New Hampshire Binge Drinking Prevention Campaign
Goal: To reduce binge drinking in New Hampshire young adults, ages 21-25, in the country-local peer crowd through positive values messaging on digital platforms.
Overview: Through a contract with the NH Department of Health and Human Services, JSI conducted peer-crowd/peer-group validation and formative research to inform a public health prevention campaign targeting young adults (YA), aged 21-25, identified as most likely to engage in the misuse of alcohol. The campaign (Binge-Free 603: What’s Your Reason?) addresses binge drinking behaviors and utilizes harm reduction messaging to create an effective marketing mix. JSI used a social norming, a social marketing approach, as the strategic planning framework for developing a campaign to decrease the prevalence of binge drinking in NH YA. The resulting, highly-targeted campaign includes: video production, illustration, social media assets (Facebook, Instagram, Youtube, Snapchat), A/B testing and geo-targeting to further hone effective messaging and reach, and a website. Future campaign engagement will include a contest-style platform for users to answer the question, “What’s your reason?”.
- Overall, the campaign resulted in a total of 3,107,903 impressions and generated 7,181 clicks to www.BingeFree603.org. Digital ads had an average click-through rate (CTR) of 0.77% and an average cost per click (CPC) of $1.66.
- The campaign won a Gold Award in the 2018 NPHIC Berreth Awards for Excellence in Public Health Communication.
Dates: Fall 2016 – Summer 2018 (Phase 1), Winter 2018 – Summer 2020 (Phase 2)