Camden Community Alliance and Resources: Youth Social Norms Campaigns
Authors: Annie Brown, Ronny Khadra, Joseph Barker, Rachel Holyfield, Kalab McCollum, Chase Miller, Kara Lowther, and Chelsea Copeland
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 a youth “social norms” campaign to encourage high school students not to drink. Students worked with two focus groups of students to present various campaign options. Using focus group feedback, the two campaigns selected were those developed by the students. Students prepared a strategic marketing plan and materials to carry out that plan including: the creation of campaigns to focus on both fear and positive activities without alcohol. Students created billboard and visual display designs, a website for posting “healthyselfie” photos, news releases, and public service announcements for radio. The project will be evaluated by the Georgia Department of Behavioral Health and Developmental Disabilities, which funded the project for CCAR.