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2015 | OriginalPaper | Buchkapitel

“Keep What You’ve Earned”: Encouraging Sailors to Drink Responsibly

verfasst von : Kristina Cook, Erin Brennan, Colleen Gray, Teha Kennard

Erschienen in: Design, User Experience, and Usability: Interactive Experience Design

Verlag: Springer International Publishing

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Abstract

The U.S. Navy contracted Booz Allen Hamilton, a strategy and technology consulting firm, to develop and implement a social marketing campaign to encourage Sailors to drink responsibly. The “Keep What You’ve Earned” campaign, launched in April 2013, aims to encourage Sailors to drink responsibly through the use of affirmative messaging, reminding them of all they have accomplished in their Navy careers. The primary product of the social marketing campaign is a mobile application game that combines role-playing with real-life tools to help encourage Sailors to drink responsibly. Navy leadership has indicated that the Keep What You’ve Earned campaign, in combination with other cultural and policy-related changes, contributed to a decline in the number of reported alcohol-related incidents.

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Titel: “Keep What You’ve Earned”: Encouraging Sailors to Drink Responsibly
verfasst von: Kristina Cook
Erin Brennan
Colleen Gray
Teha Kennard
Verlag: Springer International Publishing
Buch: Design, User Experience, and Usability: Interactive Experience Design
Print ISBN: 978-3-319-20888-6

Electronic ISBN: 978-3-319-20889-3

Copyright-Jahr: 2015
DOI: https://doi.org/10.1007/978-3-319-20889-3_53

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