The purpose of this presentation is to provide participants with an understanding of how to revamp or refresh a brand on a limited budget using a case study approach. The ‘Believe in All Your Possibilities’ community-based prevention marketing campaign, which was targeted at reducing alcohol and tobacco use among middle school youth, was the result of a long term school-community-university partnership in Southeast Florida. This alcohol campaign has been continuously implemented for eight years. Encouraging evaluation results combined with recently acquired alcohol prevention funding served as the impetus for conducting research to determine if ‘Believe’: a) was still relevant to middle school youth and b) could be continued through the high school years. To be effective with middle and high school aged youth, key components of the campaign would need to be revamped (e.g., images, slogan). Younger participants did not associate the campaign materials with alcohol prevention, and older youth suggested the campaign needed to be more directly connected to alcohol and its consequences. Participatory research will be discussed as a powerful tool for revamping a brand on a shoe string budget.
Available at: http://works.bepress.com/moya_alfonso/6/