CA Attorney General

Goal

Responsible Adults Safe Teens Campaign (RAST)

To create an integrated marketing campaign for the California Department of Justice and the Attorney General’s office and Crime and Violence Prevention Center to increase social awareness of underage drinking and the supply of alcohol to minors and the impact it has on traffic safety, particularly with the increase in DUI rates among high school and college age youth in San Diego County.

 Campaign

Ark Marketing oversaw the production of the RAST program messaging and materials in both English and Spanish for television, cinema and radio. In addition, Ark Marketing would select a research firm for market pre-tests and post-tests with both English and Spanish language focus groups.

Ark Marketing developed strong community partnerships through organizations AAA, MADD, local law enforcement offices and foundations, PTA, SAFE, city and county recreational facilities, city councils, and other community organizations that incorporated youth and adult partnerships.   Some of the outreach included work with TRACE, their partners and other community members, as well as participating in a host of local events and educational workshops.

Ark Marketing created the media plan and oversaw all advertising placement for radio, television, print, cinema, and direct mail in key California markets including Los Angeles, Orange County, Riverside, San Francisco, Fresno, Sacramento, and San Diego. As part of the media placement, Ark Marketing negotiated value-added opportunities including television and radio interviews, monitored all schedules, and supplied monthly invoices.

 Outcome

The work for the Attorney General’s office was completed on budget and on schedule. In the post analysis report of the program, it was concluded that the messages in the spots were clear, effective and impactful about issues relating to teens and alcohol.

As a result of the program, there has also been greater cooperation amongst local policy makers, law enforcement personnel and many members in the community.

Furthermore, some additional counties including Ventura, Shasta, Santa Barbara and Santa Cruz have adopted components of the campaign and several community organizations still use the materials at many of their events.


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