ACT Missouri planbook

ACT Missouri Final Planbook-Cragsmen Creative.indd 1 5/9/17 2:17 PM

This document was produced by Cragsmen Creative and AdZou at the Missouri
School of Journalism. The contents are the property of ACT Missouri. All information is
confidential and proprietary and shall not be modified, reproduced, distributed or used
for any purpose without prior written consent of ACT Missouri. © 2017

Table of Contents
Introduction
Executive Summary....................................1
Situation Analysis.......................................2
SWOT Analysis...........................................6
Primary Research
Research Plan...........................................8
Research Findings....................................12
Target Profiles...........................................18
Strategy
Strategy Statement....................................23
Creative Brief.............................................24
Creative
Creative Strategy Statement......................29
Big Idea......................................................30
Tactics........................................................32
Instagram.......................................32
Mall Ad...........................................34
Video..............................................37
PR Event........................................39
White Paper....................................46
Media
Budget........................................................52
Budget Breakdown.....................................53
Media Plan.................................................54
Evaluation
Recommendations.....................................56
Meet the Cragsmen..........58
Appendix.......................................60

1
EXECUTIVE SUMMARY

1
ACT Missouri has a great message: youth in Missouri
need to be aware of the risks associated with underage
drinking, and elected legislators need to understand they
can help make a difference in the lives of these youth.
Unfortunately, there is a problem: neither party is
listening to the message.
Enter Cragsmen Creative. Our team was tasked with two
main objectives: start a conversation with Missouri youth
regarding underage drinking and facilitate an increase in
Missouri’s alcohol excise taxes through new legislation.

Before beginning our campaign, our team conducted
multiple interviews with Missouri representatives and
distributed a survey to more than 350 Missouri teenagers.
This research allowed us to delve deeper into the mind
and behaviors of our target audience and discover
insights, which were critical to our campaign strategy.
We all know today’s youth loves technology. We found
some spend upwards of nine hours per day consuming
media on their smartphones. But we also discovered they
use this medium as their main source of information.
Executive Summary
While this is a convenient method, there are also
consequences: not everything you see online is how it is
in reality.
The legislators face a similar issue. With so much
information given to them all the time, it is often
difficult for them to determine what is most important
to the health of Missouri and its citizens. Add in the
large corporations that filter the information these
representatives receive, and it’s obvious legislators have
a warped sense of reality.
Considering all of these factors, we created a campaign
that will leave a lasting impact on the target audiences
while maintaining a $30,000 budget. Through a revised
white paper, social media marketing, and other marketing
tactics, we believe that this campaign will foster positive
change for all in Missouri.

SITUATION ANALYSIS

3
Services
Statewide training and resource center
Financial services/fiscal management
Prevention education and awareness
Public policy support and training
Advocacy support and training
Media campaign consultation.
Vision
Healthy individuals…
Healthy communities…
Healthy Missouri!
Mission
To serve as the statewide prevention catalyst,
empowering individuals and fostering partnerships to
promote safe, healthy, and drug-free communities.
Company
ACT Missouri is a private nonprofit corporation funded
by the Missouri Department of Mental Health to promote
drug and alcohol awareness throughout Missouri.
Established in 1991, ACT Missouri works with community
groups across the state to spread the message about
making healthy choices.
The organization also partners with several national
organizations like Students Against Destructive Decisions
(SADD) and The Partnership for Drug-Free Kids.
ACT Missouri keeps track of state facts, policies and
trends when it comes to drug use. The organization has
a network of regional support centers and community
coalitions it supports, serving as a communication hub.
Situation Analysis

4
ACT Missouri collaborates with other statewide
agencies like the Missouri Pharmacy Association,
Missouri Alliance for Drug Endangered Children, Missouri
Department of Transportation, and Missouri Juvenile
Justice Association in joint efforts to produce healthy,
drug-free communities.
ACT Missouri puts the focus on facts, not scare tactics.
When dealing with critical problems, the organization
takes a proactive stance to stay up-to-date on
substance issues that affect Missourians.
While ACT Missouri has a social media presence, it isn’t
very substantial. The organization posts regularly on
Facebook but to a limited audience. The organization’s
posts on Twitter and Instagram are scarce and sporadic.
ACT Missouri’s past promotional efforts have been done
via radio and print ads in mid-Missouri, St. Louis and
Kansas City, but only when the budget allows.
Company Category
ACT Missouri falls in the nonprofit category. The overall
health of this category is indeterminate due to its
unpredictable trends. Charitable donations were on
the rise from 2007 to 2013, and nonprofit organizations
accounted for 5.4 percent of the GDP in 2012 (The
NonProfit Times, 2014). However, volunteer rates in
2013 were the lowest since 2002, with only 25.4 percent
of the population participating as volunteers.
Facebook, Twitter and YouTube are the most used
social media sites by nonprofits (Horsley, 2017). One
emerging marketing trend for nonprofits is to humanize
marketing. Telling specific stories allows consumers to
feel empathetic, and the consumers will be more likely
to donate time, money or other resources to the cause.
Nonprofits are also working to take advantage of the
mobile platform, where a younger audience will be
more likely to engage with the organization’s message.
Many nonprofits maintain mobile applications, where
people can easily access information and make direct
donations to the organization.

5
ACT Missouri’s main consumer is underage youth,
specifically those in middle and high school. Youth have
three main influencers: teens, parents and celebrities.
A message has a greater chance of resonating if one of
these influencers is giving the message.
A societal trend among teens is their tolerance. More so
than other generations, Millennials agree it is important
to accept others’ differences (Bonetto, 2015). Another
trend is their preferred communication method: texting.
Among teens, electronic communication is frequent, but
teens value face-to-face interaction when attempting to
make deeper connections (Bonetto, 2015).
There is a disconnect between ACT Missouri and its
target audience. While ACT Missouri has trained 2,107
Missouri youth at the Speak Hard Youth Conference
since 2005, the organization lacks an online presence.
Today’s youth spend upwards of nine hours per day
consuming some form of media (Wallace, 2015), so it will
be increasingly important to reach the consumer where
they spend a majority of their time and where they
feel comfortable.
Consumer
ACT Missouri does not have a traditional competitor,
as the organization receives a majority of its funding
from the state government. However, ACT Missouri’s
messaging to its consumers has two main opponents:
the alcohol industry and peer pressure.
The alcohol industry has a huge impact on teenagers.
The industry was responsible for more than $400
billion in total U.S. economic activity in 2010 (DISCUS,
2010). Around $2 billion per year is spent on alcohol
advertising, and that number is on the rise (Statistica,
2013). On social media, there are also little regulations
for alcohol companies. Brands such as Bud Light
often respond to people on Twitter who don’t initiate
the conversation. This type of Twitter usage can lead to
alcohol brands having conversations with minors.
Another direct influence on teenagers is peer pressure.
Recent evidence shows the most reliable predictor of a
youth’s drinking behavior is the drinking behavior of his
or her friends (Zeiger, 2013). Their developing brains
contribute to their inability to stand up to peer pressure,
draw them to immediate rewards. However, not all
peer pressure is negative. Examples of positive peer
pressure include the desire to do well in school and the
ambition to participate in extracurricular activities.
Competition

6
SWOT Analysis
• Facilitates and sponsors the most quality and
evidence-based alcohol abuse program
• Puts the focus on facts, not scare tactics

• Offers prevention services to about 160 coalitions
and thousands of communities and individuals

• Offers essential resources to parents, youth,
educators and regional support centers
• National partnerships with The Partnership for Drug-
Free Kids, CADCA, SADD
• Tracks and reports the status of legislation in
Missouri dealing with substance abuse, treatment,
recovery, mental health and children’s issues

• Offers more than 3,000 contract hours through in-
person trainings and online webinars
WeaknessesStrengths
• Lack of social media presence
• General misconception of ACT Missouri as
prohibitionists who want to ban alcohol
• Lack of media messages and advertisements due to
budget constraints
• Unable to directly lobby
• The only way they can influence legislators is
through ‘white papers’
• Receives little funding outside of government grants
• Low awareness among youth and legislators

7
• Central location in the state of Missouri allows for
easier access to legislators at the capitol
• Use of strategic partnerships with other nonprofits
allows for increased distribution of information
• Potential increase in government funding with
legislative discussions involving raising excise taxes
• Strong social media presence among target audience
• Currently a void in alcohol education awareness
because present programs do not resonate with target
Opportunities Threats
• Lack of regulation, standards are not applicable to
new technology
• Peer pressure and the desire to fit in is not a competitor
that will ever be completely beat
• Government funding cuts
• Influential and powerful advertising by alcohol brands
• Uncertain economic factors or charitable giving
• Negative perception of current programs due to inadequacy

8
PRIMARY RESEARCH

9
Problem StatementPrimary Research
Underage drinking is a serious public health problem
in the United States, especially in the state of Missouri.
Alcohol is the most widely used substance of abuse
among America’s youth, and underage drinking poses
enormous health and safety issues.
We surveyed 384 high school students across
Missouri and conducted four in-depth interviews with
Missouri legislators.
The data we collected from the research tell us when
teenagers had their first drink, who or what influences
their decisions and if they are aware of risks of
underage drinking.
We also uncovered legislators’ perception of ACT
Missouri and what they think about increasing the alcohol
excise taxes.
The primary research intended to discover the
consumption behavior and motivations of underage
drinkers. We also planned to test our hypothesis
regarding the relationship between peer and personal
drinking behavior.
We believe our target is likely to overstate the amount
of alcohol consumed by peers, leading to an increased
personal consumption.
Objective

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Target audience: ages 15-18
Sample: 384 Missouri high school students
We created a survey and distributed it to high school
students across Missouri to gain insights into consumption
behavior and motivations of underage drinking.
Quantitative Qualitative
We conducted in-depth interviews with four Missouri
legislators to find out legislators’ perception of ACT
Missouri and what they think about increasing alcohol
excise taxes and discover why they hold certain opinions
and reluctance.
Survey:
Observational Research
In-Depth Interviews
Target: Alcohol Anonymous Youth Meeting
Location: Missouri United Methodist Church
204 S 9th St, Columbia, MO 65201

We want to learn personal stories about underage
drinking and have a better understanding why teenagers
abusively drink alcohol.

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Interviews with Missouri Legislators
• Awareness of ACT Missouri is low and there is a lack of
knowledge on the reality of alcohol excise taxes.
• Legislators believe in keeping Missouri a low-tax-state,
and only support taxes that will greatly benefit public
health and safety.
• While legislators agree underage drinking is an issue of
the state, they believe current programming is sufficient.

• White papers are more successful when they begin with
a concise summary.
• Facts and statistics regarding increased taxes’ impact
on alcohol related incidents, deaths, family conflicts and
alcoholism might motivate legislators to raise the alcohol
excise taxes.

12
RESEARCH FINDINGS

13
49%
dislike the taste
of alcohol.
of MO youth
participated in a school
sponsored alcohol-
related program.
mean
effectiveness of
these programs
is under
mainly consume hard
liquour when they drink.
69%97%
are unaware of ACT
Missouri services.
“I would not stop a
good time.”
Survey
“They are their own person;
they make their
own decisions.”

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The average age teenagers
have their first drink is 12
years old.
Much of the alcohol treatment available
today does not address the specific needs
of adolescents.
Youth percieve traditional services (i.e.
Alcoholics Anonymous) as less helpful than
brief interventions tailored to their concerns.
of young peoples’ alcohol consumption is
binge drinking.
Key Findings
People ages 12 through
20 drink 11 percent of all
alcohol cosumed in the
United States.

15
3 out of 4 teens report seeing photos of their peers partying
on social media encourages them to drink.
92%
of survey participants believe they
are aware of the potential legal
consequences of underage drinking, but
the majority did not select the correct
legal consequences of an
MIP (Minor in Possession ticket)
in Missouri.
90% of young people’s alcohol
consumption is binge drinking.

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Insights
High school students are unaware of the risks and
consequences of underage drinking, but still believe
they can stop a bad situation, “before it goes too far.”
Youth list long-term success (i.e. getting into college,
getting a job) as a very influential consequence, but
short-term reputation is prioritized.
Underage drinking costed Missouri citizens $1.3 billion in 2013.
It costs Missouri $2,268 per year for each youth in the state.
Each year more than 7,000
teenagers and young adults die
in alcohol related accidents and
another 40,000 are injured.
High school students overestimate the frequency and
amount their friends drink, which leads to an increase in
personal consumption.

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Recommendations
Based on our findings, we recommend creating a
campaign aimed at educating high school students
in regards to the basic alcohol-related risks and
consequences. We want to empower them to think twice
before making choices and make them aware of
the consequences.
Therefore, we believe it is best to communicate with our
target from the perspective of an older sibling rather
than a parent or a teacher. In this way, our
communication will come across as a conversation
rather than a lecture.
High school students feel the
most comfortable talking to friends
about alcohol-related problems,
and peers have the most
influence on their
drinking behavior.
We will also work towards
educating Missouri
legislators regarding the
current, inadequate state
of alcohol programming.
By providing them with facts surrounding this issue, we
will persuade legislators to increase Missouri’s alcohol
excise taxes. This money will go towards funding the
improvement of alcohol education programs in schools.
“My friends have more influence and
impact on me in high school than a
DARE program.”

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However, they have an
easier time recalling general
emotions like sadness and
fear rather than concrete
facts related to precautions,
risks and consequences.
These teens are not drinking
to relieve the tension of a
busy week or because they
like the taste.
Target Profiles
Primary Target: “Misinformed Minors”
Instead, they drink with the sole intention of being
drunk with their friends. While they have heard scary
stories from peers, and have even had some close calls
themselves, these teens still believe they have the
control to stop things before they go too far.
Monday through Thursday they work hard in school and
sports, and have big goals for the future. They view a level
of separation between who they are on the weekdays vs
the weekends, and see this as a natural balance.
Social media is a pillar of their life, and digital activity
levels peak on the weekends. Even though they can
recognize the actual party is never as fun as it looks on
Snapchat, no one wants to watch from their parent’s couch.
We are talking to high school aged youth who
consume alcohol underage three to four times a
month, or most weekends. They believe they drink an
average amount, in comparison to their friends who
supposedly drink much more.
These teens vaguely remember the gist of the DARE
program they “graduated” from in 5th grade.

19
“I guess the DARE program
scared me a little, but I was 11
years old. Everything scared me.
I remembering thinking ‘I’ll never
be the person who drinks alcohol
for fun,’ but I guess it’s just one
of those things. Even though I
don’t remember every detail from
DARE, I know I am still being
safe. If you’re just hanging out
in your friend’s basement, it’s all
pretty harmless. I would never let
anyone do something stupid, like
try to drive.
I know my friends would still like
me if I didn’t drink, I just wouldn’t
get to hang out with them as
much. On the nights I decide to
do something else, seeing all their
pictures and Snapchat stories
makes it all look so fun, and
eventually I regret staying home.”
Profile Name: Impressionable Izzy
Insight Quote

20
Profile Name: Complacent Commissioner
Our secondary audience is Missouri legislators.
Few are aware of ACT Missouri, and they know little
about the excise taxes other than knowing they are
opposed to raising them.
They believe in keeping Missouri a low-tax state and only
support taxes that will “greatly benefit public health
and safety.”
While they agree underage drinking is an issue of the
state, they believe current programming is doing the job.

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“Part of my job is to protect
Missouri’s identity as a low-tax
state. I don’t know much about
the alcohol excise taxes, but I’m
sure there is a reason they have
not changed in so many years.
Underage drinking is of concern to
our public health and safety, and I
support funding Missouri’s current
programs working to address it; I
just don’t think high-level taxes on
alcohol is the solution.”
Insight Quote
Profile name: Conservative Colin

22
STRATEGY

23
Our campaign has two goals:
1. Fill the educational void of alcohol safety among the
youth in Missouri.
2. Raise awareness of alcohol’s consequences
on youth.
We will accomplish this by creating a campaign that
speaks to youth as peers and finds ways to relate rather
than lecture.
Strategy Statement

24
Because youth were very young (elementary school age)
when they participated in previous alcohol awareness
programs, the information was not relevant or resonating
and could not withstand the test of time.
We are advertising to raise awareness and fill the
educational void involving alcohol abuse at the average
age of Missouri youth’s first drink. Underage youth who
consume alcohol are not aware of the most basic
alcohol-related risks and consequences and are not
equipped to make smart and informed decisions.
We also want this message to be heard by Missouri
legislators, who make the decisions that ultimately fund
current and future alcohol-related programs. By bringing
to light the inadequacies of current programming (and
the impact on youth’s mindsets and actions), we hope
to convince Missouri legislators to take action in raising
alcohol excise taxes, which will increase funding to
coalitions that address this unmet need.
Our main audience is underage youth in Missouri,
specifically those in high school.
Our white paper will be targeted toward Missouri Republican
legislators, as they are currently the state’s majority party
and the party most resistant to tax increases.
While Missouri youth are overwhelmingly uneducated in
alcohol related safety, they still believe they are immune to
or in control of risk and consequence.
Missouri Republican legislators fall victim to the “kids will be
kids” mindset. Because the entirety of the behavior issue will
never be erased, they see no value in taking action.
Why are we advertising? Who are we talking to?
What do we know about them?
Creative Brief

25
What do we want them to think?
We want to display the realities of alcohol to
communicate if reckless behavior is maintained,
eventually luck will run out.
What is the most persuasive idea?
Why should the audience believe it?
In response to the question, “Would you stop your friend
from drinking?”, many teens noted they would not, unless
things got out of hand. They made statements such as,
“not unless they try to drive,” and “If I think they are being
dangerous.” Teens believe they are fully aware of safe
drinking practices and believe they would be able to
anticipate and prevent accidents.
While raising excise taxes is not a magic wand that will
eliminate underage drinking, the ripple effect could be
enough to decrease reckless behavior and decrease the
societal cost of alcohol related accidents.
Adolescent alcohol use is not an acceptable rite of
passage, but a serious threat to health and future.
Current programming is costly and is greatly failing
Missouri youth.

26
You wouldn’t drive a car without knowing
any rules of the road and expect to come
out fine.
Why should the audience believe it?
This was proven false by proceeding survey questions that
addressed specific health and legal consequences.
The majority of Missouri youth selected the incorrect
response to questions such as “What is considered binge
drinking?” and “Select the consequences of an MIP.”
Young people consume 90 percent of their alcohol by binge
drinking. Because of this educational gap, youth form their
alcohol knowledge based on perception.
Online photographs are more powerful than friends’
reported behavior in shaping norms, because photographs
are seen as representing the “normative truth.”
Around 83 percent of Missouri youth have participated in
a school sponsored alcohol related program. The mean
effectiveness was rated less than 50 percent.
Excessive alcohol use is associated with an array of
social, economic and health costs. Alcohol consumption
can interfere with adolescents’ ability to form new, lasting
and explicit memories of events. Alcohol can also lead to
disruption of the myelination process which may cause
cognitive deficiencies.
Continued use of alcohol over time may keep youth from
advancing to more complex stages of thinking and social
interaction. This is an issue of public health and safety.
In 2013, underage drinking cost the citizens of Missouri
nearly $1.3 billion. This translates to $2,268 per year for
each youth in the state or $3.66 per drink consumed by
underage youth.

27
• Older sibling or mentor (i.e. not a parent, teacher or
person of authority)
• Relatable
• Advocates for youth (i.e. “We have been there and
can speak from experience”)
Tone
Mandatories
ACT Missouri logo
Tagline
Website
Creative Sparks
“Alcohol ads make drinking look fun.”
Show the reality behind ads, “unedited”/
”unproduced” version
“I think if you are not doing anything stupid are you are
having a good time, then why not?”
“Information was sugar coated, DARE never gave us
the truth”
“Not qualified to drive the boat”
How quickly a situation can change, speed of accidents
Comparing visuals of what it looks like to teach ten year
olds about alcohol (comparisons: teaching 8-year-olds to
drive, vote, etc.)

28
CREATIVE

29
Open youth’s eyes to the short and long-term impact
of their decisions by displaying the realities of alcohol
from a resonating perspective.
Hold legislators accountable for the shortcomings of
current alcohol-related programs by presenting them
with youth testimonials and possible solutions.
Creative Strategy Statement

30
BIG IDEA
Teenagers today view most of what they see
on social media as being real. After all, it is
their main source for news and information.
However, they are often disillusioned by
the filtered images and messages received
through these platforms.
Our campaign will teach teenagers to think
about the realities of underage drinking
without looking through the rose-colored
glasses society places on the act.
Our research shows that most teenagers
do not fully understand the legal
ramifications of drinking, what they are
doing to their bodies, and how little control
they have when under the influence.
We want to remove the “filter”
surrounding underage drinking so these
youth will see the legal, societal and
personal consequences of their actions.
We also want to show the realities
of underage drinking to our state’s
legislators to persuade them to make a
change to Missouri’s alcohol excise taxes.
The facts and statistics they receive often
go through a filter, as big alcohol brands
play a large role in Missouri’s economy.
We want to remove the filter so
these lawmakers will see the societal
consequences of their inaction to raise the
antiquated tax and make a change for a
better Missouri.

31

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This social media tactic involves content creation for
Instagram. Instagram’s most recent update allows
users to include multiple photos in one post, creating a
photography slideshow.
This strong visual platform, as well as its popularity
among our target, is a strategic, impactful and creative
way to extend our campaign through social media.
In the mockup we have created, the first photo of the
slideshow replicates a party post that would typically
appear on the timeline of our target. As you swipe to the
right and advance to the next photo in the slideshow, the
frame widens, revealing a previously unseen element of
the photo. The last photo reveals the full image, which
includes one teen throwing up, one passed out and a
possible arrest. As you move through the slideshow
the original photo is being “uncropped” and “unfiltered,”
revealing the truths of the night.
Social media serves a multilayered purpose in our
project. It is clear any campaign targeting teenagers
would look to social media for the bulk of promotional
efforts, as that is where they are watching.
Instagram Slideshow
Further, our research revealed a strong correlation
between peer pressure and social media activity. In
line with the general social pressure created through
these platforms, posts from peers can glorify a night of
drinking, masking reality and altering the perception of
viewers. This was the idea that inspired our big idea, as
well as this tactic.
Promotion will be in the months of March, June, July,
October and December. These months were chosen to
coincide with time periods of increased drinking behavior,
including holidays and summer, as well as alcohol
awareness efforts such as Red Ribbon Week.
This is the mock-up for the suggested first post. We
recommend this be used as an execution outline to
create additional content. The same theme can be
carried to multiple settings including concerts, school
dances, outdoor “barn parties,” etc. This tactic will be
evaluated through social impressions, post likes and
comments. We also will include a link to our landing page
with each post. The measured site traffic will allow us to
gauge success.

33
This tactic will be executed in five separate months and
each individual Instagram post will last for one week
each month. We are spending $1,000 each week on the
Instagram platform and target teenagers age 15 to 18
in Missouri. Instagram will help us to keep track of how
many teenagers in Missouri view and engage with the
posts. Total spending will equal $5,000.
To ensure maximum exposure we recommend posting
the pictures to ACT Missouri’s Instagram account
and paying to make it a sponsored post. The cost for
sponsored Instagram posts depends on the CPC (Cost
Per Click), CPM (Cost Per 1000 impressions) and CTR
(Click Through Rates).

34
Today’s youth spend a large portion of their time on
their cell phones, but they also hang out at malls. Our
campaign should reach them in places where they gather
in groups, so the message of our campaign can be
shared and talked about amongst themselves.
This tactic of our campaign is interactive, as it allows the
teen to interact with the message. The poster features a
teenager facing the consequences of underage drinking.
In this case, the teenager is being arrested and charged
with a Minor in Possession. The face of the poster will be
replaced with a reflective surface that allows a passing
teen to see their face as the one being arrested.
The message ‘It Could be You” will be displayed under
the image. A URL leading to a landing page on ACT
Missouri’s website will also be included. This page will
contain relatable statistics about underage drinking, as
well as testimonials from college-aged students about
the dangers of underage consumption.
Our research showed teenagers understand there are
negative consequences associated with drinking. What
they do not understand is those negative consequences
could very easily be directed towards them.
Mall Ad
We have allotted $21,000 for this tactic, which equates
to 71.9 percent of our budget. This includes the price
of the posters and mirrors, as well as the price for ad
placement in 10 malls and shopping centers throughout
Missouri based on pricing from Blue Line Media.
For the 10 locations, we recommend Battlefield Mall
in Springfield, Missouri, Capital Mall in Jefferson City,
Missouri, Chesterfield Mall in Chesterfield, Missouri,
Columbia Mall in Columbia, Missouri, Independence
Center in Independence, Missouri, Mid Rivers Mall in
St Peters, Missouri, Northpark Mall in Joplin, Missouri,
Osage Beach Premium Outlets in Osage Beach,
Missouri, Saint Louis Galleria in St. Louis, Missouri and
Crown Center in Kansas City, Missouri, based on Micello
rankings and Trip Advisor.
Each mall will cost about $1,000 to place the
advertisement for a month. We are running the ad for
two months, totaling $20,000. It will cost $1,000 for 20
posters and mirrors, or $50 each.
Success for the mall ads will be evaluated in terms of
total mall traffic, as well as traffic to the site’s landing
page originating from the poster’s URL.

35

36

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Creation of a video will work to engage our target
audience and get them directly involved in the campaign.
The honesty and candidacy of this video aims to
unfilter the experience of being a teenager. This tactic
is likely to resonate with the target audience, as our
research revealed teenagers are more influenced by
emotion-provoking material, in comparison to the simple
presentation of facts. This personalized approach will
work to replace the current disconnect created by the
lecturing nature of current alcohol programing.
Three young adults are asked to reflect on their high
school experience. A narrator prompts them with
questions and creates a dialogue about what they wish
they would’ve known or would have changed about high
school if given the opportunity. Finally, the video will end
with on-screen text inviting them to join ACT Missouri in
removing the filter that clouds underage drinking along
with ACT Missouri’s website. Here, they can get more
information about the campaign and hear more stories.
We have created a mockup of this concept to serve as
an example.
Video
“Dear High School Me”
We recommend the video be one to two minutes in
length. The video will be continuously promoted on ACT
Missouri’s website as well as its YouTube account. It
will also be utilized during the PR event in October in
addition to being shared via social media.
We have devoted $2,500 of the budget toward the
creation of this tactic based on pricing research from
the One Market Media Cost Calculator. This breakdown
includes $200 for equipment, $400 for studio rental,
$1,000 for the camera, $200 for editing, $500 for actors
and $200 any additional expenses that may arise. The
success of this tactic will be evaluated by the number
of video views as well as data on the traffic to ACT
Missouri’s website before and after the video campaign
is implemented.

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CS1: Spend more time finding out what interests you
rather than trying to be someone you’re not. You’ll be
glad you did it.
CS2: Your worth isn’t measured by the amount of likes
your pictures get.
CS3: The consequences from that night weren’t worth it.
You wouldn’t believe how tough it is to get a job with a
DUI on your record.
Voice-over: What do you know now that you didn’t realize
back then?
CS1: Your peers can’t define you. You define yourself.
CS2: You can’t make decisions based on filtered photos.
Instagram doesn’t show the whole story.
CS3: You think you can stop things before it gets too far,
but you’re not invincible. Small mistakes can turn into
disasters real quick.
CS2: There’s so much I didn’t realize in high school that
I know now. One of the most important things I have
learned is social media paints everything in the best
possible light, alcohol included.
Fade in onscreen text through cloudy filter; text becomes
more clear: Join us in removing the filter clouding
underage drinking. Visit actmissouri.org to hear more
stories and learn how to live unfiltered.
Video Script
Students will be interviewed separately, and their
responses will be edited together with transitions
between each response.
Music: Slow, guitar music
Fade in onscreen Text: We asked three young adults to
reflect on their high school experience.
Voice-over: If you could change anything about your
highschool experience, what would it be?
CS1: I wish I spent more time figuring out who my real
friends were.
CS2: I’d tell myself to stop straightening my hair
everyday, it was such a waste of time.
CS3: If I could change anything about my experience in
high school: Prom night. Hands down.
CS1: You don’t have to do anything just for the sole
purpose of making or keeping friends.
CS2: Stop caring so much what other people think of
you, and how you look. What you see on your social
media timeline isn’t real.
CS3: I just wish I would have realized I wasn’t sober
enough to drive to the afterparty at the lake.
Voice-over: What piece of advice do you have for your
high school self?

39
Red Ribbon Week PR Event
One tactic that will specifically target our teenage
audience is a public relations event, which will take place
within schools and call for direct interaction between the
audience and our message. The event will take place on
Monday, Wednesday and Friday of Red Ribbon Week
2018. We suggest teaming up with either the student
council or Key Club in order to execute the event within
Jefferson City High School for a pilot run. After evaluating
the event’s success, it could potentially be used again
within other school districts.
This tactic has an interactive aspect, which is intended to
get our audience to interact with our message as well as
each other, while actively learning the consequences of
underage drinking. Students will play an interactive game
during their homeroom class on Monday, Wednesday
and Friday. The point of this game is to educate students
in a way that is new and, exciting because our research
explained that this aspect of learning is currently lacking.
It will also tie in with our Big Idea by showing teens the
unfiltered reality of drinking and the consequences they
may face.
At the beginning of the class period, an announcement
will be made throughout the school instructing classes
on how to play the game and explaining that each room’s
response will be ranked on a scale of one to ten.
At the end of the school day there will be an
announcement with the actual answer to the day’s
question as well as the top five homerooms for the day.
At the end of the day on Friday someone will announce
the overall top five.

40
Script
Monday
“Good morning students! This week, each homeroom
class will be participating in an interactive game
regarding alcohol. We will pose a scenario or question
today, Wednesday and Friday. After we pose the
question, you will spend a few minutes discussing the
scenario as a class and come up with an answer.
Your answer can then be emailed to (...) or dropped
off in room (...) by the end of the period. After answers
are submitted, we will rank them on a scale of 1-10. At
the end of the day, we will provide you with the correct
response and announce the day’s top five classes. At
the end of the week, the overall top five will be rewarded
with a breakfast party at a later date. So here is your
first scenario of the week: A student went to a party at a
friends house when the cops showed up.
The student had been drinking and received a Minor
in Possession charge. How could this situation have
been avoided? And since it wasn’t avoided, what are the
following steps this student will have to take to deal with
this charge?”
Response (announced at the end of the day)
“The best response to today’s scenario is that the student
could have avoided getting the Minor in Possession
charge by going to the party and choosing not to drink.
In Missouri, your body counts as a container and being
under the influence of drugs or alcohol can result in this
charge. Since this student made the choice to drink,
he now must face this consequence. The student will
have to take an alcohol safety class and appear in court.
However, the charge will remain on his record unless
he hires a lawyer to have it expunged. Thank you for
participating today! Today’s top five home rooms are: …”
Wednesday
“Good morning! Today’s question is, ‘What constitutes
as binge drinking?’ Please remember to email your
response to … or drop it off in room…”
Response
“The answer to today’s question is that for men, five or
more drinks is considered binge drinking, and for women,
it is four or more. Thank you again for your participation!
Today’s top 5 are…”

Friday
“Today is our final question! So here it is: How often do
you think teens actually drink? Don’t forget to turn in your
responses to room … or email them to …”
Response
“Thank you for everyone’s participation throughout the
week. Today’s correct answer is teens drink once or
twice a month. However, they believe their peers drink
more often than they actually do. And our overall top five
home rooms are … Congratulations!”
41

42
On Wednesday, we will work to relate to our audience in
a more personal manner. We suggest that ACT Missouri
teams up with Students Against Destructive Decisions,
Mothers Against Drunk Driving or Mizzou’s Partners in
Prevention to find a speaker with a personal story. We
suggest the speaker be a young adult so our audience is
better able to relate to them and their story.
The event would act as a school assembly and take
place in whichever location the school typically uses for
such events. The speaker could be introduced by either
an ACT Missouri employee or a member of the student
partner group.
Wednesday Friday
On Friday, the PR event will utilize the “Dear High School
Me” video to wrap up the week. During the students’ first
period class, we will have the video shown from ACT
Missouri’s website and ask them to reflect on what they’ve
learned throughout the week as they write their own letter.
This announcement will read: “Now we ask that you take
the time to reflect on the events of this week, as well as
the video you just watched, and write your own letter. This
letter should focus on what you’ve learned and how you
intend to handle situations in which you may be offered
alcohol in the future.
After you finish writing your letter, please put it in the
envelope provided and seal it. We ask that you take
this letter home with you and open it in one year. At that
time, you can reflect on what you wrote and utilize it as a
reminder of what you have learned.”
On top of these three main events, there will be an exit
survey available to students during their lunch hour at
the end of the week. The students will be able to come to
ACT Missouri’s table in the cafeteria and take the survey.
Students who take the survey will be entered to win a
$50 Visa gift card. The purpose of this aspect is to help
evaluate the overall event and determine whether it should
be repeated or redesigned within other school districts.

43
Male/Female/Prefer not to answer
Freshmen/Sophomore/Junior/Senior
What was the most important lesson you learned this week?
On a scale of 1 to 10, how would you rate your alcohol risk
awareness before this week’s events? One being completely
unaware and 10 being completely aware.
On a scale of 1 to 10, how would you rate your alcohol risk
awareness after this week’s events? One being completely
unaware and 10 being completely aware.
On a scale of 1 to 10, how would you rate the effectiveness of
this week’s activities? One being completely unaware and 10
being completely aware.
How did this week’s events impact your future alcohol
consumption?
I will drink less
I will drink the same
I will drink more
I do not consume alcohol
How would you change this program in the future?
This survey will be offered to students during their lunch
period at the end of the week. It will act as an exit survey
used to gauge the success of the event as a whole.
Students will be entered to win a $50 gift card as an
incentive for taking the survey.
We recommend ACT Missouri utilize the survey to
evaluate the event and make adjustments as necessary
before determining if the event should be conducted
within other school districts.
Anonymous Survey

44
One year in advance
Contact student groups at Jefferson City High School
to begin scheduling the event, select date and secure
permission from school administration.
Three months in advance
Have the speaker secured.
One week in advance
Secure all supplies necessary for event i.e. envelopes,
paper, gift card, etc.
The week after
Send press release to Jefferson City area media outlets.
Timeline Leading Up to the Event
Overall, this event will work to educate our teenage
audience with the relevant and unfiltered realities
surrounding underage drinking. The purpose of this tactic
is to fill an existing void while offering the target audience
an interactive experience to increase participation.
Missouri will be able to determine the success of the
event and hopefully utilize the event at other schools in
the future.
We have allocated $750 of the budget for this tactic. This
includes $180 for 2,600 envelopes (6 boxes of 500), $70
for 5,200 documents (10 reams for $55 and 1 ream for
$15), $200 for a speaker, $50 for the raffle gift card and
$250 to fund the five homeroom parties which includes
food, drinks, cups and napkins. Since the event will take
place at high schools, there will be no venue cost.

45
Press Release
For Immediate Release
Contact: Name, Title
Phone Number
Email
ACT Missouri Brings Unfiltered Reality to Jefferson City
High School
Jefferson City, MO [DATE] - ACT Missouri partnered with
Jefferson City High School students to create a week full
of activities throughout Red Ribbon week last week. The
events worked to teach students the unfiltered realities of
underage drinking.
Events included a speaker from (insert organization or
affiliation). The speaker shared his/her own personal story
regarding alcohol abuse. This speaker was chosen so
students could understand and relate to the experiences
being shared.
Other events incorporated a letter writing campaign and an
interactive game, which took place throughout the week.
All of these efforts were utilized to fill the pre-existing void
surrounding alcohol education within schools.
“Insert positive quote about event from someone within ACT
Missouri or a partner organization” Name said.
“Insert positive quote from someone within student
organization” Name said.
Overall, ACT Missouri believes this event was a positive
experience for the students who participated. They hope to
continue similar events within different school districts in
the future.
###
ACT Missouri is a private not-for-profit corporation established
in 1991 to promote drug and alcohol awareness throughout
Missouri. ACT Missouri works with community groups
across the state to spread the message about making
healthy choices. ACT Missouri also partners with national
organizations such as SADD and The Partnership for Drug-
Free Kids.

46
White Paper
The updated and improved “white paper” is our tactic
entirely for the benefit of our legislator target audience.
One of our client’s primary goals was to update the
contents of the current alcohol excise taxes white paper
to improve ACT Missouri’s influence in raising the taxes.
Raising these taxes would produce increased funds
for public health nonprofits, improving the quality and
quantity of offered services.
The accumulated money would be distributed
amongst affiliated coalitions to support efforts such
as this campaign that reveals the unfiltered reality of
underage drinking. Our research, and our client, verified
the traditional white paper format and design was
overwhelmingly ineffective in holding legislator’s attention
as well as conveying information. Therefore, in addition
to updating research, we condensed the information,
revamped the look with color and graphic displays, and
included a condensed summary highlighting the contents
and purpose of the paper.
To align with when legislators are in session, we
recommend white paper distribution to be hand delivered
during the months of January-May. Increased distribution
would occur in times of voting, or if the excise tax is
specifically mentioned in future legislation.
The budget allocation of this tactic is devoted to printing
costs. There are 163 members of the Missouri House
of Representatives and 34 members of the Missouri
Senate, so we plan to print 200 copies of white paper.
We have budgeted $361 to be used towards this tactic
based on a quote from PsPrint . The success of this
tactic will be measured through verbal feedback, voting
counts, and ultimately, legislation that lead to increased
excise taxes.

47

48
MEDIA

49

50
Budget Breakdown
Instagram
17%
PR Event
3%
Mall Ad
71%
White Paper
1%
Video
8%
$29,611

51
$361 $5,000
$2,500 $750
$21,000
$1000 each week$1.80 per copy
Equipment: $200
Studio: $400
Camera: $1000
Editing: $200
Actors: $500
Extra: $200
Envelopes: $180
Paper: $70
Venue: $0
Speaker: $200
Gift Card: $50
Party Supplies: $250
Ad Placement: $20,000
Ad Production: $1,000

52
White Paper
Instagram
Video
PR Event
Mall Ad
Media Plan
JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

53
Tactic Overview
PR Event
The event will take place during a single week of October
to coincide with the of Red Ribbon Week in public schools.
The beginning of the month will be focused on promotional
tactics and securing resources. After the event, press
releases should be sent out to media outlets.
Mall Advertisement
Execution of this tactic will be focused on the month
of March to coincide with prom season or a time when
teenagers will be flocking to malls to buy dresses and
tuxedos. In addition, we recommended running another
version of the mall advertisement during the month of
October to coincide with homecoming season.
White Paper
The printing and distribution of the white paper will be
focused on the beginning half of 2018 when Missouri
legislators are in session and voting. Peak distribution
should be utilized in the event of the alcohol excise taxes
being specifically mentioned for future legislation.
Sponsored Instagram post
Promotion of this post will be focused on a few key months
of the year to coincide with spring break, summertime, Red
Ribbon Week and New Year’s Eve.
Video
Promotion will be continuous for one year, as the video will
run on ACT Missouri’s website and be uploaded to YouTube.

54
EVALUATION

55
The ultimate success of this campaign will be evident
through legislative discussion regarding the alcohol
excise taxes in Missouri. We believe the white paper will
lead to increased discussion, further research and deeper
consideration of the excise taxes. Although other tactics
are primarily targeted to youth, we hope the campaign in its
entirety will gain attention and traction amongst
Missouri legislators.
The tactics targeting youth can be evaluated through
social listening tools. Tracking engagement with posts,
including shares, likes, comments and new follows, is one
way to review the audience’s candid reactions regarding
the campaign. Additionally, traffic to the landing page and
personal letter submissions can be monitored to gauge the
audience’s receptiveness to the overall campaign.
Along with evaluations, we recommend ACT Missouri
utilizes the Columbia Public School District as a resource
when working to connect with the youth target. CPS
administers surveys throughout the year which measure
alcohol and drug use as well as mental health and other
topics. This information is then publicly posted online.
Therefore, they are a cost-free and effective way to keep
up with this audience.
Evaluation
Another recommendation is for ACT Missouri to delegate
a permanent staff member to monitoring the letter
writing submissions for review and to post them to the
suggested landing page.
We have also provided suggestions on how to
continuously utilize the suggested tactics in coming years.
ACT Missouri can continue to use the selected platforms
by slightly altering the content within the tactics.

57
Name: Angela Hinck
Hometown: Carmel, Indiana
Role: Public Relations
Favorite Mountain: K2
Name: Chad Brewster
Hometown: Kansas City, Missouri
Role: Copywriter
Favorite Mountain: Matterhorn
Name: Duke
Hometown: Jefferson City, Missouri
Role: Cragsmen Mascot
Favorite Mountain: That hill outside the dog park
Name: Gina Pintozzi
Hometown: Naperville, IL
Role: Art Director
Favorite Mountain: Denali
Name: Raven Lui
Hometown: Yunnan, China
Role: Account Planner
Favorite Mountain: Annapurna
Name: Morgan Gunnels
Hometown: Plano, Texas
Role: Digital Strategist
Favorite Mountain: Pico de Orizaba
Name: Sydney Olson
Hometown: St. Charles, IL
Role: Account Executive
Favorite Mountain: Kilimanjaro
CRAGSMEN CREATIVE
We jokingly suggested forming a word with all of our
initials, as that was the common go-to strategy for
naming clubs circa elementary school. Within minutes
of messing around with the idea, the word generator
spat out cragsman. This was met with approval on
the sole basis that it sounded like an official name,
maybe the last name of our pretend historic founder.
Turns out, cragsman is indeed a real word meaning,
“a skilled rock climber.”
Sold on the symbolism of climbing and conquering our
client goals, capstone course and college education,
we made a quick edit to account for pluralism and
thus, Cragsmen Creative was born.

58
APPENDIX

59
https://www.stopalcoholabuse.gov/media/
ReportToCongress/2016/profile_summaries/21_alcohol_taxes.
pdf
https://actmissouri.org/wp-content/uploads/2015/07/
AnnualReport15revised.pdf
https://www.stopalcoholabuse.gov/media/
ReportToCongress/2016/state_reports/missouri_profile.pdf
http://www.camy.org/_docs/resources/fact-sheets/Call_To_
Action.pdf
http://www.tandfonline.com/action/
journalInformation?journalCode=iada20
http://www.calwellness.org/assets/docs/news/wintemute_
alcohol_misuse.pdf
https://www.ncbi.nlm.nih.gov/pubmed/26039070
https://www.researchgate.net/publication/221858911_
Feedback-Based_Alcohol_Interventions_for_Mandated_
Students_An_Effectiveness_Study_of_Three_Modalities
http://onlinelibrary.wiley.com/doi/10.1002/14651858.
CD006748.pub3/abstract
https://www.samhsa.gov/data/sites/default/files/NSDUH-
FRR1-2014/NSDUH-FRR1-2014.pdf
https://pubs.niaaa.nih.gov/publications/underagedrinking/
Underage_Fact.pdf
http://onlinelibrary.wiley.com/doi/10.1111/ijcs.12146/abstract
http://www.jahonline.org/article/S1054-139X(14)00095-0/
abstract
https://dmh.mo.gov/ada/rpts/report_archive.html
http://www.camy.org/resources/fact-sheets/consequences-of-
underage-drinking-surgeon-general/
http://dmh.mo.gov/docs/ada/rpts/
underagedrinkinginmissouri2010.pdf
https://www.cdc.gov/features/costsofdrinking/
http://onlinelibrary.wiley.com/doi/10.1111/add.12855/abstract
http://www.sitnews.us/1015News/101815/Alcohol_Study_CDC.
pdf
https://www.surgeongeneral.gov/library/calls/underage-
drinking-community-guide.pdf
http://www.discus.org/economics/
https://www.statista.com/statistics/245318/advertising-
spending-of-the-alcohol-industry-in-the-us-by-medium/
http://academic.mintel.com/display/716495/
http://www.thenonprofittimes.com/news-articles/
nonprofitsworth-887-3-billion-u-s-economy/
http://www.cnn.com/2015/11/03/health/teens-tweens-media-
screen-usereport/
Sources

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Intro: Thank you for agreeing to take our survey regarding
teenage alcohol consumption. This survey will take
approximately 10 minutes to complete. Your responses will
be strictly anonymous. There are no right or wrong answers
and you can choose to opt out any time. Upon completion of
the survey, you will be entered into a raffle for one of three
Amazon.com gift cards ($50 value).
Q1: Do you live in Missouri?
Yes
No
Skip Logic: For anyone who does not live in Missouri, the
survey will end.
Q2: How old are you?
Under 12
12-14
15-17
18-20
Over 21
Skip Logic: For anyone who is older than 21, the survey will
end.
Q3: How do you identify?
Male
Female
Other
Q4: Have you ever had (more than a sip) of alcohol?
Yes
No
Skip Logic: If “Yes” is selected, skip to Q8: At what age did you
Survey
have your first drink?
Q5: If no, why did you choose not to drink? (select all that
apply)
Religious beliefs
Legal responsibility
Friends disapprove
Strict parents
Risk awareness
Fear of trouble in school or on a team
Others (Please specify) ____________________
Q6: If your friends (under 21) want to drink, will you stop them?
Yes
No
Q7: Could you please explain why you would or wouldn’t stop
your friends from drinking?
Q8: At what age did you have your first drink?
Under 12
12-14
15-17
18-20
Q9: Who were you with when you had your first drink?
Peers
Parents
Strangers
Q10: In what kind of setting were you in when you had your

61
first drink?
At home
Party
Sporting event
School dance
Q11: In an average month, how often do you drink alcohol?
1-2 times
3-4 times
5-6 times
More than 6 times
Q12: On average, how many drinks do you have at a time?
(chart for reference)
1-2 drinks
3-5 drinks
More than 5 drinks
I don’t remember
Q:13 When you drink, what kind of alcohol are you primarily
consuming?
Beer
Wine
Liquor (gin, rum, tequila, vodka, whiskey)
Q14: Do you enjoy the taste of alcohol?
Yes, usually
No, not usually
Q15: When you drink, who provides the alcohol?
My older sibling
My friend’s older sibling
My parents
My friends
I purchase with a fake ID
Other (please specify) ____________________
Q16: From the following list who/what has influence on your
drinking behaviors? (Select all that apply)
Peers
Family members
Friends
Celebrities
Advertisements
Q17: Who would you say has the Most influence on your
drinking behavior?
Peers
Family members
Friends
Celebrities
Advertisements

62
Q18: Where have you received the most information regarding
alcohol safety?
At school
From your parents/guardian
From the Internet
Q19: Have you ever participated in any alcohol safety related
programs through school? Example: DARE, SADD, SMART,
etc.
Yes
No
Skip Logic: If “No” is selected, skip to Q23: Do you believe you
are aware of the potential legal consequences of underage
drinking?
Q20: If yes, at what age did you participate in these programs?
Under 12
12-14
15-17
18-20
Over 21
Q21: How influential was the program on your drinking
behavior? (Slider Question)
Not influential at all
Somewhat not influential
Neutral
Somewhat influential
Strongly influential
Q22: Why was/wasn’t the program influential?
Q23: Do you believe you are aware of the potential legal
consequences of underage drinking?
Yes
No
Q24: The legal consequence of an MIP (Minor in Possession
ticket) in Missouri is: (select all that apply)
Monetary fines
Possible jail time
Mandatory participation in a court-ordered rehabilitation or
substance abuse educational program
Participation in community service activities
Q25: From the following, which do you believe qualifies as
“binge drinking.”
No more than 4 drinks per day for men; no more than 3 drinks
per day for women
per day for women
per day for women
per day for women
Q26:How does your level of alcohol consumption compared to
that of your peers?
Less
Same amount
More

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Q27: Do your parents/guardians drink?
No, my parents never drink
Yes, my parents drink occasionally (like out for dinner or
special occasions)
Yes, my parents drink frequently (a few times a week-daily)
Yes, my parents are heavy drinkers (multiple drinks a day)
Q28: What best describes your parents/guardian views on
underage drinking?
They disapprove of underage drinking
They approve of underage drinking
They are indifferent about underage drinking
I am not sure of their views on underage drinking
Q29: How often do your peers drink?
Once a week
Twice a week
Three times a week
They don’t drink
I don’t know
Q30: Do you know someone personally who has been
punished/negatively affected because of underage drinking?
Yes
No
Q31: Which potential consequences would deter you from
underage drinking? (Select all that apply)
Punishments from parents
Health issues
Monetary fines
Possible jail time
Damaged reputation that may impact college/job opportunities
Trouble on sport’s/activity team
Q32: With whom would you feel comfortable talking to about
alcohol related questions or concerns? (Select all that apply)
Teachers
Parents
Siblings
Friends
Others (please specify) ____________________
Q33: Recall the number of alcohol advertisements that
you remember seeing in the past week.
Under 3
3-5
6-10
Over 10
Q34: How much impact do these alcohol advertisements (TV,
online, radio, etc.) have on your drinking behavior? (Slider
Question)
None at all
A little
A moderate amount
A lot
A great deal
Q35: What message do alcohol advertisements primarily seem
to convey to viewers?
They make drinking look relaxing
They make drinking look fun
They make drinking look cool

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They make drinking look mature
They make drinking look attractive
Q36: Have you noticed posts from alcohol brands on your
social media pages?
Yes
No
Skip Logic: If “No” is selected, skip to Q40: Have you ever
interacted with an alcohol brand on social media?
Q39 If yes, on what social media platform?
Twitter
Facebook
Instagram
Snapchat
Q40: Have you ever interacted with an alcohol brand on social
media?
Yes
No
Skip Logic: If “No” is selected, skip to Q42: In the average
week, how many hours would you estimate to spend on social
media?
Q41: If yes, on what social media platform?
Twitter
Facebook
Instagram
Snapchat
Q42: In the average week, how many hours would you
estimate to spend on social media?
Less than 2 hours
3-4 hours
5-6 hours
7-8 hours
More than 9 hours
Q43: On which social media platform do you spend the most
time?
Twitter
Facebook
Instagram
Snapchat
Q44: Which advertisement regarding underage drinking has a
stronger impact on you?
A.

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B.
Q45: How likely is the ad you chose above to influence your
drinking behavior? (Slider Question)
A great deal
A lot
A moderate amount
A little
None at all
Q46: What makes this ad impactful?
It is realistic
It is scary
It is sad
It is funny
It is factual
It is inspiring
A. B.
A great deal
A lot
A moderate amount
A little
None at all
it is realistic
It is scary
It is sad
It is funny
It is factual
It is inspiring
Other (please specify) ___________________

66
A. B.
51: How likely is the ad you chose above to influence your
A great deal
A lot
A moderate amount
A little
None at all
A great deal
A lot
A moderate amount
A little
None at all
It is realistic
It is scary
It is sad
It is funny
It is factual
It is inspiring
Q53: Other than the ads you just saw, can you recall an
advertising campaign regarding underage drinking that was
very impactful
Yes
No
Skip Logic: If “No” is selected, skip to Q55: Are you aware of
ACT Missouri?
Q54: If yes, what was it that made the ad or campaign
memorable and impactful? (select all that apply)
It told a sad story about an alcohol related injury or death
It told a scary story about an alcohol related accident
It told me surprising facts related to alcohol
It was funny and showed drinkers making bad choices
Q55: Are you aware of ACT Missouri?
Yes
No
Q56: Are you aware of any ACT Missouri services?
Yes
No
Skip Logic: If “No” is selected, skip to Q58: When you are with
your friends, what activities are more appealing to you than
drinking?

67
Q57: If yes, what services are you aware of?
Q58: When you are with your friends, what activities are more
appealing to you than drinking? (Select all that apply)
Playing a sport
Watching a sporting event
Going to the movies
Going out to dinner
Going shopping
School-sponsored events
I cannot think of an activity more enjoyable than drinking

68
Interviews with Missouri Legislators
1. Are you aware of ACT Missouri? What is your perception of
Act Missouri?
~Rep. Cheri Toalson Reisch: “I was not familiar to ACT
Missouri until you contacted me.”
~Rep. Judy Morgan: “Not aware of ACT Missouri.”
~Rep. Donna Lichtenegger: “Yes, I heard of them, that’s all.”
~Rep. Allen Andrews: “Yes, it is a great program that provides
much needed education and information.”
2. How familiar you are with ACT Missouri?
very much familiar--------------------not familiar at all
~Rep. Cheri Toalson Reisch: “Not familiar at all.”
~ Rep. Judy Morgan: “Not familiar at all.”
~Rep. Donna Lichtenegger: “Not really familiar.”
~Rep. Allen Andrews: “Kind of familiar.”
3. How much is the current Missouri excise tax on alcohol?
~Rep. Cheri Toalson Reisch: “Liquor is $2.00 per gallon, Wine
is $.42 per gallon and Beer is .06 per gallon.”
~ Rep. Judy Morgan: “I looked it up. It is $2.00 on liquor, $0.42
on wine and $0.06 on beer.”
~Rep. Donna Lichtenegger: “No.”
~Rep. Allen Andrews: “I do not know the exact number, but I
know it is not very high.”
4. Do you think this tax is high, low or in keeping with other
states?
~Rep. Cheri Toalson Reisch: “I don’t know if this is high or low
and I do not know how it compares to other states.”
~ Rep. Judy Morgan: “My intern did research for me and it
seems that other states are higher than Missouri. I believe
that Kansas may have just raised their alcohol excise tax.
Illinois was definitely higher than ours and Iowa had a much
higher beer tax ($1.75) but wine was less and liquor was
not taxed. Arkansas was hard to compare because they use
percentages. Overall Missouri seems to be less.”
~Rep. Donna Lichtenegger: “I have no clue.”
~Rep. Allen Andrews: “I’m not sure, I have not done a state to
state comparison.”
5. What does the tax monies support?
~Rep. Cheri Toalson Reisch: “I’m not sure but I would assume
it goes into the General Fund which supports the Dept. of
Public Safety’s Alcohol Tobacco Control Division.”
~Rep. Donna Lichtenegger: “The tax money is divided
between counties and regions in the bill, and the money is
used on projects and school programs to benefit students.”
~Rep. Allen Andrews: “To support the alcohol awareness
education.”
~Rep. Judy Morgan: “I looked it up. It is $2.00 on liquor, $0.42
on wine and $0.06 on beer.”
6. Do you know the last time the tax was raised?
~Rep. Cheri Toalson Reisch: “I do not know.”
~ Rep. Judy Morgan: “I don’t know the last time it was raised
in Missouri. US Congress hasn’t raised it since 1991. There
have only been nominal changes. This is my sixth year and it
definitely has not been raised while I’ve been here.”
~Rep. Donna Lichtenegger: “No.”
~Rep. Allen Andrews: “No, I don’t.”
7.Why do you think the tax has not been raised lately?
~Rep. Cheri Toalson Reisch: “I don’t know, but Missouri is a
low tax state to keep our state affordable.”
*Responses to these survey questions can be found on the CD provided or at (URL)

69
~ Rep. Judy Morgan: “In general, Missouri taxes are lowered
instead of raised. The Hancock Amendment limits the ability to
raise taxes in Missouri.”
~Rep. Donna Lichtenegger: “I do not think the tax should
be raised and raising the tax is not helpful to stop teenagers
drinking. People do not care about tax.”
~Rep. Allen Andrews: “Two reasons, one is the unwillingness
to raise any type of tax and political pressure from big alcohol.”
8. What do you believe is the average age a child has their first
alcoholic drink?
~ Rep. Judy Morgan: “My guess would be 14.”
~Rep. Donna Lichtenegger: “I guess around 10, I know
teenagers drink at a very young age.”
~Rep. Allen Andrews: “I don’t know, guessing around age 10.”
9. What impactful messaging from coalitions have you seen in
regard to underage drinking or the alcohol excise tax? What
made it impactful?
~Rep. Cheri Toalson Reisch: “I am not aware of any.”
~ Rep. Judy Morgan: “I haven’t seen any that I can think
of. I don’t watch a lot of TV, but when I do I don’t really pay
attention to commercials because I’m usually multitasking. If
someone tells me about something they saw, I’d look it up on
YouTube.”
~Rep. Donna Lichtenegger: “I saw some print brochures
before, but they are not impactful for me, like I said I do not
see a point to raise the alcohol tax.”
~Rep. Allen Andrews: “No, I haven’t.”
10. Would you say that underage drinking is a significant issue
in Missouri?
~Rep. Cheri Toalson Reisch: “Yes, I do. Because we have a lot
of universities and college campuses and I think it is probably
a peer pressure issue amount high school age students.”
~ Rep. Judy Morgan: “I certainly think it’s a problem. It
probably is not given significant attention. There are a lot of
other issues that take up our time.”
~Rep. Donna Lichtenegger: “I think it used to be huge issue,
but now it has gone down, especially in Jefferson county. I
know there are 3 out of five schools have underage drinking
ads running on their TV, and many kids are getting high with
sports and academic stuff.”
11. What general efforts can you recall to have been made in
Missouri to combat underage drinking?
~Rep. Cheri Toalson Reisch: “I am not sure.”
~ Rep. Judy Morgan: “Couldn’t recall anything.”
~Rep. Donna Lichtenegger: “There are definitely some
commercials on TV, in print or in radio, the state has been
doing this for generations.”
~Rep. Allen Andrews: “Drug/alcohol education and ad
campaigns.”
12. Can you recall an effort/program/campaign that you feel
was influential in combating underage drinking in Missouri?
~Rep. Cheri Toalson Reisch: “I’m aware of high schools
staging mock accidents before prom where students pretend to
die in a car wreck to impress upon them the serious dangers of
drinking and driving.”
~ Rep. Judy Morgan: “Couldn’t recall anything.”
~Rep. Donna Lichtenegger: “Not really. I did not see any
program that is really impactful.”
~Rep. Allen Andrews: “Possibly D.A.R.E program.”

70
13. Do you find value in programs/coalitions such as ACT
Missouri? Why or why not?
~Rep. Cheri Toalson Reisch: “I’m sure there is value in any
program that impresses upon the youth to not drink.”
~ Rep. Judy Morgan: “Yes, definitely. If enough people
are passionate about something to get together and try to
influence policy that is great. We need to work together.”
~Rep. Donna Lichtenegger: “Yes, definitely, I appreciate their
hard working to combat underage drinking in Missouri.”
~Rep. Allen Andrews: “Yes, absolutely.”
14. ACT Missouri’s past promotional efforts have been done
via radio and print ads in mid-Missouri, St. Louis and Kansas
City, but only when the budget allows.
~Rep. Cheri Toalson Reisch: “I am not in favor of raising
any taxes in general unless it is vitally important to most
basic State services such as Medicaid, public safety, and
transportation.”
~Rep. Judy Morgan: “I don’t necessarily agree with lowering
taxes in general but I usually lose out on that. For Republicans
I think it’s important to talk about how this could lead to
spending less on government programs. Let them know how
raising the tax would lead to moderate drinking and less
addiction which would lead to the lowered program spending.
For Democrats, we tend to think about the individual and how
raising the tax could decrease harmful drinking.”
~Rep. Donna Lichtenegger: “I only support a raise on tax when
it comes to public service, fire department or public schools,
etc. Like I said before, people will not stop drinking because
you raised the alcohol tax.”
~Rep. Allen Andrews: “Facts/statistics regarding increase tax
versus alcohol related incidents, death, family conflicts and
alcoholism. Also state to state comparison.”
Any additional thoughts?
~Rep. Donna Lichtenegger: “I think when you are doing
campaign, you should send out the message through peers,
not their parents or caregivers. They will never listen to adults,
but peers can always change everything.”
~Rep. Allen Andrews: “I would like to see the result of the
above statistics.”

71
Out of Home Mall
Advertisements Contacts
Battlefield Mall
Springfield, Missouri
(417) 883-7777
Capital Mall
Jefferson City, Missouri
(573) 893-5323
Chesterfield Mall
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(636) 532-0777
Columbia Mall
Columbia, Missouri
(573) 445-8458
Independence Center
Independence, Missouri
(816) 795-8602
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St Peters, Missouri
(636) 970-2610
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Joplin, Missouri
(417) 781-2121
Osage Beach Premium Outlets
Osage Beach, Missouri
(573) 348-2065
Saint Louis Galleria
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(314) 863-5500
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(816) 274-8444
Advertisement Pricing
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mall-advertising
Phone: 800-807-0360
Poster Print
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GetStarted
Phone: 866-614-8002
PR Event Contacts
Paper, envelopes
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Phone: 573-499-0663
Gift Card
https://www.amazon.
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b?ie=UTF8node=2238192011
Contact Information:
School Contact for PR Event:
Amy Berendzen, director of
school-community relations at
Jefferson City Schools
(573)659-3018
amy.berendzen@jcschools.us
Video shooting
Spectrum Studio
http://gospectrumstudios.com/
7301 W Henderson, Suite F
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Contact:
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E: info@spectrumstudios.com
White Paper
PsPrint
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booklets
Phone: 800-511-2009
Instagram
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instagram-cost/

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