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Fool proof campaign
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The Fool Proof Campaign was created in November 2008 by a group of Portland State University students as part of the National Student Advertising Competition. Target Market The primary target market is male and female college freshman. They are 17 to 20 years old. They are away from home for the first time, and are living in dorms or shared housing. They depend on their parents and financial aid for income. The target market has a strong desire to make new friends, and the need to fit in. They enjoy going to sporting events and social activities on weekends. They live on campus and spend all their time participating in events held on campus. They embrace the independence from their parents and are frequently trying new things. They believe alcohol is essential to their weekend, and are inexperienced with it. They are taking a full load of classes and spent a lot of academic and free time on the Internet. They also may be experiencing some home sickness, and feeling unsure of themselves. The secondary target market is male and female college students ages 21-25. These students are going to school and working. They live close to or off campus, but they may have spent the first two years of school in college housing. The secondary target enjoys going and being social. They are experienced with alcohol, but have little knowledge of heavy drinking. They are usually accustomed to the stress of college, but are upping the ante by taking on a part time job along with their full class schedule. They still spend a lot of time online and on campus. They tend to go to bars and most of their friends drink. They attend bargain drink nights at bars. Test Schools Include University of Oregon and the Colleges on Princeton’s Party list. Behaviors to Instill
Attitudes to Instill
Guerrilla Media Guerilla No. 1: Mini Bottles During the first week that classes are in session, 500 mini plastic bottles will be passed out each day. They will resemble popular alcohol brands packaging to give off authenticity. These bottles will display facts about the over consumption of alcohol and tips about safe drinking. The bottles will also direct students to FoolProof.com where they can get more information. Students who resemble the typical college student will pass out these bottles. Guerilla No. 2: Phony Arrests On the first day after all students have moved into their living quarters on campus, random phony arrests will be conducted in each freshman hall on campus. One student will be randomly drawn from each hallway, which is perceived to be a partier, to be arrested which will be conducted at 1am. The students will be arrested by an on campus police officer and taken to campus security where they will be explained the dangers and consequences of underage drinking and binge drinking. After this talk they will be allowed to return to their dorm. Guerilla No. 3: Wi-Fi Landing Page Throughout the second week of classes, when students log on to use either the Wi-Fi access or a library computer they will be sent to a landing page when initially logging in showing graphic photos of binge drinking accompanied by statistics. These landing pages will shows photos and give statistics on the categories of weight gain from the intake of alcohol, risky behavior when drinking, drop out rates as a result of heavy drinking, and poor decisions that are made when drinking. Each category will have five different photos with statistics for a total of twenty landing pages. To ensure that students see as many of the landing pages as possible when logging on a database will be made that will keep track via the student’s login name as to which landing pages they have already viewed during the week. A new landing page from a new category will be shown each time the student logs on. Once a student has viewed all of the landing pages they will be repeated until the week is completed. Guerilla No. 4: Fake Tickets During the first week that classes are in session 100 fake tickets will be distributed per hour each day during the week. Cars and bikes will be randomly chosen that are parked in school parking lots or on campus. The ticket would have statistics on the categories of weight gain from the intake of alcohol, risky behavior when drinking, drop out rates as a result of heavy drinking, and poor decisions that are made when drinking will be given. As well the tickets will show the potential monetary costs associated with underage drinking, public intoxication, and drunk driving. The ticket will direct people to a website where it will explain that it is not a ticket and give them tips for drinking safely. Additionally the website will urge that the recipient of the ticket pass it along to one of their friends who engages in binge drinking. Guerilla No. 5: Fake School Newspaper Covers During the first four editions of the school newspaper fake newspaper covers will be made going over the original newspaper cover. These covers will show only graphic photos on the categories of weight gain from the intake of alcohol, risky behavior when drinking, drop out rates as a result of heavy drinking, and poor decisions that are made when drinking. The photos will be of actual PSU students who are drinking and partying. We will obtain these photos through Facebook and MySpace. The website for Fool Proof will be the only text displayed on the newspaper cover in an effort to get students to visit the website. Guerilla No 6: Create Stickers and Posters FoolProof.com stickers and posters are given to each of the college freshmen on the day they move into the dorms. Additionally we will leave them around campus for people take. Viral Strategy
house, showing all of the videos in their entirety.
See Also
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