Project Name

Underage Drinking is Not a Minor Issue

Client Name

New Britain Youth Prevention

As part of a City-wide initiative of recovery and prevention in New Britain called NB Recovers, the City's Community Services Department engaged with us to develop an underage drinking prevention campaign. Axim was tasked with producing assets for multiple mediums and implementing an organic social strategy to drive both youth and parent engagement with the campaign.

Project Name

Underage Drinking is Not a Minor Issue

Client Name

New Britain Youth Prevention

As part of a City-wide initiative of recovery and prevention in New Britain called NB Recovers, the City's Community Services Department engaged with us to develop an underage drinking prevention campaign. Axim was tasked with producing assets for multiple mediums and implementing an organic social strategy to drive both youth and parent engagement with the campaign.

Services

CAMPAIGN STRATEGY

GRAPHIC DESIGN

WEB DEVELOPMENT

VIDEOGRAPHY

SOCIAL MEDIA MANAGEMENT

COPYWRITING

PRINT COLLATERAL

DIRECT MAIL

Services

CAMPAIGN STRATEGY

GRAPHIC DESIGN

WEB DEVELOPMENT

VIDEOGRAPHY

SOCIAL MEDIA MANAGEMENT

COPYWRITING

PRINT COLLATERAL

DIRECT MAIL

The Goal

  • Communicate campaign messaging to youth, their parents, mentors, and liquor store and bar owners
  • Spread awareness of the consequences of substance use in order to discourage underage consumption
  • Involve the City's youth to make a more compelling, authentic impact

The Challenge

  • Creating messaging that appeals directly to youth
  • Utilizing the proper channels to reach all intended audiences
  • Diversifying messaging to reach a number of different audiences in an appropriate way

The Solution

  • Incorporating the local youth council to film informational videos with messaging that is for youth, by youth
  • Creating an interactive web portal with different messaging designed for and marketed to the 4 different target audiences
  • Deploying a mutli-media mix of digital and print materials to spread the message to as many members of the community as possible