The Promotional Idea Showcase -
Summer 2001 - Updated
Quarterly
Four years ago, a legislative task force studied the state of Minnesota’s violence problem and suggested initiatives to reduce it. It recommended using the media to convince people to promote peace in their communities. Consequently, the Minnesota Office of Drug Policy & Violence Prevention launched a five-year mass-media anti-violence campaign. Agency Lynch Jarvis Jones (LJJ), was chosen to help develop the multi-faceted crusade, using the slogan, “You’re the One Who Can Make The Peace.”
One particular phase of the campaign was targeted to schoolchildren. “We had to deliver a campaign that made peace seem as cool as the images that glorify violence,” says LJJ Creative Director/Writer Emily Scott. Three 30-second TV spots, geared toward adolescents, were aired during teen-oriented programs. Each featured a teenager talking about peace. “[The spots] don’t do a couple of things,” says Mary Ellison, director of the Office of Drug Policy & Violence Prevention. “One, they don’t use violence to promote violence prevention. And two, it’s the small things that people can do on a daily basis to promote peace, so people don’t feel overwhelmed that there’s nothing they can do.”
Imprinted products were included in educational “tool kits” mailed to school superintendents, Safe and Drug-Free School coordinators, social workers and school nurses. “Every year ... we’ll have a curriculum package and materials that go to every school district in Minnesota and a lot of youth-serving organizations,” Ellison says.
For added exposure, kits went to two or three people at some schools. All told, 20,000 were sent out. Each contained buttons, posters, banners, keytags, bookmarks and brochures, imprinted with the campaign logo. T-shirts were also used.
Then there was the Peacemaker prize. Each month, a youngster from the Minnesota schools was rewarded for demonstrating peacemaking abilities. Winners were interviewed on local TV, and all were entered in a Peacemaker of the Year contest. The award was given in four categories. Governor Jesse Ventura presented each winner with gift certificates and a crystal dove.
LJJ did a study on the campaign’s effectiveness, estimating that its message received over 910 million impressions. Respondents were very aware of the campaign; 90% had seen or heard the media messages, and 73% used the materials in their work settings, personal lives or communities. People reported more awareness and discussion of violence prevention and that teens appreciated the style and substance of the campaign.
“I think to have the kind of impact we had with our budget is remarkable,” says Ellison. “There’s some clear indications people are remembering the campaign and using [it] on a day-to-day basis.”
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