend a site
20 minutes like LearnTalkLive.com?
No

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Interview Transcripts: Adults in Recovery
When you realized that you had a problem with drugs and/or alcohol, who did you first reach out to for help?
Interview #1: Taylor Boyfriend

How old are you? If you did go to treatment, were you willing to go on your own, or were you doing it to please your parents?
20 N/A

What is your gender? How often do you spend time online reading about faith-related information?
Female None, I do not associate with any religion or religious programs.

How long has it been since you have used either drugs or alcohol? How often do you spend time online reading about recovery?
July 15, 2014 Very rarely, I get most of my resources from AA meetings.

Have you ever been in a youth/adolescent treatment center? How likely are you to use a faith-related website to learn more about drug and alcohol prevention?
No Not likely at all, I practice spirituality but am not interested in religion.

If yes, how old were you when you went? When you were an adolescent (12-17 years old), who were you most likely to go to for information on drugs, alcohol,
N/A sex, and bullying?
No one, I was too afraid and embarrassed to reach out for help
What were your substances of choice?
Ecstasy, molly, weed When you were going through problems with drugs and alcohol as an adolescent would you have preferred to talk
in-person or online about your problems?
How long have you been in recovery? Neither because I never wanted to talk about my problems. If I had to pick one I would have picked online however,
15 months because I could hide behind my screen.

Please indicate what religion (if any) that you identify with
None
Do you plan on staying clean and sober? If so, what are the tools you use to help your do this?
Yes, 12 steps of alcoholics anonymous
Who would you speak to if you had a friend with a drug/alcohol related problem?
I would talk to them myself. I would share with them my experience and invite them to go to a meeting with me. If
they wanted to talk to someone else, I would try to find someone I know that has gone through a similar situation.
Were you ever bullied as an adolescent? If yes, how did you handle these situations?
I was. I started out as the bully and then as I got older, people started standing up to me and bullying back. When I

122 123
got bullied, I would not stand up for myself. I would internalize what they said and see myself that way. Interview #2: Mike

What was your initial reaction the Anne Marie Project website? How old are you?
I was kind of overwhelmed by how harsh they were about using drugs/alcohol. It felt like they were accusing people 20
that did drugs, as opposed to being a resource for them. I didn’t feel like there were very many other options for
resources, aside from religious ones. What is your gender?
male
Would you visit this site on your own time? Why or why not?
If you were to have visited this site when you were an adolescent, how would you feel about it? How long has it been since you have used either drugs or alcohol? March 2014 (18 months)
No because there was only one perspective that seemed pretty subjective. It didn’t seem very reliable because December 16, 2014 (almost 10 months)
there was a very short list of sources on the side. When I was an adolescent, I would probably feel like I was a bad
person for doing drugs and didn’t deserve to get help. Have you ever been in a youth/adolescent treatment center?
no
As someone in recovery, does the Anne Marie Project website’s views and blog posts make you feel judged?
Yes If yes, how old were you when you went?
n/a
From your experiences in recovery, what things do you find to be effective and beneficial on the Anne Marie Project
website? What were your substances of choice?
I really enjoyed the fact that there was a whole section for college life. Many websites that provide resources like I predominantly used alcohol, marijuana, cocaine, and tobacco. I have used marijuana the longest and most
this tell you how to get help, but do not talk about how to deal with key points in your life with a problem. frequently of the above stated, my alcohol usage picked up exponentially when I started college, and soon after I
used cocaine the majority of the times that I used alcohol. I have used many other substances in addition to these,
What do you think were the least beneficial and effective things on the site? but not in the same capacity as these four. Of these four, my favorite would be cocaine.
I think the least beneficial and effective things on the site were the posts accusing people of being sinners or bad
people. When I saw those, I didn’t feel like the website would be a reliable place for me to find help/resources. How long have you been in recovery?
Almost ten months
If you knew others dealing with the same issues that you are currently dealing with, would you recommend a site
like LearnTalkLive.com? Please indicate what religion (if any) that you identify with
No Greek Orthodox Christianity

What else do you think Anne Marie Project could do to it’s website to improve? Do you plan on staying clean and sober? If so, what are the tools you use to help your do this?
Provide a broader range of resources, so different types of people could receive help. Yes – I regularly attend 12 step meetings, I work with a sponsor, and soon hope to sponsor others in recovery once

124 125
I have completed the 12 steps for the first time and feel comfortable in my own sobriety.
When you realized that you had a problem with drugs and/or alcohol, who did you first reach out to for help?
After getting arrested on felony drug charges, my parents essentially forced me to go to an AA meeting. I stayed
sober for about a week, then when I returned to college after the break I continued drinking, although I stopped
using illicit drugs out of fear of testing positive on a urinalysis. After I left that school for winter break, I began my
current period of sobriety.
If you did go to treatment, were you willing to go on your own, or were you doing it to please your parents?
Although I didn’t go to an inpatient treatment facility, my initial motivation for attending 12 step meetings to
appease my parents and to hopefully gain favor with the courts once my legal proceedings began
How often do you spend time online reading about faith-related information?
Very infrequently/ almost never
How often do you spend time online reading about recovery?
A few times a week
How likely are you to use a faith-related website to learn more about drug and alcohol prevention?
Highly unlikely
When you were an adolescent (12-17 years old), who were you most likely to go to for information on drugs, alcohol,
sex, and bullying?
My mother from ages 12-14/15, but once I started doing drugs/ having sex/ etc I distanced myself from my
parents and flocked more towards my peers
When you were going through problems with drugs and alcohol as an adolescent would you have preferred to talk
in-person or online about your problems?
I would have preferred not to talk about them at all. I had great grades, a wonderful girlfriend, and a few very close
friends so I didn’t see my using as a “problem.”
126
Who would you speak to if you had a friend with a drug/alcohol related problem?
My sponsor first and then my friend directly
Were you ever bullied as an adolescent? If yes, how did you handle these situations?
Yes, initially I would ignore it, and if it persisted I stood up for myself, either verbally or physically. People tend to
stop fucking with you if they know you’d punch them out
What was your initial reaction the Anne Marie Project website?
Great idea on the whole, but some of the articles are jaded and misleading. For example one article addressing
underage drinking and the use of energy drinks claimed that caffeine is as dangerous and addictive as cocaine.
I’ve done more than my fair share of blow in my life and I can say that’s not even remotely true. While I like that
the website is religiously grounded, I feel it would be more believable and relatable if the information was more
objective and scientific, coupled with additional religious reasons why using drugs and alcohol aren’t a great idea,
instead of having religious beliefs be the primary focus.
Would you visit this site on your own time? Why or why not?
At this stage of my life, probably not. I have been fairly distanced from my own religious faith for a period of time,
and while I haven’t thrown it out entirely, it’s not essential to keeping me sober which at the moment is my primary
concern
If you were to have visited this site when you were an adolescent, how would you feel about it?
I probably would have dismissed it. I did fairly extensive research when I was a teenager before trying a new drug,
and while I recognized there are solid reasons for not doing certain things, I always found a way to justify them in
the end. I doubt the site would have deterred me from my actions.
As someone in recovery, does the Anne Marie Project website’s views and blog posts make you feel judged?
Not particularly. I believe in the disease theory of alcoholism and addiction, but I recognize there is a component
of personal responsibility in the way my life has played out. Had I never done coke, I wouldn’t be addicted to coke.
Had I never binge drank, I would likely not have been an active alcoholic. However, once those initial choices were
made, my fate was pretty much sealed that when I wasn’t doing the substances I would be obsessing over them,
and when I was actively using I wouldn’t be able to control the amount.
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 Interview #3: Shane
From your experiences in recovery, what things do you find to be effective and beneficial on the Anne Marie Project
website? How old are you?
For a religious (particularly Roman Catholic) audience, it’s theologically and doctrinally consistent. I like that there 25
is a mix of anecdotes and more general, information-based articles.
What is your gender?
What do you think were the least beneficial and effective things on the site? Male
Some of the claims in the articles aren’t scientifically accurate. Caffeine is not as addictive as cocaine. I would
know, I’ve done both. Furthermore, I feel that there needs to be a better ratio of secular reasoning with religious How long has it been since you have used either drugs or alcohol?
and moral arguments – the two certainly don’t have to oppose each other, and I think it would make for a more April 29, 2013 (2 years 5 months)
sound argument against substance abuse if readers were presented with a two-pronged approach to the issue
Have you ever been in a youth/adolescent treatment center?
If you knew others dealing with the same issues that you are currently dealing with, would you recommend a site No
like LearnTalkLive.com?
Possibly, although it wouldn’t be my primary referral. My first instinct would be to have them read the first few If yes, how old were you when you went?
chapters of the Big Book of Alcoholics Anonymous or the Basic Text of Narcotics Anonymous, in addition to having n/a
them attend a 12 step meeting. It’s what has worked in my life and in the lives of many of my friends, so I’m pretty
confident in that particular process What were your substances of choice?
All of them. Mainly marijuana, cocaine, alcohol…etc.
What else do you think the Anne Marie Project could do to it’s website to improve?
Be brutally objective. Eliminate as much outside bias from the articles as possible. I’ve found it pretty easy to justify How long have you been in recovery?
dismissing a good argument if I feel I’m being Since May 2013
preached to. As I’ve said before, I like the concept but I feel there needs to be a stronger presence of sound,
objective facts in addition to religious argumentation. Please indicate what religion (if any) that you identify with
n/a

Do you plan on staying clean and sober? If so, what are the tools you use to help your do this?
Yes. 12 steps to a spiritual condition.

When you realized that you had a problem with drugs and/or alcohol, who did you first reach out to for help?
They reached out to me.

128 129

If you did go to treatment, were you willing to go on your own, or were you doing it to please your parents?
I was willing but the court’s inducement helped.
How often do you spend time online reading about faith-related information?
A few times a week.
How often do you spend time online reading about recovery?
Maybe once a week.
How likely are you to use a faith-related website to learn more about drug and alcohol prevention?
Unlikely
When you were an adolescent (12-17 years old), who were you most likely to go to for information on drugs, alcohol,
sex, and bullying?
Peers, personal experiences, erowid, overgrow forums, other internet resources.
When you were going through problems with drugs and alcohol as an adolescent would you have preferred to talk
in-person or online about your problems?
I would have been/was more forthcoming online. The anonymous aspect helped.
Who would you speak to if you had a friend with a drug/alcohol related problem?
My recovery people, the friend if I thought they had felt enough pain
Were you ever bullied as an adolescent? If yes, how did you handle these situations?
Yes. I got angry.
What was your initial reaction to Anne Marie Project’s website?
It seemed a bit stylistically generic.
130
Would you visit this site on your own time? Why or why not?
Probably rarely if at all. I like some of the ideas, but the layout is not easily navigable and the prose is sometimes
unwieldy.
If you were to have visited this site when you were an adolescent, how would you feel about it?
I probably wouldn’t have liked a lot of it. I was not very receptive to criticism of my use of alcohol and other drugs.
As someone in recovery, does Anne Marie Project website’s views and blog posts make you feel judged?
No.
From your experiences in recovery, what things do you find to be effective and beneficial on the Anne Marie Project
website?
I really liked “What Should I do With my Life?” by Nick Werner. That piece mirrors a lot of my own spiritual views.
What do you think were the least beneficial and effective things on the site?
“The New School Year” by Marissa Rehagen was almost unreadable. It needs a lot of editing. “Summer and the
Under-Age Drinker” seemed very superficial. More details would make it more beneficial.
If you knew others dealing with the same issues that you are currently dealing with, would you recommend a site
like LearnTalkLive.com?
Probably only specific articles like Nick Werner’s.
What else do you think Anne Marie Project could do to it’s website to improve?
An editor would be good. Curation and copy editing would help cull the wheat from the chaff (see what I did there?!)
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Interview #4: Chris
If you did go to treatment, were you willing to go on your own, or were you doing it to please your parents?
How old are you? n/a
29
How often do you spend time online reading about faith-related information?
What is your gender? -None.
-Male
How often do you spend time online reading about recovery?
How long has it been since you have used either drugs or alcohol? -30-45 mins a week.
-Dec. 28th 2007
How likely are you to use a faith-related website to learn more about drug and alcohol prevention?
Have you ever been in a youth/adolescent treatment center? -Not Likely.
-No
When you were an adolescent (12-17 years old), who were you most likely to go to for information on drugs, alcohol,
If yes, how old were you when you went? sex, and bullying?
-Whoever I could get drugs, alcohol or sex from.
What were your substances of choice?
-Alcohol, Marijuana, Cocaine When you were going through problems with drugs and alcohol as an adolescent would you have preferred to talk
in-person or online about your problems?
How long have you been in recovery? -I didn’t think I had a problem with drugs and alcohol as an adolescent.
-Dec 28th 2007
Who would you speak to if you had a friend with a drug/alcohol related problem?
Please indicate what religion (if any) that you identify with: -That friend and give them my experience strength and hope and tell them what I did to stay sober.
-none
Were you ever bullied as an adolescent? If yes, how did you handle these situations?
Do you plan on staying clean and sober? If so, what are the tools you use to help your do this?: -Yes. I fought back, established my dominance and showed that I could handle aggression with an equal force of
-Yes. I attend 12 step meetings, specifically Alcoholics Anonymous, as well as work the program and work with a aggression, instead of crying about it and running to my parents to protect me.
sponsor.
What was your initial reaction to Anne Marie Project’s website?
When you realized that you had a problem with drugs and/or alcohol, who did you first reach out to for help? -The focus of the website is entirely narrow-focused on religious/faith driven recovery methods. I feel that this is
-A close family member who is also in AA. wholly ineffective, especially for those who have shied away from religion.

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 Interview #5: Adam
Would you visit this site on your own time? Why or why not?
-No. I feel there is little to no content on the website that I believe is true, accurate or has any factual scientific How old are you?
evidence back up with peer-reviewed research. 21

If you were to have visited this site when you were an adolescent, how would you feel about it? What is your gender?
-I would have laughed at it. Male

As someone in recovery, does Anne Marie Project’s views and blog posts make you feel judged? How long has it been since you have used either drugs or alcohol? March 2014 (18 months)
-Not myself because I believe that a lot of religious entities are judgmental and hypocritical however I feel others May 7, 2012 (3 years, 5 months)
may feel judged.
Have you ever been in a youth/adolescent treatment center?
From your experiences in recovery, what things do you find to be effective and beneficial on Anne Marie Project’s Yes
website?
-None. If yes, how old were you when you went?
17, 18,
What do you think were the least beneficial and effective things on the site?
-Giving opinion as fact such as: “and as far as the brain is concerned large amounts of caffeine are no different, What were your substances of choice?
and just as addictive, as cocaine.” This statement was given with no reference to any study, no link to a peer K2, Marijuana, Pills, Alcohol
reviewed article, no raw data other than the author making a correlation
How long have you been in recovery?
3 years 5 months

Please indicate what religion (if any) that you identify with
None

Do you plan on staying clean and sober? If so, what are the tools you use to help your do this?
Yes, 12 step meetings, suggestions of 12 steps programs, 12 steps, my sponsor, spirituality, fellowship, service

When you realized that you had a problem with drugs and/or alcohol, who did you first reach out to for help?
My parents

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If you did go to treatment, were you willing to go on your own, or were you doing it to please your parents?
The first 2 times it was to please my parents, the third time was for me
How often do you spend time online reading about faith-related information?
Faith as in religion? never
How often do you spend time online reading about recovery?
At least 10-20 minutes per day
How likely are you to use a faith-related website to learn more about drug and alcohol prevention?
Very unlikely
When you were an adolescent (12-17 years old), who were you most likely to go to for information on drugs, alcohol,
sex, and bullying?
My Parents/my therapists and counselors
When you were going through problems with drugs and alcohol as an adolescent would you have preferred to talk
in-person or online about your problems?
In person, but if I didn’t have another option and needed help I would have settled
Who would you speak to if you had a friend with a drug/alcohol related problem?
My sponsor, friends in recovery, advisors on campus
Were you ever bullied as an adolescent? If yes, how did you handle these situations?
Yes, ultimately I just took it. I didn’t feel that I could do anything
What was your initial reaction the Anne Marie Project website?
It is entirely faith based and religious
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Would you visit this site on your own time? Why or why not?
Possibly
If you were to have visited this site when you were an adolescent, how would you feel about it?
Possibly, but I don’t think I would find it to be credible. It seems to be just a blog rather than anything of fact. I
would have found other resources. I hated the idea of God when I was struggling.
As someone in recovery, does the Anne Marie Project website’s views and blog posts make you feel judged?
Yes, “it’s a sin to take drugs”
From your experiences in recovery, what things do you find to be effective and beneficial on the Anne Marie Project
website?
Personal stories are usually the most effective way to reach out to someone who is struggling but these stories
seem to be criticizing the addict rather than relating to them.
What do you think were the least beneficial and effective things on the site?
All of the people involved are religious and seemingly unqualified to discuss these issues
If you knew others dealing with the same issues that you are currently dealing with, would you recommend a site
like LearnTalkLive.com?
no
What else do you think the Anne Marie Project could do to it’s website to improve?
More research focused analysis of what addiction and mental health issues are, and what effective treatments
exist for these issues.
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Interview #6: Margaret
If you did go to treatment, were you willing to go on your own, or were you doing it to please your parents?
How old are you? n/a
23
How often do you spend time online reading about faith-related information?
What is your gender? Rarely
Female
How often do you spend time online reading about recovery?
How long has it been since you have used either drugs or alcohol? Occasionally
March 2014
How likely are you to use a faith-related website to learn more about drug and alcohol prevention?
Have you ever been in a youth/adolescent treatment center? possibly
no
When you were an adolescent (12-17 years old), who were you most likely to go to for information on drugs, alcohol,
If yes, how old were you when you went? sex, and bullying?
n/a Internet Or friend

What were your substances of choice? When you were going through problems with drugs and alcohol as an adolescent would you have preferred to talk
Alcohol and marijuana in-person or online about your problems?
In-person
How long have you been in recovery?
March 2014 Who would you speak to if you had a friend with a drug/alcohol related problem?
parent or another friend
Please indicate what religion (if any) that you identify with
n/a Were you ever bullied as an adolescent? If yes, how did you handle these situations?
Yes. Keep it to myself or tell friend
Do you plan on staying clean and sober? If so, what are the tools you use to help your do this?
Yes What was your initial reaction the Anne Marie Project website?
intrigued
When you realized that you had a problem with drugs and/or alcohol, who did you first reach out to for help?
My partner at the time Would you visit this site on your own time? Why or why not?

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No, it does not seem very factual Interview Transcript: Counselor

If you were to have visited this site when you were an adolescent, how would you feel about it? What is your gender?
Not care much Female

As someone in recovery, does Anne Marie Project website’s views and blog posts make you feel judged? What is your age?
no 45 years old

From your experiences in recovery, what things do you find to be effective and beneficial on Anne Marie Project What is your position at the treatment center you work at?
website? Youth Alcohol and Drug Counselor
Information and sources
What is your race/ethnicity?
What do you think were the least beneficial and effective things on the site? White/Caucasian
N/a
What ages are the adolescents in your treatment center?
If you knew others dealing with the same issues that you are currently dealing with, would you recommend a site 12-17
like LearnTalkLive.com?
No Are you in recovery from drug or alcohol addiction?
Yes, I have been in recovery for 26 years
What else do you think Anne Marie Project could do to it’s website to improve?
N/a How long did you look at the AMP website?
15 minutes

What was your first reaction when you visited the LearnTalkLive/AMP website?
It appeared to be a bit cluttered and all over the place. The format of the first page was hard to follow and I felt that
the categories were not organized very well.

After navigating through the site and reading some of the blog posts, what did you think of the content?
From what I read, I think that a lot of the facts and statistics used in the blog posts are not entirely accurate and
they lack cited sources. A lot of the content appears to be subjective but presented as objective and factual. The
blog post about peer pressure (“Peer Pressure” by Klint Braun”) had dozens of statistics and facts without a single

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reference to where the data came from, and it is tied in with passages from the Bible.
What is the biggest problem you see with the adolescents that go through treatment?
A very a large percentage of them do not want to give up using substances at such a young age in their life, many
times the only reason they go to treatment is because the state or their parents have forced them to. There are
those too who have suffered so much pain that they are ready to give up their lifestyle, but it is very rare. The
biggest obstacle for many of them is their family. They have parents, brothers, sisters, cousins, uncles and aunts
who are still very active in addiction and alcoholism and addiction, and a lot of the time when they get out of
treatment, if they aren’t placed in foster care, they go back to these toxic environments. The rate of relapse for
adolescents leaving drug and alcohol treatment far exceeds that of adults.
How many patients would you say are religious in the treatment center?
I would not be able to give a number off the top of my head
Would you recommend a site like AMP to Catholic adolescents?
I think that there would have to be a lot of work done in order for this site to be deemed as reputable. Right now, as
the site stands, I do not think that I would tell any of my Catholic clients to visit this site. I think that there is a lot of
potential but the content needs to be a little less harsh and judgmental on teens. There appears to be a major lack
of resources for teenagers who are struggling with very serious issues. Alcoholism, addiction, bullying and suicide
are very serious yet touchy subjects and I don’t think this would be the best site to recommend to adolescents who
are struggling with those issues. The categories are also very confusing and it should be divided up better so that
parents and teenagers can navigate the posts with more ease.
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Creative Brief: Anne-MarieProject.org
Why are we advertising?
To foster awareness of an online community where teenagers share, discuss and explore the issues they face in
their coming-of-age years.
Who are we talking to?
Secretly Struggling Students are in their first two years of high school, slowly adjusting to being a teenager. For
the first time in their lives they are finding themselves in environments where drinking, sex, and smoking seen as
normal by their peers. They don’t feel comfortable talking to their parents about their problems anymore, and the
only time their friends talk about real stuff is when they’ve already been drinking. Each time one of their friends
offers them a drink the option seems more appealing. Although while in middle school they never thought they
would drink or consider using drugs, these activities seem like an acceptable way to deal with the newfound
anxieties of high school. The next time they’re offered a drink, they’ll likely take it.
What do we know about them? (Key Insight)
“I feel stressed all the time, but no one seems to take me seriously. Every time I mention being stressed about
school to my parents, they just tell me to “hang in there” and remind me how easy my life is compared to others. My
friends don’t understand my problems at home and my parents don’t understand my problems at school. I feel like
everyone else is handling life better than me. I know I’m not supposed to drink or smoke, but at the same time it
seems like an easy way to escape. I know that I’m not a kid anymore and I know that some of my peers do it. I wish
there were someone I could talk to who gets me.”
What we want them to take away:
annemarieproject.org is a private hangout for teens to talk about real issues with real people. On this youth
reserved website, teens can talk about the issues adults just don’t get. Feeling anxious, confused or stressed.
How to handle situations with drugs and alcohol. Plus the coping skills that do and don’t work to manage the daily
drama.
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Support Tactics Write-Up
77% of the high school students surveyed by Populus favored talking to their friends/peers over talking to their
parents, teachers, or religious leaders. Background
- annemarieproject.org offers articles written by teens and young adults across nine general topics that can
attribute to teen anxiety: drugs and alcohol, preparing for college, depression, eating disorders, parents, religion, Target audience
relationships, sex, and suicide. Secretly Struggling Students are in their first two years of high school, slowly adjusting to being a teenager. For
the first time in their lives they are finding themselves in environments where drinking, sex, and smoking seen as
Tonality normal by their peers. They don’t feel comfortable talking to their parents about their problems anymore, and the
- Validating, Conversational, Genuine only time their friends talk about real stuff is when they’ve already been drinking. Each time one of their friends
offers them a drink the option seems more appealing. Although while in middle school they never thought they
Mandatories: would drink or consider using drugs, these activities seem like an acceptable way to deal with the newfound
- Logo, URL, Social Media anxieties of high school. The next time they’re offered a drink, they’ll likely take it.

Creative Sparks: Strategy/goal of campaign

annemarieproject.org is a truly safe space To build awareness for Anne Marie Project and its website, annemarieproject.org
- You’re anonymous, but you’re not alone To make Anne Marie Project a more cohesive and approachable brand
- If your problems are real to you, they’re real to us.
- Drama ends here. Big idea
Giving teens a personal map to navigate the challenges of adolescence.

Digital
• SEO
• Currently, searches for “Anne Marie Project” and “Learn Talk Live” do not pull up learntalklive.com on the first
page of Google results.
• We would like to optimize AMP’s internet search results for the searches “learn talk live,” “anne marie project,”
“teen drug recovery,” “teen alcohol recovery,” “missouri teen,” “missouri teen drug recovery,” “missouri teen
alcohol recovery,” “jeff city teen drug recovery” “columbia mo teen drug recovery,” etc.
• SEO is key for driving traffic to annemarieproject.org from elsewhere on the internet.

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SEO Tactics businessinsider.com/instagram-and-snapchat-are-more-popular-than-twitter-among-teens-and-young-adults-
• Update meta description sai-2014-3
• Register Business on Google Maps Expected outcomes:
• Internal Link Building - links to community resources • This will help Increase outreach and engagement on all 3 existing platforms including two new platforms:
• Use keywords repeatedly in blog conten instagram and snapchat.
Meta Description • Create a vessel of quality content that the audience uses as a top-of-mind resource.
• Anne Marie Project is a blog spot to help teens navigate life and issues they are face every day using faith to • In-School Tactics
guide them down the best path for them. • Origami Handouts- A Keepsake
Domain • When we attended the event, every flyer Julie handed out was left on the table
• Currently, learntalklive is registered under a .com address, communicating that it is a commerce site. • We want kids to keep the information as a keepsake. They will probably take it home and put it in their room.
• Registering the website under a .org address would clearly identify the site with a nonprofit, as well as boost • Flyers will be handed out after the presentation, at which point Julie can take them through the instructions of
credibility. how to fold the (box, bird, elephant, flower).
Website Organization
• We will create tabs to separate religious content from content about drugs, alcohol, etc Positive Affirmation Mirror Decals
• Our research shows youth found the blog content “not credible” because of the juxtaposition of religion and • Positive affirmation is the practice of positive thinking and self-empowerment. Science shows that reoccurring
fact. thoughts can change brain chemistry. Ex. Thinking positive thoughts can increase dopamine in the brain.
https://affirmativethinking.wordpress.com/science-of-affirmations-proof/
Social • One week prior to Julie’s presentation, we will place mirror decals with positive messages, ex “Have you told
• Snapchat yourself how AWESOME you are today?!” and the hash tag, #rightpath
• Create free geotag in navigation theme • This tactic fits with the objective of the site, which is to empower youth to stay on a positive life path.
• Encourage youth to interact with brand and keep top of mind awareness • The decals will be impossible to ignore and the matching brand image will spark curiosity when teens encounter
• Instagram the AMP brand in another setting, increasing chance of brand recall.
• Post positive affirmations, links to the website’s article that relates to the post • Schools will approve/allow the decal placement because it promotes healthy self image
• branded hashtag: #findyourpath, #annemarieproject • Could be donated for free by local businesses looking for a CSR initiative.
• Public relations – Earned Media
Why this works: • Press Database- school churches, community resources, tv, radio, news,
• Picture Based Media • Back to School Event
• We polled middle and high school students and found that they engage the most through social media, • Traditional Media Interaction/ Press Releases
especially Instagram and Snapchat. Their parents are mostly on Facebook. • Create a list of media contacts as well as contacts of Catholic churches that have news bulletins or news letters
• Teens are heavily influenced by images and are more likely to use image based social media like snap chat and • Whenever AMP is having an event, a press release can be sent out to different churches and religious
instagram compared to twitter http://blog.hubspot.com/marketing/effective-social-media-tactics http://www. organizations to create more awareness for the event

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• If the event is large enough, it can be sent out to newspapers PR Write Up
• September is National Recovery Month
• Engage in recovery month forums on social media using relative hash tags We recommend that Anne Marie Project utilize an e-mail newsletter to stay in contact with schools, churches,
• Schedule more programs for September. media, and parents. E-newsletters would help the Anne Marie Project maintain a relationship with anyone who
• Return to previous schools with additional programming centered around Recovery Month supports your organization by keeping them updated on important happenings. An e-mail newsletter is relatively
• Boost engagement with local recovery centers cheap and easy to produce and allows you to discuss organization-related news, events and website updates.
• Place literature in Recovery Centers
• Invite counselors from recovery centers to speak at events We recommend that you use the online marketing company Constant Contact as it is regularly rated as one of the
• Public Acknowledgment of Community member with similar values best and provides non-profit organization discounts. We suggest having a section where you can share content from
• Acknowledge someone who has greatly benefited AMP at their events, or they can hold a special event for parents that can be anonymous to create a support network for parents. A donor section should also be included in
this person. This will show that the AMP has members or affiliates that have not only greatly impacted their the newsletter.
organization, but their community as well.
Contact Database
Parental Involvement We recommend that Anne Marie Project utilize a database for all of their contacts. This should consist of contact
• Facebook information for media, churches and schools affiliated with the Anne Marie Project, religious newsletters and
• Facebook will be used to raise brand awareness amongst parents, who are the main demographic on Facebook publications, and anyone else that is regularly in contact with the organization. This will help you when publishing
• Article links with an image based post, posts borrowed from other similar organizations your newsletters and press. You can create and maintain a contact database through Microsoft Excel, but if you
• branded hashtag: #annemarieproject follow our previous recommendation and utilize an e-mail newsletter with an e-mail marketing company like
• Monthly Newsletter to Parents and Advocates via Email Constant Contact, you can easily import and organize your contacts through their contact management feature.
• Keep top of mind awareness- constant contact
• Ask parents to write for monthly newsletter
• Spotlight on a parent each newsletter
• Update followers on AMP progress in the community
• Announce ways to get involved with AMP and/or like organizations
• Ask for donations
• Bi-Annual snail mail newsletter

Intern
• Works for college credit

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Social Media Calendar

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 AMP Tactic Schedule

AMP Marketing Strategy

Earned Owned Paid

8/16 - 7/17
Medium August September October November December January February March April May June July
Digital Marketing
SEO

Paid SEO

Blog Organization

Social Media
Twitter

Instagram

Instagram Giftcard Giveaway

Snapchat

Parent Reach
Facebook

Newsletter Email

Parent Newsletter by Mail

PR
Scavenger Hunt Press Release

Scavenger Hunt Event

Press Database

Sept. Revocery Month (Social Media)

Community Acknowledgment

In-School Tactics
Origami AMP Handouts

Mirror Decals

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Color Palette Typography

The orange and dark grey are picked from Learn Talk Live website with only slight
saturation adujstment. Adding the complimentary blue is intended to make the Title Font
whole color scheme more vibrant, hense creating a yong, healthy and friendly
brand image. Bebas Neue
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Orange Dark Grey (30%)
R:247 R:77
G:147 G:77
B:30 B:77 Bodytype

Franklink Gothic Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Franklin Gothic Demi Cond
Blue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
R:77 1234567890!@#$%^&*()
G:188
B:195

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Secondary Sources

1. http://www.scientificamerican.com/article/why-just-say-no-doesnt-work/?page=2

2.http://www.stopbullying.gov/blog/2013/01/29/what-do-bullying-and-youth-substance-use-have-common-more-
you-might-think.html

3. http://www.mffh.org/mm/files/MethMissouriReport.pdf

4. http://health.mo.gov/living/wellness/tobacco/smokingandtobacco/pdf/StrategicPlan.pdf

5. https://web.stanford.edu/class/e297c/poverty_prejudice/ganginterv/criticallook.htm

6. http://www.alcoholfacts.org/DARE.html

7. https://www.prevention.org/resources/sapp/documents/ineffectivenessoffearappealsinyouthatodprevention-
final.pdf

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