Campaign Implementation and Evaluation Report
February 2011
The
other
Hangover
The Other Hangover [the uhth-er hang-oh-ver]:
The regrettable social after effects of over-consumption, such as
embarrassment, shame, or guilt. While it usually goes unnoticed
until the next morning, the consequences can last a lifetime.
- Synonyms: embarrassment, regret, guilt, humiliation, shame
University of Minnesota - Twin Cities
School of Journalism and Mass Communication
Table of contents
Executive Summary .......................... 1
The Target ............................................ 3
Message Strategy .............................. 5
Launch Team ....................................... 13
Campaign Planning ........................... 14
Creative Pre-Testing .......................... 15
Connections Strategy ........................ 16
Creative Overview ............................. 18
Media Schedule ................................. 19
Creative Executions ........................... 20
Facebook Analytics ............................ 41
Website Analytics ............................... 45
Community Feedback ....................... 46
Media Relations ................................. 48
Earned Media .................................... 50
Evaluation ............................................ 51
Next Steps .......................................... 64
Acknowledgements ........................... 66
Earned Media Appendix
EXECUTIVE
executive SUMMARY
summary
The following report provides an overview of “The Other
Hangover” campaign, an anti-binge drinking advertising
project developed and implemented by students from the
School of Journalism and Mass Communication (SJMC)
at the University of Minnesota.
Originally conceived by the SJMC’s 2009 National
Student Advertising Competition (NSAC) team, The
Other Hangover campaign targets undergraduate students
whose excessive alcohol consumption leads to regrettable
behavior. The Other Hangover messages realistically
depict the important social consequences of overconsumption on students’ reputations, friendships and
image.
Through a generous grant provided by The Century
Council, The Other Hangover campaign was executed on
the University of Minnesota Twin Cities campus during
the fall 2010 semester.
We provide a general description of the campaign
planning and implementation process, and a full overview
of both the individual paid advertising executions and
earned media coverage garnered by The Other Hangover.
We evaluate the implementation of each creative execution
and assess the success of each tactic.
The campaign’s Facebook page and website analytics are
also summarized to determine the success of the online
media strategy. A discussion of community reaction and
feedback toward the campaign will be followed by a
summary of both qualitative and quantitative research
findings related to the effectiveness of The Other Hangover
campaign.
Finally, along with a discussion of challenges faced by the
campaign, several recommendations for future utilization
of The Other Hangover are provided.
A special topics internship-style course was taught during
the summer term, with a group of 8 SJMC undergraduate
students leading much of the campaign’s planning and
implementation effort.
1
Alcohol over-consumption is a serious health and safety issue plaguing
college campuses nationwide. Despite significant efforts to reduce the
problem, including various public health campaigns, many students
dismiss the risks and continue to make binge drinking a major aspect of
their college experience. The Other Hangover hopes to change this.
Awareness
Campaign Period: September 9 - December 15, 2010
Budget: $75,000
Conversation
Campaign Objectives
Awareness: Introduce The Other Hangover to students and increase
awareness of the negative social and reputational effects of overconsumption. Achieve at least 60% campaign awareness during the
initial campaign phase.
Conversation: Generate discussion of the negative effects binge
drinking can have. We want students to actively discuss and integrate
The Other Hangover into their daily lives.
Attitude: Ascertain student feedback on the message strategy. Longer
term goal: achieve measurable changes in attitudes surrounding binge
drinking behaviors.
Evaluation
We conducted pre-, concurrent, and post-campaign surveys to evaluate
the effects and effectiveness of the campaign strategy.
A representative sample of 910 undergraduates participated in our
longitudinal evaluation. The strength of this design allows us to
generalize all quantitative results to the larger University population.
Students were first surveyed at baseline, prior to campaign launch.
Follow-up surveys were distributed mid- and again post-campaign to
gauge student awareness and attitudes toward the messages.
2
• The Other Hangover achieved 72.9% unprompted recall during
the height of campaign activity
• 86% reported seeing The Other Hangover logo
• 75% reported seeing the campaign several times a week or more
The Other Hangover sparked conversation. 54.8% of all students
reported talking about the campaign with their friends. Importantly,
students were significantly more likely to discuss liking the campaign
than disliking it (45.2% vs. 7.8%).
Message Rating
Students both relate to and have positive attitudes toward The Other
Hangover messages. For example, 81% agree The Other Hangover
message is more relatable than other “drink responsibly” ads. A series
of statistical analyses were conducted to determine if the core message
strategy better resonated with certain demographic segments. No
statistical differences were found, suggesting The Other Hangover
message strategy is well-accepted across the broad campus
community.
The Journey
The University of Minnesota student-led NSAC team spent nine
months formulating the positioning, strategy, and creative elements of
the campaign. They conducted extensive research including surveys,
interviews, focus groups, collages and photo diaries to find a new and
powerful message.
In the following section we present the insights and general
development leading up to the core messages of the campaign. Please
see the original plans book for a full description of research.
WHO ARE THE STUDENTS MOST LIKELY TO
OVER-CONSUME ALCOHOL?
The Target
The Target
We have selected
a specific
group
of students,
we havewhich
named
“It’s not how much I drink, it’s the
Our campaign
targets
a specific
groupwhich
of students,
we have named
At-Risk Drinkers.
While
drinking
in
large
quantities,
this
group
is
likely
At-Risk Drinkers. While drinking in large quantities, this group is likely to put themselves,
damage it [alcohol] can cause.”
to put themselves,
their
friends
and the
greater community
their friends
and
the greater
community
at risk. at risk.
-Chariot focus group
What is What
At-RiskisDrinking?
At-Risk Drinking?
AlcoholAlcohol
affects affects
different
peoplepeople
in different
ways. Chairot
does
not considering just the
different
in different
ways. For
students,
believe
the number
of drinks
per hour
aloneisisnot
thethe
best
definition
forfor over-consumption.
number
of drinks
consumed
per hour
best
definition
over-consumption.
has led
us to a more
enlightened
Our research hasOur
led research
us to a more
enlightened
definition
of at-risk drinking, blending the
definition
of
at-risk
drinking,
which
blends
the
quantity
of
quantity of consumption with problematic behavioral consequences.
consumption with problematic behavioral consequences.
At-Risk Drinking:
At-Risk
Drinking: alcohol consumption leads to regrettable behavior.
When excessive
When excessive alcohol consumption leads to regrettable behavior.
How many At-Risk Drinkers are there?
How
many At-Risk
Drinkers
there? said they have had too much to drink during a
According
to our survey,
81%are
of students
According
to our survey, 81% of students said they have had too much to drink during a single occasion.
single occasion.
At-Risk Drinker Profile
As a part of our national survey we asked college students how many drinks they consumed last Friday and Saturday night. Across
all respondents, 39% consumed five or more alcoholic drinks. With this as our base, we developed a profile of what characteristics
commonly make up the At-Risk Drinker.
Student Characteristics
Male
Athletes
Greeks
Sports fans
Average U.S College Student
Index
(College Students = 100)
141
52%
133
50%
128
50%
128
*Note: At-Risk Drinker profile developed based on the 2009 NSAC national survey.
5
3
Social Lubricant
“I don’t want to be the only sober one.”
•Drink to gain social acceptance in a group setting
•Pressure from peers leads to fear of being left out or excluded
•Unspoken bond between intoxicated students increases social connection
What drives OverConsumption?
The Triggers
Moderate drinking shifts to
over-consumption when
motivational triggers come
into play.
College Syndrome
“These are the best years of my life.”
•Newfound independence manifests itself in dangerous over-consumption
•Afraid to miss out on the highly anticipated “college experience”
•Anxious to party and meet new people
We uncovered five reasons
At-Risk Drinkers use to
rationalize over-consumption.
Clocking Out
“It’s been a long day, I deserve a break.”
•Micro-managed lives leave students looking for a chance to escape
•Alcohol is a perceived solution to stress
•Provides a break from everyday pressures
Competitive Spirit
“I’ve got a reputation to uphold.”
•Gaining pride, bragging rights and social praise are the driving forces
•Competitive drinking includes beer pong and drinking games
•Encouraged to be competitive from a young age
Bargain Boozing
“I have to drink more to get my money’s worth.”
•Students are stressed with financial pressure
•They recognize the financial value when drinking in large quantities
•College bar culture includes promotions and pre-gaming activities
4
The Consequences
Alcohol Impact Model
This model demonstrates how the triggers can
lead to over-consumption causing expected,
ignored or extreme consequences. Our research
shows advertising that emphasized the expected
and extreme consequences of over-consumption
has little impact on student behavior. In contrast,
highlighting the ignored consequences has the
potential to shift behavior among college students.
The message that matters most
The Strategy
We learned that a craving for belonging and social
enhancement drives over-consumption.
A new message with a focus on how
over-consumption can permanently affect
reputations, friendships and self-image holds the
power to change attitudes and shift behavior.
POSITIONING STATEMENT
Over-consumption leads to regrettable
behavior that puts your reputation at risk.
5
KEY INSIGHT
2
3
Why? College students are continuously bombarded with
health-related messages. They are jaded and easily tune out
the familiar.
Be Realistic
Why? Successful messages utilize situations college students
can relate to.
Transcend Alcohol
Why? It is not just about alcohol. It is about how
over-consumption can affect your social standing among
friends. That is what students truly care about.
Our creative platform highlights the social consequences of overconsumption. This will awaken At-Risk Drinkers to the full
consequences of their actions.
For most, a hangover is associated with physical consequences such as a
pounding headache or throwing up. We will change student expectations
of this familiar term.
We have created a unique twist on this traditional hangover. The Other
Hangover is the regrettable social after effects of drunkenness, such
as embarrassment or guilt. This customized logo is the seal of our
campaign.
6
sha
1
Be Disruptive
Why It Works
e
The
other
Hangover
m
Turning Insight into a Compelling Campaign
We filtered our learning into three implications that will guide our campaign.
• Dramatically brings the concept of The Other Hangover to life
• Bridge word at the top of the ring acts as a connector between specific ads and the logo
• Watermark left by a glass symbolizes what gets left behind after a night of drinking
Print
Through print, our campaign uses four
visual vignettes to vividly express The
Other Hangover. Each ad displays a
relatable and regrettable situation, which
is the result of over-consumption. The
imagery speaks to At-Risk Drinkers by
showcasing behavior that causes more
damage than a physical hangover.
drunk”
Headline
Communicates that over-consumption can ruin friendships, reputations and image.
Green-colored words reference over-consumption; visually connecting the headline
with the bridge words and logo.
Even though you were drunk, this still happ
Bridge Words
One-word descriptions (shame, regret, guilt, humiliation, embarrassment) of The
Other Hangover allow for flexibility and differentiation. They act as a connection
point between the ad and the logo
The copy is realistic and
straightforward. By focusing on
behaviors that destroy friendships,
reputations and image, these executions
speak to At-Risk Drinkers in a way that
is more resonant than typical health and
safety campaigns.
Selective Color
The people and drinks in full color draw attention to the action and the alcohol,
which are the cause of The Other Hangover.
e mb
as
arr
Don’t over do it
A relatable adaptation of the familiar and overused “Drink Responsibly,” which
incorporates common language used by At-Risk Drinkers.
www.facebook.com/theotherhangover
Don’t over do it.
sm e n t
The
othe
Hangov
7
8
“The Make-out”
Before you got wasted, you weren’t known as “The Creep.”
l ia
The
other
Hangover
i
hu m
Don’t over do it.
tion
www.facebook.com/theotherhangover
“The Creep”
9
A few drinks before, they thought you were fabulous.
tio
l ia
The
other
Hangover
i
hu m
Don’t over do it.
n
www.facebook.com/theotherhangover
“The Crier”
10
Reputations aren’t drunk-proof.
The
other
Hangover
m
sha
Don’t over do it.
e
www.facebook.com/theotherhangover
“The Flasher”
11
12
“The Fighter”
PREPARe FOR LAUNCH
MAINTAINING STUDENT VOICE
A key objective when implementing The Other Hangover campaign was
to maintain the student-led initiative and voice behind the messages. We
know a student-led initiative will have more impact and credibility with
At-Risk Drinkers. Students don’t want to be lectured or talked down to.
But they will listen to their peers.
In the time since The Other Hangover campaign was originally
developed, most of the students on the 2009 NSAC team had graduated
and moved on to other endeavors. We needed to find student
ambassadors to help implement the campaign and spread the message
around campus.
Campaign Launch Team
An opportunity existed for a rich, hands-on, professional learning
experience. We created a one-credit applied internship experience
made available to undergraduate advertising students through the SJMC
and tasked students with tackling the details of implementing a real-life
integrated marketing campaign.
Applications and references were required for participation in the
project, and professional interviews were held to select a team of 8
dedicated students with the skills necessary to implement the campaign.
While this group of students was generally unfamiliar with the original
development of the campaign, all were enthusiastic about its message
strategy and excited to see The Other Hangover implemented on
campus for their peers.
Planning Process
Working toward the launch of the campaign, formal meetings were
held on a weekly basis. Student ambassadors also completed tasks
individually and in small groups throughout each week.
Wherever possible, students were given the authority to make campaign
decisions and handle business relationships. The responsibilities of the
students on the implementation team were extremely varied, ranging
from website development and graphic design work, to copy writing, art
directing and creative efforts, to researching, establishing and managing
vendor relationships. Much of the group’s time over the summer was
spent coordinating with outside vendors for printing and producing
various campaign materials, or negotiating and planning media
contracts.
Two graduate students, one with professional advertising industry
experience, and the other a former undergraduate member of the 2009
NSAC team, shared responsibility over the course of the summer in
leading the project and managing the team of students.
13
DETERMINING CAMPAIGN SCOPE
One of the first tasks for the implementation team was to
determine both the feasibility of individual executions from
the NSAC team’s original proposal — and the overall scope
of a campaign that could be successfully produced given the
available time and budget.
After researching the costs of various media executions and
calculating the time involved in planning and obtaining the
necessary approvals for some ideas, several of the creative
tactics originally conceived for the campaign were not
implemented. It should be noted, however, that even though
our team made the pragmatic decision not to implement
certain executions, we feel many of those tactics still have the
potential to come to life.
For example, after researching local media
costs, students in the group determined there was
great value in placing the campaign’s print ads on bus
shelters surrounding the University of Minnesota campus.
Our implementation of The Other Hangover, essentially a
practical “trial run,” should be viewed primarily as a test
of the campaign’s messaging strategy, and an evaluation of
the ability of those messages to break through in a campus
environment and to resonate with an undergraduate student
audience.
The decision to use bus shelters
meant we needed to produce more
print ads conducive to a vertical format.
To maintain the look of the campaign,
the original NSAC team photographer
was hired to re-shoot several of the ads
for a vertical format.
Students on the implementation team helped decide how to
allocate the campaign’s media budget, and determined which
media channels would best reach At-Risk Drinkers.
Team members recruited their friends,
and also volunteered themselves, to
appear as models in the new ads.
14
PRE-TESTING THE MESSAGE
The Other Hangover message strategy and creative concepts underwent extensive pre-testing
during the campaign’s original development in 2009. We wanted to confirm the message
strength and address questions surrounding the effectiveness of the male-targeted ads.
In early summer, we organized four focus groups with male participants. At-Risk Drinkers viewed,
rated, and explained their interpretations of the ads. Through this we confirmed the messages were
understood and well-accepted by a male audience. Males identified with situations depicted in the ads.
Adjusting the Ad
However, focus group participants echoed
previous criticisms of the male “Fighter”
ad: the bar seemed too empty and the scene
looked staged.
Through further probing, we also found
males are most conscious of their behavior
in the presence of females.
In light of these findings, we re-shot “The
Fighter” print ad using a different fight pose
and prominently featuring females.
11
15
Connections
OBJECTIVES
1
Reach At-Risk Drinkers when they are planning or
reflecting upon drinking events.
2
Create opportunities for the exchange of ideas and
dialogue among At-Risk Drinkers and their greater campus
community.
Strategy
There are four
considerations that guide
the structure of our
campaign. All reflect our
research and segmentation,
and make our message
more relevant and
effective.
REALITY
College students tune out ordinary advertisements and ignore media not designed for them.
College students check their email, Facebook,
and college portal multiple times per day.
We have a limited budget of $75,000.
All At-Risk Drinkers are part of a broad
campus community.
16
3
Provide channels for sharing the campaign message.
4
Reach out to the community, including campus administration,
campus security and parents.
RESPONSE
Disruption
Our message and media placements will be disruptive to grab attention,
encourage the sharing of ideas and inspire new ways of thinking about overconsumption.
Integration
We will be where At-Risk Drinkers are. Established online communities will be
used to connect students in support of the campaign message.
Response: Community
The
success of
our campaign
on the inclusion and support of university
Targeting,
Prioritizing
andhinges
Partnerships
administration
and companies
the greater campus
community.
Connections
will be made
Partnerships with
also targeting
these students
will extend
our
budget.
with key university stakeholders.
Community
The success of our campaign hinges on the inclusion and support of
university administration and the greater campus community.
CAMPUS-WIDE INVOLVEMENT
Binge drinking is, without question, a problem that impacts the wider
university community. To make our campaign successful, our team
activated support and coordination between university departments,
student organizations, community businesses and associations, and local
government and law enforcement agencies. Involvement from these
major stakeholders both helped spread our message and contributed to
the overall success of the campaign.
University
Our team made special effort to ensure university
personnel were aware of the project, were a part of
its planning process, and also had the opportunity
to review and comment upon campaign planning
details.
Campaign staff spent a significant amount of time and effort coordinating
meetings with key representatives from the following departments:
• Office of Student Affairs
• University Relations
• Housing and Residential Life
• Facilities Management
• Boynton Health Services
• University News Service
Our team found university staff to be extremely supportive, patient and
helpful throughout the process.
Law Enforcement
The Other Hangover team also reached out to both the University of
Minnesota and Minneapolis police departments to make sure they were
aware of the campaign. The University police department even agreed to
assist in distributing some of the campaign’s materials, handing out our
“giveaway cards” to students during a special event coinciding with
Campus Safety Week in late September. The local law enforcement
community also was very supportive of our campaign efforts.
Business Associations
Members of The Other Hangover team attended several meetings with
campus area business associations, briefing business owners about the
planned campaign. These meetings also provided an opportunity to
distribute materials (such as posters, mirror clings and cardboard
coasters) to those businesses willing to display the campaign’s messages in
their establishments. Presenting the campaign directly to these business
associations allowed team members to convey the messages (and
legitimacy) of the campaign, while also providing a more centralized
method for distributing materials.
Stadium
Student members of the implementation team worked closely with the
University’s athletics department marketing office in negotiating a
contract for a significant campaign presence at home football games held
on campus at TCF Bank Stadium. The athletic department’s marketing
team provided excellent support and advice on campaign tactics, and
offered unique placement opportunities for The Other Hangover
campaign, including exclusive advertising on bathroom stalls within the
stadium’s student section and custom recorded PA announcer voice-overs
to accompany our advertising images on the stadium’s Jumbotron screens.
17
CREATIVE OVERVIEW
Here we outline the creative tactics and elements used throughout the
campaign. Images and descriptions of individual executions appear in
the following section.
Around Campus
46 branded sidewalk clings
20 bus shelter display ads
1 billboard
Campus movie theater ads
25,000 branded coasters
10,000 coupon giveaway cards (co-sponsorship with Campus Pizza)
1,000 posters
400 “Missing” ads posted on campus kiosks
In the Dorms
1,000 branded mirror clings
3,500 door hangers (co-sponsorship with Residence Life)
400 posters hung in hallways
Campus Newspaper
Fall Sports Preview ad
Bar and Beer Guide ad
Display rack ads in six locations
The Other Hangover crossword puzzle
Full-page print ads
18
Stadium
5,000 picture-frame magnets with removable U of M football schedule
Bathroom Takeover in 4 student section bathrooms
30-second ads aired on TCF Jumbotron every home game
Stair and sidewalk clings placed near student section seating
Events
Gopherfest
Homecoming
Tabling at Student Union
Facebook
Fan Page
“What’s your Other Hangover?” Quiz
Sponsored polls
Virtual gifts
Targeted ads
Community
theotherhangover.com
Law enforcement
Parent involvement
MEDIA
SCHEDULE
MEDIA
SCHEDULE
AROUND CAMPUS
Bus Shelters
Billboard
Sidewalk clings
Campus Movie Theater Commercials
Coasters
Giveaway Cards
Missing ads posted
IN THE DORMS
Mirror clings
Door Hangers
Posters
CAMPUS NEWSPAPER
Display racks (6 locations)
Print ads, full pg
Crossword Puzzle
Missing ad
STADIUM
Magnets
Bathroom Takeover
Jumbotron ads
Stair/Sidewalk Clings
FACEBOOK
Fan page
What's your Other Hangover Quiz
Targeted ads
EVENTS
Gopherfest
Homecoming
Tabling at Student Union
COMMUNITY
theotherhangover.com
Law Enforcement: Giveaway Cards
Parent Involvement
SEPTEMBER OCTOBER NOVEMBER DECEMBER
6
13
20
27
4
11
18
25
1
8
15
22
29
3
11
This media flowchart
shows the timing and
duration of the campaign’s
various elements,
including each of the paid
advertising executions,
Facebook promotions,
on-campus events and the
Campus Pizza give-away
cards promotion.
19
BRANDED SIDEWALK CLINGS
AROUND CAMPUS
SIDEWALK CLING Messages
Contractor: University Facilities Management Center Services
Details: 46 black clings; 30” x 40”
Cost: $8,392.64
Durable adhesive sidewalk clings were installed on
campus sidewalks, generating buzz about the campaign
as students returned back to school for the first week of
classes. Clings were strategically placed in areas of high
foot-traffic around classrooms and near the residence
halls on the University’s East Bank, West Bank, and
St. Paul Campuses. The University’s printing services
department helped produce and physically install the
sidewalk clings.
This guerilla-marketing strategy required extensive time
and care to implement. It required securing permission
and approval from multiple University departments, and
strategically planning specific locations for the clings to
be placed. Details and resources required to implement this
disruptive strategy should not be overlooked.
20
SIDEWALK CLING Footprints
Details: 3 sets of “footprint clings”
Cost: $1, 729.00
We developed “footprint” sidewalk clings — a
variation of the black cling messages.
Each set of clings tells a story of what happened
after a night of drinking too much. As students
follow a staggered set of footprints, they reach
message points indicating what happened.
Footprint cling stories showed how multiple
rounds of shots or beers can lead to regrettable,
embarrassing behavior.
21
Challenges
The University of Minnesota’s “Driven to Discover” campaign had used
the same durable sidewalk cling material for its messaging in the past.
Clings lasted on the ground for months, generating long-lasting
exposure.
The largest and perhaps most painful lesson learned was that, if done
intentionally, these types of adhesive signs are actually relatively easily
removed. Within less than a week of being installed, many of the campaign’s sidewalk clings disappeared from locations around campus.
It was soon discovered that among certain groups of students, the
campaign signs had become a type of “badge of honor” to steal and
hang on dorm room and fraternity house walls.
Following the original wave of sidewalk clings disappearing, efforts were
taken to reproduce and install replacement clings — many of which
were placed in higher profile locations, making them less prone to theft.
However, eventually nearly all of the campaign’s sidewalk clings were
removed and stolen.
It was soon discovered that among
certain groups of students, the campaign
signs had become a “badge of honor” to
steal and hang on dorm room and
fraternity house walls.
Lessons Learned
While obviously disheartening that a core element of the
campaign’s visibility strategy disappeared, our group took some
consolation with knowing the signs were still being displayed
and viewed by students — just not in their originally intended
locations.
With the advantage of this hindsight, we would strongly
recommend against the use of sidewalk clings for future,
similar campaign efforts. While it attracted positive attention
for the campaign, the cost of this tactic, and motivation for
theft is simply too great. Other options, such as painted ads or
power-washed messages, could instead be explored.
22
BILLBOARD
Contractor: Clear Channel
Details: 1 billboard; 12’ x 25’
Cost: $4,120
We strategically reserved a billboard above a popular
bar right on the edge of campus and within blocks of the
football stadium. Thousands of students and community
members were exposed to our message each day.
BUS SHELTERS
Contractor: CBS Outdoor
Details: 20 bus shelter ads
Cost: $8,200
The University of Minnesota is an urban campus where
most students walk or use bus transportation to get to
and from class. Bus shelters provided a cost-effective
way to get our message across. We secured 20 bus
shelters around the campus area, saturating nearly every
bus stop available. Students couldn’t miss our message.
23
Lessons Learned
The billboard and bus shelters provided large, attention
grabbing, visuals. We used the “unveiling” of these ads
as a PR hook in pitching coverage of the campaign
to local media outlets.
This strategy generated interest
and news coverage from four
local broadcast stations.
was it Effective?
Billboard and bus shelter placement was noticed and
remembered by students.
Before campaign launch, students reported seeing such
moderate drinking ads on bus shelters once a month or
less. One month and again at two months after campaign
launch, this same group of students reported a significant
increase in exposure to such ads.1
At baseline survey, 13.7% reported seeing moderate
drinking ads on billboards or bus shelters once a week,
compared to 36.5% at survey wave 2, and 32.5% at the
final evaluation survey.
In light of these findings, we highly recommend billboard
and bus shelter placement for future campaign efforts.
24
CAMPUS MOVIE THEATER ADS
Contractor: University’s Student Unions and Activities
Details: 20-second ads aired at the Minneapolis and St.
Paul Student Centers throughout the fall semester (7 times/week)
Cost: $1,000
Campus theaters attract a large undergraduate audience, and
students often attend movie showings before going out for a night
of drinking. We wanted to reach students before they planned
their evening events and to remind them “don’t over do it.”
Several of the campaign’s poster images were converted into
“slideshow” style movie preview ads, ending with The Other
Hangover logo and Facebook URL.
Lessons Learned
Movie theatre advertising is easy, yet cost-effective to implement.
We recommend this placement for future campaigns.
F(2, 1,268) = 88.079, p < .001.
1
COUPON GIVE-AWAY CARDS
Partnership: Campus Pizza
Contractor: Printing Services
Details: 10,000; 3” x 5”
Cost: $815
Coupon cards were distributed to students through
shopping bags at the U of M bookstore, by University
police during Campus Safety Week, and by student
volunteers during special events such as Gopherfest
and Homecoming.
Giveaway cards helped spread our message and attract
students to our Facebook page. The card instructed
students to log onto www.facebook.com/theotherhangover to find out how much the card was worth.
Students clicked a tab on the Facebook page where
they were greeted with the following message:
With the words shame, regret,
humiliation, and embarrassment,
students read a short, witty story
describing why they experienced
The Other Hangover. These
cards were worth $1 off a
purchase at Campus Pizza.
A limited number of “Avoid
the other hangover” cards were
distributed with the winning
word “moderation” worth $5
off a purchase at Campus Pizza.
25
COASTERS
Contractor: Print Globe
Details: 25,000; Double-sided, 4” round coasters
Cost: $1,919.08
We purchased a large quantity of bar coasters and distributed our
message where it matters most. This execution proved to be a
creative and relatively cost-effective method of getting the
campaign logo, tag lines, and Facebook URL in front of At-Risk
Drinkers.
Coasters were given free-of-charge to eight campus area bars and
restaurants, given to Health Advocates to be distributed in the
Residence Halls and Greek Communities, and also used as a giveaway item at campus events.
Challenges and Lessons Learned
Methods of distributing the coasters were
challenging. Students needed to physically
haul and distribute thousands of coasters
to campus bars.
Additionally, communicating with the
staff and managers of local bars was frequently challenging. Often, messages wouldn’t
get passed along to the appropriate individuals,
and we were occasionally frustrated to find
wait staff at establishments failed to use our
coasters, even after having received successful approvals from managers and owners.
26
An effort was made to coordinate distribution
of campaign coasters and advertising materials directly to bar owners via two local campus
area business associations — but this strategy
proved only moderately successful.
For future efforts, we advise having discussions
early with the owners of campus area drinking
establishments, and if a distribution agreement
is made, to ask they fully convey to all employees that display and use of the campaign
materials is a priority.
MISSING POSTERS
G
SITIN
MIHS
ER REPUTA ON
When browsing through the campus newspaper, students were met
by an untraditional “missing” advertisement. Instead of a lost puppy,
these ads advertised missing items such as “my reputation” or “my
dignity.”
These classified ads were an unexpected way to reach At-Risk
Drinkers. In addition to student newspapers, we printed hundreds
of color copies and student ambassadors posted the ads on outdoor
kiosks and bulletin boards in high traffic walking areas around
campus. Our team created 4 unique versions of the posters, each
tailored to a different demographic audience.
DESCRIPTION
Last Seen: A house party
Date Missing: 10/28/10
o Ave. with the help
a house party on Com
her friends,
to have been taken from
d in front of its owner,
ucte
abd
Her Reputation is believed
was
m
victi
The
s of vodka.
s, who said many
left as a drunken mes
of a keg of beer and shot
was
er
own
The
.
with
uing.
flirting
cute boy she was purs
and a cute guy she was
ds and turned off the
hurtful things to her frien
ct us at
here, please conta
Her Reputation anyw
social
If you have seen
. Please help, her
heotherhangover
www.facebook.com/t miss her reputation very much.
and dating life
Donʼt over do it.
SING
MISDIG
NITY
HIS
DESCRIPTION
Last Seen: A house party
Date Missing: 10/23/2010
of partying.
His dignity was abducted after a hard night
keg-stands and
his dignity became displaced after a few
e,
While still intact after three to four drinks,
gone, the night resulted in moronic dialogu
dignity
his
With
night.
the
in
later
swigs of whiskey
kicked out of the party
spewing.His dignityʼs body was forcibly
ollable
uncontr
and
ess,
creepin
e
excessiv
until his dignity is notably found.
and now cannot show his face in public
Campus Kiosks
Missing ads were posted late in the fall semester, after the
University community was familiar with The Other Hangover
campaign. We re-posted the Missing ads on Mondays to
reach students as they were reflecting on their weekend. The
reflective tone reminds students that over-consumption leads
to behavior that has lasting effects on their reputation.
MISSING
HER DIGNITY
Lessons Learned
The ads were a simple and cost-effective method for maintaining buzz about the campaign on campus. Student feedback was positive, and reaction was that they were creative
and clever.
DESCRIPTION
Last Seen: A bar
Her Digity is believed to have been taken from a dinkytown bar with the help
of a several mixed drinks and shots of vodka. The victim was abducted in front of its owner,
her friends,and a cute guy she was flirting with. The owner was left as a drunken mess,
who said many hurtful things to her friends and turned off the cute boy she was pursuing.
, please contact us at
If you have seen his dignity anywhere
r. Please help,
www.facebook.com/theotherhangove
without it.
the victimʼs social life is in jeopardy
Donʼt over do it.
Date Missing: 10/23/2010
If you have seen Her Dignity anywhere, please contact us at
www.facebook.com/theotherhangover. Please help, her social
and dating life miss her reputation very much.
Donʼt over do it.
27
RESIDENCE HALLS
t smen
ras
ar
other
Hangover
emb
As part of the University’s sponsorship of Campus
Safety Week, The Other Hangover was given one
side of the door hanger to promote its messaging,
while the other side included basic safety tips
and other information created by the office of
Residential Life.
t smen
ras
Community Advisors assisted in posting the advertising clings on
The
bathroom mirrors in many of the student residence halls on campus.
Reputations
arenʼt drunk-proof.
Donʼt
ove
r The
other
Hangover
me
ha
ar
other
Hangover
reg
it.
do Your image isnʼt drunk-proof.
The
students living in residence halls during Campus
Safety Week
Cost: Free, paid by partnership
nt ret
Partnership: Housing and Residential Life
Contractor: University Printing Services
Details: 500 clear & 250 opaque mirror clings; 4” x 8”
Cost: $500
Partnership: Housing and Residential Life
Details: 3,500 door hangers were distributed to
s
MIRROR CLINGS
DOOR HANGERS
embarras
sm
e
A main connections strategy included permeating environments
where students spend most of their time. Residence Halls provided
an opportunity for repeated exposure of our message. Posters,
mirror clings, and door hangers served as a daily reminder to
students that their image and reputation are not “drunk-proof.”
emb
Your image isnʼt drunk-proof.
Lessons Learned
An effective distribution channel must exist to appropriately implement this large-scale promotion. Application of the mirror clings was
quite time-consuming. We were grateful to have the help of the
University’s network of residence hall Community Advisors.
We tested two different types of cling material for this execution,
unsure which type would produce the desired effect. We recommend
using the opaque material to avoid unwanted reflection and to make
the message easily readable.
28
Was it Effective?
Placement in the residence halls proved effective in
generating campaign awareness. Students living in
residence halls were significantly more likely to
remember the campaign.
96.9% of students living in residence halls remember
seeing The Other Hangover campaign
•Compared to 81.7% among students not living in
residence halls.1
1
(CI 95%; Z = 4.592)
campus newspaper
Contractor: The Minnesota Daily student newspaper
Cost: $8,604.55
According to our representative survey of undergraduates,
nearly all students read The Minnesota Daily at least once
throughout the semester (98.1%), and a majority (50.8%)
read it weekly or more.
Sep 9
Fall Sports Preview
A full-page ad ran on the back cover of the special issue “2010 Fall Sports Preview.” The magazine reaches our demographic segment, “sports
fans,” and was distributed the day of campaign
launch. Students couldn’t miss our messaging.
Bar and Beer Guide
The Bar and Beer guide is a special
issue produced by The Minnesota Daily. The
content of the paper introduces new students to
the most popular bars and places to drink around
campus. We knew our target would pick up this
guide, so we surprised them with our messaging.
Sep 16
29
DISPLAY RACK ADS
Full-color campaign posters
featuring brief headlines and the
campaign logo were displayed on
the front of 6 newspaper racks
in classroom buildings around
campus.
Lessons Learned
Unlike posters hung up in
hallways, which were often
removed, these display ads were
protected and semi-permanent.
The messages were also able to be
rotated by the student newspaper
staff, keeping the ads fresh within
each individual location.
This tactic was an easy way to
ensure longer-term campaign
visibility across campus
throughout the semester.
CROSSWORD PUZZLE
We created The Other Hangover crossword puzzle as a
unique way for students to engage and interact with our
message. The crossword puzzle was located on the “back
talk” page near Sudoku and other popular word games.
Students were directed to The Other Hangover Facebook
page to find the answers.
Sep 30
30
According to Facebook analytics, 420 students
checked their answers to the crossword puzzle.
Print Ads
Print ads appeared
in The Daily on
Thursdays, reaching students before
the weekend.
Was it Effective?
Students who read the paper at least weekly or more were
significantly more likely to remember The Other Hangover
logo than students who read the paper less often (91.0% vs.
79.9%).1
Minnesota Daily readers also had a higher recognition for
campaign print ads that ran in the paper:
86.7% of weekly readers remember seeing “The Creep” ad
Nov 4
• Versus 73.5% among those who don’t pick up the newspaper as often2
69.8% of weekly readers remember seeing “The Fighter” ad
• Versus 59.0% among those who don’t pick up the newspaper as often3
Oct 21
“We thought they were clever...and the [ads] in The Daily were
very prominently placed which made a lot of people notice it.”
- Survey respondent
Results illustrate the successfulness of the campaign’s
newspaper advertising in capturing the attention of students.
(CI 95%; Z = 3.96)
(CI 95%; Z = 3.86)
3
(CI 95%; Z = 2.61)
1
2
31
campus stadium
TCF BANK STADIUM
41%
of students
attended at least one
home football game
during the 2010 fall
semester
Contractor: Golden Gopher Sports Properties (the marketing department of
Gopher Athletics)
Cost: $9,500; includes placement of all materials and ads on Jumbotron
Our At-Risk Drinker profile identified sports fans as typically having higher
alcohol consumption rates. To reach students at football games, we secured
unique and disruptive placement within TCF Bank Stadium.
Average
attendance rate
was 1.5 games
PICTURE FRAME MAGNETS
Contractor: PPI Sports
Details: 5,000; 5”x7” magnet
holds 4” x 6” picture
Cost: $5,135
Magnets were a fun and clever way of getting
our message across. Students not only held on
to this free giveaway, but they posted them on
mini-refrigerators for continued exposure.
Distribution
Golden Gopher Sports Properties assisted in distributing
the magnets to the first 4,000 students who arrived to pick
up their Gopher football season tickets. Additional
magnets were also distributed to students during oncampus events throughout the beginning of the semester.
Lessons Learned
PPI Sports currently has relationships with many schools
in the Big Ten Conference, including the U of M. Using
an existing University-vendor relationship streamlined
the process. The magnets were well-accepted by students,
and the distribution channel proved effective for
dissemination.
32
STADIUM SIDEWALK CLINGS
Cost: $897.76
Branded sidewalk clings were placed near
the student entrance gate and on stairs
in student section seating. Our message
reminded students to “don’t over do it”
and be conscious of their behavior in the
presence of alumni and families.
33
BATHROOM TAKEOVER
Cost: $2,049.71
Bathroom stall stickers, posters and mirror
clings plastered 4 student section bathrooms.
This disruptive, guerilla-style placement
attracted attention and interest. So much so,
we needed to replace the campaign posters
before every home game because students
started taking them home.
While thrilled with the enthusiasm
surrounding the campaign’s print ads, this
obviously resulted in significant extra time
and effort in re-posting ads 8 different times
throughout the season.
34
JUMBOTRON ADS
Campaign advertising aired on the stadium’s Jumbotron screens during
home football games (8 games).
• Static ads rotated on screen before and after games
• 30-second ads with live PA announcements during game breaks
Was it Effective?
Placement in TCF Stadium provided opportunities
to reach At-Risk Drinkers. Our ads were noticed
and remembered.
Those who attended games had a higher recognition of The Other Hangover logo than those who
didn’t attend games (95.2% vs. 79.0%).1
(CI 95%; Z = 6.208)
1
35
EVENTS
HOMECOMING
The Other Hangover secured space at one of the most popular
events during homecoming week: Gopherfest.
Campaign ambassadors spread the message to their peers by
handing out free posters, coasters, football schedule magnets and
Campus Pizza giveaway cards.
Lessons Learned
During homecoming, binge drinking becomes a goal for some
students. The Other Hangover made its presence known during
homecoming week. Messages were located at the right place, and the
right time, reminding students to be conscious of the social
repercussions of over-consumption.
These events were very successful, with many students
stopping by to grab campaign materials. Similar Universitysponsored events should be pursued in the future.
36
STUDENT NETWORK FOR ABUSE PREVENTION
(SNAP)
Who Are They?
SNAP is a student-led group of peer educators promoting
responsible decisions regarding alcohol, tobacco and drug
use on campus. Housed under the U of M Department of
Health, SNAP presents its message through “be-WISE-er,” an
interactive alcohol education program. Through this, SNAP
gives workshops and presentations to student organizations
on campus.
Why it Matters
To secure a strong presence on campus, The Other Hangover
teamed up with SNAP many times throughout the semester.
SNAP offered our group a well-established network of connections and distribution channels. The program coordinator and
student members helped disseminate our materials when they
presented the “be-WISE-er” program to residence halls and
Greek houses on campus.
This partnership both helped spread our message and
activate campaign support from students currently involved
in other moderate drinking programs on campus.
As an official University student group, SNAP also helped our campaign
secure tables at events and student unions free-of-charge. The partnership
strengthened the campaign voice and helped effectively reach out to
students throughout the semester.
37
FACEBOOK
MEDIA USAGE
For college students, Facebook is their virtual home. 92.6% of our
representative undergraduate sample report using Facebook on an
average day, spending anywhere from 2 to 500 minutes (6 hours).
The average student reported spending one hour interacting in the
social community (median = 60 minutes) per day.
The Campaign Hub
Our campaign lived where students spend a majority of their time.
The Facebook page (www.facebook.com/theotherhangover) served
as an online hub for students to connect with the campaign.
Our goals included generating awareness
and understanding of the campaign’s core
message strategy, building a fan base and
harnessing student advocates. In an effort
to promote viral distribution and online
discussion, all campaign materials directed
visitors to Facebook.
By leveraging the viral nature of Facebook, we successfully integrated The
Other Hangover campaign into the daily
lives of At-Risk Drinkers.
Facebook provided multiple touch points
for interaction, including the “What’s your
Other Hangover?” quiz, sponsored polls,
virtual gifts and paid targeted advertising.
38
WHAT’S YOUR OTHER HANGOVER? QUIZ
We leveraged an online application to integrate our message into an interactive experience. “What’s your Other Hangover?” is an online quiz where
students mark which scenarios most fit their typical night of drinking.
Upon hitting “submit,” students are greeted with
their Other Hangover, and provided words of caution for safekeeping their reputation and image. Results can then be posted to their profile and on the
News Feed for their friends to see and interact with.
We featured the quiz
through a tab on The
Other Hangover page, and
promoted it through paid
Facebook ads.
According to Facebook
analytics, 898 students took
the “What’s your Other
Hangover?” Quiz.
Contractor: Wildfire Interactive (via Facebook)
Cost: $147.59
39
SPONSORED FACEBOOK ADS
Cost: $1,333.88
Weekly ads ran from Thursday through Sunday helping us
reach At-Risk Drinkers as they planned their weekend events.
Campaign Launch
Ads running during campaign
launch activated awareness and
support from students. We wanted
to ensure undergraduates were
aware that The Other Hangover is
a student-created campaign.
Generic display ads reinforced reputational consequences of The Other Hangover. Ads were also created
to promote events, polls, quizzes and applications.
40
Demographic Targeting
A series of silhouette ads show males and females
engaging in regrettable behavior after a night of drinking. We tailored and targeted each ad by gender to
ensure our message resonated with each audience.
Students were reminded of the social repercussions
of overconsumption as they logged on to Facebook
before a night of drinking.
FACEBOOK PAGE ANALYTICS
The Facebook page (www.facebook.com/theotherhangover) served
as an online hub for students to connect with the campaign. All
campaign materials directed students to the Facebook page. We
generated a significant amount of traffic to the page, and attained
high levels of engagement.
3,629 visitors 2,672 unique visits
10,212 page views
354
Demographic age and gender
of those who like our page
Female 63%
1.4%
13 -17
Male 34%
0.6%
Lifetime page likes
44%
18 - 24
26%
35 - 44
5.1%
2.3%
Engagement
Among survey respondents who use Facebook, 6% reported visiting
The Other Hangover page. Results show students interacted with our
campaign and used a variety of the tools made available to them:
•
•
•
•
•
2.5%
7.1%
25 - 34
1,873 photo views
104 comments and story likes
420 checked crossword puzzle answers
898 took the “What’s your Other Hangover?” Quiz
1,143 looked up how to redeem Campus Pizza Giveaway Cards
5.9%
45 - 54
0.8%
1.7%
55+
Lessons Learned
As results show, our Facebook page attracted the attention of At-Risk
Drinkers. It takes significant time and investment to properly implement
a social media strategy. Many times, it became difficult to keep the page
content updated while also executing other campaign tactics. Frequent
maintenance of the page is important and unavoidable. We highly
recommend continued presence on Facebook and expanding the user
experience by implementing new interactive tools to promote the
message.
41
FACEBOOK SPONSORED ADS ANALYTICS
According to Facebook analytics, our ads achieved over 5 million impressions. Admittedly,
simply reporting on impressions and clicks offers little insight into the effectiveness of our
social media strategy. First, impressions do not mean actual exposure, or attention to the
particular ad. Students are often focusing on other tasks in the center of the page and
peripherally located ads are not always noticed. Second, click-though rates can often underestimate the impact of online Facebook ads. Clicks don’t reflect the latent, cumulative effects
of such exposure, and students may see an ad but choose to visit the page at a later time. This
is not captured by click-through rates.
5,355,832
Impressions
Were they Effective?
We wanted to test the actual effectiveness of Facebook ads in capturing attention
and attracting visitors to the site. We took our research a step further to examine
the true impact of our efforts.
We asked survey respondents if they remember seeing sponsored
advertisements for The Other Hangover. Among respondents who use
Facebook (n = 732), 22.3% remembered seeing The Other Hangover
ads embedded on the side of their profile.
Overall, Facebook ads did facilitate interactions with students.
Seeing a campaign ad on Facebook and visiting the campaign Facebook page are statistically related χ2(1, N = 732)
= 92.217. p < .001. About 21.5% of students who saw the
Facebook ads visited the campaign website compared to
1.4% of students who visited the site but didn’t see the
ads.
42
1,240
Clicks
.02%
CTR
$0.25
CPM
$1.08
CPC
.03%
Social
CTR
COMMUNITY
We purchased rights to the domain
< www.theotherhangover.com >
WEBSITE
Contractor: GoDaddy;
support from the SJMC departmental server
Schedule: Launched Sep. 7
Cost: $84.96
Theotherhangover.com was created as a connection
point for community members to learn about and
interact with the campaign.
The website was designed and created to model the
website proposed in the plans book. A student on the
implementation team was tasked with handling all
logistics related to website construction.
Our website is simple, clean, and drives our message
home. Visitors first entering the site are greeted with
a definition of The Other Hangover, contrasted with
that of a regular hangover.
Pages
Each section of the website is shown through green
highlighted words at the top of the page. A large
link to the campaign’s Facebook page was also
featured as a prominent link to encourage crosstraffic between sites.
43
Here community members can learn more
about the campaign background, including
insights and research that sparked creation of
The Other Hangover message.
Future efforts can further refine this page to
include:
• A list of other schools implementing The
Other Hangover
• Campaign evaluation updates
• Links to other Century Council initiatives
Visitors can find visuals and/or descriptions of
all of the campaign executions launched on the
University of Minnesota campus. Event photos
are also included in this section.
In the future, a comprehensive menu of campaign tactics could be available for schools to
implement. Downloadable graphics files for
different sizes of posters, billboards, and bus
shelter ads could be made available to fit any
school’s needs.
A campaign email address and phone number
were provided on the site, enabling media and
interested community members to contact the
campaign.
Throughout the semester, many universities used
the provided email address to request campaign
materials. This connection point is as an efficient
method of connecting with interested schools,
and should be maintained in the future.
44
Lessons Learned
The website was an efficient method of
communicating our campaign message
to the wider campus community.
Future efforts can further refine
different website sections to encompass
the scope of campaign expansion.
Site Usage
Visits
2,327
Unique Visits
1,940
% New Visits
83.4
Page Views
7,919
Pages/Visit
3.4
Average Time on Site
00:01:53
WEBSITE ANALYTICS
The website was promoted to the University community through
the Facebook page, press releases, email listserves, and link-ins
from news articles. It should be noted that no campaign materials promoted the traditional website. All traffic generated reflects
both the power of the media outreach and the strength of the
campaign’s core message strategy.
Earned media helped generate over 30 in-bound links to the
campaign website. While 24.5% of visitors reached our site via
search engines, 71% landed on our page by clicking on a link
from a referring site. Media relations played a significant role in
the success of message outreach.
490 cities in 49 US states
Engagement
Theotherhangover.com attained high levels of engagement. Visitors
spent an average of 2 minutes time on the site, viewing 3.4 pages
per visit. The “Media” and “About” pages were the top attractions,
indicating most site visitors were interested in learning the full
campaign scope.
49 countries and 660 cities worldwide
Top 3 States:
1. Minnesota (31.2%)
2. New York (8.0%)
3. California (6.3%)
Top 3 Countries:
1. United States (76.6%)
2. Canada (15.3%)
3. United Kingdom (2.6%)
NOTE: Google tracker began collecting data about ten
days after the official launch, thus likely missing a
significant spike in web visits surrounding initial media
coverage of the campaign. Therefore these reported
results are somewhat underestimated.
45
“One of the most innovative and
impressive alcohol awareness
campaigns I’ve ever seen!”
COMMUNITY REACTION
We attended meetings with key community stakeholders to inform
them of our campaign and seek collaboration in efforts. Just a few of
the representatives we spoke with and meetings attended include:
- Coordinator, Health Education and Health
Promotion, Queens University
Campaign Material Requests
Throughout the campaign, a number of educational institutions
contacted our team with requests to implement The Other Hangover
on their campus. Campaign files were requested by the following
universities, many of which have now implemented
portions of the campaign.
• Local business associations (Dinkytown Business Association,
Stadium Village Commercial Association)
• City of Minneapolis office of License and Consumer Services
• Liquor Industry and the City (LINK) - a monthly forum
for community representatives who own or manage liquor
establishments
• City of Minneapolis Alliance Early Start Quarterly Meeting; a
meeting regarding safety and civility-related preparations for the
fall semester among department heads from the University of
Minnesota, the City of Minneapolis and other stakeholders.
We received overwhelmingly positive feedback from all aforementioned parties. Members from the liquor industry licensing
“I was
wondering if we
board and residential housing were especially excited about our
might be able to use
new approach. Many business owners inquired how to obtain
some of your ads? They are
campaign posters and one property manager in particular was
awesome and my students
adamant in placing a poster in “every laundry room in every
really liked the messages.”
apartment building” around campus. Much opportunity exists
- Substance Abuse Prevention
to
continue expanding upon the already established
Coordinator,Wake Forest
relationships with community members.
University
1. University of Minnesota - Duluth, MN
2. Wake Forest University - Winston-Salem, NC
3. University of Nebraska - Lincoln, NE
4. Queens University, Kingston - Ontario, Canada
5. University of New Hampshire - Durham, NH
6. Winona State University - Winona, MN
7. Friends University - Wichita, KS
8. *RTR High School - Tyler, MN
9. *Kirkland Lake Alcohol and Drug Awareness
Coalition (requested for high schools) - Ontario, Canada
*Note: For both high school inquiries, we politely declined the
material request — explaining the campaign was designed for a
college audience.
46
Mixed Feedback
While the vast majority of community feedback regarding the
campaign was positive, it should be noted that some community
members questioned the strategy of the campaign — and a small
number of individuals expressed strong criticism regarding some of
the images and messages within the advertising.
We took these concerns very seriously — and even participated in
a meeting to listen to the specific concerns of the few community
members. The meeting was productive and helped our team to
better understand these perspectives.
Message Strategy
Don’t over do it.
e
The
other
Hangover
m
“There are a lot worse things related to binge-drinking than hurting your reputation, such as dying from alcohol poisoning or getting
a DWI…I think the campaign’s focus on friendships and reputation
doesn’t convey the seriousness of the issue.” - Survey respondent
Reputations aren’t drunk-proof.
sha
Some community members questioned the campaign’s core strategy,
wondering why we hadn’t addressed other important factors such as
health, safety or legal issues frequently associated with overconsumption. For example:
www.facebook.com/theotherhangover
We agree there are worse consequences that can result from alcohol
over-consumption. However, these message strategies are consistently shown to be ineffective for a college audience.
Behavioral Consequences
In addition, a few community members expressed concern that
themes and images within the campaign could be interpreted as
sexist or somehow conveyed notions of “victim blaming,” especially
related to women.
These concerns primarily focused on two of the print ads — one
dubbed “The Flasher” (with the headline “Reputations Aren’t DrunkProof ”) and the other dubbed “Make-Out” (with the headline “Even
though you were drunk, this still happened.”) In particular, some expressed frustration that ads could serve to objectify the female body,
or otherwise reinforce negative stereotypes.
While negative impressions toward the campaign were held by a
small minority of community members, it is important to acknowledge these concerns — especially for any institutions which may be
considering the use of The Other Hangover on their own campus in
the future.
Almost no anti-binge drinking advertising campaign could be
implemented without at least some criticism from the community
regarding the particular creative approach or message strategy used.
A diverse community is likely to have a broad range of opinions and
reactions to any campaign, especially one intended to be edgy and
attention-grabbing. While the community concerns and criticisms
outlined here should not be ignored, we would again like to emphasis the strategy and creative messaging of The Other Hangover were
generally very well-received.
47
MEDIA RELATIONS
A full communications strategy was developed to promote the
official launch of the campaign. A press release and campaign
overview brief helped convey the scope of the project and
background of our message.
Internal Communications
Communication efforts were carefully timed, to ensure key
members of the University community were made aware of the
campaign prior to campaign launch.
Brief campaign announcements were distributed to our most
important secondary audiences: University staff, faculty, parents,
and the University’s Board of Regents.
Message Outlets
As a result of this outreach, the launch of The Other Hangover was
featured in a number of communication outlets University-wide.
Each story provided details about the campaign and informed the
campus community of our messages.
College of Liberal Arts,
News and Events: a website
visited by all university
community
U of M Brief: a weekly internal news digest distributed
to faculty and staff at all University of Minnesota
campuses statewide
University Parent Communications: an email sent to
all subscribed University parents
SJMC Murphy Weekly: an email digest sent to
students enrolled in the School of Journalism and Mass
Communication
Murphy Reporter:
secured front-page
coverage and a multipage spread in the SJMC
alumni magazine near the
end of the campaign.
Murphy Reporter
School of Jornalism & Mass Communication WINTER 2011
SJMC students tap sweet spot of
anti-binge drinking target messages
inside
Magazine production class offers
students real-world experience
SJMC alum Bob Fransen looks back at
50 years of shaping Twin Cities broadcasting
Three new faculty members build SJMC’s
journalism, strategic communication expertise
48
External Communications
Our team targeted a significant number of local media outlets to
cover the launch of the campaign.
The Work
Members of the implementation team worked with the University’s
News Service office to pitch the story of the campaign’s launch to local
newspaper and broadcast television news directors.
In addition, our team worked closely with the University’s
communications staff to pursue coverage in a number of national
news and education focused media outlets.
The Reward
Over the course of the launch, the campaign received excellent local
media coverage, with positive stories appearing in the top broadcast
and newspaper outlets in the metro area.
Both the local ABC and CBS affiliates came to campus to interview
students and capture video footage of the advertising.
The local NBC station
covered the launch of
the campaign in multiple news broadcasts,
and the Twin Cities
FOX station invited the
campaign’s graduate
advisors to appear for a
live interview during its
morning show program.
It was also through these efforts that stories dedicated to The Other
Hangover appeared within the WashingtonPost.com higher education
blog, as well as in many other independent news and blog outlets. A
general overview of earned media is outlined on the next page.
“Well done to all
involved. Your core insight
is very powerful and well-executed”
- Jeff Swystun, Chief Communications Officer, DDB
49
Earned Media
28
unique news stories
7
1/2
minutes earned airtime
10,140
words published
440
story “likes” and
Facebook shares
597
comments posted in
stories
37
pictures embedded
in stories
BROADCAST
Online
Television
Listserv
PRINT
News Digests
5 unique broadcast news segments
• 4 local Mpls/ St. Paul network affiliates (NBC, ABC,
CBS, FOX)
Stories sent through 3 email listserves
• U of M parent Email, Faculty and Staff Brief,
Murphy Weekly (SJMC listserv)
Newspaper
4 unique stories appearing in print and online editions
• The Star Tribune, Minnesota Daily (2), The Wake
3 unique online news digests
• MPR.org (Minnesota Public Radio),
theGlobeandMail.com (Toronto Canada
newspaper), Alcohol in Moderation
Magazine
Blogs
3 unique magazine articles
• Minnesota (U of M Alumni magazine), Platform
Magazine (an online magazine published by students
at the University of Alabama), and a feature story with
pictures appearing on the front cover of The Murphy
Reporter (the SJMC alumni magazine)
10 known blog stories
• DDB.com worldwide advertising agency
corporate blog, Star Tribune Campus Connect
blog, Jezebel.com, Sodahead, The Frisky, It’s
YowYow, Widdel Online, Leah Michele, Not my
Edgar, and The Last Story Bender
Anti-binge drinking ads to be displayed at U: The ads will focus on the social side effects binge drinkinG CAN HAVE
Drunk nights get ugly
ALCOHOL MESSAGES in ad campaign
U. of Minnesota exposes ‘The Other Hangover’
CAMPAIGN TO COMBAT BINGE DRINKING
“Reputations aren’t drunk-proof”:
The Other Hangover
The Student-Led Fight Against Binge Drinking
A CAMPAIGN TO REDUCE HIGH-RISK DRINKING BEHAVIOR AMONG U STUDENTS LAUNCHES THIS WEEK
Attacking Binge Drinking at the U of M
Drinking ads: U of M
group creates
ad campaign
50
US students learn about the ‘other hangover’
Beware the Other Hangover
Learn what
The OtheR
Hangover is
EVALUATION
A comprehensive impact assessment was developed to analyze
campaign outcomes from our initial implementation of The Other
Hangover. The evaluation design was constructed following
significant review of health campaign evaluation designs found within
the academic literature and through a number of discussions with
University faculty with specific expertise in health campaign
evaluation. We selected a rigorous methodological design to help
yield credible conclusions about the effects of The Other Hangover
messaging.
At the core of our evaluation was a longitudinal style panel design
using a series of three surveys which were distributed to the same
group of respondents before, during, and after the official run of the
campaign. This design allowed for the tracking of aggregate-level
changes in attitudes and reported behavior among the survey
participants over time.
In addition to these three surveys, the design also incorporated an
additional “post-only” cross-sectional survey administered
simultaneously with the final-wave panel survey. This independent
survey was distributed to a separate group of 439 randomly selected
undergraduate students, none of whom had participated in the
ongoing longitudinal surveys.
The addition of this fourth survey allowed for statistical comparison
between the two evaluations taken following the end of the campaign,
and tested whether any sort of “Hawthorne” effect was evident among
student participants taking part in the panel survey. Put another way,
our design tested whether students taking part in the longitudinal surveys were self-conscious of their participation in our evaluation — and
thus provided results which were statistically different from the group
taking part only in the single follow-up evaluation survey.
With the assistance of the University’s Office of Student Affairs, we
distributed an official university-sponsored email to a random sample
of undergraduate students, inviting them to participate in the research
study. Follow-up surveys were then emailed to the same population
of respondents in mid-October and again in December following the
official end of the campaign.
Ethics approval for the project was received from the University of Minnesota IRB on July 30.
51
SAMPLING STRATEGY
While The Other Hangover campaign is designed to be most effective with
its intended target audience of At-Risk Drinkers, it was important to
determine campaign reception from the larger undergraduate community.
Therefore, the sampling frame included all undergraduates enrolled at the
University of Minnesota – Twin Cities campus during the 2010 fall
semester.
QUESTIONNAIRE
The questionnaire was constructed using items proven valid and reliable by
past academic research. Measures were adopted from well-cited surveys,
including the College Alcohol Study, the College Student Health survey, the
Core Alcohol and Drug Survey and the NSAC team’s own original national
survey of peers. Peer-reviewed journals and nationally sponsored alcohol
campaign evaluations also provided guidance.
Generalizability
In an effort to ensure high levels of validity and to allow for optimal data
comparisons, wherever possible we adopted measures directly from
existing validated surveys or otherwise modeled the wording of our
measures based upon similar questions in existing surveys.
A representative undergraduate sample was recruited with the assistance of
the University administration. A random sample of 5,000 undergraduates
was sent a University-sponsored email inviting them to participate in the
research study. A full description of the study as well as a survey link was
embedded in the email. The first 500 participants to complete the survey
formed our official panel.
Survey implementation was coordinated through the University’s College
of Liberal Arts Office of Information Technology (CLA-OIT). Along with
the ability to adhere to IRB data protection protocol and regulations related
to the use of student email addresses, utilization of the CLA-OIT services
was preferable because staff in this department have significant experience
both in administering online surveys to the University population and in
safeguarding large amounts of important data. All personal information
was stored in a separate database and could not be matched to participants’
survey responses.
Survey respondents were compensated for participation. Students
participating in campaign evaluation surveys were mailed $5 Target gift
cards following their completion of each of the first two surveys, as well
as a larger $10 gift card for completion of the third and final survey. This
strategy reduced attrition and encouraged students to complete all three
surveys within the design. The group of students recruited for the “postonly” cross-section survey were also mailed a $10 gift card for completion
of the evaluation survey.
52
Many of our measures came from the College Student Health Survey, a
survey that has been administered by Boynton Health Service to students
at the University or Minnesota and other Minnesota schools since 1995.
Using these measures, from a survey that has been regularly administered
to our target population over the past 15 years, provides an opportunity to
compare our results against retrospective data, and to track subtle changes
from past to present.
Our team outlined the following general benchmarks as indicators
of success for the initial implementation of The Other Hangover:
•
•
•
•
•
At least 60% campaign awareness among undergraduates
Positive attitudes toward the message strategy and the ads
Comprehension and integration of the message strategy
For at least 50% to report having talked about the campaign
For a majority to report having positive conversations about The
Other Hangover
Demographic Profile of
Survey Respondents
Under 18
18-20
21-25
26 or over
Average Age (years)
% all students
2.4
55.8
35.9
5.8
21
Collegiate Status
Freshman
Sophomore
Junior
Senior
Other
22.1
18.6
24.2
28.7
6.4
Gender
Female
Male
Transgender
65.7
34.1
0.3
Ethnic Origin
White-Not Hispanic
Asian/Pacific Islander
Latino/Hispanic
Black-Not Hispanic
Mixed Heritage
Other
77.7
12.2
2.8
2.7
2.8
1.8
Enrollment
Full-time (12+ credits)
Part-time (1-11 credits)
Average GPA
92.1
7.9
3.43
Residence Location
On-campus
Off-campus
53.5
46.5
Residence Type
Residence Hall
Fraternity/Sorority
Other
26.1
2.2
71.7
RESULTS
A total representative sample of 910 undergraduates participated in the
campaign evaluation. The panel group was surveyed at baseline prior to
the official campaign launch in September (n = 471), again in October
during the peak of campaign activities (n = 468), and final again in midDecember following the end of official campaign promotion (n = 412).
A different cross-section of undergraduates was also sampled at the end
of the campaign (n = 439). The “third wave” panel and cross-section
groups were compared on key alcohol and campaign-related indicators
to determine if differences existed in responses. Differences between
groups would indicate if a potential “Hawthorn effect” had occurred, in
which participation in the evaluation might have caused panel
participants to became “primed” and thus respond in a biased manner.
A series of t-tests indicated campaign recognition and free recall, as well
as alcohol consumption patterns did not differ between the two groups.
Data from the “third wave” panel and cross-section were then combined
(n = 851) to form the final survey group evaluation. This group of
respondents is used for all statistical analyses related specifically to
campaign awareness and message assessment.
Analyses regarding changes in exposure, or alcohol-related attitudes over
time compare data from the baseline, mid, and post campaign surveys.
The hybrid panel-pre/post design with the random selection of
participants offers a valid method of assessing the true effects of the
campaign among a diverse undergraduate sample.
Alcohol Use
Drank alcohol in past 12 months
Freshman
65.4%
Sophomore
72.8%
Junior
83.5%
Senior
86.1%
Other
76.4%
Consumed 5 or more drinks
in a sitting in the past 2 weeks
None
41.8%
Once
16.6%
Twice
7.5%
3-5 times
16.6%
6-9 times
0.8%
% of all drinkers who drank 5 or
more drinks in the past 2 weeks
Female
37.8%
Male
52.9%
Lifestyle Characteristics
Intercollegiate/intramural athlete
Sports Fan
Fraternity/Sorority member
Resident Advisor
Took Alcohol & College Life course
18.3%
39.0%
7.7%
1.1%
6.3%
53
AWARENESS
Encoded exposure was measured by a series of recognition and recall-based
questions. Results illustrate how placement, frequency and relevancy of
campaign materials converged to create high levels of campaign awareness
and memory for specific executions.
Recall
Free recall was first assessed by asking respondents to name any anti-binge
drinking ads they recently saw. This same question was asked for all survey
waves to measure the effect over time.
Our survey taken during the height of campaign activity (wave 2) resulted in
the highest levels of free recall.
The final survey, after campaign activity ended, had slightly lower levels of
unprompted recall (58.2%). This is explained by a termination in billboard
and bus shelter ad space near the end of the campaign.
During the second wave of the survey, 63.3% responded by indicating “The
Other Hangover,” and an additional 9.6% described The Other Hangover
materials, but did not reference the campaign by name.
Combined,The Other Hangover achieved 72.9%
unprompted recall during the height of campaign activity.
54
Recognition: Campaign Logo
About 71% (n = 606) of respondents indicated they’ve seen, read, or heard
something in the media or in advertising about binge drinking or the effects
of drinking too much. Of those positive respondents:
The
other
Hangover
Are There Differences in Exposure?
Full-time students and those who live on-campus were more
likely to remember seeing The Other Hangover campaign
than part-time students and students living off-campus.
86% reported seeing
The Other Hangover logo on
advertising around campus
75% reported seeing the campaign
several times a week or more
Recognizing and recalling materials from The Other Hangover is significantly
related to enrollment χ2 (1, N = 566) = 31.56, p < .001 and living status χ2(1,
N = 566) = 35.98, p < .001.
55
The Creep
Recognition: Campaign Print Ads
Next, our survey assessed recognition for
specific campaign advertisements. A visual of
each ad rotated on the computer screen and
students were asked to indicate if they had
seen the advertisement before.
Reported recognition of specific
advertisements generally mirrored the
potential for exposure to each ad execution,
based on the number of ads placed in the
campus environment. Unless noted, the
number of print ads distributed around
campus for each execution was the same.
85%
The Fighter
65%
The
Make-out
55%
The Crier
“I remember certain sayings such as ‘Friendships aren’t drunk-proof ’ and ‘Before you
got drunk you weren’t known as the creep.’
The visuals are pretty unforgettable with the
black and white with green accents.”
- Survey respondent
56
40%
The Flasher
35%
Featured on a billboard, a full-page color ad in The Daily,
and posted on 4 bus shelters
Featured as a full-page color ad in The Daily and
located on 3 bus shelters
Used for three bus shelter ads
Used for three bus shelter ads
Used for three bus shelter ads, but was not distributed to
the residence halls along with the other ads
MESSAGE RATING
A series of questions asked students their perception of The Other Hangover
campaign messages compared to previous anti-binge drinking campaigns.
We know traditional health and safety PSA messages are generally not well
received by a college audience. We found that The Other Hangover in fact
resonated very well:
81%
82%
77%
Agree The Other Hangover message is more
relatable than other “drink responsibly” ads.
Agree situations portrayed in The Other Hangover
ads are more believable than other “drink
responsibly” messages.
Said they like The Other Hangover more than
other “drink responsibly” campaigns.
As the results illustrate, students both relate to and have positive attitudes
toward The Other Hangover messages. Our messaging flourished in an
environment typically hostile toward any anti-binge drinking messages.
High acceptance of The Other Hangover messages shows students are
willing to listen to what the campaign has to say.
Based on these findings, we feel we have achieved a necessary first step in
changing attitudes and behaviors related to overconsumption.
Comprehension
Less than 3% of student respondents thought The Other Hangover
messaging was unclear. Most students both comprehended and
internalized the messages. We asked students what they thought
The Other Hangover represented.
Here’s what we heard:
“The harmful effects of drinking too much are not just
physical and health-related; they can extend into your
social life and affect your reputation.”
“It says, ‘you don’t want this to be you.’ And it’s right, I
don’t. Even if it has been me as some points, I regret
them, or didn’t even remember them and had to have
my friends tell me or show me pictures. Great job
Other Hangover!”
“The main message is that drinking too much can
lead to embarrassing situations that you will regret in
the morning. Everyone, that I know, has had mornings
with ‘the other hangover’ and no one enjoys it.This is a
campaign that is bringing that message to the surface
rather than ‘don’t drink!’ campaigns.”
57
Demographic Analysis
A series of statistical analyses were completed to determine if certain
demographic characteristics affect attitudes toward The Other Hangover
message. Lifestyle variables were also analyzed to examine if affiliations with
certain communities influence attitudinal ratings. The three items (relatable,
believable, liking) were combined to form an overall scale of attitude toward the
message (Cronbach α = .905).
Males and females differed in overall ratings of the message
strategy; females rated the messages slightly higher than
males (Mean = 16.8 vs. 15.6) (t(540) = 3.742, p <.001).
Binge drinkers versus non-binge drinkers had similar
ratings of the messages (Mean = 16.5 vs. = 16.2)
Students under 21 had similar ratings as students over the
legal drinking age (Mean = 16.6 vs. 16.0)
Greek students had similar ratings as non-Greek students
(Mean = 16.7 vs. 16.4)
Athletes and sports fans had similar ratings as those not
affiliated with the sports community (Mean = 16.6 vs. 16.4)
A lack of evaluative differences between
population segments suggests the core message
strategy of The Other Hangover is well accepted
across the broad campus community.
58
ATTITUDE TOWARD THE ADS
Ratings by Audience Type
Next, students were asked to rate each print ad on a
4-point scale from “excellent” to “poor.” The
following shows students’ ratings of the ads, listed
from the most-liked to least-liked:
Demographic and lifestyle variables did interact to predict students’ ratings of
the ads. Females rated nearly every ad slightly higher than males. Moreover, AtRisk Drinkers tended to have slightly higher evaluations, though the differences
are not statistically significant across all ads.
Percent by gender who rated the ad as “good” or “excellent”:
Female
1
72.3
72.0
The Flasher
2
The Creep
3
The Fighter
4
The Make-out
5
The Crier
Male
65.0
74.4
63.1
57.0
51.9
74.1
73.6
66.2
59
“We discuss the
sayings in the ads
(which are quite catchy)
and sometimes use them
as jokes to remind people
to control how much they
drink.They are actually
quite effective!”
- Survey respondent
CONVERSATION
The Other Hangover campaign was embedded in a complex social environment, and
we needed to consider possible indirect effects of the campaign. Interpersonal influence will play a major role in student acceptance of the campaign. Conversations with
peers will shape a student’s perception of the advertisement, making it more or less
likely they accept the promoted behavior.
We captured the prevalence and valence of conversations students had about The
Other Hangover. Such conversations do have an indirect, yet meaningful influence on
campaign success.
The Other Hangover sparked conversation.
54.8% of students talked about the campaign with their friends.
Who is most likely to talk about the campaign?
Statistical analyses show the
following characteristics
influence the likelihood
of an individual discussing
The Other Hangover.
“We talked
about how they
were funny and
‘so true.’”
60
“We talked
about how the
ads made us think
about our own
behavior.”
% Who talked about The Other
Hangover at least once
All Students
*At-Risk Drinkers
Non at-risk
Male
*Female
*Under 21
Over 21
*Sports fan
Non sports fan
*Live in dorm
Other
Enrolled in ACL
Greek
54.8%
61.8%
54.9%
49.5%
57.9%
58.8%
48.5%
63.6%
48.9%
69.8%
49.5%
68.6%
59.5%
*Difference in proportions is
significant (95% CI; Z = 1.359)
* (95% CI; Z = 1.904)
* (95% CI; Z = 2.394)
* (95% CI; Z = 3.394)
* (95% CI; Z = 4.286)
Insufficient sample size for ACL
(n = 24) and Greek (n = 25) to
draw conclusions
“The Other Hangover campaign
has been successful in getting
students talking. I have overheard
several conversations in class
about the ads.”
Importantly, students were significantly
more likely to discuss liking the campaign
than disliking it (45.2% vs. 7.8%).
We talked about We talked about We talked about Neither, we talked
liking the ads
disliking the ads
both liking and about something
disliking the ads
different
- Survey respondent
This insight should not be overlooked. A majority of students
liked the ads and had positive conversations with their friends
about The Other Hangover. Those who categorized conversations as “about both liking and disliking the ads” and “talked
about something different” were not necessarily negative
toward the campaign.
To better understand the nature of conversations, we asked respondents to describe
the content of the discussions they had with friends. Below we provide an example
of a response found in each of the categories in the graph above.
1
“We told stories of situations in our own lives to which the
ads directly related.We selected the phrase and ad that best
represented each of us when we’re completely drunk, and
then collected the various posters, which are now hanging
around our apartments.”
2
“We talked about how some of the situations in the ads are
over-the-top and take it too far.”
3
“Mostly the titles turned into a joke, e.g.: ‘Pat, before you got too
drunk you weren’t known as the creep!’ I was actually in a photo
that’s on facebook where a girl friend and I are posing and
imitating the poster. Among the jokes, we have admitted that it’s
the best campaign we’ve ever seen.”
4
“We talked about the fact that the ads were everywhere and
my friend wanted some magnets that advertised it.”
61
Did conversation-type differ by population groups?
A variety of variables were analyzed to determine if certain population
segments tended to discuss either positive or negative feelings about the
campaign. At-Risk Drinkers and females were most likely to chat with
their peers about liking the campaign.
No statistical differences were found across groups in prevalence of
conversations about disliking the campaign.
We talked about liking the ads
60%
50%
52.5%
49.6%
40%
30%
35.8%
32.1%
20%
10%
- Survey respondent
62
le
Ma
ale
Fem
sk
t-ri
No
ta
risk
0%
At-
“We talked about
how we have seen
things happen to people or
that it has happened/almost
happened to one of us, that they
aren’t the typical ‘don’t drink, period’
campaigns — that whoever made
them isn’t stupid, they know what kids
do, but they are giving us a BETTER
message than just don’t do it — they
are telling us to be smart, and they are
showing us things that easily happen
if you don’t. Yea, drinking and driving
is bad, but most of us aren’t driving anywhere after our parties
on campus. These just apply
better.”
High-risk drinkers compared to non-high-risk (CI 95%; Z =
2.356) and females compared to males (CI 95%; Z = 2.222)
were more likely to chat with peers about liking the campaign.
Conversation: Conclusion
Analyses indicate The Other Hangover messages were not only noticed, but attracted enough
attention for students to discuss it with peers. While a majority of those conversations were
positive toward the campaign, for many students, discussion was more complex than simple
liking or disliking of the ads. Students integrated the messaging into their daily lives.
Importantly, At-Risk Drinkers were more likely than any other demographic segment to discuss
liking the ads with their peers. This shows that — unlike previous anti-binge drinking efforts
— our ads truly resonated with the audience most at-risk for over-consumption. Moreover, the
prevalence and type of conversation surrounding The Other Hangover suggests this message
strategy has the potential to change attitudes and shift drinking behaviors over time.
Attitude toward binge drinking
Our analysis of the evaluation survey data shows that The Other
Hangover was effective in gaining attention and conveying the key
messages intended by the campaign — both important initial steps
necessary in changing student attitudes and behaviors.
What is more certain is that the process of successfully altering
student attitudes toward binge drinking is likely to take place
slowly, over time — and is most likely to emerge over the course
of a number of years.
The Other Hangover successfully broke through the day-to-day
media clutter of a campus environment, and was generally wellliked and well-remembered by our target audience.
Advertising campaigns such as The Other Hangover are likely to
play an important, but still only partial role, and must be implemented in partnership with other alcohol education efforts geared
toward shifting societal-level attitudes about binge-drinking.
While the ultimate goal of any campaign such as The Other
Hangover is to change behavior and reduce the overall prevalence
of binge drinking, altering student attitudes about the risks and
negative aspects of over-consumption must come first. Academic
literature shows personal attitudes are generally stable and often
highly resistant to change.
We did attempt to measure student attitudes toward binge drinking
within our evaluation, using multiple surveys over the course of the
campaign, and our data did not show any statistically significant
population level shift in student attitudes toward binge drinking
throughout the semester.
It could be argued that achieving measurable change in student
attitudes within such a relatively short amount of time is a generally
unrealistic goal. Alternately it may be possible that our campaign
was successful in positively altering some student attitudes, while
having little to no influence on other individuals — thus making
the particular impact of our campaign difficult to detect using
aggregate level survey data.
Two comments from our student respondents exemplify this point:
“Overall, I think that the situations were highly relatable,
which is a great start, but ultimately that’s not enough
to deter binge drinking.”
“One of my friend’s facebook statuses was ‘could have
been an ad for the other hangover last night...’ this just
goes to show that, while people paid attention to it and
thought it was funny, they still drank.”
Our initial evaluation of The Other Hangover shows the campaign
resonates with college students, an achievement we consider a
success.
If The Other Hangover campaign is able to continue on the
University of Minnesota campus, data from this initial evaluation
will allow for an ongoing comparison of student attitudes and selfreported binge-drinking behaviors over the course of several years.
63
NEXT STEPS
As part of this report, the Century Council requested
recommendations on how The Other Hangover might
be continued or expanded.
The University of Minnesota - Twin Cities campus has
a strong interest in continuing the project. The Other
Hangover is regarded highly by staff at University of
Minnesota’s Boynton Health Service, a unit with the
Office for Student Affairs, and others at the University,
including representatives of the University of Minnesota Police, University Relations, as well as members of
the local community.
Discussions with University
administration have determined
the Public Health and Communications department at Boynton
Health Service would be the most
appropriate group to manage continuation of The Other Hangover.
64
Boynton Health Service is uniquely positioned to bring
The Other Hangover to other college and university
campuses. Boynton Health Service is regarded as a
leader in college health, both locally and nationally.
Over the past fifteen years, Boynton has partnered with
colleges and universities across the state of Minnesota
to administer the annual College Student Health Survey, offer smoking cessation programs such as Quit and
Win, and implement smoke-free policies.
Boynton Health Service also maintains the Healthy
Campus Network website, which brings private and
public postsecondary institutions together to share
information. Boynton Health Service collaborates with
approximately twenty colleges and universities in Minnesota each year, providing public health and communications assistance as needed.
Option A: $95,000
Option B: $65,000
An additional grant amount of $95,000 would allow Boynton Health Service to
1) continue The Other Hangover on the University of Minnesota - Twin Cities
campus, 2) expand the campaign to a sample of other Minnesota colleges and
universities (perhaps within the University of Minnesota system, the Minnesota
State Colleges and Universities system, or to Minnesota private colleges and
universities), and 3) expand the campaign to one additional Big Ten institution.
An additional grant amount of $65,000 would allow
Boynton Health Service to 1) continue The Other Hangover
on the University of Minnesota - Twin Cities campus and 2)
expand the campaign to a sample of other Minnesota
colleges and universities (perhaps within the University of
Minnesota system, the Minnesota State Colleges and
Universities system, or to Minnesota private colleges and
universities). (See 1 and 2)
1
2
3
University of Minnesota,Twin Cities campus
Based on survey data, we recommend continued advertising on bus
shelters and billboards around campus, extending campaign advertising
in The Minnesota Daily student newspaper, and a continued paid online
advertising presence targeting University of Minnesota undergraduates
on Facebook. These advertising methods appear to have most effectively
garnered student attention and conveyed the campaign’s key messages.
Other Minnesota colleges and universities
Many colleges and universities do not have the staff or experience
necessary to coordinate media buys, place ads on a large scale, or
provide camera-ready design work. Boynton Health Service has
experience working with other colleges and universities to facilitate this
type of campaign. A portion of the funds could go toward further
development of a campaign website where other schools could access
and download campaign materials. The cost of media buys at other
campuses and staff time will need to be determined before we know how
much the budget would cover.
Option C: $50,000
Modifying the 2010 pilot
An additional grant of $50,000 would allow Boynton Health
Service to continue The Other Hangover on the University
of Minnesota - Twin Cities campus. (See 1 above)
Approximately $50,000 would be used to cover media costs
and staff costs for management of the project on the
University of Minnesota - Twin Cities campus.
Based on the response of The Century Council, a more
detailed plan, budget and evaluation will be developed.
One additional Big Ten institution
Student government leaders at the University of Nebraska, a Big Ten
institution, have expressed interest in The Other Hangover campaign.
The cost of media buys at this campus and staff time will need to be
determined before we know how much the budget would cover.
65
2010 Launch Team
Advisors
Nathan Gilkerson
Michelle Gross
Rachel Armstrong
Lauren Fink
Hope Horstmann
Daniel Lans
Laura Rask
Fiona Severson
Zach Stern
James Wakely
Special Thanks To
Mary Achartz
Andrea Ahneman
Deborah Diamond
Scott Dierks
Dana Farley
Greg Gerlach
Dave Golden
Julie Golias
Laura Johnson
Mary Ann Keddie
Jean Kucera
Jerry Rinehart
Wally Swanson
Brian Southwell
Al Tims
Amelious Whyte
66
2009 NSAC Team
Advisor
Howard Liszt
Presidents
Erin Lamberty
Jeanine Lilke
Danielle Ouellette
Jake Achterhoff
Stephanie Bakkum
Rochelle Berentson
Brian Bernier
Kellie Coit
Alex DeNuccio
Alyssa Diamond
Jessi Eikos
Sarah Eslyn
Abby Faust
Susan Garcia (Leader)
Michelle Gross
Jim Hagen
Tanner Hall
Meredith Harper
Hillary Heinz
Becky Hirn
Alicia Houselog (Leader)
Robyn Kennedy
Olga Lobasenko
Corinne Long
Russell Mantione
Joe Mischo
Christina Newman
Shaina Novotny
Sarah Poluha
Alex Regner
Lauren Sudbrink (Leader)