ACT Missouri planbook

1. ACT Missouri Final Planbook-Cragsmen Creative.indd 1 5/9/17 2:17 PM

3. This document was produced by Cragsmen Creative and AdZou at the Missouri School of Journalism. The contents are the property of ACT Missouri. All information is confidential and proprietary and shall not be modified, reproduced, distributed or used for any purpose without prior written consent of ACT Missouri. © 2017 ACT Missouri Final Planbook-Cragsmen Creative.indd 3 5/9/17 2:17 PM

5. Table of Contents Introduction Executive Summary....................................1 Situation Analysis.......................................2 SWOT Analysis...........................................6 Primary Research Research Plan...........................................8 Research Findings....................................12 Target Profiles...........................................18 Strategy Strategy Statement....................................23 Creative Brief.............................................24 Creative Creative Strategy Statement......................29 Big Idea......................................................30 Tactics........................................................32 Instagram.......................................32 Mall Ad...........................................34 Video..............................................37 PR Event........................................39 White Paper....................................46 Media Budget........................................................52 Budget Breakdown.....................................53 Media Plan.................................................54 Evaluation Recommendations.....................................56 Meet the Cragsmen..........58 Appendix.......................................60 ACT Missouri Final Planbook-Cragsmen Creative.indd 5 5/9/17 2:17 PM

6. 1 EXECUTIVE SUMMARY ACT Missouri Final Planbook-Cragsmen Creative.indd 1 5/9/17 2:17 PM

7. 1 ACT Missouri has a great message: youth in Missouri need to be aware of the risks associated with underage drinking, and elected legislators need to understand they can help make a difference in the lives of these youth. Unfortunately, there is a problem: neither party is listening to the message. Enter Cragsmen Creative. Our team was tasked with two main objectives: start a conversation with Missouri youth regarding underage drinking and facilitate an increase in Missouri’s alcohol excise taxes through new legislation. Before beginning our campaign, our team conducted multiple interviews with Missouri representatives and distributed a survey to more than 350 Missouri teenagers. This research allowed us to delve deeper into the mind and behaviors of our target audience and discover insights, which were critical to our campaign strategy. We all know today’s youth loves technology. We found some spend upwards of nine hours per day consuming media on their smartphones. But we also discovered they use this medium as their main source of information. Executive Summary While this is a convenient method, there are also consequences: not everything you see online is how it is in reality. The legislators face a similar issue. With so much information given to them all the time, it is often difficult for them to determine what is most important to the health of Missouri and its citizens. Add in the large corporations that filter the information these representatives receive, and it’s obvious legislators have a warped sense of reality. Considering all of these factors, we created a campaign that will leave a lasting impact on the target audiences while maintaining a $30,000 budget. Through a revised white paper, social media marketing, and other marketing tactics, we believe that this campaign will foster positive change for all in Missouri. ACT Missouri Final Planbook-Cragsmen Creative.indd 1 5/9/17 2:17 PM

8. SITUATION ANALYSIS ACT Missouri Final Planbook-Cragsmen Creative.indd 2 5/9/17 2:17 PM

9. 3 Services Statewide training and resource center Financial services/fiscal management Prevention education and awareness Public policy support and training Advocacy support and training Media campaign consultation. Vision Healthy individuals… Healthy communities… Healthy Missouri! Mission To serve as the statewide prevention catalyst, empowering individuals and fostering partnerships to promote safe, healthy, and drug-free communities. Company ACT Missouri is a private nonprofit corporation funded by the Missouri Department of Mental Health to promote drug and alcohol awareness throughout Missouri. Established in 1991, ACT Missouri works with community groups across the state to spread the message about making healthy choices. The organization also partners with several national organizations like Students Against Destructive Decisions (SADD) and The Partnership for Drug-Free Kids. ACT Missouri keeps track of state facts, policies and trends when it comes to drug use. The organization has a network of regional support centers and community coalitions it supports, serving as a communication hub. Situation Analysis ACT Missouri Final Planbook-Cragsmen Creative.indd 3 5/9/17 2:17 PM

10. 4 ACT Missouri collaborates with other statewide agencies like the Missouri Pharmacy Association, Missouri Alliance for Drug Endangered Children, Missouri Department of Transportation, and Missouri Juvenile Justice Association in joint efforts to produce healthy, drug-free communities. ACT Missouri puts the focus on facts, not scare tactics. When dealing with critical problems, the organization takes a proactive stance to stay up-to-date on substance issues that affect Missourians. While ACT Missouri has a social media presence, it isn’t very substantial. The organization posts regularly on Facebook but to a limited audience. The organization’s posts on Twitter and Instagram are scarce and sporadic. ACT Missouri’s past promotional efforts have been done via radio and print ads in mid-Missouri, St. Louis and Kansas City, but only when the budget allows. Company Category ACT Missouri falls in the nonprofit category. The overall health of this category is indeterminate due to its unpredictable trends. Charitable donations were on the rise from 2007 to 2013, and nonprofit organizations accounted for 5.4 percent of the GDP in 2012 (The NonProfit Times, 2014). However, volunteer rates in 2013 were the lowest since 2002, with only 25.4 percent of the population participating as volunteers. Facebook, Twitter and YouTube are the most used social media sites by nonprofits (Horsley, 2017). One emerging marketing trend for nonprofits is to humanize marketing. Telling specific stories allows consumers to feel empathetic, and the consumers will be more likely to donate time, money or other resources to the cause. Nonprofits are also working to take advantage of the mobile platform, where a younger audience will be more likely to engage with the organization’s message. Many nonprofits maintain mobile applications, where people can easily access information and make direct donations to the organization. ACT Missouri Final Planbook-Cragsmen Creative.indd 4 5/9/17 2:17 PM

11. 5 ACT Missouri’s main consumer is underage youth, specifically those in middle and high school. Youth have three main influencers: teens, parents and celebrities. A message has a greater chance of resonating if one of these influencers is giving the message. A societal trend among teens is their tolerance. More so than other generations, Millennials agree it is important to accept others’ differences (Bonetto, 2015). Another trend is their preferred communication method: texting. Among teens, electronic communication is frequent, but teens value face-to-face interaction when attempting to make deeper connections (Bonetto, 2015). There is a disconnect between ACT Missouri and its target audience. While ACT Missouri has trained 2,107 Missouri youth at the Speak Hard Youth Conference since 2005, the organization lacks an online presence. Today’s youth spend upwards of nine hours per day consuming some form of media (Wallace, 2015), so it will be increasingly important to reach the consumer where they spend a majority of their time and where they feel comfortable. Consumer ACT Missouri does not have a traditional competitor, as the organization receives a majority of its funding from the state government. However, ACT Missouri’s messaging to its consumers has two main opponents: the alcohol industry and peer pressure. The alcohol industry has a huge impact on teenagers. The industry was responsible for more than $400 billion in total U.S. economic activity in 2010 (DISCUS, 2010). Around $2 billion per year is spent on alcohol advertising, and that number is on the rise (Statistica, 2013). On social media, there are also little regulations for alcohol companies. Brands such as Bud Light often respond to people on Twitter who don’t initiate the conversation. This type of Twitter usage can lead to alcohol brands having conversations with minors. Another direct influence on teenagers is peer pressure. Recent evidence shows the most reliable predictor of a youth’s drinking behavior is the drinking behavior of his or her friends (Zeiger, 2013). Their developing brains contribute to their inability to stand up to peer pressure, draw them to immediate rewards. However, not all peer pressure is negative. Examples of positive peer pressure include the desire to do well in school and the ambition to participate in extracurricular activities. Competition ACT Missouri Final Planbook-Cragsmen Creative.indd 5 5/9/17 2:17 PM

12. 6 SWOT Analysis • Facilitates and sponsors the most quality and evidence-based alcohol abuse program • Puts the focus on facts, not scare tactics • Offers prevention services to about 160 coalitions and thousands of communities and individuals • Offers essential resources to parents, youth, educators and regional support centers • National partnerships with The Partnership for Drug- Free Kids, CADCA, SADD • Tracks and reports the status of legislation in Missouri dealing with substance abuse, treatment, recovery, mental health and children’s issues • Offers more than 3,000 contract hours through in- person trainings and online webinars WeaknessesStrengths • Lack of social media presence • General misconception of ACT Missouri as prohibitionists who want to ban alcohol • Lack of media messages and advertisements due to budget constraints • Unable to directly lobby • The only way they can influence legislators is through ‘white papers’ • Receives little funding outside of government grants • Low awareness among youth and legislators ACT Missouri Final Planbook-Cragsmen Creative.indd 6 5/9/17 2:17 PM

13. 7 • Central location in the state of Missouri allows for easier access to legislators at the capitol • Use of strategic partnerships with other nonprofits allows for increased distribution of information • Potential increase in government funding with legislative discussions involving raising excise taxes • Strong social media presence among target audience • Currently a void in alcohol education awareness because present programs do not resonate with target Opportunities Threats • Lack of regulation, standards are not applicable to new technology • Peer pressure and the desire to fit in is not a competitor that will ever be completely beat • Government funding cuts • Influential and powerful advertising by alcohol brands • Uncertain economic factors or charitable giving • Negative perception of current programs due to inadequacy ACT Missouri Final Planbook-Cragsmen Creative.indd 7 5/9/17 2:17 PM

14. 8 PRIMARY RESEARCH ACT Missouri Final Planbook-Cragsmen Creative.indd 8 5/9/17 2:17 PM

15. 9 Problem StatementPrimary Research Underage drinking is a serious public health problem in the United States, especially in the state of Missouri. Alcohol is the most widely used substance of abuse among America’s youth, and underage drinking poses enormous health and safety issues. We surveyed 384 high school students across Missouri and conducted four in-depth interviews with Missouri legislators. The data we collected from the research tell us when teenagers had their first drink, who or what influences their decisions and if they are aware of risks of underage drinking. We also uncovered legislators’ perception of ACT Missouri and what they think about increasing the alcohol excise taxes. The primary research intended to discover the consumption behavior and motivations of underage drinkers. We also planned to test our hypothesis regarding the relationship between peer and personal drinking behavior. We believe our target is likely to overstate the amount of alcohol consumed by peers, leading to an increased personal consumption. Objective ACT Missouri Final Planbook-Cragsmen Creative.indd 9 5/9/17 2:17 PM

16. 10 Target audience: ages 15-18 Sample: 384 Missouri high school students We created a survey and distributed it to high school students across Missouri to gain insights into consumption behavior and motivations of underage drinking. Quantitative Qualitative We conducted in-depth interviews with four Missouri legislators to find out legislators’ perception of ACT Missouri and what they think about increasing alcohol excise taxes and discover why they hold certain opinions and reluctance. Survey: Observational Research In-Depth Interviews Target: Alcohol Anonymous Youth Meeting Location: Missouri United Methodist Church 204 S 9th St, Columbia, MO 65201 We want to learn personal stories about underage drinking and have a better understanding why teenagers abusively drink alcohol. ACT Missouri Final Planbook-Cragsmen Creative.indd 10 5/9/17 2:17 PM

17. 11 Interviews with Missouri Legislators • Awareness of ACT Missouri is low and there is a lack of knowledge on the reality of alcohol excise taxes. • Legislators believe in keeping Missouri a low-tax-state, and only support taxes that will greatly benefit public health and safety. • While legislators agree underage drinking is an issue of the state, they believe current programming is sufficient. • White papers are more successful when they begin with a concise summary. • Facts and statistics regarding increased taxes’ impact on alcohol related incidents, deaths, family conflicts and alcoholism might motivate legislators to raise the alcohol excise taxes. ACT Missouri Final Planbook-Cragsmen Creative.indd 11 5/9/17 2:17 PM

18. 12 RESEARCH FINDINGS ACT Missouri Final Planbook-Cragsmen Creative.indd 12 5/9/17 2:17 PM

19. 13 49% dislike the taste of alcohol. of MO youth participated in a school sponsored alcohol- related program. mean effectiveness of these programs is under mainly consume hard liquour when they drink. 69%97% are unaware of ACT Missouri services. “I would not stop a good time.” Survey “They are their own person; they make their own decisions.” ACT Missouri Final Planbook-Cragsmen Creative.indd 13 5/9/17 2:17 PM

20. 14 The average age teenagers have their first drink is 12 years old. Much of the alcohol treatment available today does not address the specific needs of adolescents. Youth percieve traditional services (i.e. Alcoholics Anonymous) as less helpful than brief interventions tailored to their concerns. of young peoples’ alcohol consumption is binge drinking. Key Findings People ages 12 through 20 drink 11 percent of all alcohol cosumed in the United States. ACT Missouri Final Planbook-Cragsmen Creative.indd 14 5/9/17 2:17 PM

21. 15 3 out of 4 teens report seeing photos of their peers partying on social media encourages them to drink. 92% of survey participants believe they are aware of the potential legal consequences of underage drinking, but the majority did not select the correct legal consequences of an MIP (Minor in Possession ticket) in Missouri. 90% of young people’s alcohol consumption is binge drinking. ACT Missouri Final Planbook-Cragsmen Creative.indd 15 5/9/17 2:17 PM

22. 16 Insights High school students are unaware of the risks and consequences of underage drinking, but still believe they can stop a bad situation, “before it goes too far.” Youth list long-term success (i.e. getting into college, getting a job) as a very influential consequence, but short-term reputation is prioritized. Underage drinking costed Missouri citizens $1.3 billion in 2013. It costs Missouri $2,268 per year for each youth in the state. Each year more than 7,000 teenagers and young adults die in alcohol related accidents and another 40,000 are injured. High school students overestimate the frequency and amount their friends drink, which leads to an increase in personal consumption. ACT Missouri Final Planbook-Cragsmen Creative.indd 16 5/9/17 2:17 PM

23. 17 Recommendations Based on our findings, we recommend creating a campaign aimed at educating high school students in regards to the basic alcohol-related risks and consequences. We want to empower them to think twice before making choices and make them aware of the consequences. Therefore, we believe it is best to communicate with our target from the perspective of an older sibling rather than a parent or a teacher. In this way, our communication will come across as a conversation rather than a lecture. High school students feel the most comfortable talking to friends about alcohol-related problems, and peers have the most influence on their drinking behavior. We will also work towards educating Missouri legislators regarding the current, inadequate state of alcohol programming. By providing them with facts surrounding this issue, we will persuade legislators to increase Missouri’s alcohol excise taxes. This money will go towards funding the improvement of alcohol education programs in schools. “My friends have more influence and impact on me in high school than a DARE program.” ACT Missouri Final Planbook-Cragsmen Creative.indd 17 5/9/17 2:17 PM

24. 18 However, they have an easier time recalling general emotions like sadness and fear rather than concrete facts related to precautions, risks and consequences. These teens are not drinking to relieve the tension of a busy week or because they like the taste. Target Profiles Primary Target: “Misinformed Minors” Instead, they drink with the sole intention of being drunk with their friends. While they have heard scary stories from peers, and have even had some close calls themselves, these teens still believe they have the control to stop things before they go too far. Monday through Thursday they work hard in school and sports, and have big goals for the future. They view a level of separation between who they are on the weekdays vs the weekends, and see this as a natural balance. Social media is a pillar of their life, and digital activity levels peak on the weekends. Even though they can recognize the actual party is never as fun as it looks on Snapchat, no one wants to watch from their parent’s couch. We are talking to high school aged youth who consume alcohol underage three to four times a month, or most weekends. They believe they drink an average amount, in comparison to their friends who supposedly drink much more. These teens vaguely remember the gist of the DARE program they “graduated” from in 5th grade. ACT Missouri Final Planbook-Cragsmen Creative.indd 18 5/9/17 2:17 PM

25. 19 “I guess the DARE program scared me a little, but I was 11 years old. Everything scared me. I remembering thinking ‘I’ll never be the person who drinks alcohol for fun,’ but I guess it’s just one of those things. Even though I don’t remember every detail from DARE, I know I am still being safe. If you’re just hanging out in your friend’s basement, it’s all pretty harmless. I would never let anyone do something stupid, like try to drive. I know my friends would still like me if I didn’t drink, I just wouldn’t get to hang out with them as much. On the nights I decide to do something else, seeing all their pictures and Snapchat stories makes it all look so fun, and eventually I regret staying home.” Profile Name: Impressionable Izzy Insight Quote ACT Missouri Final Planbook-Cragsmen Creative.indd 19 5/9/17 2:17 PM

26. 20 Profile Name: Complacent Commissioner Our secondary audience is Missouri legislators. Few are aware of ACT Missouri, and they know little about the excise taxes other than knowing they are opposed to raising them. They believe in keeping Missouri a low-tax state and only support taxes that will “greatly benefit public health and safety.” While they agree underage drinking is an issue of the state, they believe current programming is doing the job. ACT Missouri Final Planbook-Cragsmen Creative.indd 20 5/9/17 2:17 PM

27. 21 “Part of my job is to protect Missouri’s identity as a low-tax state. I don’t know much about the alcohol excise taxes, but I’m sure there is a reason they have not changed in so many years. Underage drinking is of concern to our public health and safety, and I support funding Missouri’s current programs working to address it; I just don’t think high-level taxes on alcohol is the solution.” Insight Quote Profile name: Conservative Colin ACT Missouri Final Planbook-Cragsmen Creative.indd 21 5/9/17 2:17 PM

28. 22 STRATEGY ACT Missouri Final Planbook-Cragsmen Creative.indd 22 5/9/17 2:17 PM

29. 23 Our campaign has two goals: 1. Fill the educational void of alcohol safety among the youth in Missouri. 2. Raise awareness of alcohol’s consequences on youth. We will accomplish this by creating a campaign that speaks to youth as peers and finds ways to relate rather than lecture. Strategy Statement ACT Missouri Final Planbook-Cragsmen Creative.indd 23 5/9/17 2:17 PM

30. 24 Because youth were very young (elementary school age) when they participated in previous alcohol awareness programs, the information was not relevant or resonating and could not withstand the test of time. We are advertising to raise awareness and fill the educational void involving alcohol abuse at the average age of Missouri youth’s first drink. Underage youth who consume alcohol are not aware of the most basic alcohol-related risks and consequences and are not equipped to make smart and informed decisions. We also want this message to be heard by Missouri legislators, who make the decisions that ultimately fund current and future alcohol-related programs. By bringing to light the inadequacies of current programming (and the impact on youth’s mindsets and actions), we hope to convince Missouri legislators to take action in raising alcohol excise taxes, which will increase funding to coalitions that address this unmet need. Our main audience is underage youth in Missouri, specifically those in high school. Our white paper will be targeted toward Missouri Republican legislators, as they are currently the state’s majority party and the party most resistant to tax increases. While Missouri youth are overwhelmingly uneducated in alcohol related safety, they still believe they are immune to or in control of risk and consequence. Missouri Republican legislators fall victim to the “kids will be kids” mindset. Because the entirety of the behavior issue will never be erased, they see no value in taking action. Why are we advertising? Who are we talking to? What do we know about them? Creative Brief ACT Missouri Final Planbook-Cragsmen Creative.indd 24 5/9/17 2:17 PM

31. 25 What do we want them to think? We want to display the realities of alcohol to communicate if reckless behavior is maintained, eventually luck will run out. What is the most persuasive idea? Why should the audience believe it? In response to the question, “Would you stop your friend from drinking?”, many teens noted they would not, unless things got out of hand. They made statements such as, “not unless they try to drive,” and “If I think they are being dangerous.” Teens believe they are fully aware of safe drinking practices and believe they would be able to anticipate and prevent accidents. While raising excise taxes is not a magic wand that will eliminate underage drinking, the ripple effect could be enough to decrease reckless behavior and decrease the societal cost of alcohol related accidents. Adolescent alcohol use is not an acceptable rite of passage, but a serious threat to health and future. Current programming is costly and is greatly failing Missouri youth. ACT Missouri Final Planbook-Cragsmen Creative.indd 25 5/9/17 2:17 PM

32. 26 You wouldn’t drive a car without knowing any rules of the road and expect to come out fine. Why should the audience believe it? This was proven false by proceeding survey questions that addressed specific health and legal consequences. The majority of Missouri youth selected the incorrect response to questions such as “What is considered binge drinking?” and “Select the consequences of an MIP.” Young people consume 90 percent of their alcohol by binge drinking. Because of this educational gap, youth form their alcohol knowledge based on perception. Online photographs are more powerful than friends’ reported behavior in shaping norms, because photographs are seen as representing the “normative truth.” Around 83 percent of Missouri youth have participated in a school sponsored alcohol related program. The mean effectiveness was rated less than 50 percent. Excessive alcohol use is associated with an array of social, economic and health costs. Alcohol consumption can interfere with adolescents’ ability to form new, lasting and explicit memories of events. Alcohol can also lead to disruption of the myelination process which may cause cognitive deficiencies. Continued use of alcohol over time may keep youth from advancing to more complex stages of thinking and social interaction. This is an issue of public health and safety. In 2013, underage drinking cost the citizens of Missouri nearly $1.3 billion. This translates to $2,268 per year for each youth in the state or $3.66 per drink consumed by underage youth. ACT Missouri Final Planbook-Cragsmen Creative.indd 26 5/9/17 2:17 PM

33. 27 • Older sibling or mentor (i.e. not a parent, teacher or person of authority) • Relatable • Advocates for youth (i.e. “We have been there and can speak from experience”) Tone Mandatories ACT Missouri logo Tagline Website Creative Sparks “Alcohol ads make drinking look fun.” Show the reality behind ads, “unedited”/ ”unproduced” version “I think if you are not doing anything stupid are you are having a good time, then why not?” “Information was sugar coated, DARE never gave us the truth” “Not qualified to drive the boat” How quickly a situation can change, speed of accidents Comparing visuals of what it looks like to teach ten year olds about alcohol (comparisons: teaching 8-year-olds to drive, vote, etc.) ACT Missouri Final Planbook-Cragsmen Creative.indd 27 5/9/17 2:17 PM

34. 28 CREATIVE ACT Missouri Final Planbook-Cragsmen Creative.indd 28 5/9/17 2:17 PM

35. 29 Open youth’s eyes to the short and long-term impact of their decisions by displaying the realities of alcohol from a resonating perspective. Hold legislators accountable for the shortcomings of current alcohol-related programs by presenting them with youth testimonials and possible solutions. Creative Strategy Statement ACT Missouri Final Planbook-Cragsmen Creative.indd 29 5/9/17 2:17 PM

36. 30 BIG IDEA Teenagers today view most of what they see on social media as being real. After all, it is their main source for news and information. However, they are often disillusioned by the filtered images and messages received through these platforms. Our campaign will teach teenagers to think about the realities of underage drinking without looking through the rose-colored glasses society places on the act. Our research shows that most teenagers do not fully understand the legal ramifications of drinking, what they are doing to their bodies, and how little control they have when under the influence. We want to remove the “filter” surrounding underage drinking so these youth will see the legal, societal and personal consequences of their actions. We also want to show the realities of underage drinking to our state’s legislators to persuade them to make a change to Missouri’s alcohol excise taxes. The facts and statistics they receive often go through a filter, as big alcohol brands play a large role in Missouri’s economy. We want to remove the filter so these lawmakers will see the societal consequences of their inaction to raise the antiquated tax and make a change for a better Missouri. ACT Missouri Final Planbook-Cragsmen Creative.indd 30 5/9/17 2:17 PM

37. 31 ACT Missouri Final Planbook-Cragsmen Creative.indd 31 5/9/17 2:17 PM

38. 32 This social media tactic involves content creation for Instagram. Instagram’s most recent update allows users to include multiple photos in one post, creating a photography slideshow. This strong visual platform, as well as its popularity among our target, is a strategic, impactful and creative way to extend our campaign through social media. In the mockup we have created, the first photo of the slideshow replicates a party post that would typically appear on the timeline of our target. As you swipe to the right and advance to the next photo in the slideshow, the frame widens, revealing a previously unseen element of the photo. The last photo reveals the full image, which includes one teen throwing up, one passed out and a possible arrest. As you move through the slideshow the original photo is being “uncropped” and “unfiltered,” revealing the truths of the night. Social media serves a multilayered purpose in our project. It is clear any campaign targeting teenagers would look to social media for the bulk of promotional efforts, as that is where they are watching. Instagram Slideshow Further, our research revealed a strong correlation between peer pressure and social media activity. In line with the general social pressure created through these platforms, posts from peers can glorify a night of drinking, masking reality and altering the perception of viewers. This was the idea that inspired our big idea, as well as this tactic. Promotion will be in the months of March, June, July, October and December. These months were chosen to coincide with time periods of increased drinking behavior, including holidays and summer, as well as alcohol awareness efforts such as Red Ribbon Week. This is the mock-up for the suggested first post. We recommend this be used as an execution outline to create additional content. The same theme can be carried to multiple settings including concerts, school dances, outdoor “barn parties,” etc. This tactic will be evaluated through social impressions, post likes and comments. We also will include a link to our landing page with each post. The measured site traffic will allow us to gauge success. ACT Missouri Final Planbook-Cragsmen Creative.indd 32 5/9/17 2:17 PM

39. 33 This tactic will be executed in five separate months and each individual Instagram post will last for one week each month. We are spending $1,000 each week on the Instagram platform and target teenagers age 15 to 18 in Missouri. Instagram will help us to keep track of how many teenagers in Missouri view and engage with the posts. Total spending will equal $5,000. To ensure maximum exposure we recommend posting the pictures to ACT Missouri’s Instagram account and paying to make it a sponsored post. The cost for sponsored Instagram posts depends on the CPC (Cost Per Click), CPM (Cost Per 1000 impressions) and CTR (Click Through Rates). ACT Missouri Final Planbook-Cragsmen Creative.indd 33 5/9/17 2:17 PM

40. 34 Today’s youth spend a large portion of their time on their cell phones, but they also hang out at malls. Our campaign should reach them in places where they gather in groups, so the message of our campaign can be shared and talked about amongst themselves. This tactic of our campaign is interactive, as it allows the teen to interact with the message. The poster features a teenager facing the consequences of underage drinking. In this case, the teenager is being arrested and charged with a Minor in Possession. The face of the poster will be replaced with a reflective surface that allows a passing teen to see their face as the one being arrested. The message ‘It Could be You” will be displayed under the image. A URL leading to a landing page on ACT Missouri’s website will also be included. This page will contain relatable statistics about underage drinking, as well as testimonials from college-aged students about the dangers of underage consumption. Our research showed teenagers understand there are negative consequences associated with drinking. What they do not understand is those negative consequences could very easily be directed towards them. Mall Ad We have allotted $21,000 for this tactic, which equates to 71.9 percent of our budget. This includes the price of the posters and mirrors, as well as the price for ad placement in 10 malls and shopping centers throughout Missouri based on pricing from Blue Line Media. For the 10 locations, we recommend Battlefield Mall in Springfield, Missouri, Capital Mall in Jefferson City, Missouri, Chesterfield Mall in Chesterfield, Missouri, Columbia Mall in Columbia, Missouri, Independence Center in Independence, Missouri, Mid Rivers Mall in St Peters, Missouri, Northpark Mall in Joplin, Missouri, Osage Beach Premium Outlets in Osage Beach, Missouri, Saint Louis Galleria in St. Louis, Missouri and Crown Center in Kansas City, Missouri, based on Micello rankings and Trip Advisor. Each mall will cost about $1,000 to place the advertisement for a month. We are running the ad for two months, totaling $20,000. It will cost $1,000 for 20 posters and mirrors, or $50 each. Success for the mall ads will be evaluated in terms of total mall traffic, as well as traffic to the site’s landing page originating from the poster’s URL. ACT Missouri Final Planbook-Cragsmen Creative.indd 34 5/9/17 2:17 PM

43. 37 Creation of a video will work to engage our target audience and get them directly involved in the campaign. The honesty and candidacy of this video aims to unfilter the experience of being a teenager. This tactic is likely to resonate with the target audience, as our research revealed teenagers are more influenced by emotion-provoking material, in comparison to the simple presentation of facts. This personalized approach will work to replace the current disconnect created by the lecturing nature of current alcohol programing. Three young adults are asked to reflect on their high school experience. A narrator prompts them with questions and creates a dialogue about what they wish they would’ve known or would have changed about high school if given the opportunity. Finally, the video will end with on-screen text inviting them to join ACT Missouri in removing the filter that clouds underage drinking along with ACT Missouri’s website. Here, they can get more information about the campaign and hear more stories. We have created a mockup of this concept to serve as an example. Video “Dear High School Me” We recommend the video be one to two minutes in length. The video will be continuously promoted on ACT Missouri’s website as well as its YouTube account. It will also be utilized during the PR event in October in addition to being shared via social media. We have devoted $2,500 of the budget toward the creation of this tactic based on pricing research from the One Market Media Cost Calculator. This breakdown includes $200 for equipment, $400 for studio rental, $1,000 for the camera, $200 for editing, $500 for actors and $200 any additional expenses that may arise. The success of this tactic will be evaluated by the number of video views as well as data on the traffic to ACT Missouri’s website before and after the video campaign is implemented. ACT Missouri Final Planbook-Cragsmen Creative.indd 37 5/9/17 2:17 PM

44. 38 CS1: Spend more time finding out what interests you rather than trying to be someone you’re not. You’ll be glad you did it. CS2: Your worth isn’t measured by the amount of likes your pictures get. CS3: The consequences from that night weren’t worth it. You wouldn’t believe how tough it is to get a job with a DUI on your record. Voice-over: What do you know now that you didn’t realize back then? CS1: Your peers can’t define you. You define yourself. CS2: You can’t make decisions based on filtered photos. Instagram doesn’t show the whole story. CS3: You think you can stop things before it gets too far, but you’re not invincible. Small mistakes can turn into disasters real quick. CS2: There’s so much I didn’t realize in high school that I know now. One of the most important things I have learned is social media paints everything in the best possible light, alcohol included. Fade in onscreen text through cloudy filter; text becomes more clear: Join us in removing the filter clouding underage drinking. Visit actmissouri.org to hear more stories and learn how to live unfiltered. Video Script Students will be interviewed separately, and their responses will be edited together with transitions between each response. Music: Slow, guitar music Fade in onscreen Text: We asked three young adults to reflect on their high school experience. Voice-over: If you could change anything about your highschool experience, what would it be? CS1: I wish I spent more time figuring out who my real friends were. CS2: I’d tell myself to stop straightening my hair everyday, it was such a waste of time. CS3: If I could change anything about my experience in high school: Prom night. Hands down. CS1: You don’t have to do anything just for the sole purpose of making or keeping friends. CS2: Stop caring so much what other people think of you, and how you look. What you see on your social media timeline isn’t real. CS3: I just wish I would have realized I wasn’t sober enough to drive to the afterparty at the lake. Voice-over: What piece of advice do you have for your high school self? ACT Missouri Final Planbook-Cragsmen Creative.indd 38 5/9/17 2:17 PM

45. 39 Red Ribbon Week PR Event One tactic that will specifically target our teenage audience is a public relations event, which will take place within schools and call for direct interaction between the audience and our message. The event will take place on Monday, Wednesday and Friday of Red Ribbon Week 2018. We suggest teaming up with either the student council or Key Club in order to execute the event within Jefferson City High School for a pilot run. After evaluating the event’s success, it could potentially be used again within other school districts. This tactic has an interactive aspect, which is intended to get our audience to interact with our message as well as each other, while actively learning the consequences of underage drinking. Students will play an interactive game during their homeroom class on Monday, Wednesday and Friday. The point of this game is to educate students in a way that is new and, exciting because our research explained that this aspect of learning is currently lacking. It will also tie in with our Big Idea by showing teens the unfiltered reality of drinking and the consequences they may face. At the beginning of the class period, an announcement will be made throughout the school instructing classes on how to play the game and explaining that each room’s response will be ranked on a scale of one to ten. At the end of the school day there will be an announcement with the actual answer to the day’s question as well as the top five homerooms for the day. At the end of the day on Friday someone will announce the overall top five. ACT Missouri Final Planbook-Cragsmen Creative.indd 39 5/9/17 2:17 PM

46. 40 Script Monday “Good morning students! This week, each homeroom class will be participating in an interactive game regarding alcohol. We will pose a scenario or question today, Wednesday and Friday. After we pose the question, you will spend a few minutes discussing the scenario as a class and come up with an answer. Your answer can then be emailed to (...) or dropped off in room (...) by the end of the period. After answers are submitted, we will rank them on a scale of 1-10. At the end of the day, we will provide you with the correct response and announce the day’s top five classes. At the end of the week, the overall top five will be rewarded with a breakfast party at a later date. So here is your first scenario of the week: A student went to a party at a friends house when the cops showed up. The student had been drinking and received a Minor in Possession charge. How could this situation have been avoided? And since it wasn’t avoided, what are the following steps this student will have to take to deal with this charge?” Response (announced at the end of the day) “The best response to today’s scenario is that the student could have avoided getting the Minor in Possession charge by going to the party and choosing not to drink. In Missouri, your body counts as a container and being under the influence of drugs or alcohol can result in this charge. Since this student made the choice to drink, he now must face this consequence. The student will have to take an alcohol safety class and appear in court. However, the charge will remain on his record unless he hires a lawyer to have it expunged. Thank you for participating today! Today’s top five home rooms are: …” Wednesday “Good morning! Today’s question is, ‘What constitutes as binge drinking?’ Please remember to email your response to … or drop it off in room…” Response “The answer to today’s question is that for men, five or more drinks is considered binge drinking, and for women, it is four or more. Thank you again for your participation! Today’s top 5 are…” ACT Missouri Final Planbook-Cragsmen Creative.indd 40 5/9/17 2:17 PM

47. Friday “Today is our final question! So here it is: How often do you think teens actually drink? Don’t forget to turn in your responses to room … or email them to …” Response “Thank you for everyone’s participation throughout the week. Today’s correct answer is teens drink once or twice a month. However, they believe their peers drink more often than they actually do. And our overall top five home rooms are … Congratulations!” 41 ACT Missouri Final Planbook-Cragsmen Creative.indd 41 5/9/17 2:17 PM

48. 42 On Wednesday, we will work to relate to our audience in a more personal manner. We suggest that ACT Missouri teams up with Students Against Destructive Decisions, Mothers Against Drunk Driving or Mizzou’s Partners in Prevention to find a speaker with a personal story. We suggest the speaker be a young adult so our audience is better able to relate to them and their story. The event would act as a school assembly and take place in whichever location the school typically uses for such events. The speaker could be introduced by either an ACT Missouri employee or a member of the student partner group. Wednesday Friday On Friday, the PR event will utilize the “Dear High School Me” video to wrap up the week. During the students’ first period class, we will have the video shown from ACT Missouri’s website and ask them to reflect on what they’ve learned throughout the week as they write their own letter. This announcement will read: “Now we ask that you take the time to reflect on the events of this week, as well as the video you just watched, and write your own letter. This letter should focus on what you’ve learned and how you intend to handle situations in which you may be offered alcohol in the future. After you finish writing your letter, please put it in the envelope provided and seal it. We ask that you take this letter home with you and open it in one year. At that time, you can reflect on what you wrote and utilize it as a reminder of what you have learned.” On top of these three main events, there will be an exit survey available to students during their lunch hour at the end of the week. The students will be able to come to ACT Missouri’s table in the cafeteria and take the survey. Students who take the survey will be entered to win a $50 Visa gift card. The purpose of this aspect is to help evaluate the overall event and determine whether it should be repeated or redesigned within other school districts. ACT Missouri Final Planbook-Cragsmen Creative.indd 42 5/9/17 2:17 PM

49. 43 Male/Female/Prefer not to answer Freshmen/Sophomore/Junior/Senior What was the most important lesson you learned this week? On a scale of 1 to 10, how would you rate your alcohol risk awareness before this week’s events? One being completely unaware and 10 being completely aware. On a scale of 1 to 10, how would you rate your alcohol risk awareness after this week’s events? One being completely unaware and 10 being completely aware. On a scale of 1 to 10, how would you rate the effectiveness of this week’s activities? One being completely unaware and 10 being completely aware. How did this week’s events impact your future alcohol consumption? I will drink less I will drink the same I will drink more I do not consume alcohol How would you change this program in the future? This survey will be offered to students during their lunch period at the end of the week. It will act as an exit survey used to gauge the success of the event as a whole. Students will be entered to win a $50 gift card as an incentive for taking the survey. We recommend ACT Missouri utilize the survey to evaluate the event and make adjustments as necessary before determining if the event should be conducted within other school districts. Anonymous Survey ACT Missouri Final Planbook-Cragsmen Creative.indd 43 5/9/17 2:17 PM

50. 44 One year in advance Contact student groups at Jefferson City High School to begin scheduling the event, select date and secure permission from school administration. Three months in advance Have the speaker secured. One week in advance Secure all supplies necessary for event i.e. envelopes, paper, gift card, etc. The week after Send press release to Jefferson City area media outlets. Timeline Leading Up to the Event Overall, this event will work to educate our teenage audience with the relevant and unfiltered realities surrounding underage drinking. The purpose of this tactic is to fill an existing void while offering the target audience an interactive experience to increase participation. Missouri will be able to determine the success of the event and hopefully utilize the event at other schools in the future. We have allocated $750 of the budget for this tactic. This includes $180 for 2,600 envelopes (6 boxes of 500), $70 for 5,200 documents (10 reams for $55 and 1 ream for $15), $200 for a speaker, $50 for the raffle gift card and $250 to fund the five homeroom parties which includes food, drinks, cups and napkins. Since the event will take place at high schools, there will be no venue cost. ACT Missouri Final Planbook-Cragsmen Creative.indd 44 5/9/17 2:17 PM

51. 45 Press Release For Immediate Release Contact: Name, Title Phone Number Email ACT Missouri Brings Unfiltered Reality to Jefferson City High School Jefferson City, MO [DATE] - ACT Missouri partnered with Jefferson City High School students to create a week full of activities throughout Red Ribbon week last week. The events worked to teach students the unfiltered realities of underage drinking. Events included a speaker from (insert organization or affiliation). The speaker shared his/her own personal story regarding alcohol abuse. This speaker was chosen so students could understand and relate to the experiences being shared. Other events incorporated a letter writing campaign and an interactive game, which took place throughout the week. All of these efforts were utilized to fill the pre-existing void surrounding alcohol education within schools. “Insert positive quote about event from someone within ACT Missouri or a partner organization” Name said. “Insert positive quote from someone within student organization” Name said. Overall, ACT Missouri believes this event was a positive experience for the students who participated. They hope to continue similar events within different school districts in the future. ### ACT Missouri is a private not-for-profit corporation established in 1991 to promote drug and alcohol awareness throughout Missouri. ACT Missouri works with community groups across the state to spread the message about making healthy choices. ACT Missouri also partners with national organizations such as SADD and The Partnership for Drug- Free Kids. ACT Missouri Final Planbook-Cragsmen Creative.indd 45 5/9/17 2:17 PM

52. 46 White Paper The updated and improved “white paper” is our tactic entirely for the benefit of our legislator target audience. One of our client’s primary goals was to update the contents of the current alcohol excise taxes white paper to improve ACT Missouri’s influence in raising the taxes. Raising these taxes would produce increased funds for public health nonprofits, improving the quality and quantity of offered services. The accumulated money would be distributed amongst affiliated coalitions to support efforts such as this campaign that reveals the unfiltered reality of underage drinking. Our research, and our client, verified the traditional white paper format and design was overwhelmingly ineffective in holding legislator’s attention as well as conveying information. Therefore, in addition to updating research, we condensed the information, revamped the look with color and graphic displays, and included a condensed summary highlighting the contents and purpose of the paper. To align with when legislators are in session, we recommend white paper distribution to be hand delivered during the months of January-May. Increased distribution would occur in times of voting, or if the excise tax is specifically mentioned in future legislation. The budget allocation of this tactic is devoted to printing costs. There are 163 members of the Missouri House of Representatives and 34 members of the Missouri Senate, so we plan to print 200 copies of white paper. We have budgeted $361 to be used towards this tactic based on a quote from PsPrint . The success of this tactic will be measured through verbal feedback, voting counts, and ultimately, legislation that lead to increased excise taxes. ACT Missouri Final Planbook-Cragsmen Creative.indd 46 5/9/17 2:17 PM

54. 48 MEDIA ACT Missouri Final Planbook-Cragsmen Creative.indd 48 5/9/17 2:17 PM

56. 50 Budget Breakdown Instagram 17% PR Event 3% Mall Ad 71% White Paper 1% Video 8% $29,611 ACT Missouri Final Planbook-Cragsmen Creative.indd 50 5/9/17 2:17 PM

57. 51 $361 $5,000 $2,500 $750 $21,000 $1000 each week$1.80 per copy Equipment: $200 Studio: $400 Camera: $1000 Editing: $200 Actors: $500 Extra: $200 Envelopes: $180 Paper: $70 Venue: $0 Speaker: $200 Gift Card: $50 Party Supplies: $250 Ad Placement: $20,000 Ad Production: $1,000 ACT Missouri Final Planbook-Cragsmen Creative.indd 51 5/9/17 2:17 PM

58. 52 White Paper Instagram Video PR Event Mall Ad Media Plan JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC ACT Missouri Final Planbook-Cragsmen Creative.indd 52 5/9/17 2:17 PM

59. 53 Tactic Overview PR Event The event will take place during a single week of October to coincide with the of Red Ribbon Week in public schools. The beginning of the month will be focused on promotional tactics and securing resources. After the event, press releases should be sent out to media outlets. Mall Advertisement Execution of this tactic will be focused on the month of March to coincide with prom season or a time when teenagers will be flocking to malls to buy dresses and tuxedos. In addition, we recommended running another version of the mall advertisement during the month of October to coincide with homecoming season. White Paper The printing and distribution of the white paper will be focused on the beginning half of 2018 when Missouri legislators are in session and voting. Peak distribution should be utilized in the event of the alcohol excise taxes being specifically mentioned for future legislation. Sponsored Instagram post Promotion of this post will be focused on a few key months of the year to coincide with spring break, summertime, Red Ribbon Week and New Year’s Eve. Video Promotion will be continuous for one year, as the video will run on ACT Missouri’s website and be uploaded to YouTube. ACT Missouri Final Planbook-Cragsmen Creative.indd 53 5/9/17 2:17 PM

60. 54 EVALUATION ACT Missouri Final Planbook-Cragsmen Creative.indd 54 5/9/17 2:17 PM

61. 55 The ultimate success of this campaign will be evident through legislative discussion regarding the alcohol excise taxes in Missouri. We believe the white paper will lead to increased discussion, further research and deeper consideration of the excise taxes. Although other tactics are primarily targeted to youth, we hope the campaign in its entirety will gain attention and traction amongst Missouri legislators. The tactics targeting youth can be evaluated through social listening tools. Tracking engagement with posts, including shares, likes, comments and new follows, is one way to review the audience’s candid reactions regarding the campaign. Additionally, traffic to the landing page and personal letter submissions can be monitored to gauge the audience’s receptiveness to the overall campaign. Along with evaluations, we recommend ACT Missouri utilizes the Columbia Public School District as a resource when working to connect with the youth target. CPS administers surveys throughout the year which measure alcohol and drug use as well as mental health and other topics. This information is then publicly posted online. Therefore, they are a cost-free and effective way to keep up with this audience. Evaluation Another recommendation is for ACT Missouri to delegate a permanent staff member to monitoring the letter writing submissions for review and to post them to the suggested landing page. We have also provided suggestions on how to continuously utilize the suggested tactics in coming years. ACT Missouri can continue to use the selected platforms by slightly altering the content within the tactics. ACT Missouri Final Planbook-Cragsmen Creative.indd 55 5/9/17 2:17 PM

63. 57 Name: Angela Hinck Hometown: Carmel, Indiana Role: Public Relations Favorite Mountain: K2 Name: Chad Brewster Hometown: Kansas City, Missouri Role: Copywriter Favorite Mountain: Matterhorn Name: Duke Hometown: Jefferson City, Missouri Role: Cragsmen Mascot Favorite Mountain: That hill outside the dog park Name: Gina Pintozzi Hometown: Naperville, IL Role: Art Director Favorite Mountain: Denali Name: Raven Lui Hometown: Yunnan, China Role: Account Planner Favorite Mountain: Annapurna Name: Morgan Gunnels Hometown: Plano, Texas Role: Digital Strategist Favorite Mountain: Pico de Orizaba Name: Sydney Olson Hometown: St. Charles, IL Role: Account Executive Favorite Mountain: Kilimanjaro CRAGSMEN CREATIVE We jokingly suggested forming a word with all of our initials, as that was the common go-to strategy for naming clubs circa elementary school. Within minutes of messing around with the idea, the word generator spat out cragsman. This was met with approval on the sole basis that it sounded like an official name, maybe the last name of our pretend historic founder. Turns out, cragsman is indeed a real word meaning, “a skilled rock climber.” Sold on the symbolism of climbing and conquering our client goals, capstone course and college education, we made a quick edit to account for pluralism and thus, Cragsmen Creative was born. ACT Missouri Final Planbook-Cragsmen Creative.indd 57 5/9/17 2:18 PM

64. 58 APPENDIX ACT Missouri Final Planbook-Cragsmen Creative.indd 58 5/9/17 2:18 PM

65. 59 https://www.stopalcoholabuse.gov/media/ ReportToCongress/2016/profile_summaries/21_alcohol_taxes. pdf https://actmissouri.org/wp-content/uploads/2015/07/ AnnualReport15revised.pdf https://www.stopalcoholabuse.gov/media/ ReportToCongress/2016/state_reports/missouri_profile.pdf http://www.camy.org/_docs/resources/fact-sheets/Call_To_ Action.pdf http://www.tandfonline.com/action/ journalInformation?journalCode=iada20 http://www.calwellness.org/assets/docs/news/wintemute_ alcohol_misuse.pdf https://www.ncbi.nlm.nih.gov/pubmed/26039070 https://www.researchgate.net/publication/221858911_ Feedback-Based_Alcohol_Interventions_for_Mandated_ Students_An_Effectiveness_Study_of_Three_Modalities http://onlinelibrary.wiley.com/doi/10.1002/14651858. CD006748.pub3/abstract https://www.samhsa.gov/data/sites/default/files/NSDUH- FRR1-2014/NSDUH-FRR1-2014.pdf https://pubs.niaaa.nih.gov/publications/underagedrinking/ Underage_Fact.pdf http://onlinelibrary.wiley.com/doi/10.1111/ijcs.12146/abstract http://www.jahonline.org/article/S1054-139X(14)00095-0/ abstract https://dmh.mo.gov/ada/rpts/report_archive.html http://www.camy.org/resources/fact-sheets/consequences-of- underage-drinking-surgeon-general/ http://dmh.mo.gov/docs/ada/rpts/ underagedrinkinginmissouri2010.pdf https://www.cdc.gov/features/costsofdrinking/ http://onlinelibrary.wiley.com/doi/10.1111/add.12855/abstract http://www.sitnews.us/1015News/101815/Alcohol_Study_CDC. pdf https://www.surgeongeneral.gov/library/calls/underagedrinking-community-guide.pdf http://www.discus.org/economics/ https://www.statista.com/statistics/245318/advertising- spending-of-the-alcohol-industry-in-the-us-by-medium/ http://academic.mintel.com/display/716495/ http://www.thenonprofittimes.com/news-articles/ nonprofitsworth-887-3-billion-u-s-economy/ http://www.cnn.com/2015/11/03/health/teens-tweens-media- screen-usereport/ Sources ACT Missouri Final Planbook-Cragsmen Creative.indd 59 5/9/17 2:18 PM

66. 60 Intro: Thank you for agreeing to take our survey regarding teenage alcohol consumption. This survey will take approximately 10 minutes to complete. Your responses will be strictly anonymous. There are no right or wrong answers and you can choose to opt out any time. Upon completion of the survey, you will be entered into a raffle for one of three Amazon.com gift cards ($50 value). Q1: Do you live in Missouri? Yes No Skip Logic: For anyone who does not live in Missouri, the survey will end. Q2: How old are you? Under 12 12-14 15-17 18-20 Over 21 Skip Logic: For anyone who is older than 21, the survey will end. Q3: How do you identify? Male Female Other Q4: Have you ever had (more than a sip) of alcohol? Yes No Skip Logic: If “Yes” is selected, skip to Q8: At what age did you Survey have your first drink? Q5: If no, why did you choose not to drink? (select all that apply) Religious beliefs Legal responsibility Friends disapprove Strict parents Risk awareness Fear of trouble in school or on a team Others (Please specify) ____________________ Q6: If your friends (under 21) want to drink, will you stop them? Yes No Q7: Could you please explain why you would or wouldn’t stop your friends from drinking? Q8: At what age did you have your first drink? Under 12 12-14 15-17 18-20 Q9: Who were you with when you had your first drink? Peers Parents Strangers Others (Please specify) ____________________ Q10: In what kind of setting were you in when you had your ACT Missouri Final Planbook-Cragsmen Creative.indd 60 5/9/17 2:18 PM

67. 61 first drink? At home Party Sporting event School dance Others (Please specify) ____________________ Q11: In an average month, how often do you drink alcohol? 1-2 times 3-4 times 5-6 times More than 6 times Q12: On average, how many drinks do you have at a time? (chart for reference) 1-2 drinks 3-5 drinks More than 5 drinks I don’t remember Q:13 When you drink, what kind of alcohol are you primarily consuming? Beer Wine Liquor (gin, rum, tequila, vodka, whiskey) Q14: Do you enjoy the taste of alcohol? Yes, usually No, not usually Q15: When you drink, who provides the alcohol? My older sibling My friend’s older sibling My parents My friends I purchase with a fake ID Other (please specify) ____________________ Q16: From the following list who/what has influence on your drinking behaviors? (Select all that apply) Peers Family members Friends Celebrities Advertisements Other (please specify) ____________________ Q17: Who would you say has the Most influence on your drinking behavior? Peers Family members Friends Celebrities Advertisements Other (please specify) ____________________ ACT Missouri Final Planbook-Cragsmen Creative.indd 61 5/9/17 2:18 PM

68. 62 Q18: Where have you received the most information regarding alcohol safety? At school From your parents/guardian From the Internet Other (please specify) ____________________ Q19: Have you ever participated in any alcohol safety related programs through school? Example: DARE, SADD, SMART, etc. Yes No Skip Logic: If “No” is selected, skip to Q23: Do you believe you are aware of the potential legal consequences of underage drinking? Q20: If yes, at what age did you participate in these programs? Under 12 12-14 15-17 18-20 Over 21 Q21: How influential was the program on your drinking behavior? (Slider Question) Not influential at all Somewhat not influential Neutral Somewhat influential Strongly influential Q22: Why was/wasn’t the program influential? Q23: Do you believe you are aware of the potential legal consequences of underage drinking? Yes No Q24: The legal consequence of an MIP (Minor in Possession ticket) in Missouri is: (select all that apply) Monetary fines Possible jail time Mandatory participation in a court-ordered rehabilitation or substance abuse educational program Participation in community service activities Q25: From the following, which do you believe qualifies as “binge drinking.” No more than 4 drinks per day for men; no more than 3 drinks per day for women No more than 5 drinks per day for men; no more than 4 drinks per day for women No more than 6 drinks per day for men; no more than 5 drinks per day for women No more than 7 drinks per day for men; no more than 6 drinks per day for women Q26:How does your level of alcohol consumption compared to that of your peers? Less Same amount More ACT Missouri Final Planbook-Cragsmen Creative.indd 62 5/9/17 2:18 PM

69. 63 Q27: Do your parents/guardians drink? No, my parents never drink Yes, my parents drink occasionally (like out for dinner or special occasions) Yes, my parents drink frequently (a few times a week-daily) Yes, my parents are heavy drinkers (multiple drinks a day) Q28: What best describes your parents/guardian views on underage drinking? They disapprove of underage drinking They approve of underage drinking They are indifferent about underage drinking I am not sure of their views on underage drinking Q29: How often do your peers drink? Once a week Twice a week Three times a week They don’t drink I don’t know Q30: Do you know someone personally who has been punished/negatively affected because of underage drinking? Yes No Q31: Which potential consequences would deter you from underage drinking? (Select all that apply) Punishments from parents Health issues Monetary fines Possible jail time Damaged reputation that may impact college/job opportunities Trouble on sport’s/activity team Q32: With whom would you feel comfortable talking to about alcohol related questions or concerns? (Select all that apply) Teachers Parents Siblings Friends Others (please specify) ____________________ Q33: Recall the number of alcohol advertisements that you remember seeing in the past week. Under 3 3-5 6-10 Over 10 Q34: How much impact do these alcohol advertisements (TV, online, radio, etc.) have on your drinking behavior? (Slider Question) None at all A little A moderate amount A lot A great deal Q35: What message do alcohol advertisements primarily seem to convey to viewers? They make drinking look relaxing They make drinking look fun They make drinking look cool ACT Missouri Final Planbook-Cragsmen Creative.indd 63 5/9/17 2:18 PM

70. 64 They make drinking look mature They make drinking look attractive Q36: Have you noticed posts from alcohol brands on your social media pages? Yes No Skip Logic: If “No” is selected, skip to Q40: Have you ever interacted with an alcohol brand on social media? Q39 If yes, on what social media platform? Twitter Facebook Instagram Snapchat Other (please specify) ____________________ Q40: Have you ever interacted with an alcohol brand on social media? Yes No Skip Logic: If “No” is selected, skip to Q42: In the average week, how many hours would you estimate to spend on social media? Q41: If yes, on what social media platform? Twitter Facebook Instagram Snapchat Other (please specify) ____________________ Q42: In the average week, how many hours would you estimate to spend on social media? Less than 2 hours 3-4 hours 5-6 hours 7-8 hours More than 9 hours Q43: On which social media platform do you spend the most time? Twitter Facebook Instagram Snapchat Other (please specify) ____________________ Q44: Which advertisement regarding underage drinking has a stronger impact on you? A. ACT Missouri Final Planbook-Cragsmen Creative.indd 64 5/9/17 2:18 PM

71. 65 B. Q45: How likely is the ad you chose above to influence your drinking behavior? (Slider Question) A great deal A lot A moderate amount A little None at all Q46: What makes this ad impactful? It is realistic It is scary It is sad It is funny It is factual It is inspiring Other (please specify) ____________________ Q47: Which advertisement regarding underage drinking has a stronger impact on you? A. B. Q48: How likely is the ad you chose above to influence your drinking behavior? (Slider Question) A great deal A lot A moderate amount A little None at all Q49: What makes this ad impactful? it is realistic It is scary It is sad It is funny It is factual It is inspiring Other (please specify) ___________________ Q50: Which advertisement regarding underage drinking has a stronger impact on you? ACT Missouri Final Planbook-Cragsmen Creative.indd 65 5/9/17 2:18 PM

72. 66 A. B. 51: How likely is the ad you chose above to influence your drinking behavior? (Slider Question) A great deal A lot A moderate amount A little None at all Q51: How likely is the ad you chose above to influence your drinking behavior? (Slider Question) A great deal A lot A moderate amount A little None at all Q52: What makes this ad impactful? It is realistic It is scary It is sad It is funny It is factual It is inspiring Other (please specify) ____________________ Q53: Other than the ads you just saw, can you recall an advertising campaign regarding underage drinking that was very impactful Yes No Skip Logic: If “No” is selected, skip to Q55: Are you aware of ACT Missouri? Q54: If yes, what was it that made the ad or campaign memorable and impactful? (select all that apply) It told a sad story about an alcohol related injury or death It told a scary story about an alcohol related accident It told me surprising facts related to alcohol It was funny and showed drinkers making bad choices Other (please specify) ____________________ Q55: Are you aware of ACT Missouri? Yes No Q56: Are you aware of any ACT Missouri services? Yes No Skip Logic: If “No” is selected, skip to Q58: When you are with your friends, what activities are more appealing to you than drinking? ACT Missouri Final Planbook-Cragsmen Creative.indd 66 5/9/17 2:18 PM

73. 67 Q57: If yes, what services are you aware of? Q58: When you are with your friends, what activities are more appealing to you than drinking? (Select all that apply) Playing a sport Watching a sporting event Going to the movies Going out to dinner Going shopping School-sponsored events Other (please specify) ____________________ I cannot think of an activity more enjoyable than drinking ACT Missouri Final Planbook-Cragsmen Creative.indd 67 5/9/17 2:18 PM

74. 68 Interviews with Missouri Legislators 1. Are you aware of ACT Missouri? What is your perception of Act Missouri? ~Rep. Cheri Toalson Reisch: “I was not familiar to ACT Missouri until you contacted me.” ~Rep. Judy Morgan: “Not aware of ACT Missouri.” ~Rep. Donna Lichtenegger: “Yes, I heard of them, that’s all.” ~Rep. Allen Andrews: “Yes, it is a great program that provides much needed education and information.” 2. How familiar you are with ACT Missouri? very much familiar--------------------not familiar at all ~Rep. Cheri Toalson Reisch: “Not familiar at all.” ~ Rep. Judy Morgan: “Not familiar at all.” ~Rep. Donna Lichtenegger: “Not really familiar.” ~Rep. Allen Andrews: “Kind of familiar.” 3. How much is the current Missouri excise tax on alcohol? ~Rep. Cheri Toalson Reisch: “Liquor is $2.00 per gallon, Wine is $.42 per gallon and Beer is .06 per gallon.” ~ Rep. Judy Morgan: “I looked it up. It is $2.00 on liquor, $0.42 on wine and $0.06 on beer.” ~Rep. Donna Lichtenegger: “No.” ~Rep. Allen Andrews: “I do not know the exact number, but I know it is not very high.” 4. Do you think this tax is high, low or in keeping with other states? ~Rep. Cheri Toalson Reisch: “I don’t know if this is high or low and I do not know how it compares to other states.” ~ Rep. Judy Morgan: “My intern did research for me and it seems that other states are higher than Missouri. I believe that Kansas may have just raised their alcohol excise tax. Illinois was definitely higher than ours and Iowa had a much higher beer tax ($1.75) but wine was less and liquor was not taxed. Arkansas was hard to compare because they use percentages. Overall Missouri seems to be less.” ~Rep. Donna Lichtenegger: “I have no clue.” ~Rep. Allen Andrews: “I’m not sure, I have not done a state to state comparison.” 5. What does the tax monies support? ~Rep. Cheri Toalson Reisch: “I’m not sure but I would assume it goes into the General Fund which supports the Dept. of Public Safety’s Alcohol Tobacco Control Division.” ~Rep. Donna Lichtenegger: “The tax money is divided between counties and regions in the bill, and the money is used on projects and school programs to benefit students.” ~Rep. Allen Andrews: “To support the alcohol awareness education.” ~Rep. Judy Morgan: “I looked it up. It is $2.00 on liquor, $0.42 on wine and $0.06 on beer.” 6. Do you know the last time the tax was raised? ~Rep. Cheri Toalson Reisch: “I do not know.” ~ Rep. Judy Morgan: “I don’t know the last time it was raised in Missouri. US Congress hasn’t raised it since 1991. There have only been nominal changes. This is my sixth year and it definitely has not been raised while I’ve been here.” ~Rep. Donna Lichtenegger: “No.” ~Rep. Allen Andrews: “No, I don’t.” 7.Why do you think the tax has not been raised lately? ~Rep. Cheri Toalson Reisch: “I don’t know, but Missouri is a low tax state to keep our state affordable.” *Responses to these survey questions can be found on the CD provided or at (URL) ACT Missouri Final Planbook-Cragsmen Creative.indd 68 5/9/17 2:18 PM

75. 69 ~ Rep. Judy Morgan: “In general, Missouri taxes are lowered instead of raised. The Hancock Amendment limits the ability to raise taxes in Missouri.” ~Rep. Donna Lichtenegger: “I do not think the tax should be raised and raising the tax is not helpful to stop teenagers drinking. People do not care about tax.” ~Rep. Allen Andrews: “Two reasons, one is the unwillingness to raise any type of tax and political pressure from big alcohol.” 8. What do you believe is the average age a child has their first alcoholic drink? ~ Rep. Judy Morgan: “My guess would be 14.” ~Rep. Donna Lichtenegger: “I guess around 10, I know teenagers drink at a very young age.” ~Rep. Allen Andrews: “I don’t know, guessing around age 10.” 9. What impactful messaging from coalitions have you seen in regard to underage drinking or the alcohol excise tax? What made it impactful? ~Rep. Cheri Toalson Reisch: “I am not aware of any.” ~ Rep. Judy Morgan: “I haven’t seen any that I can think of. I don’t watch a lot of TV, but when I do I don’t really pay attention to commercials because I’m usually multitasking. If someone tells me about something they saw, I’d look it up on YouTube.” ~Rep. Donna Lichtenegger: “I saw some print brochures before, but they are not impactful for me, like I said I do not see a point to raise the alcohol tax.” ~Rep. Allen Andrews: “No, I haven’t.” 10. Would you say that underage drinking is a significant issue in Missouri? ~Rep. Cheri Toalson Reisch: “Yes, I do. Because we have a lot of universities and college campuses and I think it is probably a peer pressure issue amount high school age students.” ~ Rep. Judy Morgan: “I certainly think it’s a problem. It probably is not given significant attention. There are a lot of other issues that take up our time.” ~Rep. Donna Lichtenegger: “I think it used to be huge issue, but now it has gone down, especially in Jefferson county. I know there are 3 out of five schools have underage drinking ads running on their TV, and many kids are getting high with sports and academic stuff.” 11. What general efforts can you recall to have been made in Missouri to combat underage drinking? ~Rep. Cheri Toalson Reisch: “I am not sure.” ~ Rep. Judy Morgan: “Couldn’t recall anything.” ~Rep. Donna Lichtenegger: “There are definitely some commercials on TV, in print or in radio, the state has been doing this for generations.” ~Rep. Allen Andrews: “Drug/alcohol education and ad campaigns.” 12. Can you recall an effort/program/campaign that you feel was influential in combating underage drinking in Missouri? ~Rep. Cheri Toalson Reisch: “I’m aware of high schools staging mock accidents before prom where students pretend to die in a car wreck to impress upon them the serious dangers of drinking and driving.” ~ Rep. Judy Morgan: “Couldn’t recall anything.” ~Rep. Donna Lichtenegger: “Not really. I did not see any program that is really impactful.” ~Rep. Allen Andrews: “Possibly D.A.R.E program.” ACT Missouri Final Planbook-Cragsmen Creative.indd 69 5/9/17 2:18 PM

76. 70 13. Do you find value in programs/coalitions such as ACT Missouri? Why or why not? ~Rep. Cheri Toalson Reisch: “I’m sure there is value in any program that impresses upon the youth to not drink.” ~ Rep. Judy Morgan: “Yes, definitely. If enough people are passionate about something to get together and try to influence policy that is great. We need to work together.” ~Rep. Donna Lichtenegger: “Yes, definitely, I appreciate their hard working to combat underage drinking in Missouri.” ~Rep. Allen Andrews: “Yes, absolutely.” 14. ACT Missouri’s past promotional efforts have been done via radio and print ads in mid-Missouri, St. Louis and Kansas City, but only when the budget allows. ~Rep. Cheri Toalson Reisch: “I am not in favor of raising any taxes in general unless it is vitally important to most basic State services such as Medicaid, public safety, and transportation.” ~Rep. Judy Morgan: “I don’t necessarily agree with lowering taxes in general but I usually lose out on that. For Republicans I think it’s important to talk about how this could lead to spending less on government programs. Let them know how raising the tax would lead to moderate drinking and less addiction which would lead to the lowered program spending. For Democrats, we tend to think about the individual and how raising the tax could decrease harmful drinking.” ~Rep. Donna Lichtenegger: “I only support a raise on tax when it comes to public service, fire department or public schools, etc. Like I said before, people will not stop drinking because you raised the alcohol tax.” ~Rep. Allen Andrews: “Facts/statistics regarding increase tax versus alcohol related incidents, death, family conflicts and alcoholism. Also state to state comparison.” Any additional thoughts? ~Rep. Donna Lichtenegger: “I think when you are doing campaign, you should send out the message through peers, not their parents or caregivers. They will never listen to adults, but peers can always change everything.” ~Rep. Allen Andrews: “I would like to see the result of the above statistics.” ACT Missouri Final Planbook-Cragsmen Creative.indd 70 5/9/17 2:18 PM

77. 71 Out of Home Mall Advertisements Contacts Battlefield Mall Springfield, Missouri (417) 883-7777 Capital Mall Jefferson City, Missouri (573) 893-5323 Chesterfield Mall Chesterfield, Missouri (636) 532-0777 Columbia Mall Columbia, Missouri (573) 445-8458 Independence Center Independence, Missouri (816) 795-8602 Mid Rivers Mall St Peters, Missouri (636) 970-2610 Northpark Mall Joplin, Missouri (417) 781-2121 Osage Beach Premium Outlets Osage Beach, Missouri (573) 348-2065 Saint Louis Galleria St Louis, MIssouri (314) 863-5500 Crown Center Kansas CIty, Missouri (816) 274-8444 Advertisement Pricing http://www.bluelinemedia.com/ mall-advertising Phone: 800-807-0360 Poster Print http://www.vistaprint. com/posters. aspx?xnav=swsProductOnly_ GetStarted Phone: 866-614-8002 PR Event Contacts Paper, envelopes http://www.officedepot.com/ Phone: 573-499-0663 Gift Card https://www.amazon. com/gift-cards/ b?ie=UTF8node=2238192011 Contact Information: School Contact for PR Event: Amy Berendzen, director of school-community relations at Jefferson City Schools (573)659-3018 amy.berendzen@jcschools.us Video shooting Spectrum Studio http://gospectrumstudios.com/ 7301 W Henderson, Suite F Columbia, MO 65202 Contact: P: 805-415-6553 E: info@spectrumstudios.com White Paper PsPrint https://www.psprint.com/ booklets Phone: 800-511-2009 Instagram http://www.pennapowers. com/how-much-do-ads-on- instagram-cost/ ACT Missouri Final Planbook-Cragsmen Creative.indd 71 5/9/17 2:18 PM

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