Binge-Free 603: What's Your Reason? is a public health prevention campaign targeting NH young adults, aged 21-25, in the country-local peer crowd, identified as most likely to engage in the misuse of alcohol. The campaign addresses binge drinking behaviors.
JSI used a social norming, social marketing approach as the strategic planning framework for developing the campaign to decrease the prevalence of binge drinking among young adults in NH.
The campaign launched in February 2018 with a targeted digital campaign on Facebook, Instagram, YouTube, Google, and Snapchat; the campaign includes video, a customized Snapchat filter utilizing geo-targeting as well as a contest for young adults to share their reasons why they don’t overdo it when they drink.
The first week of the campaign saw 1,500 page views (bingefree603.org), 64 Facebook fans, 280 Facebook post engagements, and more than 27K YouTube views.
Check the campaign out on social media: