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Challenge

  • Expose as many teens and parents as possible (in identified hyper-local areas) to the well-known, Above the Influence campaign

Insight

  • Anti-drug messaging effectiveness (paying attention to specific messages/claims) was waning given its multi-year promotion to teens
  • Needed new media channel/method to re-start awareness/engagement levels

Strategies

  • Secured 1,150 high schools to participate
  • Banners were displayed in high traffic locations (main hallway, cafeteria, gymnasium) for maximum impact

Idea

  • Provided daily reinforcement of the two key campaign messages: Focus (stay focused on your goals in life) and Onward (achieve all that you can achieve)

What we did

Cross-campus banners / Backdrop for presidential talks

17.6MM

teen impressions

$500K+

given back to participating schools

Contact us

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