Define Your Direction Campaign
Overview
Define Your Direction seeks to INSPIRE teens and young adults to be leaders in their communities and live healthy lifestyles apart from prescription drug and alcohol abuse. Define Your Direction is a movement of peers, parents, community leaders and educators to change the perception of alcohol and prescription drug abuse in Oklahoma communities. By educating teens and young adults about the dangers of both subjects, we are creating a generation of students eager to participate in their communities, live healthy lives and be positive role models. Through Define Your Direction, you can receive free resources to use when talking to teens about prescription drug abuse and underage drinking. We are grant-funded by the Substance Abuse and Mental Health Services Administration in collaboration with the Chickasaw Nation and Southern Plains Tribal Health Board.
Our Work
Freestyle Creative began working with the Chickasaw Nation Department of Population Health and Research’s Strategic Prevention Framework-Tribal Incentive Grant (SPF-TIG) committee in October 2015 to create a comprehensive community-level educational and multi-media campaign to raise awareness of and prevent underage drinking and prescription drug abuse and misuse. This campaign targets teens and young adults ages 12-25 within the Chickasaw Nation, but not limited to Chickasaw Nation citizens. Each strategy is designed to engage the target audience and Chickasaw Nation communities by promoting a healthy lifestyle outside of underage drinking and prescription drug abuse.
Results
From campaign launch to fiscal year two (one year and five months), the campaign received 2,148,542 impressions (brand-aware individuals) and 60,371 engagements across various platforms. Our annual evaluations only includes the media return-on-investment for this campaign. Behavioral and data analysis are then completed by the SPF-TIG committee and Southern Plains Tribal Health Board for grant purposes.
Awards
2016 ADDY Awards:
-Gold Award: Film, Video & Sound: Internet Commercial – Single Spot
-Silver Award: Film, Video & Sound: Cinema Advertising, In-Theatre Commercials or Slides
-Silver Award: Online / Interactive: Public Service, Online / Interactive
-Bronze Award: Cross-Platform: Integrated Media Public Service, Campaign
-Bronze Award: Elements of Advertising: Logo Design
-Bronze Award: Sales & Marketing: Public Service Collateral, Annual Report (Printed or Digital)
2017 ADDY Awards:
-Gold ADDY Award for Public Service / Out-of-Home Campaign: Chickasaw Nation SPF-TIG, Define Your Direction Murals
ClientChickasaw NationServicesFull campaign strategy, Branding, Social media posts and advertising, Reputation Management, Community event planning, Campaign collateral design, Video production, Cinema advertising, Mobile-responsive websiteYear2016-2018Linkwww.defineyourdirection.com