ONDCP Media Campaign · While recreationally using Ambien. 43things.com allows users to connect...
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ONDCP Media Campaign Interactive Best Practices February 9, 2009
Transcript of ONDCP Media Campaign · While recreationally using Ambien. 43things.com allows users to connect...
ONDCP Media CampaignInteractive Best Practices
February 9, 2009
Last One Standing Game
Within the US, where do most teens (ages 12-19) live?
a) Northeastb) Southc) Midwestd) West
Last One Standing Game
b) The majority live in the South!32% South, 24% Midwest, 24% West, 20% Northeast
Last One Standing Game
Within the past 30 days, what are the top three most visited sites by teens?
a) Ebay, Best Buy, Amazonb) Country Living, AARP, Fortunec) YouTube, Google, MySpaced) Disney, Marvel Comics, Barbie
Last One Standing Game
c) YouTube, Google, MySpace!(In That Order)
Last One Standing Game
What is currently the top online activity for teens?
a) Listening to musicb) Emailingc) Instant Messagingd) Visiting Social Networking Sites
Last One Standing Game
a) Listening to Music!
(Followed by: Emailing, Instant Messaging and Visiting
Social Networking Sites)
Last One Standing Game
Who is the #1 favorite sports star among teens?
a) Bruce Jennerb) Michael Phelpsc) Mary Lou Rettond) Michael Jordan
Last One Standing Game
b) Michael Phelps
Last One Standing Game
In 2008, what was the #1 item teens bought online?
a) Musicb) Booksc) Cell phonesd) Clothing
Last One Standing Game
d) Clothing!
SOURCE: Teen Research Unlimited, 2009
ONDCP Media Campaign
Who we are…
National Youth Anti‐Drug Media Campaign– In collaboration with The Partnership For a Drug‐Free America
– Goal: To Prevent & Reduce Youth Illicit Drug Use– Since 1998– Nation’s largest social marketing campaign– Integrated campaign:
• Paid Media• Web• Community• Corporate Outreach
What We’ll Share Today
• Understanding teens online – key trends and facts
• The Media Campaign in the digital environment
• Drugs and risky behaviors in the digital environment
• Web 2.0 – an introduction to the latest interactive Web tools
• Strategic and cost‐effective ways to reach your target audience online
Program Management
UNDERSTANDING AUDIENCE:
TEENS ONLINE
New Media Age: Interactive, Immediate, Unfiltered
1980s… Today…
New Age for Media
No longer a passive audience
Immediate access to information
Different sources of media
Baby Boomers vs. Gen Y (Millennials)
Teens Online: Key DifferencesOnline for entertainment and connections (YouTube, MySpace, Facebook)
Used to bottom‐up approach: multiple channels and dictating where, when, what format for media consumption (TiVo, other Web sites, phone)
Use the interactivity of digital technology (Web, smartphone, texting) to be totally connected all the time
Accustomed to many voices with equal weight (blogs, user‐generated media, comments on videos)
Teens Online: Key FactsTEENS
93% of American teens are onlineApproximately 75% of teens are using the Internet as their main source for information 65% of teens watched TV, used computer and cell phone at the same timeTop sites for teens: YouTube, Google, MySpace, Yahoo, FacebookTop online activities for teens are social: – Sending e‐mails (71%)– Instant messaging (54%)– Social networking (Facebook, MySpace) (50%)
SOURCES: Pew Internet & American Life Project, 2007; Teen Research Unlimited, 2007; Teen Research Unlimited, 2009; Media Research Inc., 2007
Why is this important?
Our target audience of teens is online in increasing numbers
Understanding audience is crucial to understanding how to communicate with them online
Program Management
THE MEDIA CAMPAIGN IN THE DIGITAL ENVIRONMENT
Meeting the Challenge
Teen site (AbovetheInfluence.com) reflect the trends in media participation:
• Provide in‐depth drug information in a mix of formats
• Build presence where teens are actively searching for drug‐related info
• Extend the reach of traditional media, encouraging user‐generated content and feedback
For Teens: AboveTheInfluence.com– Approximately 1 million
user sessions per month – 12.9 million total user
sessions in 2008
Teen Feedback: “I am 12 years of age. I am really impressed with your Above the Influence Web site and the resourceful information.
Keys to Our Online Success
Understanding audience is KEY
Adding fresh and factual content, in a combination of facts and interactive activities, offers material for different subsets of our audience
Games and “fun” activities can help engage teens in factual information
Offering users a chance to contribute and interact with one another keeps them coming back
Our user satisfaction data tells us that:
– Teens want both FACTS and FUN ‐ games and “fun” activities can help engage teens in factual information
Program Management
YOUTH STRATEGIES:
ABOVE THE INFLUENCE
AbovetheInfluence.com: Drugs Facts Section
Clear facts and health risks of drugs
Includes brief “reality checks”drug facts
Tell your teens to come here for the latest facts
AbovetheInfluence.com: Ask the Doc Feature
Anonymous place for teens to ask questions
Provides facts and answers from experts
Tell your teens to submit questions to tough issues and get answers
AbovetheInfluence.com: Help Section
Teen‐friendly language and advice about getting help
Includes stories from teens about helping a friend
Tell your teens to submit their stories
AbovetheInfluence.com: Supe Your Ride Feature
Combines drug facts with an interactive game
Teens can email their personalized “suped‐up car” to friends at the end of the game
Your teens can learn drug info in a “cool” way on our site
Youth Strategies: Teen Feedback“I am 12 years of age. I am really impressed with your Above the Influence Web site and the resourceful information. I have one friend myself who does a lot of marijuana and I think this advice will help me talk to her out of this horrible decision. Thank you for having this website, I am going to put links to it all over my website so teens can get help when they need it.”
Program Management
THE CURRENT ENVIRONMENT:
DRUGS AND RISKY BEHAVIORS ON THE WEB
Unrivaled environment for “pro‐drug” messagingOur ‘competitor’ is alive and well online. Popular teen sites provide a bevy of indirect and embedded “influence” about culture and drug use.
Video of Paris Hilton smoking marijuana‐ In 6 months; 6,114 views and 9 ‘Favorites’
Share/Bookmark this contentto over 12 other sites
CelebritiesHumor sites
Social Networking
Editorial content passed offas benign sends the wrong message
“What type of Marijuana Are You” Facebook Application‐ Social content indoctrinates otherwise naïve teens
Avid Internet users know they can access pretty much anything online, including buying “legal” drugs, or finding out how to grow their own marijuana, even if they don’t use drugs themselves.
Buy “herbal pot” & addThe Herbal Smoke Shop to your MySpace
25 minute video explaining how to grow marijuana‐ Since January 2008; 7 Comments and 1,705 Views
“Rx Pills without Doctor”
“How to Pass a Drug Test”
“How to Cook Meth”
Authenticity through sharing and posting stories
Kids submit videos of them and friends having funWhile recreationally using Ambien.
43things.com allows users to connect along sharedgoals, in this case to “Try Ecstasy” has 57 members.Members vote on whether activities are worth
doing, here 85% have voted that trying ecstasy is.
People are sharing and connecting on their substance use behavior. Candid video and stories about good and bad experiences provide the authenticity and proof of “true stories,” potentially influencing beliefs and intentions.
“…I haven’t been carded yet at CVS”
“You can still find pure DXM online…if you’re lucky enough to know where to look….”
“You can get robitussin cough gels 15mg in bottles of 20…it’s the only source of scm I use…besides the cough strips –
which you can pack together and roll up in a toilet paper and swallow. It’s called
parachuting them…”
“What DXM items can a person under 18 buy
without getting carded?”
Learning Online: Erowid.org
Facebook.com: “Send A Gift” application
• No behavior is hidden from public view
• Role models can fall easily and visibly in the digital age
Public figures’ behavior on display, 24 hours a day, 7 days a week
personal
Images captured from MySpace.com. Search terms used included “marijuana” and “pro
drug”
Program Management
WEB 2.0:
HARNESSING THE (FREE) INTERACTIVE TOOLS OF THE DIGITAL ERA
What is “Web 2.0”?
Web 2.0 is the current stage in the Internet era, characterized by:
– Connectivity & social networking
– User‐generated content (video, photos)
Web 2.0 tools are often FREE!
– Anyone can sign up
– Organizations are participating alongside individuals
YouTubeVideo sharing website where users can upload, view and share video clipsNumber‐one site for teensTell teens to create videos about why they don’t use drugs and alcohol as a way to self‐expressChallenge: Users can comment on videos or post others not “friendly” to your message ‐ In your settings, you can opt to close off user comments
BlogsFree way to post thoughts about your issue
Bloggers establish a kind of “niche” expertise; audiences follow them
Caution: Readers can post comments about your blog posting
Check your blog or forum regularly to make sure you are comfortable with where the user conversation is going
Social Networking SitesFacebook & MySpace are the most popular
Create a drug‐free group and encourage teens to join
Caution: “Friends” can comment on your issues
Monitor your profile page regularly to delete problematic or inappropriate posts or comments
User‐Generated ContentAllowing users to “generate content” – photos, messages, stories, quotes – is very important, particularly with teens
Youth Strategies: User‐Generated Content
Widgets
Portable pieces of computer code that users can “copy” from one Web site and “pasted” onto another Web site, including user profile pages on Facebook or MySpace
Allow users to self‐identify with causes or issues and create links back to those causes’ Web sites
Youth Strategies: WidgetsUsers can copy a widget from one site and paste onto another Web site, including user profile pages on Facebook or MySpace
Allow users to self‐identify with being “above the influence,”links back to ATI
Tell your teens to “grab” ATI widgets from “Downloads”section of the site and add to their Facebook and MySpace profile pages
Youth Strategies: Downloads and Ad Strategies
Program Management
TYING IT ALL TOGETHER:
STRATEGIC & COST‐EFFECTIVE WAYS TO REACH YOUR TARGET AUDIENCE
Back at the Office: Homework AssignmentsVisit Facebook.com and create a free profile to check out groups
Visit YouTube.com and type in keywords like “drugs”and “teens and drugs” to see what kinds of videos come up
Type “parent blogs” into Google’s search box and click around some of the parenting blogs
Free Web 2.0 Tools
Sign up and create a profile page for free, andthen you can get started.
YouTube: www.youtube.comFacebook: www.facebook.comMySpace: www.myspace.comTwitter: www.twitter.comBlogs: www.blogspot.com
Cost‐Effective Web Design Tools
Web Site Design– Web Design: www.webdesignfromscratch.com– Webs: www.webs.com– Cheap Classes: www.lynda.com– Free Tutorial: www.webmonkey.com
Blog Software– Movable Type: www.movabletype.org– Wordpress: www.wordpress.org– TypePad: www.typepad.com– Blogger: www.blogger.com
Program Management
PARENT STRATEGIES:
THE ANTI‐DRUG
Parents Online: Key FactsCatching up to their teens; using technology to connect with their families
87% of parents with teens age 12-17 are online
25% of adults watch video online
Online for information and answers, not as much for connecting with friends except through email
Used to top-down approach: limited broadcast channels and tune in at certain times
Use a variety of info sources (newspapers, radio, TV)
Accustomed to “voice of authority” gatekeepers for information (journalists, TV anchors)
SOURCES: Pew Internet & American Life Project, 2007; Teen Research Unlimited, 2007; Teen Research Unlimited, 2009; Media Research Inc., 2007
For Parents: TheAntiDrug.com
– Approximately 283,000 user sessions each month
– 3.4 million total user sessions in 2008
Parent Feedback: “I want to reiterate to you how valuable I think your site and information is. Parents. The Anti‐Drug. Site is my number one site I turn to. Being new in our outreach and marketing to parents, your site has been a lifesaver. ”
TheAntiDrug.com: Drug Info Section
Provides quick, basic information to busy parents
Link to TheAntiDrug.com to get facts to parents and coalitions
TheAntiDrug.com: Prescription Drugs Feature
Rx Danger Zones: Interactive “prescription drugs danger zones”house tour
Offers practical take‐away information for parents
Parents and coalitions can visit here to get easy‐to‐print info about Rx drug abuse and symptoms
TheAntiDrug.com: Parent Chronicles Feature
A video highlight provides a fun way to demonstrate technology “generation gaps” to parents
Demonstrates information in an interactive way
Download the video (free!) to use at meetings with parents
TheAntiDrug.com: Parent Forum
Forum offers place for parents to talk with other parents
Place for parents to learn tips from other parents
Encourage parents and others to participate in our parent forum
TheAntiDrug.com: Open LettersOrganizations can download and customize Campaign open letters
Recruit local signatories and insert local names and logos into the open letter ads
Localize the national Media Campaign message on the ad
Distribute throughout the community: school districts, newspaper ad buys, donated ad space, town hall meetings
TheAntiDrug.com: How To Get Open Letters
Download at a password protectedsection of TheAntiDrug.com:www.theantidrug.com/openletter
To receive the password, e‐[email protected] with the nameand contact information for yourorganization.
Please include “OPEN LETTER AD” inThe subject line.
Campaign materials are available free of charge:www.TheAntiDrug.com/Resources ‐‐ and through the SAMHSA Health Information Network (for bulk orders) at 1‐800‐788‐2800.
Email the Media Campaign: [email protected]
Sign up for Parenting Tips newsletter: www.TheAntiDrug.comSubmit your email address in the box (top right of the page)
Sign up for the Anti‐Drug Update for coalitions: www.TheAntiDrug.com/ResourcesVisit “Resources” section of TheAntiDrug.com and submit your email address in the box
Contact and Sign‐up Information
Program Management
Thank you!
Questions?
