Teen Drinking Media Campaign Thesis

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Teen Drinking

Media Campaign

A media campaign designed to reduce alcohol use among teens and young adults would be similar to the national media campaign associated with the anti-drug message. The campaign would specifically play off the fact that alcohol use is not only dangerous but is also fundamentally destructive to the individual and community. The campaign would be a combination campaign using radio, television, PSAs, but most importantly it will focus on the infectious media of social networking cites, such as MySpace, Facebook and Twitter, infectious internet cites like You Tube and cell phone communications. Media ads will reflect the pervasive nature of this modern communication style among teens and how the style itself can interrupt his or her life and possible success.

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The first ad in a series will show and individual through the progression of an evening of partying. The individual will begin the night with her friends while digital video is being taken by one of the friends. The night will progress in time lapses to the individual being videotaped puking in the toilet and then passing out on the floor of the bathroom. The whole ad will be peppered with depictions of the individual(s) drinking alcohol in various ways, a drinking game, a shot contest, body shots…. And then the individual will be seen dancing with a boy in a very provocative manner. The ad will close with segments showing the videotape being uploaded to Youtube, while all the individuals involved laugh about the fun they had. The ad will close with the mother of one of the girls in the video sitting in an ob/gyn clinic next to the girl who is looking around at the different depictions of the stages of fetal growth and watching misbehaving children drive their adult married mother's crazy.

Thesis on Teen Drinking Media Campaign a Media Campaign Assignment

Proposed ads for television will include a series of ads where young people doing homework are being constantly interrupted by cell phone texting, emails and phone calls from an individual or individuals who are drunk. The individual will read and deal with all the interruptions and express their rejection of the individual interrupting them while they study for finals. The ad will then show the individual first continuing his or her attempt to study, and talking down the behavior while he or she is interrupted every few seconds by the partiers and finally with the individual sneaking out of the house to go join his or her friends. The next ad will pan to the individual sitting in a classroom the following morning, with an obvious hang over and quietly dealing with the extreme anxiety of not being able to answer the test questions.

Another television ad will show an individual who was drunk the previous night watching television with his/her younger siblings and parents, when their own Youtube video is exposed on the evening news, based around a news story about the dangers of teen drinking. The individual will be shown in the news clip, a video from the previous weekend posted by a friend, drinking, dancing like an idiot and being videotaped by a friend trying to drive everyone home. At the same moment that the news story ends there will be a knock on the front door, at the door will be the police who will ask for the individual who was featured in the Youtube video, reaching into the home with handcuffs, and then showing the individual looking back from a patrol car. later in an interrogation room the individual will be asked who provided the alcohol and he will respond, Alex's dad, who will then be shown being handcuffed by another set of officers in another location.

Another ad will play off another YouTube video where a friend posted the previous weekend's revelry and someone forwarded it to the school principle. The school principle will first be shown expressing to another colleague his choice for valedictorian, based on both grades and impeccable behavior. The ad will show brief positive clips of the individual showing the public nature of his or her behavior. The principle will then walk into his office, sit down, open an email, and link to a you tube video showing the individual who had previously been shown in a positive light, in a drunken stupor trying to recite his or her valedictorian speech and making fun of the principle for being a stiff shirt who is totally buffaloed by the student's public persona.

Another ad will contain a news expose about individuals who are rejected for jobs because he or she has been linked with a graphic Youtube video showing the individual doing lude things while drinking. The HR manager at the prestigious firm, attempting to hire an intern will be watching the video with a colleague and laughing after he saw the video on the news the night before. The intercom will announce that his 12:30 interview is in the lobby waiting. The executive will close the Youtube site, the colleague will exit the room as the main figure in the video walks into the room. The look of surprise and concern will be pasted across the face of the executive as he asks the individual to sit down and then it will time forward to the end of the ad when the Exec will be shaking the individual's hand as he or she leaves the interview. The exec will then walk back to his desk, after the door has closed, throw away the individual's resume and call for the next interview.

Radio and PSA ads will repeat the messages of the television ads, through segments that translate to the other venues.

Impetus and Evaluation of the Media Campaign

Teen alcohol use/abuse is one of the most significant health threats faced by those in the age group and yet through t rapid communications and technology of the day many teens take the problem as serious fun and freely express their rebellion online. One of the biggest reasons why teen drinking is such a problem is because alcohol is a widely available and legal drug and teens often feel like it is harmless because it is legal and adults drink all the time. Teens might think that alcohol is harmless simply because it is legal or it might be their drug of choice because it is nearly always available for just a few dollars, and there are often many people in their lives capable of getting it or buying it for them, sometimes even trusted adults. (Smart, Adlaf & Walsh, 1996) Parents and other adult friends are often convinced that if they provide the alcohol and supervise its use teens will be less likely to incur negative consequences from it and might learn how to deal with it, even though there is clear indication that teens simply drink more when it is provided in this way.

Youth who reported that a parent or a friend's parent had provided alcohol at a party within the past year reported drinking more on their last drinking occasion and were twice as likely to have consumed alcohol within the past 30 days and to have engaged in binge drinking (Foley et. al., 2004)

This finding also supports the fact that many teens think of drinking, even when they know it is associated with risk and possible negative outcomes as a right of passage, from adolescence to adulthood, something that nearly everyone does, unless they are not cool, because it is fun. While only a few, and usually because of negative experiences really know what drinking is all about and how it really makes you feel and act. While many teens also know that the consequences of drinking are often bad, and might even not be worth the risk they also never assume they will get caught. The media campaign I have designed to run for a full year will put a greater emphasis on the social, legal and emotional ramifications of how one takes a simple action and it turns into a worst case scenario for getting caught. Fear of personal or social shame or limitations on individual opportunities seem to be some of the most compelling reasons why teens might abstain from drinking. The media campaign above will support he ideology of drinking as pure fun, until the individual is caught in several of many scenarios, including peer rejection, test and school failure, legal results, parental or authority discovery, unwanted pregnancy and finally being rejected for a prestigious and important job.

Given that death by accident is the leading cause of death among teens, adding alcohol to the mix only makes things worse as decisions made while intoxicated are impaired as are coordination and physical abilities. The ads will not play up death as a possibility because it is simply not a real fear for teens despite the reality of the statistics. "Motor vehicle crashes are the leading cause of death for people from 2 to 34 years old." (National Highway Traffic Safety Administration, 2008)… [END OF PREVIEW] . . . READ MORE

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