Helping Parents Talk to their Kids about Alcohol

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The Situation

The Century Council, a non-profit organization dedicated to fighting drunk driving and underage drinking through education, communication, research, law enforcement and other programs, created the Ask Listen Learn (A.L.L.) program to help parents address alcohol-related issues with their kids. To promote the A.L.L. program, The Century Council wanted help identifying parents of children ages 10 – 14 in target states, and providing them with educational materials.

Our Approach

Over years of working with The Century Council and fine-tuning outreach, DI has narrowed in on the most responsive groups — children’s, parent and faith-based organizations. Our experience has determined that by using these group’s own channels of communications to funnel our client’s messages to our targeted audience — parents of kids aged 10 – 14 — the educational materials are better received since they are coming through a trusted source. Furthermore, it is a cost effective way to reach large audiences.

The Results

We have conducted outreach on behalf of The Century Council in more than 27 states, recruiting more than 5,200 influential organizations such as the Boy Scouts and Girl Scouts, the Boys and Girls Clubs, Big Brothers/Big Sisters, YMCAs and PTAs. In total, we have distributed more than 2.6 million pieces of material over the course of the campaign. Perhaps most importantly, we have developed long-term relationships with these organizations on behalf of The Century Council. Nearly 90 percent of organizations that received educational materials after the first outreach call continue to be a part of the program and are regularly updated via email by The Century Council.