MethNotOnce FINAL

Topics: Drug addiction, Illegal drug trade, Drug Pages: 12 (3254 words) Published: May 6, 2015

METH NOT EVEN ONCE

An Integrated Marketing Communications Plan
for Advocacy on Anti-Drugs
Presented to the Department of Business Administration
School of Business and Economics
University of San Carlos
Cebu City, Philippines

In Partial Fulfillment
Of the Requirements for the Course
Mark34
Integrated Marketing Communications
Summer 2015

By:

ALINABO, RUBEN B. JR.
BARBA, DANICKA VICTORIA L.
LI BI, TRINA MIKAELA B.
RECAMADAS, SHERYL
VALDERRAMA, ALEXANDRA NICHOLE S.

MAY 2015

TABLE OF CONTENTS

Executive Summary…………………………………………………………………….. 3 I. Situational Analysis…………………………………………………………….. 5 II. SWOT Analysis………………………………………………………………… 7 III. Objectives………………………………………………………………………. 9 IV. IMC Strategies………………………………………………………………….. 9 A. Creative Strategy……………………………………………………………. 9 B. IMC Media Application……………………………………………………... 11 V. Timetable………………………………………………………………………… 12 VI. Budget Utilization………………………………………………………………... 14 VII. Statement of Evaluation………………………………………………………..… 14 Appendices………………………………………………………………………….......... 16

GROUP NAME: BIG SEED
I. CAMPAIGN TITLE: “METH NOT EVEN ONCE”

II. STATEMENT OF THE PROBLEM: Drugs have increasingly become a trend in the times of today. Not only does it affect the health of the individual but the society as well such as broken families, increase in criminal rates and peer pressure amongst youth.

III. INSIGHTS AND LEARNINGS: We learned that drugs like meth taken just once could easily become an addiction. Most of us are not aware of the effects caused by these illegal drugs. Yet, we are certain that they are around us, offered to us and could be available to us whenever we choose to. Therefore, we chose Anti-Drugs as our advocacy to remind people of the severity of illegal drug use.

IV. OBJECTIVES: The main objective of this IMC campaign is to transform the social and cultural representation of lifestyles that promote the use of drugs. The campaign promotes prevention strategies through education and information, and is aimed at highly vulnerable groups by promoting healthy choices. It calls on people to make healthy and drug-free choices in different contexts of life such as at school, at home, with family and in the neighbourhood.

V. OVERALL STRATEGY:
The Prevention Action Plan, which aims to prevent illicit drug use and prescription drug abuse; The Treatment Action Plan, which aims to treat those with drug dependencies; and The Enforcement Action Plan, which aims to combat the production and distribution of illicit drugs.

VI. DETAILS OF THE PLAN
1. Positioning Statement: Drugs awareness campaign aim to lessen the usage of prohibited drugs in the country especially to children, youth and adults to develop the knowledge, skills and attitudes to appreciate the benefits of living healthily. Promote responsibility towards the use of drugs and relate these to their own actions and those of others, both now and in their future lives. It also provides opportunities for people to reflect on their own and others' attitudes to various psychoactive substances, their use and the people who use them. We would like to be perceived in a sense that when they think drugs they immediately associate it with our campaign “Meth Not Once.” We would also like to be the easiest to turn to whenever any drug abuser would like to make change in his life, one without drugs.

2. Target Market: The IMC plan is targeted to the Y-Generation, specifically ages 18-30 years old because they are highly influenced to drugs. The usage of drugs by today's generation is increasing per year and this has to stop or at the very least, minimize the usage of drugs every year. We are specifically targeting the people in Barangay Tangke, Talisay City, Cebu since it's one of the few barangays in the Province of Cebu that has a high rate of drug users and drug pushers (The Freeman, July 2014)

3. Specific Strategies,...
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