Young Adult Engagement Campaign

With the goal of changing how young professionals view and approach responsible drinking, 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- to 29-year-old young professionals in 2 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 3 months.


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



Impressions generated via social ads


Ad recall after 2 weeks


Increase in kickball players able to identify elements of responsible drinking

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