binge drinking – social marketing
TOPIC: Binge Drinking – Target Audience: Tradesman living in suburban areas, working a 38-40 hour week, who have irregular bouts of heavy drinking or drink deliberately to get drunk.
Identification of target audience Develop a PR activity to promote the campaign e.g. organise tradesmen to do a giant zumba class in hyde park in the city on a Friday afternoon maybe to break the Guinness world record (or set one)?
(JUST FOR MEN, TO GET THEIR ATTENTION AND MAKE IT HUMEROUS) – Just men, as men go to the pub to to have boy time, so therefore we need to focus the activity on male bonding time.
– THE INCENTIVE is the zumba class, the incentive is providing them an alternative to go the pub which is fun, humorous and provides them health benefits, saves them money, as well as also being with their mates.
t is supposed to show them what they can do with their time and money instead of going to the pub.
– need to focus more on tradies magazines instead? that’s how we are going to get the attention of tradies. I think it also needs to be advertised at bunnings and trade supply stores aswell where tradies frequent all the time.
If you sponsor it with someone like bunnings warehouse, i think more tradies would feel like it is more acceptable to attend and we can reach them easier. i don’t think we are trying to educate them and change their perceptions because that is what previous campaigns have done, we are trying to change their behaviour by providing them with alternatives. they already know drinking is bad for them, they may not know what else they can do instead of drinking at the pub with their mates
– The point is to stay away from education. We are attempting to provide them with alternatives to the behaviour not educate them about the bad effects because we know they already know that.
(Find a ‘tradies magazine to sponsor them’ – once a month – they have this zumba class on? – local gyms to sponsor it- win a few sessions with a healthy lifestyle – in order to change behaviour in order to change perception? (This isn’t actually happening, but ive had to come up with a creative idea) this is presentation style by the way. )
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