Silver Linings Public

Relations Agency
Following the belief that there is a silver lining for everyone and that everyone can
make healthy changes in their life.

Evelyn Bromberg, Jessica Telgmann, Elaine Eggert, Elisa Payne, Carolina Macedo, Jenny Horne

Introduction
Our campaign trying is to reduce binge drinking among
undergraduate students, which we feel like has gotten out of
hand.
We conducted primary and secondary research to measure the
degree to which binge drinking is a problem.
We then developed a plan based on that research that would help
raise awareness, in hopes that this would produce behavioral
change in students.
By spreading the facts of the dangers and negative effects of
binge drinking, and by also advocating sober events such as
Illinites, we hope to reduce binge drinking across campus.

Overview of research
We conducted a survey with 100 respondents that were all
University of Illinois students
This survey was 10 questions long, 8 of which were multiple
choice and 2 that were short answer
Some of the questions included:
How many nights a week do you consume alcohol?
How many drinks do you consume per night out?
What do you define binge drinking as?
Would you ever attend a non-alcoholic event for fun?
Do you think the University of Illinois does a good job promoting
alcohol-free events?
Do you know what Illinites are?

Overview of Recommendation
University of Illinois should create and
utilize more accessible social media to
promote their campaign to reduce binge
drinking.
Illinites with the Illini Union will give the
University the most exposure for their
campaign to reduce binge drinking and
gaining pledges from students
Illinites are the main event that we
recommend to kick off the reduction of
binge drinking on campus

Objectives and Strategies

Objective: Decrease binge drinking on the University of Illinois
Urbana-Champaign campus with the help of 500 students
signing our pledge and attending our event
Strategy 1: Social media
Strategy 2: Earned Media
Strategy 3: Promotional events

Tactics
Create a public Facebook page to promote events
Create a Twitter to tweet about events
Create an Instagram to post pictures leading up to events
Contact the Daily Illini to pitch a story on the Illinites

Co-Host Illinites event with Illini Union

Have students sign an anti-binge drinking pledge
Have students sign into the event providing information
Follow up survey
Serve pizza and non-alcoholic drinks at event
Give gift cards to winners of games

Overview of evaluation plan

We will report the turnout of individuals of our event and how many
signatures we receive on our pledge to prove whether or not the event was
a success
Guests will sign into our event listing the following
Name
Age in school
Where they live on campus
Activities involved in on campus

We are looking for 500 signatures on our pledge

Attendance coming from a diverse group of students, showing our
message was heard by a variety of people, will prove that our plan was
effective.

Budget
$520 of our budget will be going to food The Union will provide us with 8 long
including Little Caesars pizza and snacks tables for games and we will also use their
additional seating for eating and sitting.
We will provide drinks for our guests by
utilizing the Unions water fountains and Our volunteers will include 10
sinks as well as spending $180 on
individuals handing out food, 8
lemonade and soda
individuals running the games and an
additional 10 individuals getting people to
For our games, we spent a total of $70 sign our pledge.
to account for Solo cups and ping pong
balls
Entertainment will be provided through
volunteer DJs, bands and solo acts.
$130 will be spent on gift cards for
winners of our drinking games