REAL WORLD CLASS PROJECT
Student Skeptics Become Believers
At the beginning of spring semester 2004, students enrolled in CARD343 were assigned to develop the next marketing campaign for the ongoing research project "VCU Students Are Healthier Than You Think." Initially, Professor Jamie Mahoney's students were skeptical of the 0-4 message.
Like many others, they found it hard to believe the numbers.
However, since they were advertising students, they decided to LISTEN to their target market. They went in search of their peers -- other VCU undergraduate students.
The creative advertising team chatted informally with 22 students in a variety of campus locations. Their findings, which they presented in the "bar graph" at right, matched almost exactly the survey data collect by the VCU Office of Health Promotion. Most of the 22 students they interviewed either did not drink alcohol at all or reported 4 or fewer drinks. Of course, the team also met some "way-more-than-4" drinkers, who were memorable -- but not that common.
The team listened more and found that students can tell you what they do to avoid problems when socializing. Because the team took the time to listen, the campaign "What's your strategy?" was born.
Of course, since the team was composed of VCU students, they couldn't develop boring posters. They used their creativity, talent and skill to combine intriguing images with amusing words. Their concepts were tested with student focus groups, adjusted, tweaked, and re-tested. Then, the team was ready for production.
For the final photo shoot, the class enlisted the help of senior photography student Chris Hancock and his photography instructor Charles "Stretch" Ledford. For the setting, they chose the Hyperlink Cafe, a restaurant near campus.
The creators accomplished in a unique way the goal of spreading the truth: "VCU students are healthier than you think, because they have strategies."
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