Responsibility.org: Young Adult Engagement Campaign

With the goal of changing how young professionals view and approach responsible drinking, Responsibility.org approached YMC to develop a campaign that combined both experiential activations and social advertising.

Situation YMC partnered with a social sports kickball league to establish a control group with 21-29 year-old young professionals in two key cities. By surveying the control group before and after being exposed to experiential activations and social ads, YMC was able to see a shift in perceptions over three months.

Solution

Surveys measuring alcohol consumption habits, perceptions, and decision making

Experiential activations centered around learning, games, and prizes

Hyper-targeted Facebook ads before and after kickball games

Results

134K

Impressions generated via social ads

29%

Ad recall after two weeks

46%

Increase in kickball players able to identify elements of responsible drinking

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