From Point A to B

Obedient Olivia, Circumstantial Casey, Lawless Logan, Steadfast Sally, Passive Paul

Strict

Unyielding

Careful

By-the-book

Straight-edge

Olivia

Paul

Willing

Adaptable

Easygoing

Resigned

Passive

Logan

Assertive

Strong-willed

Decisive

Confident

Rebellious

Casey

Perceptive

Analytical

Calculated

Situational

Observant

Sally

Controlling

Determined

Consistent

Doubtful

Self-reliant

How do these observations relate to

binge drinking?

• Sees the risks associated with binge drinking

• Sticks to morals and won’t bend

• Consequences outweigh risks

• Sees other people binge drinking so she knows what she’s missing, but doesn’t care

• Doesn’t ever think drinking to get drunk will be worth it

• Sense of superiority

• Looks for direction from friends in drinking situations

• Doesn’t take responsibility for decision to drink

• Not an active rule breaker, looks to peers for initiative

• “Go with the flow”

• Believe leader has assessed risk to drink instead of thinking about it himself

• Don’t think about consequences

• Impulsive

• Believe they are invincible when it comes to dangerous activity

• Don’t care what people think about their decisions

• Rules don’t apply to them

• Weighs pros and cons of drinking in their current situation

• Environment and past experiences are influencers

• They slip up on occasion but they know how to drink and have fun without going overboard

• More experienced drinkers

• Past event could have made them reassess their drinking habits

• Already know how much they want to drink before they go out

• Doesn’t understand other people’s drinking habits

• Not situational drinkers; have a plan and stick to it

• Go out to enjoy, not to get drunk

Key Insights

Willingness to follow the rules and peer influence are key in categorizing the way

people drink alcohol

Sally

PaulLogan

Casey

Olivia

For every 1 Lawless Logan, there are 5 Passive

Paul’s

There’s a difference between a buzz and a

blackout

Crafting the Message

We decided the Passive Paul’s and Circumstantial Casey’s are best to target because they are the two more easily influenced

and largest segments

Our goal is to change Point B from a binge-drinking induced blackout to a bright-eyed buzz

Targeting Passive Paul’s

• Need to make decisions for themselves

• We want them to hold responsibility for the decisions they make

• They care about how they are perceived by others, get them to see how they act when they’ve been drinking

Targeting Circumstantial Casey’s

• Show them where their logic is flawed

• Past isn’t precedent

• Capitalize on past mistakes. How did it make them feel? Was it worth it?

Everyone who crosses the street tries to get from point A to point B. Just as we know college students are going to drink,

we want to change their definition of point “B” from blackout to buzz. We want to make sure they refrain from

drinking to get drunk.

We plan to target the Passive Paul’s and Circumstantial Casey’s, as they--through observational research-- have

shown that they make up the largest portion of college kids and are the easiest to influence.