Medicine and Health Sciences Commons^™

The Believe In All Your Possibilities Campaign: Updating A Social Marketing Campaign On A Shoe String Budget, Moya L. Alfonso, H. Woodcum, Sherri Reynolds, John S. Luque

Community Health Faculty Presentations

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 …