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Jerry Della Femina

 

 

 

CASE STUDY | ANHEUSER-BUSCH

Situation

  • Anheuser-Busch is an industry leader in the fight against alcohol abuse, investing more than half a billion dollars in a number of programs to promote responsible drinking
  • In conjunction with the National Social Norms Resource Center, which is funded in-part by Anheuser-Busch, the company initiated Social Norms programs on college campuses to communicate the message that the majority of students make responsible choices regarding alcohol
  • Because this program is funded by one of the world’s largest brewers, the validity of the message and the intent of the company are questioned by both news media and consumers

Strategy

  • Position the National Social Norms Resource Center as the leader in the initiative against alcohol abuse on college campuses
  • Regularly respond to “binge drinking on campus” stories with letters to the editor and op-eds from campaign spokespeople promoting the social norms approach
  • Leverage peer-reviews journal articles, study results, “top party school” listings, homecoming and other college-related events and news to gain media exposure for the social norms theory

Results

  • The National Social Norms Resource Center and its director, Michael Haines, have regularly been featured in a wide variety of media outlets, from academic publications to daily newspapers, from local television stations to national television programs
  • Secured extensive media coverage for the campaign’s most recent study (August 2005) including placements in the Chronicle of Higher Education, Forbes, ABC News, Philadelphia Inquirer and others