Raising awareness with an arts-and-crafts spin on a serious issue

Social hosting doesn’t sound like a problem, but it is. It’s when adults provide the space for underage drinking—a surprising social norm in communities across the country, including Minnesota’s Olmsted County.

CHALLENGE

Make an edgy but emotional connection with parents to raise awareness of the new law.

THE IDEA

#parentfail

RESULTS

Campaign generated nearly 3 million total impressions, surpassing goal by 62%.

Engagement and time on site surpassed goals.