• University Health Center
• Student Wellness and Outreach Office
• Substance Abuse Prevention Office
• BASICS
• High Expectations
• Campus Coalition on Alcohol Abuse - CCAA
• Comprehensive Prevention Summary
  • Universal Prevention
  • Targeted Prevention
  • Indicated Prevention
  • Campus Policies
• Dukes In Recovery
• Newsworthy
• Staff
• Your Call Marketing Campaign

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Your Call Marketing Campaign

James Madison University University Health Center’s Substance Abuse Prevention Marketing Campaign to Address High-Risk Drinking on Campus

In January, 2009, the University Health Center’s Substance Abuse Prevention, a program designed to increase knowledge and awareness of alcohol and other drug issues and decrease the negative consequences associated with high-risk drinking and illegal drug use was established.

To effectively introduce this new initiative to the JMU community, the University Health Center’s Substance Abuse Prevention partnered with Polizos & Company Communications, a full-service marketing firm in Virginia Beach, Va., to assist with the introduction of the new office and the various programs it sponsors.

Marketing Objectives

• To lay a foundation of awareness and acceptance for the University Health Center’s Substance Abuse Prevention and its educational, outreach and prevention programs.
• To begin a conversation throughout the campus about high-risk drinking and its associated risks.
Strategies
• Development of a brand identity for the University Health Center’s Substance Abuse Prevention and its programs -- one that would resonate with students as well as project credibility.
• Development of a campus-wide campaign emphasizing the effects of excessive drinking and promoting the use of protective strategies to reduce alcohol-related negative consequences.

Focus Groups

Prior to the execution of the campus-wide awareness campaign, focus groups among various student segments were conducted to gauge the current awareness, perceptions, and knowledge of their university social life and their attitudes about drinking.

Brand Identity

The development of the University Health Center’s Substance Abuse Prevention brand identity resulted in the creation of a symbol/accompanying name that acts as a logical sign-off for the current prevention awareness campaign as well as for other campaigns in the future. The goal was to make this symbol synonymous with the new office and its sponsored programs.

The “Your Call” brand identity and corresponding marketing materials reinforce to students that the University Health Center’s Substance Abuse Prevention will provide them with various tools and educational resources, but as young adults, the decision is ultimately “their call.”

Marketing Tactics

Campaign execution included non-traditional methods to engage and influence students in surprising and unconventional ways.

• Door hangers distributed to off-campus housing.
• Mirror Decals applied to bathroom mirrors with messages relating to the effects of excessive drinking.
• Interior and exterior bus signage.
• Flash videos displayed on flat-screen TVs throughout campus.
• Wallets with an interior prevention message were dropped throughout the campus.
• Informational tip cards distributed at JMU and health-affiliated events.

All marketing materials and creative concepts are intended for sole usage by James Madison University and cannot be reproduced, copied, modified, duplicated, published, distributed or sold in any manner.