Best Military Integrated Ad Campaign

According to the Department of Defense (DoD) Survey of Health Related Behaviors Among Active Duty Personnel, “binge drinking” in the Navy increased from 42 percent in 2005 to 48 percent in 2008. Eighteen percent of Navy respondents reported heavy drinking (5+ drinks on the same occasion at least once a week), and one in five heavy drinkers indicated that they had experienced serious consequences as a result of drinking in the past year.
In an effort to prevent binge drinking, the U.S. Navy’s 21st Century Sailor Office contracted Booz Allen Hamilton to initiate research to evaluate attitudes and behaviors regarding alcohol use among Sailors. Based on this research, three testable social marketing campaign concepts were developed—each targeted toward a separate theme in the key findings. Booz Allen moderated 16 focus groups to test the campaign concepts, and the final concept, “Keep What You’ve Earned” emerged as the favorite concept across audience groups. The “Keep What You’ve Earned” campaign, launched in April 2013, aims to encourage Sailors to drink responsibly through the use of affirmative messaging, reminding them of all they have accomplished in their Navy careers. The campaign has received tremendous support Navy-wide, ranging from social media promotion on the official U.S. Navy Facebook and Twitter accounts to evening news coverage of the campaign’s mobile application, “Pier Pressure,” on NBC San Diego. The campaign, along with additional policy and environmental changes in the Navy, contributed to a 51% decrease alcohol-related incidents in the months following its launch.

Contributors:

Social Marketing Subject Matter Expert:	Teha Kennard
Project Manager :	Kristina Cook
Communications Consultant:	Erin Brennan
Videographer:	Angshuman Mojumder
Mobile Developer :	Samuel Levine
Digital/Mobile Communications Subject Matter Expert:	Colleen Gray
Graphic Designer:	Justin Ritmiller
Director, Navy Alcohol and Drug Abuse Prevention Office :	Dorice Favorite
Deputy Director, Navy Alcohol and Drug Abuse Prevention Office:	LA Parker
Information and Marketing Specialist, Navy Alcohol and Drug Abuse Prevention Office:	Sara Sisung

BOOZ ALLEN HAMILTON

Website: www.boozallen.com/

Location: US

About the Agency:

Booz Allen Hamilton has been at the forefront of strategy and technology consulting for more than 100 years. The firm provides services primarily to the US government, and to major corporations and not-for-profit organizations. Booz Allen offers clients functional expertise spanning consulting, analytics, mission operations, technology, systems development, engineering, and innovation. To learn more, visit www.boozallen.com.