Be Clear, Be Firm, Be Consistent

 www.bethewall.org

Social Marketing Campaign……

 Social marketing provides facts to consumers and then asks them to make a conscious choice to participate in or change a behavior. It provides a framework to access, analyze, evaluate and create messages in a variety of forms that provides an understanding of the role of media in our society.

 Social marketing is a technique - an environmental strategy - that has proven successful with presenting “prevention education” to a group of individuals. It is a strategic use of information for changing environmental factors.  Regarding underage drinking, it is the myths that drinking is a “rite of passage,” that it “is harmless,” that “I did it and I turned out okay,” “they are going to drink anyway so they might as well as do it at home where they are safe,” and “if one is old enough to fight for their country then they are old enough to drink.”  And in Pinellas County, it is about changing a community norm (attitude) – everyone does it so it must be okay!

We want to change the way Pinellas County talks about underage drinking…….

We want parents to talk to their children about underage drinking. 

We want parents to talk to their children about the consequences of drinking.

We want parents to tell their children that they expect them NOT to drink until they are 21.  

Click here for LiveFree Talking Points

Be the Wall between Teens and Alcohol

The campaign promotes the belief that parents can make a difference and influence their teen’s choices by simply taking the time to talk with them about the dangers of underage drinking and explaining that not all youth drink.

Components of the campaign include:

• an interactive web site where parents can text their teen,
• guerilla marketing strategies with participation from LiveFree! youth;
• humorous posters about the natural communication gaps between teens and parents
• community displays where parents can pledge to Be the Wall 
• materials such as key tags, bumper stickers

Take the Pledge!
Visit www.bethewall.org today!

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