Camden Community Alliance and Resources: Adult Social Norms Campaigns
Authors: Breanne Herrin, Johnny Stephens, Baxter Shaw, Ty Bacon, Deborah Brown, and Chelsea Copeland
Dr. Mary Eleanor Wickersham
Using data collected in a Spring 2014 Service-Learning Project, students in the Public Communications class worked with Camden Community Alliance and Resources to develop an adult “social norms” campaign to encourage parents to talk to their children about drinking and to reduce the proportion of parents who believe that “social hosting” is acceptable. Students were asked to work with an adult focus group to select from a variety of campaign options, including a campaign developed by the students. The focus group preferred the student-created campaign. Students prepared a strategic marketing plan and material to carry out that plan including: a campaign theme, “Under YOUR Influence,” design of billboards and other materials for visual displays, news releases, a Power Point presentation for civic groups, and public service announcements for radio. The Georgia Department of Behavioral Health and Developmental Disabilities, which funded the project, will evaluate outcomes.