PR Campaign Proposal

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Table of contents
Executive Summary ............................................................................................................................................................................... 3
Agency Profles ....................................................................................................................................................................................... 4
Problem / Opportunity Statement ................................................................................................................................ 5
Situational Analysis ...................................................................................................................................................................... 6-13
Secondary Research .................................................................................................................................. 6
Primary Research ............................................................................................................................................ 7-12
Theory ............................................................................................................................................................................. 13
Target Audience. ..................................................................................................................................................................................... 14-15
Launching the campaign ........................................................................................................................................................... 16-18
Goals, Objectives, Strategies, Tactics ............................................................................................................ 19-24
Evaluation ..................................................................................................................................................................................................... 25-27
Timeline ............................................................................................................................................................................................................. 26-36
Campaign Timeline ....................................................................................................................................... 26-33
Social MEdia Timeline ........................................................................................................................... 34-36
Budget ................................................................................................................................................................................................................ 37-38

PArtnerships .............................................................................................................................................................................................. 39
Appendix ......................................................................................................................................................................................................... 40-61
Focus Group Transcripts ................................................................................................................ 40-47
Focus GRoup Tested Logos ........................................................................................................... 48
News Releases ...................................................................................................................................................... 49-50
Broadcast News Releases ................................................................................................................ 51-52
Social MEdia Screen Shots .......................................................................................................... 53-55
Survey Data ............................................................................................................................................................ 56-60
Contact Information ............................................................................................................................. 61
Rapport
Executive Summary
The student body is unaware of the increase of marijuana usage among Bowling Green State University (BGSU) students. In
addition, there is also an increase in the perception of marijuana use specific to BGSU. Through research analysis, we determined
the need for the following public relations campaign as well as what helps influence students.
In conclusion, there is a large amount of students reporting that marijuana usage is not a main concern to students and that they
are more likely to smoke marijuana based on their social circles. Also, it can be seen through the conduction of focus groups that
most students are unaware of the long-term effects of the usage of marijuana.
As a result, the Counseling Center is launching a public relations campaign with four key goals:
1. To reduce marijuana use from 20.3 percent to 15.3 percent, or from 147 students to 111 students during the 2014-
2015 school year.
2. Reduce student visits to the Counseling Center by 83 percent, or from 120 to 99 students per year.
3. Increase awareness of statistics and facts among BGSU students, particularly focusing on first year students, athletes,
Greek Life students and graduating seniors during the 2014-2015 school year.
4. Develop opportunities to promote educational marijuana programs at BGSU.
Our target audience is primarily first year students, first year athletes, first year Greek life members and seniors.
Rapport Public Relations will conduct an awareness campaign using all forms of social media, multiple awareness and campus
events and forms of traditional media such as ground stickers, posters, press releases, chalking and feature stories. The
Counseling Center will incentivize students with customized t-shirts, sunglasses, water bottles, Frisbees and pens.
Rapport Public Relations has a budget of $4,000.00 and so far has committed $3,920.18 to date for incentives and campaign
tactics.
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Agency Member profles how do you build rapport?
Account Executive: Kelsey Rentner
I am devoted to building and maintaining relationships so that I can help others
achieve their goals. Public Relations is a fast-paced, ever-evolving industry that
allows me to continue learning while positively impacting society. I believe that
public relations opens the door to countless opportunities and experiences that will
impact my life as well.
Assistant Account Executive: Amber Petkosek
I have a passion for PR because I know that this field has a lot of
potential for growth. I want to make my rise through the ranks of
the field, and eventually be able to share my knowledge with others
to help them succeed in public relations.
Graphic Designer: Jacob Amstel
I love the field of Public Relations because it gives me a chance to expand and bolster
companies that I believe will do good for the world. Allowing myself to be creative and
professional brings a fresh look to many companies that have fallen in a stale void.
Agency PR is my favorite because it gives me an opportunity to work with many different
companies and meet a lot of new people.
Social Media and Public Relations Representative: Tori Simmons
Building positive relationships through communication always has been a
passion of mine. I believe that I can intertwine my two passions in life through
PR: helping people and developing relationships. I want to be able to help the
world share its stories, and I believe that public relations gives me the outlet
to achieve my goals.
Research Assistant: Daniel Lemle
To me, public relations is the integration of effective communication and teamwork to achieve a
desired end. Whether it's working with key stakeholders, publics or other team members, public
relations functions are different from day to day. The availability to create and inspire with each
new client and project is why I love this field. Let us help you develop a new rapport with your
clients and industry today.
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Problem/opportunity statement
Problem Statement
The problem our firm is addressing relates to the increase of marijuana usage among the students of BGSU. Research shows that
since 2008, the marijuana usage has risen 4.8 percent at BGSU. Nationally since 2008, marijuana usage has risen one percent.
In addition to an increase of overall marijuana usage, there is also an increase in perception of use of marijuana specific to
BGSU. In 2012, the perceived usage of marijuana was 83.9 percent for BGSU students, while the number of perceived usage was
76.9 percent in 2008. According to Dr. Terry Rentner, Ph.D. Professor at BGSU, much of peoples behaviors are affected by their
perception of how other members of their social groups behave. People tend to misperceive the negative health behavior of their
peers; if people think harmful behavior is typical they are more likely to engage in that behavior, according to Dr. Rentner. This
information is steeped in the social norms theory as a sociological perspective on human activity.
Opportunity Statement
Based on the increase in marijuana use and perception, our target solution will be to reduce the overall number of visits to the
BGSU Counseling Center. This will reduce the total amount of BGSU student visits from 120 to 99 per year. Alongside the reduction
of visits to the Counseling Center, we hope to reduce the amount of long-term marijuana usage based on the implementation of
our developed campaign.
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Situational analysis
Secondary Research
According to the National Institute on Drug Abuse, marijuana (Cannabis sativa) is the most commonly used illicit drug in the United States.
After being smoked, consumed in food or brewed in beverages, the user experiences a temporary high due to slower communication in
cannabinoid receptors, located in the brain. These receptors are responsible for communication and regulation of normal brain function.
This high, often is described as relaxing and mind-altering, is caused by the compound delta-9-tetrahydrocannabinol, or THC.

After its booming introduction to American society in the 1960s, marijuana usage declined during the 1990s. Since the early 2000s,
however, a sharp increase in the drugs popularity has been noted. For example, according to a study conducted by the U.S. Substance
Abuse and Mental Health Services Administration, 17.4 million Americans were using marijuana in 2010. This number is up from 14.4
users in 2007. According to that same study, the rise in usage was most common in individuals ages 18 to 25. Additionally, the number
of marijuana initiates increased between 2007 (2.1 million) and 2012 (2.4 million). Its use in college-aged students has risen from 19.6
percent in 2008 to 21.5 percent in 2010. This demographic is easily identified as one of the biggest seekers and users of the substance.

There are various possibilities as to why the popularity of marijuana has been on the rise. One is that the concentration of THC has been
increasing. According to the National Institute on Drug Abuse, the average concentration of THC in 2012 was 15 percent. In 1980, the
concentration averaged at a much lower 4 percent. An increase in THC concentration would result in a more intense and desirable high.
A second possible reason relates to a shifting social and political culture. Under the Controlled Substances Act of 1970, marijuana was
classified as a Schedule 1 substance, meaning the federal government recognizes it as potentially highly abusive and with no apparent
medicinal uses. Although this may be, marijuana is legal in both Colorado and Washington and is legal for medicinal use in 20 states and
the District of Columbia. Currently, 16 states have legislation that has decriminalized the substance, Ohio being one of them. Relatedly,
Wood County, where Bowling Green State University is located, will have marijuana legalization on the November 2014 ballot. Also,
marijuana is a common part of American popular culture. There are a variety of music, television shows and movies that include use of
the drug in lyrics and plots.

An additional reason that may suggest why marijuana usage has increased is a lack of knowledge and educational programs. Marijuana
education programs are not common throughout American schools and universities. In fact, some universities have pro-marijuana
organizations and campaigns started by students. An example of a marijuana education tool utilized by some universities is Marijuana
101. This online program includes a six-lesson course that covers information about science, health and law aspects associated with the
drug. Although this program exists, it has included costs and is usually only offered to students who have received legal punishment for
possession and use. Similarly, a study conducted at The Ohio State University found that the federally-funded anti-drug campaign Above
the Influence has had some success. Collection of data from more than 3,000 individuals from around the nation concluded that 12%
of the survey population that had not heard of the campaign had experimented with marijuana by the end of 8th grade. Usage for those
who had heard of the campaign was at a smaller 8 percent. Although this is a small percentage, it reflects that there is possible success in
reducing marijuana usage through educational efforts.
There are a variety of illicit substances that are sought out for recreational use, one of the most common being marijuana. Due to the
higher concentration of THC levels, a shift in social and political culture and lack of educational efforts, the drug continues to attract
Americans from all demographic profiles, especially college-aged individuals (18-25). Through a comprehensive campaign that seeks to
educate about marijuana as opposed to telling students to not use the substance, Rapport Public Relations is confident that we can help
reduce the overall use of marijuana usage in addition to working against its everyone uses it perception present at Bowling Green State
University.
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Situational analysis continued
Primary Research
Our agency utilized a variety of research tools to assess the current climate of awareness, knowledge, attitudes and behaviors related to
marijuana use on this campus. These included the 2008, 2010 and 2012 American College Health Assessment-National College Health
Assessment (ACHA-NCHA) surveys, an agency survey, two expert interviews and three focus groups.
ACHA-NCHA Survey Data
We used the results of the ACHA-NCHA surveys conducted on this campus in 2008, 2010 and 2012 to compare trends of marijuana use on
this campus and to see how we compare to the national reference group of college students.
In 2008, 15.5 percent of BGSU students said they used marijuana in the last 30 days. In 2010, the percentage rose to 20.4 percent a 5
percent increase. This remained unchanged in 2012 with 20.3 percent reporting usage in the last 30 days.
In comparison to the national reference group of college students, BGSU students usage of marijuana in the last 30 days in 2008 was
slightly higher than the national use (15.5 percent vs. 14.5 percent), about 6 percent higher in 2010 (20.4 percent vs. 14.2 percent), and
about 5 percent higher than the national usage rate of 15.3 percent in 2012.
Most notable about these data sets are the misperceptions of marijuana use both at BGSU and nationally. For example, the marijuana use
in the last 30 days on this campus in 2008 was 15.5 percent but the perception of usage was 76.9%. In 2010, the actual use in the last
30 days was about 20 percent with a perception of almost 80 percent use.
Both 2008 and 2010 showed an overestimation rate of 60 percent and an even greater misperception gap of almost 70 percent in 2012.
Misperception percentages nationally were around 60 percent for each of the three years.
The ACHA-NCHA data sets can be found in the appendices.
What does this mean?
Marijuana use among BGSU students increased significantly between 2008 and 2010 and has remained steady since. BGSU student usage
is also higher than the national average, indicating that this is a problem that needs to be addressed on this campus.
Of greater concern, however, are the misperceptions associated with marijuana use in the last 30 days on this campus. The misperception
gap has increased substantially since 2008 and 2010, meaning students have an even more skewed perception of marijuana use on this
campus than they did before. Using Social Norms theory as the basis for campaign development provides an opportunity to develop social
norms messages to correct these misperceptions. The concept is that if we can correct the misperceptions, we can change the behavior.
Agency Survey
Our agency conducted a survey consisting of eight questions asking students about their class standing, GPA and marijuana and alcohol
usage. In total, 97 BGSU students took this survey. The survey was distributed through each Rapport Public Relations members social
media accounts, as well as through an email sent to every student in the School of Media and Communication. Unlike the ACHA-NCHA data
sets, the data collected here is the result of a convenience sampling and cannot be generalized to the BGSU population. The findings do
provide us with insight on student involvement and behaviors not found in the ACHA-NCHA data sets, which we will use to develop effective
programming.
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Situational Analysis Continued
Demographics
Out of the 97 BGSU students that took the survey, 25 percent were male and 75 percent were female. Among class ranks, 11 percent were
first year students, 26 percent were sophomores, 26 percent were juniors and 37 percent were seniors. The majority of students were
in good standing with 34 percent of the students having a GPA of 3.6-4.0, 24 percent with a GPA of 3.1-3.5 and 35 percent with a GPA of
2.6-3.0.
Student Involvement
Nine percent of the students who participated in our survey were part of an athletic sports team, 45 percent were part of a Greek Life
organization, 59 percent were part of a student organization (other than Greek) and 7 percent skipped this question. When asked if they
participated in residence hall activities, 19 percent of first year students said yes while 81 percent of first year students said no.
Student Behavior
Questions on alcohol use revealed that 65 percent of participants drank alcohol within the past week, 18 percent drank alcohol within the
past 30 days, 12 percent drank every once in a while and 5 percent said they never drank alcohol.
When asked the last time they had smoked marijuana, 22 percent smoked within the past week, 8 percent smoked within the past 30 days,
23 percent smoked every once in a while, 46% never had smoked and 1% skipped this question.
When asked how effectively BGSU enforced marijuana policies. Twenty-two percent thought enforced marijuana policies were not at all
effective, 36 percent thought they were mildly effective, 31 percent thought they were moderately effective, percent thought they were very
effective and 4 percent thought they were extremely effective.
Survey results are located in the appendices.
What Does This Mean?
The data we collected from our agency survey allowed us to focus on student involvement. Knowing involvement levels will help us to deter-
mine what programming efforts may or may not be effective. For example, knowing that the majority of students are involved in some type
of student organization suggests we partner with these groups in educational activities. We also know that the overwhelming majority of
first-year students are not involved in resident hall activities, indicating that our programming efforts need to focus on activities and events
outside the halls.
We also discovered that because students do not think BGSU police enforce marijuana policies effectively, they would not be likely to attend
an educational event specifically regarding marijuana. This suggests that partnering with student and Greek organizations rather than law
enforcement or other authoritative figures on campus may more effective. For example, our messages could be communicated at special
events and activities sponsored by these organizations.
We also discovered that more students choose to drink alcohol than smoke marijuana, however more students smoke marijuana every once
in a while than students who choose to drink every once in a while. We also know there is a link between alcohol and marijuana use and this
will be addressed in our programming.
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Interviews
Rapport Public Relations conducted multiple interviews with BGSU faculty and staff, as well City of Bowling Green officials.
Sarah Waters, Director of Residence Life, provided information on ways to target students living in the residence halls.
Waters said that the perceptions of the amount of students smoking marijuana are indeed much higher than the actual number of students
smoking. She said they receive calls where a student is saying every single person on their floor is smoking pot or is drunk, which is never the
case. Students who do get caught with marijuana are turned in and go through the student conduct with an authoritative figure.
Waters also mentioned that from what she has seen there is not one particular class that has been worse than another with marijuana usage.
Waters also said the problem is actually less frequent within the Greek housing units on campus, but it has been noted that many of the
fraternities and sororities have houses off campus that are not monitored by the university.
When it comes to students caring about the possibility of drug testing, Waters said she thinks students know the possibility for a drug test is
there, but she said many of them do not truly care or they think they are invincible and will get away with it.
A major point that Waters made was that students do not respond to being lectured with facts. A simple residence hall program will not attract
the attention of students. According to Waters, the best way to reach students is through interactive programming.
Brad Conner, Police Chief for the City of Bowling Green, said that in 2012 the police office made 447 drug arrests and 336 OVI arrests. In
2013 they made 362 drug arrests and 385 OVI arrests. He said that the police office does not break down the arrests to possession of
marijuana. Conner admitted he believes the majority of marijuana possession citations are of people within the 18-25-age range. This age
range requires the majority of their attention in this community.
Conner said that The Police Division addresses drug and alcohol use through education and enforcement. They spend thousands of dollars
each year on a DARE program for 5th graders. They also have an EZ+ curriculum in the middle school where positive behaviors from middle
school students are reinforced and violence and alcohol, drug, and tobacco usage are discouraged. This is a program unique to the Bowling
Green Police Division. The Police Department has a Bobcat Plus program in the high school age-range that revisits the things learned in
DARE and EZ+. They closely partner with treatment programs in the community, such as the ADAHMS Board and Behavioral Connections.
Officers strictly enforce drug laws and actively work informants and other leads to identify the sources of illegal drugs in the community. They
also file charges in those cases and try to encourage strict penalties within the courts.
The law provides for a maximum $100 fine and court costs for possession of marijuana if less than 100 grams. It also allows for a loss of
driving privileges if cited under State Code. The city prosecutor has a practice of amending drug charges to a disorderly conduct charge. It is
a practice that Conner personally disagrees with and believes it sends a message that drug violations are not important. He also believes that
it is not consistent with the other efforts and dollars that the police take to curb drug use. It is his philosophy that a disorderly conduct allows
a person to be put on probation and monitor them through drug testing. An amendment of this type also keeps the defendant, if a student,
from having a drug conviction, which could adversely impact student aids/loans and has a negative impact when leaving college to find a job.
Conner said that it is not their job to prosecute cases, and as such their input into this practice has not been well received.
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Interviews Continued
Conner believes that the Police Division is doing a tremendous job in education, enforcement and in building community partnerships in
treatment. The consistency in the message from the larger community is what needs to change. Until the larger community views marijuana
seriously, things will not change. Conner also said he sees a shift in opinions nationwide where marijuana use is more accepted. This shift
includes our national leaders. Too many entities are putting their own personal values and beliefs into this issue, and as such many do not
view it as a problem.
Based on these interviews, we can again conclude that students are not likely to attend a marijuana awareness program in the residence
halls. We can also conclude that there are other forms of marijuana and drug awareness programs within the city of Bowling Green, such
as the DARE and EZ+ programs.
Focus Groups
Our agency hosted three focus groups that each focused on a different target audience. The first group was athletes and Greeks, the
second group was seniors and the third group was first year students.
Focus Group 1 Student-Athletes and Greek Life Students
Our first focus group consisted of seven people four athletes and three members of the Greek community.
The main perceptions that students had when entering Bowling Green was that it was a fun school that had a lot of social events in which
they could be involved. The students in the group said the negative stereotypes they heard were that Bowling Green did not have good
academics and they heard of the term BGSTD.
Students felt that there is not one specific group that specifically participates in substance abuse more than others. They agreed that first
year students drink more than other students and are more willing to try new substances because they are still trying to meet new people.
The students gave a variety of reasons as to why students smoke marijuana, but one reason that continually came up was for social
reasons. They talked about being more likely to smoke if their friends smoke or if everyone around them is smoking. Other reasons for
smoking include relieving stress and anxiety.
It was agreed that smoking marijuana had some sort of negative effect, whether it be health effects or professional effects. This was
agreed upon because smoke is still being inhaled into the lungs, so there is still a health effect that pot smoking for a long amount of time
could cause. However, for students who do not frequently smoke, there are not any real consequences.
College students do not consider the long-term effects that using marijuana could have on their professional careers. If a student tests
positive for a drug test that is taken prior to receiving a job, they will most likely be denied of this job. For example, if someone trying to get
a teaching job has a marijuana offense on their record, they will not be able to get a job.
It was agreed upon by this group that incentives need to be provided in order to get students to attend events. Students recommended
items like t-shirts, beer coozies, sunglasses and pizza. Events that participants would willingly attend would have to be interactive, such as
the Big Playground.
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Focus Group 2 Seniors
Our second focus group consisted of five people, all of which are seniors at BGSU. Before attending BGSU, these students perceived the
university as a relaxed, friendly and safe place. The reasons for coming to the university varied among students. One student attended to the
university to get away from the people they went to high school with while another attended because this is where all of their friends were
going.
Following in the pattern of the first focus group, the negative stereotype that stuck out the most to students was the BGSTDU stereotype. It
was also stated that everyone from the Toledo area attends to BGSU.
When asked why people smoke, peer pressure was mentioned again. If a student is at a party and everyone is smoking, they will be more
likely to smoke as well. A student would also be more willing to try marijuana for the first time if they are with friends that they trust could
teach them how to smoke properly.
The seniors thought that the group of people most likely to smoke marijuana is members of the Greek community, primarily Fraternities.
One person in the group said they have never been to a sorority party where there is smoking and they think it is more of a norm for men
to smoke versus women. The group agreed that men are more likely to buy weed and women will be more likely to smoke it if it is readily
available.
The group agreed that one long-term effect of marijuana is that it becomes a gateway to harder drugs such as ecstasy and cocaine. A
second point was that people could get to a point after smoking frequently for a long amount of time where they will no longer be willing to
function sober.
During the focus group, it was brought to our attention that some students might not care so much about the consequences of smoking
because it is becoming legal in many states.
The group concluded that students would reach out for help only when they began failing classes or if the police caught them with marijuana.
The second group also agreed that it is important to offer incentives when it comes to events. Offering unique promotional items such as
watches, sunglasses and t-shirts make students more willing to attend events.
Out of the three possible logo designs the seniors agreed that their favorite was The Blunt Truth.
Focus Group 3 First Year Students
Our third focus group consisted of four students, all of which were first year students at BGSU. When asked about their perceptions of BGSU
before attending the university, the students said they heard about racist attacks, the BGSTD stereotype, and that it is a party school.
In agreement with the other two focus groups, this group also agreed that many students smoke marijuana to feel good and because it is a
social thing at parties and among friends. The group of students also agreed that if they wanted to buy marijuana on campus they do not
think it would be hard to find someone to buy it from.
One student in particular felt the positive effects of marijuana outweighed the negative effects. They listed that it helps with chronic head-
aches, anxiety and disorders such as Post Traumatic Stress Disorder
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Focus Group 3 Continued
Some of the marketing techniques that the group said they pay the most attention to are writing details in chalk on the sidewalks, posters
staked in the grass and bus advertising. They said they do not pay attention to television monitors in the union and that a regular poster is
the best approach.
The social media sites related to BGSU that the students follow include BGSU17 and BG Passouts. The students said they use social media
frequently and are only willing to interact with people outside of their friend circle if there is an incentive.
The students said they generally do not attend programs in their residence halls because they do not have the time. The students would
be more willing to go if the program had to deal with health and wellness or social aspects. There was a mixed opinion about whether they
would go to a substance abuse program. One student said it would interest them while the other student said they would not go because
they do not have a substance problem.
Some of the items students said they would be interested in receiving would be t-shirts, drawstring backpacks and free food.
The group decided their favorite image of the three logos presented is The Blunt Truth because they said it captures their attention and
keeps them wondering.
Overall, we found that each group agreed with the negative stereotypes that most percent have when entering BGSU. Another common
denominator among each focus group is that incentives such as food and promotional items would urge students to attend educational
events. We can conclude that social media is an effective technique of reaching the student population to make them aware of the marijua-
na usage at BGSU.
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Theory
Public relations is a culturally embedded practice that can differ depending on the social norms of the intended target audience(s). Due
to this, our agency recognizes the importance and benefits of including theory to help guide the overall development of work for our
clients. This recognition helps to better target key publics by gaining a more comprehensive understanding of their perceptions, lives and
environment. For the sake of this campaign, we have identified two sociological theories we feel will be beneficial to the development and
implementation of strategic tactics. They are as follows:
Cultural Norms Theory
Social Norms Theory
According to Melvin DeFleur, a professor in the field of communications, Cultural Norms Theory, suggests the mass media selectively
presents and emphasizes certain contemporary ideas or values and influences norms by reinforcing or changing them. Essentially,
hegemonic notions of normalcy are created and perpetuated by media forces. The general public is influenced by these forces and is
taught how to discern between what is socially correct and not. Although encouragement of marijuana use is not largely prevalent in major
media forces, suggestions of use and its recreational benefits are common throughout American popular culture. This may result in the
public, especially youth, who are large consumers of popular culture, to perceive marijuana usage as commonplace and not a big deal.
Relatedly, Social Norms Theory posits that our behavior is influenced by misperceptions of how our peers think and act. According to the
Boston University School of Public Health, Overestimations of problem behavior in our peers will cause us to increase our own problem
behaviors; underestimations of problem behavior in our peers will discourage us from engaging in the problematic behavior. Accordingly, the
theory states that correcting misperceptions of perceived norms will most likely result in a decrease in the problem behavior or an increase
in the desired behavior. If a student perceives that everyone else around them is consuming marijuana, they will be more likely to do so. It
is beneficial to note that this theory was developed to help address student alcohol abuse patterns, circa 1986. It has also helped with the
development of programs that address tobacco and seatbelt use and sexual assault.

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Target Audience
In order to better develop and implement a strategic marijuana education campaign, we have divided the general Bowling Green
State University student body into specific target populations. They are as follows:
First Year Students
First Year Student Athletes
First Year Greek Life Students
Graduating Seniors
These target populations have been highlighted due to primary and secondary research (past studies, interviews, focus groups,
survey) that suggests they are most likely to experiment with and recreationally use marijuana.
1. First Year Students:
For most first year university students, living in residence halls, or at least away from their families, is an extremely liberating expe-
rience. This population becomes largely influenced by the social norms and pressures associated with college life, typically alcohol
and illegal substance abuse. There are multiple factors that play in to this. First, relating to Cultural Norms Theory, American youth
grow up seeing images of the college atmosphere in popular culture being completely connected to drinking and illegal substance
abuse. This overwhelming depiction of college life has dominated television and movies for decades and seems to only grow more
prominent. Additionally, Social Norms Theory would suggest that if an individual believes that everyone around them is partaking
in certain behaviors that are common on campuses, i.e. consumption of marijuana, they will be more likely to do so themselves. Ac-
cording to a Dierker et al. study, 38 percent of college administrators said that the major barrier to more effective prevention was
the public perception that substance use by college students was a normal rite of passage.
According to Tobacco, alcohol, and marijuana use among first-year U.S. college students: a time series analysis, recorded mari-
juana consumption on an individual basis is highest during a students first year at college and usually declines with each passing
year. In regards to statistical information, the National Institute on Drug Abuse reports that in 2012 only 17 percent of people
ages 12 to 17 have used marijuana while 52.2 percent of people ages 18 to 25 have used marijuana. Relatedly, a Casa Colum-
bia study found that one in ten entering first year university students has a cannabis use disorder. In a 2008 study, Caldeira et al.
found that first year students who use marijuana five or more times over the past year reported concentration problems (40.1%),
regularly putting themselves in danger (24.3 percent), driving after using marijuana (18.6 percent), and oversleeping therefore
missing class (14 percent). This clearly identifies first year university students and university students in general as key publics
who should be addressed. For those students who have surpassed recreational use and rely on the substance on a usual basis,
the Casa Columbia study also found that, 37 percent of college students fear social stigma attached to substance abuse, which
kept them from seeking help; only 6 percent of students who met clinical criteria for alcohol or drug abuse or dependence sought
help. Not only are university students succumbing to the cultural and social pressures associated with college, but they some are
developing a reliance on illicit substance abuse and not seeking help.
2. First year student athletes:
According to Risk of Marijuana Use in Male and Female College Student Athletes and Nonathletes, a study conducted by Jennifer
Buckman, a large minority of collegiate athletes report past-year marijuana use even though there is a significant possibility of
experiencing negative athlete-specific consequences related to performance, eligibility, and scholarship. The study also noted that,
marijuana is the most frequently used drug across all mens and womens sports. This study consistent of 392 undergraduate
student athletes recruited from 17 teams. Thirty-seven percent of male athletes and 25% of female athletes said they have used
marijuana within the last year. A study conducted by the National Collegiate Athletic Association found that, Twenty-two percent
of athletes reported using marijuana in 2013, with Division III smoking the most and Division I smoking the least (as was the case
with most drugs). About 29 percent of Division III athletes reported marijuana use, up three percentage points from 2005.
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Target Audience Continued
(First year student athletes continued)
Across all divisions, about one in four men smoke, compared to 17 percent of women. This study also found that a majority of university
athletes do not often associate outside of their social circle and feel that they should receive special treatment when caught with illegal
substances.
A combination of social and cultural pressures associated with college life and a prevalence of marijuana usage in student athlete
populations nationwide suggest that first year athletes should be targeted through this campaign.
3. First year Greek Life Students
With over 40 chapters, totaling in 1,590 individuals, Greek Life made up 11.08 percent of the student body at Bowling Green State
University in the fall of 2013. During the fall and spring rushes, students, a majority being first years, make the decision to join a
fraternity or sorority. For these students, the social and cultural pressures associated with college life are intensified, due to the desire to
fit in with the culture of their respective chapter.
According to the aforementioned Casa Columbia study, Fraternity and sorority members were likelier than nonmembers to drink (89
percent vs. 67 percent), binge drink (64 percent vs. 37 percent), drink and drive (33 percent vs. 21 percent), use marijuana (21 percent
vs. 16 percent) or cocaine (3 percent vs. 2 percent), and smoke (26 percent vs. 21 percent). One can see that marijuana use, in addition
to other substance abuse behaviors, are more prominent with those involved with Greek Life. A study conducted by the National Institute of
Drug Abuse found in a 2005 study that, Data show that fraternity and sorority members had elevated rates of substance abuse while they
were in high school and higher levels of binge drinking, annual marijuana use, and current cigarette smoking during the college years than
nonmembers The study also indicates that the processes of selection (the influence of certain characteristics that steer an individual
toward certain experiences, organizations, or environments) and socialization both contribute to the high levels of substance abuse seen
among fraternity and sorority members.
With an even more prominent influence by the university atmosphere and Greek Life peers, our research suggests that first year Greek Life
students should have educational tactics designated to their specific population at Bowling Green State University.
4. Graduating seniors
Drug testing is a common practice utilized by many companies, businesses and firms to help ensure they are hiring employees who will
live up to stated standards and operations procedures. According to Pre-Employment Drug Screening, an average test costs an employer
$48.00. In a research article written by J.T. ODonnell, a small business owner was interviewed about their drug testing policies. The
following represents the data found:
In three months, he tested 39 prospective employees at $45/test. Thats an estimated $7,000/year spent on drug
testing.
Only 25 percent passed.
Their ages ranged between 21-52 years old.
The owner estimates the additional cost of the wasted time/expense went into interviewing these people prior to the
test at $24,000+.
The business owner stated, We have had a particularly bad run in the last quarter with over a dozen failed tests. With over half of the
candidates being college grads, I was particularly surprised!
Our main reason for targeting graduating seniors is to educate them about the possibility of not being accepted for a job after college due
to a failed drug test.
15
Rapport
Launching the campaign
Promotional Materials
Materials that will be used and where they will be used:
1,000 Brochures, distributed at:
o 100 at the Counseling Center
o 100 at Bash Hash
o 100 at Secret Panel
o 100 at Corkboard event
o 100 at Sporting events
o 100 at Sporting tailgates
o 100 at Campus Fest
o 100 at Health Fair
o 100 at fall Career Fair
o 100 at spring Career Fair
1,000 Flyers, distributed at:
o 100 at the Counseling Center
o 100 at Bash Hash
Posters:
o 100 general campaign posters in educational buildings and BTSU
o 50 Bash Hash posters in educational buildings and BTSU
o 50 Secret Panel posters in educational buildings and BTSU
Chalk:
o 10 chalked-messages (per event) written on campus pathways
Sunglasses:
o 100 at Bash Hash
o 25 at Health Fair
T-shirts:
o 100 as prizes for social media contests
16
Rapport
Launching the campaign CONTINUED
Banner, displayed at:
o Bash Hash
o Secret Panel
o Corkboard event
o Campus Fest
o Health Fair
o Fall Career Fair
o Spring Career Fair
Water Bottles:
o 75 at Bash Hash
o 75 at Campus Fest
o 25 at Health Fair
Frisbees:
o 25 at Bash Hash
o 50 at Campus Fest
Pens:
o 250 at Bash Hash
Ground Stickers:
o 40 distributed among pathways on campus
o 10 distributed among pathway leading up to Counseling Center
17
Rapport
Launching the campaign continued
slogan
The Blunt Truth
We focused our public relations campaign on the theme of The Blunt Truth to create a serious tone that students will remember.
With this slogan in use for our campaign, we are showing students that smoking marijuana is a serious subject matter and that
it has serious effects and consequences on those who smoke marijuana. We tested three slogans in our focus groups and found
that students responded more positively to The Blunt Truth than Reevaluate, Rethink, Reduce and #Hashoutweed. Students
said that The Blunt Truth was more memorable and catchy and was easier to understand what our campaign was about. We also
focused on this theme because it is short and simple enough to use on various communication pieces ranging from posters to
sunglasses. The slogan connects with students because most are aware of marijuana paraphernalia and can make the connection
with the slogans true intention.
LOGO
T
h
e
Truth
The logo we created has meaning behind each and every detail. We used the color of green because it indicates safety, which
correlates to our campaign messages that reducing marijuana usage reduces negative risks and effects, ultimately creating a safe
lifestyle. We used the color of blue because it is considered beneficial to the mind and body. To emphasize our logo, we used the
color black because it contrasts well with brighter colors, allowing the most intriguing word of our slogan to stand out. The word
Blunt is emphasized with a larger, bolder font because this word catches attention and sparks curiosity.
18
Rapport
Goals | Objectives | strategies | tactics
Goal 1: To reduce marijuana use from 20.3 percent to 15.3 percent, or from 147 students to 111 students during the
2014-2015 school year.
Objectives:
1. Promote a healthy lifestyle to BGSU students through awareness events and promotional material.
2. Educate students about the BGSU activities they can become involved with instead of smoking marijuana.
3. Reduce the perception and negative stereotypes of marijuana usage at BGSU.
4. Educate students about the potential harmful health risks related to smoking marijuana.
5. Inform students about the difference between the perceived usage of marijuana and the actual usage of marijuana at BGSU.
Goal 2: Reduce student visits to the Counseling Center by 83 percent, or from 120 to 99 students per year.
Objectives:
1. Inform the student body that if they or someone they know may have a marijuana use disorder that there are available resources to help
within the university.
2. Promote a healthy lifestyle to BGSU students through awareness events and promotional material.
3. Create a brochure that informs students about possible marijuana health risks and perceived/actual use statistics. This brochure could
be handed out at any The Blunt Truth event, in addition to in-place education programs, such as resident advisor training.
Goal 3: Increase awareness of statistics and facts among BGSU students, particularly focusing on first year students,
athletes, Greek Life students and graduating seniors during the 2014-2015 school year.
Objectives:
1. Host an awareness-event to provide students with information about marijuana.
2. Lower the perceptions of marijuana usage among students at BGSU from 84 percent to 65 percent, or from 611 students to 473
students.
3. Have on-campus media write three stories throughout the semester covering various campaign events or information on the campaign
itself.
4. Utilize social media to inform students of facts and statistics through posts and raffles.
Goal 4: Develop opportunities to promote educational marijuana programs at BGSU.
Objectives:
be handed out at any The Blunt Truth events, in addition to in-place education programs, such as resident advisor training.
3. Develop social media accounts that educate about marijuana and BGSUs resources.
4. Host a panel event where students can learn in-depth information about marijuana from a doctor, police officer and other experts.
5. Host a corkboard event where individuals can display what positive things they do instead of consuming marijuana.
6. Utilize traditional media, such as news releases, broadcast news releases, posters, brochures, etc. to promote events
7. Pass out promotional items at sporting events, tailgates, Campus Fest, Homecoming parade, Health Fair and Career Fair
19
Rapport
Goals | Objectives | strategies | tactics
Strategies Tactics
Special Events
Host a Bash Hash event to encourage anti-smoking
behavior
Hold a marijuana awareness panel of educational
speakers
Offer an Alternatives to Smoking cork board event
Social Media
Create a Facebook page for the campaign
Create a Twitter page for the campaign
Create a website for the campaign that is sponsored by
the Counseling Center
Traditional Media
Press releases
Broadcast news releases
Feature stories
Media pitches
Posters
Brochures
Sidewalk stickers
Chalking
Stall Talk
Banner
Promotional items
20
Rapport
Relationship
Building Events
Pass out promotional items and information at sporting
events
Create a float or walk in the Homecoming Parade and
pass out promotional material
Utilize Campus Fest to introduce the marijuana
awareness campaign
Promote the campaign at the Health Fair
Promote the campaign at the Career Fair
Strategies Tactics
Goals | Objectives | strategies | tactics Continued
Anti-Hash Bash event, Bash Hash
According to the information received in our focus groups, students are likely to attend an event if it is interactive and offers incentives.
We recommend partnering with other campus offices and organizations to host a Bash Hash event to encourage anti-smoking
behavior. Hosting this one-day event before the Ann Arbor Hash Bash would influence students to not attend the Hash Bash.
The event would have a Disc Jockey and would include activities such as blow-up games, corn hole and a talent show in the Bowen
Thompson Student Union.
When participating in activities, students would receive customized promotional items, as well as fliers and brochures that include
marijuana awareness facts and statistics.
To conclude the entire event, we recommend a Balloon Activity where students can write messages on the balloons regarding
activities they are involved with instead of smoking marijuana. All at once, students would let the balloons fly into the sky to represent
their commitment to anti-smoking behavior.
Marijuana Awareness Panel
The Marijuana Awareness Panel would consist of experts such as a doctor from the Wood County Hospital, Bowling Green City police
officer, representative from the Career Center and representative from the Wellness Center.
These experts would offer facts, statistics and advice about marijuana and the effects it may have that are important for students to
know.
In order to entice students to attend this event, we recommend promoting it as a mystery.
o According to the information received in our focus groups, mysterious events, such as the Ask Kristy event in 2013 would
influence them to attend.
o Promoting Did You Know? or The Blunt Truth statistics and event information using social media and promotional
materials, such as ground stickers and posters, would reach a large audience and gain interest.
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Alternatives to Smoking Corkboard Event
Through our research, we have confirmed that interactive events attract students to attend or participate.
We suggest renting a giant corkboard from the Bowen Thompson Student Union and hosting an interactive event inside of the
Union that encourages students to live a healthy, marijuana-free lifestyle.
On a piece of paper students will be able to write down alternative activities that they partake instead of smoking marijuana and
then pin it to the board.
With enough posts by students, the board will catch the attention of others and remind them to live a marijuana-free lifestyle.
Facebook
Create The Blunt Truth Facebook page and have 300 likes by the end of the 2014-2015 academic school year.
Create Facebook events for Bash Hash, panel, and athletic tailgates; partner with the creators of the Career Fair and Health Fair
Facebook pages to advertise our event.
Post content and facts about marijuana usage, alternatives, and perceptions at least four times a week.
Post photos from events.
Have interactive, promotional contests where students are able like/share posts created on page, and students will receive a
free t-shirt.
Twitter
Create The Blunt Truth Twitter account and have 50 followers by the end of the 2014-2015 academic school year.
Post real-time updates prior to the campaigns events and during the events.
Post facts about marijuana, debunking myths about marijuana and marijuana alternatives at least four times as week.
Have a Twitter contest where students are able to post what they do rather than use marijuana. Students will be able to win a
free t-shirt.
Have interactive scenarios or questions where students tweet their responses (i.e. What would you tell a friend who wanted to
start smoking weed?).
Post humorous, but tasteful, posts to gauge viewers interest (If you want to take a trip, go to the airport).
Website
Create a campaign website sponsored by the Counseling Center.
Post FAQs about marijuana usage.
Post Myth vs. Facts
Create blog entries
Post contact information for the Counseling Center and Wellness Center.
Post updates about events.
Interconnect social media pages.
News Releases
In order to promote the marijuana awareness campaign, the Bash Hash event and the secret panel, press releases and
broadcast news releases should be sent to on-campus media outlets. The outlets include The BG News, Key Magazine, The
Obsidian, WFAL Falcon Radio, WBGU 88.1, BG24 News and WBGU.
Media Pitches
A media pitch should be sent to various media outlets on campus, such as BG News and BG24.
These pitches would suggest that media outlets write a feature story on the campaign and Amanda Addy.
22
Rapport
Goals | Objectives | strategies | tactics continued
Posters
We suggest hanging posters around campus that would include different facts and statistics, along with The Blunt Truth logo. Each poster
will be aimed toward our target audiences. They will be placed in the Union, academic buildings, residence halls and in classrooms.
Brochures
Informational brochures will be handed out at the health center to students who come in.
The brochures will also be available at the various events.
Brochures will include facts about marijuana abuse and the perceptions of marijuana usage on campus versus the actual usage on
campus.
Sidewalk Stickers
We suggest utilizing sidewalk stickers, much like the 2014 Go Clean campaign stickers.
Stickers will include different facts about marijuana and the perceptions of BGSUs marijuana usage. The stickers will lead students into
the Counseling Center.
Chalking
Along with sidewalk stickers, research conducted through focus groups suggests that chalking on campus sidewalks is an effective
marketing technique.
Stall Talk
Stall talk will be used to promote campaign events, such as the Bash Hash event.
A special section could be used during a specific month that focuses on marijuana usage and its perceptions on the BGSU campus.
Banner
A banner with The Blunt Truth Logo will be purchased and used at different events and during the homecoming parade. The banner will
be reusable and will be a quick way for people to know that The Blunt Truth campaign is associated with the different events.
Promotional Items
Promotional items will be customized with The Blunt Truth logo. Items include: balloons, sunglasses, t-shirts, pens, Frisbees and water
bottles. The items will be given away at different events for specific purposes. Some of the items, such as T-shirts and water bottles, will
be used as prizes for social media contests.
Sporting Events
BGSU hosts a variety of athletic events throughout the academic year, which would serve as a free platform for passing out information
about The Blunt Truth and the Wellness Connections resources. At these events, Wellness Connection employees could hand out
promotional items and speak with attendants about The Blunt Truth campaign.
Homecoming Parade
Numerous university offices, departments and organizations participate in the annual Homecoming Parade. This event would be a free
way to promote The Blunt Truths goals, in addition to being an outlet for passing out promotional items. Parade participants can either
create a float or walk.
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Campus Fest
At the start of every fall semester, Campus Fest serves as a comprehensive introduction to the over 300 student organizations
on campus. A table in association with the Wellness Connection could be managed by one or two personnel, all while handing out
information and promotional items about The Blunt Truth and resources available via the Wellness Connection.
Health Fair
Since consuming marijuana includes potential health risks, the Health Fair would be an ideal venue to promote The Blunt Truth
and its components. This event, hosted by the university, would incur no cost to the Wellness Connection.
Career Fair
This event could serve as another platform to hand out promotional items and educational materials pertaining to The Blunt
Truth. This event coincides with one of our target audiences (graduating seniors), as they need to consider drug testing as a
possibility prior to landing employment.
24
Rapport
Evaluation
Goal 1: To reduce marijuana use from 20.3 percent to 15.3 percent, or from 147 students to 111 students during the
2014-2015 school year.
Objectives:
1. Promote healthy lifestyles to BGSU students through awareness events and promotional materials.
2. Educate students about BGSU activities they can become involved with as opposed to consuming marijuana.
3. Inform students about the difference between the perceived and actual use of marijuana at BGSU.
4. Reduce the perception and perceived negative stereotypes of marijuana usage at BGSU.
5. Educate students about the potential harmful health risks associated with consuming marijuana.
Measureable Keys to Success
Awareness and Knowledge:
300 students attend Bash Hash.
50 students attend panel event.
200 students participate in corkboard event.
150 students attend Career Fair booth.
150 students attend Health Fair booth.
Distribute survey after campaign events that measures if students learned about the difference between perceived and actual use
statistics specific to BGSU.
Measure the number of brochures and flyers distributed at every campaign event.
Place awareness posters and ground stickers in high traffic areas for maximum exposure (i.e. the Union, Olscamp Hall, Business
Administration Building, Student Recreation Center).
Attitude and Behavior Changes:
Distribute a survey that determines if students joined BGSU organizations or other extracurriculars after attending a campaign event.
Distribute a survey before and after the panel event that would gauge if participants learned about the legal and health risks associated
with consuming marijuana, in addition to perceived and actual use statistics.
Track the amount of educational brochures taken from the Counseling Center.
Have students fill out a survey at the events to measure if and how their view on marijuana has altered.
Goal 2: Reduce student visits to the Counseling Center by 83 percent, or from 120 to 99 students per year.
Objectives:
2. Place awareness posters and ground stickers in high traffic areas for maximum exposure (i.e. the Union, Olscamp Hall, Business
Administration Building, Student Recreation Center).
3. Promote a healthy lifestyle to BGSU students through awareness events and promotional materials.
25
Rapport
Evaluation Continued
Measureable Keys to Success
Exposure to banner and promotional materials at all events; track amount of distributed promotional items
Increase the availability of informational materials for students to possess, such as an educational brochure.
300 attendees at the Bash Hash event.
50 attendees at the panel event.
50 ground stickers around campus with the Counseling Centers information.
200 people write messages on the corkboard event outside of the union.
150 students attend Career Fair booth
150 students attend Health Fair booth
300 likes on The Blunt Truth Facebook page by the end of the 2014-2015 academic year.
50 followers on The Blunt Truth Twitter page by the end of the 2014-2015 academic year.
Attitudes and Behavior Changes:
Educational brochure available at Counseling Center and all campaign events.
Distribute a survey before and after the panel event that would gauge if participants learned about the legal and health risks
associated with consuming marijuana, in addition to perceived and actual use statistics.
Increase in number of Facebook likes and people responding and using Twitter hashtag (#blunttruth).
Have participants fill out a survey at the conclusion of every event with resources to seek help about marijuana usage.
Goal 3: Increase awareness of statistics and facts among BGSU students, particularly focusing on first year
students, athletes, Greek Life students and graduating seniors during the 2014-2015 academic year.
Objectives:
1. Host an awareness event to provide students with information about marijuana.
2. Lower the perceptions of marijuana usage among students at BGSU from 84 percent to 65 percent, or from 611 students to
473 students.
3. Have on campus media write three stories throughout the semester covering various campaign events or information on the
campaign itself.
4. Utilize social media to inform students of facts and statistics through posts and raffles.
Measurable Keys to Success
300 students attend Bash Hash.
50 students attend panel event.
200 students participate in the corkboard event.
150 students attend Career Fair booth.
150 students attend Health Fair booth.
Receive coverage from The BG News, BG24 and other on campus media.
Have an issue of Stall Talk placed in the residence hall bathrooms to promote marijuana awareness.
Have 300 likes on The Blunt Truth Facebook page by the end of the 2014-2015 academic year.
Have 50 followers on The Blunt Truth Twitter page by the end of the 2014-2015 academic year.
26
Rapport
Evaluation Continued
Collect survey data a year before and a year after the campaign has been enacted to gauge if there has been a difference in perceived
and actual use.
Measure if there has been a reduction in visits to the Counseling Center for marijuana usage.
Goal 4: Develop opportunities to promote educational marijuana programs at BGSU.
Objectives:
3. Develop social media accounts that educate about marijuana and BGSUs resources.
4. Host a panel event where students can learn in-depth information about marijuana from a doctor, police officer and other experts.
5. Host a corkboard event where individuals can display what positive things they do instead of consuming marijuana.
6. Utilize traditional media, such as news releases, broadcast news releases, posters, brochures, etc. to promote events
7. Pass out promotional items at sporting events, tailgates, Campus Fest, Homecoming parade, Health Fair and Career Fair
Measurable Keys to Success
Track amount of educational brochures distributed at all events.
50 attendees at panel event
300 attendees at Bash Hash
Have 300 likes on The Blunt Truth Facebook page by the end of the 2014-2015 academic year.
Have 50 followers on The Blunt Truth Twitter page by the end of the 2014-2015 academic year.
Educational brochure available at Counseling Center and all campaign events
Have participants fill out a survey at the conclusion of every event with resources to seek help about marijuana usage.
Increase in number of Facebook likes and people responding and using Twitter hashtag (#theblunttruth).
27
Rapport
Timeline
July 2014
August 2014
September 2014

1. Secret Panel social media
promotions
2. Book Secret Panel room
and equipment
3. Create posters for flyers
Secret Panel
4. Order ground stickers
5. Create campaign brochure
6. Sign up for Campus Fest
1. Select fall intern
2. Book talent show equipment
and room
3. Order promotional items
4. Print posters, flyers and
ground stickers for Secret
Panel and campaign
5. Submit Stall Talk post for
September
6. Place ground stickers for
campaign and Secret Panel
7. Print campaign brochure
8. Submit application for career
fair
9. Contact Athletic Marketing and
Promotions for sports games
promotions
1. Host Secret Panel
2. Send press releases
3. Send broadcast news releases
4. Chalk on sidewalk for Secret
Panel
5. Submit Homecoming parade
application
6. Hand out promotional items at
tailgates
7. Book University Lawn for Bash
Hash event through OCA
8. Submit Health Fair application
9. Submit Career Fair application
1. Counseling Center staff
2. Counseling Center staff
3. Amanda Addy/Unigraphics
4. Amanda Addy
6. Amanda Addy
1. Amanda Addy
2. Counseling Center intern

3. Amanda Addy


6. Counseling Center employees
7. Amanda Addy
8. Amanda Addy
9. Amanda Addy
1. Counseling Center & partners

5. Amanda Addy
7. Amanda Addy

8. Amanda Addy
9. Amanda Addy
Month Task
Who is
REsponsible
28
Rapport
Timeline continued
October 2014
November 2014
December 2014
January 2015
February 2015
1. Pitch feature story over
campaign
2. Purchase candy for
Homecoming parade
3. Recruit volunteers for
Homecoming parade
4. Hand out promotional items at
tailgates
5. Pass out promotional items at
Health Fair Oct. 17
6. Pass out promotional items at
Career Fair Oct. 14
1. Feature story of campaign
published

1. Book corkboard
1. Select spring intern
2. Contact and book DJ
3. Book blow up games for Bash
Hash
4. Host corkboard event inside
Union
5. Corkboard social media
promotions
6. Purchase markers for
corkboard event
7. Pitch feature story over
Amanda
8. Submit application for career
fair
1. Create posters and flyers
2. Book corkboard for Bash
Hash
3. Feature story of Amanda
published
4. Pass out promotional
materials at Career Fair Feb.
10 and 11


3. Amanda Addy/Counseling
Center employees
Center staff
Center staff
1. Amanda Addy

1. Amanda Addy
1. Amanda Addy
2. Amanda Addy
3. Amanda Addy
4. Counseling Center

6. Amanda Addy


8. Amanda Addy
2. Amanda Addy

3. The BG News
Center staff
Month Task
Who is
REsponsible
29
Rapport
Timeline continued
March 2015
April 2015
May 2015
June 2015

1. Bash Hash social media
promotions
2. Submit Stall Talk post for April
3. Print posters and flyers for
Bash Hash event
4. Purchase balloons/string
1. Bash Hash event
2. Send press releases
3. Submit broadcast news
release
4. Chalk on sidewalks for Bash
Hash
1. Counseling Center
Month Task
Who is
REsponsible
30
Task July 14 Aug. 14 Sept. 14 Oct. 14 Nov. 14 Dec. 14 Jan. 15 Feb. 15 March 15 April 15 May 15 June 15
Secret Panel social media
promotions X
Book Secret Panel room
and equipment X
Create posters and
flyers for Secret Panel X
Order ground stickers X
Create campaign brochure X
Sign up for Campus Fest X
Book talent show
equipment and room X
Print posters, flyers and
ground stickers for Secret X
Panel and campaign
Submit Stall Talk post
for September X

Place ground stickers
for campaign and
Secret Panel X
Print campaign brochure X
Submit application
for career fair X
Contact Athletic Marketing
and Promotions for sports X
games promotions
Host Secret Panel X
Send press releases X
Send broadcast
news releases
Rapport
Timeline continued
31
Rapport
Timeline continued
Chalk on sidewalk for X
Secret Panel
Submit Homecoming
parade application X
Hand out promotional
items at tailgates X
Pitch feature story X
over campaign
Purchase candy for
Homecoming parade X
Recruit volunteers for
Homecoming parade X
Hand out promotional
items at tailgates X
Feature story of campaign
published X
Book corkboard X
Contact and book DJ X
Book blow up games
for Bash Hash X
Host corkboard event
inside Union X
Corkboard social
media promotions X
Purchase markers for
corkboard event X
Pitch feature story
over Amanda X 32
Rapport
Timeline continued
Submit application X
for career fair
Create posters and flyers X
Book corkboard for
Bash Hash X
Feature story of Amanda
published X
Bash Hash social media
promotions X
Submit Stall Talk post f
or April X
Print posters and flyers
for Bash Hash event X
Purchase balloons/string X
Bash Hash event X
Send press releases X
Submit broadcast
news release X
Chalk on sidewalks for
Bash Hash X
33
Rapport
social media Timeline
July 2014
August 2014
September 2014
October 2014

1. Create The Blunt Truth
Facebook and Twitter pages
2. Start building an audience
by requesting likes from BGSU
students
1. Continue to build an audience
by requesting likes on social
media pages
2. Start posts for advertisement
for the Secret Panel
3. Create an event on Facebook
for the Secret Panel
4. Post facts targeted towards
first year students.
5. Create The Blunt Truth
website
1. Create and schedule reminder
posts about the Secret
Panel
2. Create and schedule posts
targeted towards athletes.
3. Continue to post The Blunt
Truth facts.
4. Start first social media contest
(i.e Facebook Liking).
Winner should be announced
after a one week period
(winners receive free t-shirt).
5. Post schedule of events on
The Blunt Truth Website
1. Post about involvement in the
Homecoming Parade.
2. Post about obtaining free
items at the football tailgates.
3. Post about involvement in the
Health Fair and Career Fair.
4. Post facts targeted towards
Greek life students.
1. Amandy Addy
2. Amanda Addy

1. Counseling Center Intern



4. Amanda Addy/ Counseling
Center Intern
Center Intern

4. Amanda Addy and Counseling
Center employees.



Month Task
Who is
REsponsible
34
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social media Timeline continued
October 2014
(continued)
November 2014
December 2014
January 2015
5. Continue to build audience on
both Facebook and Twitter.
6. Twitter contest (winner
receives free t-shirt). An
example could be Lend
Your Voice(what do you do
to stay out of the influence of
marijuana)
7. Post winners responses to
the social media contest on
the website.
1. Post the feature story article
on Facebook and Twitter
2. Post a scenario contest
on Twitter and Facebook.
Best answer to the scenario
would include how to say
no to consuming marijuana.
Winners receive a free t-shirt.
3. Post feature story on website
1. Post on Facebook and Twitter
alternative ways to relax
during finals time.
2. Post The Blunt Truth Facts
targeted towards seniors.
3. Post tips and facts on website.
1. Begin to create and schedule
posts to advertise the
corkboard event.
2. Post Blunt Truth Facts t
towards first year students.
3. Continue to build Facebook
and Twitter audiences.

Center employees


Center employees


Month Task
Who is
REsponsible
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social media Timeline Continued
February 2015
March 2015
April 2015
May 2015
June 2015

1. Post the feature story
covering Amanda on Facebook,
Twitter and on the webstie.
2. Post about involvement in
Career Fair.
3. Post The Blunt Truth facts
targeted towards athletes.
4. Retweet contest of an
infographic of anti-marijuana
statistics. Winners will receive
a free t-shirt.
1. Promote the Bash Hash event
/ create Facebook event for
Bash Hash.
targeted towards Greeks
3. Promote Bash Hash event on
website.
1. Promote the Bash Hash Event
targeted towards seniors
3. Heavily promote being
marijuana free around
4/20/15
1. Post on Facebook, Twitter,
and the website alternative
ways to relax during finals
time.
1. Measure the reach of the
social media posts from the
2014- 2015 school year.

4. Counseling Center employees/
Amanda Addy

1. Amanda Addy
Month Task
Who is
REsponsible
36
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Budget
All totals for the budget are displayed as quoted to us by the companies we pursued. We did not allocate the entire $4,000 to
our campaign, but we wanted to ensure some flexibility in the overall budget. We have broken down the budget by strategy and
tactic. For strategy two, please note that the social media sites we have suggested are free to use. If our campaign is selected, we
suggest that the budget be re-evaluated at the end of the academic school year to see what materials can be reused and what
materials need to be regenerated.
Price per
Activity Quantity hour/ item Expenses Company purchased from
Strategy 1, Tactic 1
1. Renting out the Multipurpose room in the 1. One 1. Flat Rate 1. $300.00 1.Bowen-Thompson Student Union
Bowen-Thompson Student Union
2 .DJ from the BGSU Radio Station 2. One 2. $75.00 2. $300.00 2. BGSU Radio Station
3. Microphone and audiovisual equipment 3. One 3. $26.00 3. $39.00 3. Bowen-Thompson Student Union
(25% discount applied)
4. Audiovisual Technician 4. One 4. $20.00 4. $40.00 4. Bowen-Thompson Student Union
5. Markers 5. One package 5. Flat Rate 5. $6.79 5. Staples
6. Push pins 6. One package 6. Flat Rate 6. $8.69 6. Staples
7. Blow-up games (i.e. bounce house, 7. Two 7. $350.00 7. $700.00 7. TheBounceThing.com
obstacle course, etc.)
8. Balloons 8. 288 8. Flat Rate 8. $32.00 8. Oriental Trading Company
9. String for balloons 9. One 9. Flat Rate 9. $9.95 9. Walmart
10. Helium Tanks 10. Five 10. Flat Rate 10. $262.50 10. Oriental Trading Company
1. Speakers/ Panelist 1. Four 1. Flat Rate 1. FREE 1. Volunteers from the community
2. Room in Olscamp 2. One 2. Flat Rate 2. FREE 2. Bowen-Thompson Student Union
3. Microphone and audiovisual equipment 3. One 3. $26.00 3. $26.00 3. Bowen-Thompson Student Union
4. Audiovisual Technician 4. One 4. $20.00 4. $20.00 4. Bowen-Thompson Student Union
1. Corkboard 1. One 1. Flat Rate 1. FREE 1. Bowen-Thompson Student Union
2. Push pins 2. One package 2. Flat Rate 2. Reused 2. Staples
3. Scrap Paper/ Computer Paper 3. One package 3. Flat Rate 3. FREE 3. The Counseling Center
4. Markers 4. One package 4. Flat Rate 4. Reused 4. Staples

Strategy 2,Tactic 1
1. Facebook 1. One 1. Flat Rate 1. FREE 1. www.Facebook.com
2. Twitter 2. One 2. Flat Rate 2. FREE 2. www.twitter.com
3. Website 3. One 3. Flat Rate 3. FREE 3. Bowling Green State University
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Budget Continued
Price per
Activity Quantity hour/ item Expenses Company purchased from
Strategy 3
1. Posters 1. 200 1. Flat Rate 1. $234.00 1. Unigraphics
2. Fliers (1/2 page flier) 2. 500 pages 2. Flat Rate 2. FREE 2. The Counseling Center
3. Chalk 3. Two 3. $1.00 3. $2.00 3. The Dollar Tree
4. Sunglasses 4. 350 4. $.079 4. $ 276.50 4. www.GreenMonsterPromos.com
5. T-shirts 5. 100 5. $2.99 5. $299 5. Student Union Bookstore
6. Banner (6x1) 6. One 6. $45.00 6. $45.00 6. Print Runner
7. Water bottles 7. 250 7. $0.51 7. $127.50 7. www.DiscountMugs.com
8. Frisbees 8. 125 8. $0.49 8. $61.25 8. www.DiscountMugs.com
9. Pens 9. 1000 9. Flat Rate 9. $140.00 9. www.DiscountMugs.com
10. Ground stickers( 6x6) 10. 50 10. Flat Rate 10. $190.00 10. www.StickerMule.com
11. Brochures 11. 1000 11. Flat Rate 11. $250.00 11. Unigraphics
Strategy 4
Career Fair (Two representatives in 1. Two 1. $275.00 1. $550.00 1. Bowling Green State University
attendance)
Health Fair 2. One 2. Flat Rate 2. FREE 2. Bowling Green State University
Homecoming Float 3. One 3. Flat Rate 3. FREE 3. Bowling Green State University
Campus Fest 4. One 2. Flat Rate 2. FREE 2. Bowling Green State University
Athletic Events (Tailgating) 5. One 2. Flat Rate 2. FREE 2. Bowling Green State University
Other
Counseling Center Intern 1. One 1. Flat Rate 1. FREE 1. Bowling Green State University
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Partnerships
Partnerships
We suggest that the Counseling Center partner with other departments and organizations at BGSU in order to carry out the suggested
awareness events. Other departments include: the BGSU Wellness Center, Recreation Center, Residence Life, and local business (Cookie Jar,
Amish Deli, Easy Street Care etc.).
BGSU Wellness Center will be an efficient partner because they believe in promoting a better lifestyle. They also host events throughout the
semester, so partnering with them could mean more publicity. Partnering with them could also mean a higher budget in order to afford more
giveaways, posters, brochures, etc.
The BGSU Recreation Center also believes in a healthy lifestyle, which would help generate even more publicity. Traffic will be high at the
Recreation Center because of the new renovations that will have been completed come next semester. That high traffic, plus the various
students that use the Recreation Center could evolve to more exposure for The Blunt Truth campaign. The primary reason to partner with the
BGSU Recreation Center would be to increase publicity and funds.
Residence Life would be an important organization to partner. Typically, Residence Life is looking after first year students and can influence
those students for the rest of their college careers. Residence Life could provide an awareness program about The Blunt Truth campaign to
first year students. The benefit of targeting Residence Life is having access to these first year students. Those students will later take part in
Greek life, athletics, and become seniors. Appealing to them could mean years of success of marijuana reduction.
Fraternity and Sorority Life would be an potential organization to partner with for the Secret Panel event hosted in the fall. The Greek
community recently adopted the secret panel called Photo Voice. Photo Voice is a presentation where students are able to talk about
their experiences with any issue on the collegiate level. The program gives viewers an opportunity to see how certain health issues have
negatively impacted a students life. Photo Voice participants are selected randomly, and are kept secret until the day of the presentation. The
participants are then able to share their eexperiences through a set of meaningful photos that represent their story. A suggestion our agency
has is reaching out to the Greek community to see if they would like to do a Photo Voice event for marijuana abuse.
Local businesses are also an important partner. For example, The Cookie Jar, Amish Deli and Easy Street Caf could provide coupons as
incentives for students to attend Bash Hash or participate in any of The Blunt Truths pseudo-events. Students are more likely to attend
events with incentives. These local businesses are popular within the area and could create more business for them as well as more publicity
for The Blunt Truth. A mutual benefit could result in a partnership.
39
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Appendix
Appendix A Focus Group Transcipts
Greek Life and Athletes Focus Group
1.What were your perceptions of BGSU when entering? Why?
Jarret:
AJ:
Emily: Came to swim; came for the social aspect
Ashley: Came to play volleyball; for the fun aspect
Chantelle:
Amanda: Came for the social work program
Rebecca:
2. What negative stereotypes did you hear of when entering?
Jarret:
AJ:
Emily:
Ashley:
Chantelle: STDs
Amanda:
Rebecca: wasnt good enough compared to other schools; negative academic stereotypes
3. Why do you think people smoke marijuana?
Jarret: anxiety
AJ: people like the way it feels
Emily:
Ashley:
Chantelle:
Amanda: way to relax
Rebecca: social reasons
4. Do you think there are any long-term effects? If so, what?
Jarret:
AJ:
Emily: about average compared to other colleges
Ashley: would have to be if you are smoking something; school work will suffer
Chantelle:
Amanda:
Rebecca:
5. What kind of marketing techniques catch your attention on campus?
Jarret:
AJ:
Emily:
40
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Appendix
Ashley: things with people in it like to see if she knows anyone
Chantelle:
Amanda: things that arent orange and brown
Rebecca:
6. If you can get promotional items for free, what items do you prefer?
Jarret:
AJ: tshirts
Emily:
Ashley: pen, sunglasses, pizza
Chantelle:
Amanda: coozies
Rebecca: anything free
7. What kind of activities relieves stress?
Jarret:
AJ: drinking
Emily: gym
Ashley: taking a shower, listening to music
Chantelle: go to gym
Amanda: movie nights
Rebecca:
8. What type of events do you voluntarily go to? Any incentives?
Jarret:
AJ:
Emily:
Ashley: anything with free food
Chantelle:
Amanda:
Rebecca:
9. Do you follow any BGSU accounts? What?
All say yes
10.What aspects of social media make you want to follow those accounts?
Jarret:
AJ:
Emily: follow because she student teaches off campus so its a way to keep up
Ashley: follow for updates
Chantelle:
Amanda:
Rebecca:
41
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Appendix
11. Show campaign logos and ask about them
The Blunt Truth
Jarret: the word blunt
AJ:
Emily: its bold
Ashley: its bold
Chantelle:
Amanda: draws you in
Rebecca:
Circle One
Jarret:
AJ:
Emily: catch interest to know what theyre talking about
Ashley: think someone is trying to be funny to get you to recycle; wouldnt take it seriously
Chantelle: drawn to the pot leaf
Amanda:
Rebecca:
Hash Weed Out
Jarret:
AJ:
Emily:
Ashley: clever; like it
Chantelle:
Amanda:
Rebecca:
12. What type of events?
Jarret:
AJ:
Emily:
Ashley: making it a social scene; having games and food
Chantelle:
Amanda: guest speaker depends on who it was and what topics; someone well-known compared to someone you dont know; incentive
Rebecca: depends on who is promoting event
Senior Focus Group
1. What were your perceptions of BGSU when entering? Why?
James:
Eric: pretty nice environment
Alex: pumped up to come, wanted to get out of high school
Abby: laid back, relaxed; went to Miami first year and it wasnt a friendly environment
Michael: nice environment, safe
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Appendix
2. What negative stereotypes did you hear of when entering?
James:
Eric: everyone goes here
Alex: BG-STD-U
Abby: Came to play volleyball; for the fun aspect
Michael:
James: when you have an appetite for food makes food taste even better; some do it from peer pressure, others do it to fit in; seen it a lot
at BG
Eric:
Alex: people will be influenced more by friends they trust who smoke
Abby: because other people are doing it; a social smoker; do it outside of parties with friends
Michael: to relax because of exams, relationship issues, schoolwork
4. What student groups are most likely to smoke?
James: artsy people such as art majors
Eric: fraternities over sororities because its more of a norm for men to smoke over women
Alex:
Abby: fraternity life (not so much sorority); its just what people do; for guys its something to do on a daily basis where girls will do it if its
there
Michael: musicians; they play music and smoke
James: No because its more of a mindset; have to trick yourself into working and not being lazy
Eric: thinks alcohol is a gateway drug just as marijuana; comes down to the will of a person; doesnt mean that marijuana is highly addictive
Alex: can lead to an addiction to marijuana; thinks its a gateway drug to other drugs
Abby: yes will lead to long-term effects; if people dont have access to marijuana, it will lead to other drugs. Addiction leads to wanting to do
harder drugs
Michael:
6. Do college students think about these long-term effects?
James: Most freshmen will do it to do it, but lots dont have access to it will drive that search for it and will give up until they come across it
again which means they will be more willing to do it when they come across it again
Eric:
Alex:
Abby: Disagrees with Michael; says its the college freedom meaning there is more access to marijuana than being at home. Depends on the
environment
Michael: No, its becoming a normal thing. Mindset is that its not a big deal
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Appendix
7. What situations would make you get help to stop/reduce?
James:
Eric: Throw numbers at students; ex. It costs $__ in court costs if you get caught, etc.
Alex: If you get caught by the police; if you say dont do it students wont listenhave to scare them
Abby: Would be helpful to educate people of the consequenceseven if they are not actually smoking it but instead are present
Michael: if you are failing your classes
James:
Eric: things that are big and out there that catch attention
Alex: brought up the Margaret knows advertising technique; be big and annoy people
Abby: bright colors; windows/doors because people always pass through and notice them; post in classrooms; social media get friends to
retweet and such
Michael: colorful things
9. What social media techniques catch your attention?
James: Vine people rewatch them multiple times
Eric:
Alex: instagram/twitter contests/instagram video contest having to do with marijuana/vine
Abby: being interactive, links to things, things that are funny
Michael:
10. Do you watch the informational TVs around campus? Why?
James:
Eric: No
Alex:
Abby:
Michael:
11. Do you look at the table tents on the Union tables? Why?
James:
Eric: no; takes too much efforts
Alex:
Abby:
Michael:
12. Do you see value in substance-abuse education programs? Why?
James:
Eric:
Alex:
Abby: would not go
Michael: wouldnt go to those; would go if the wording were different; dont use words abuse
44
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Appendix
James: sock, watches, headbands, coozies
Eric: sporting events; Pass out promotional items at games during timeouts and such
Alex: food, swag bags, have a cool speaker; someone who not one specific person likes; become partners to get; events; mardi gras night,
casino night
Abby: shirts and hats; events with the Wheel of Fortune Wheel, funny speaker/comedian
Michael:
14. What aspects of social media make you want to follow those accounts?
James: musical accounts
Eric:
Alex: BGconfessions accounts; something anonymous
Abby: funny vine accounts
Michael: music and sports accounts
15. Is marijuana on campus becoming more prominent on campus as compared to freshman year?
James:
Eric:
Alex:
Abby:
Michael: more availability to it now because were seniors
**They liked this one most The Blunt Truth
James: very vague
Eric: blunt gets the attention
Alex: blunt will get attention, should add facts/stats with it
Abby: like the saying
Michael: thought it was straight to the point
Circle One
James:
Eric: did not understand the message right away
Alex: automatically think of sustainability
Abby: feels like its telling you what to do; is eye catching though but wouldnt listen to it; each person had a different interpretation of it
Michael: thought it wasnt straight to the point
Hash Weed Out
James:
Eric: doesnt like the word hash
Alex: thinks its saying give out (hash = give out)
Abby: liked the word hash because she understood it and knows what we are going for
45
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Appendix
First Year Students Focus Group
1. What were your perceptions of BGSU when entering? Why?
Jessie: party school
Kapri: it was racist; heard people liked it; people who left wish they stayed here
Carli:
Traya: stds, heard it was fun
Jessie: to get high; to feel good; its a social thing, meaning lots of people do it
Kapri: like the feeling of it
Carli: it would be easy to find marijuana
Traya:
Jessie: helps with pain, helps with anxiety
Kapri: lung cancer
Carli:
Traya: kills brain cells
Jessie: bus designs; doesnt really pay attention to tvs but notices them; posters should be inside of the classroom
Kapri: chalk on the sidewalk; doesnt pay attention to tvs
Carli:
Traya: yard signs; posters should be in front of the union
9. What promotional events would you use?
Jessie: pom poms
Kapri: tshirts
Carli:
Traya:
5. What social media techniques catch your attention?
Jessie: titles of articles
Kapri: doesnt pay attention to contests because she thinks she wouldnt get picked; would pay attention if there was an incentive
Carli:
Traya: reads whatever is on timeline
6. Do you see value in substance-abuse education programs? Why?
Jessie: probably would go; sounds interesting; students will listen to it but they wont follow it or take it in
Kapri: doesnt think they are lame but doesnt attend them; would go to one that would interest her (topics include health and wellness, fun
stuff, social life)
Carli: wouldnt go because doesnt pertain to you
46
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Appendix
Traya: wouldnt voluntarily go
Jessie: extra credit
Kapri: Vagina Monologues; heard verbal positive feedback
Carli: food
Traya:
8. What aspects of social media make you want to follow those accounts?
Jessie:
Kapri: doesnt follow informational bg accounts; follows stuff like bg confessions
Carli:
Traya:
The Blunt Truth
Jessie: would make is do a double take; would catch our attention
Kapri: looks interesting
Carli:
Traya: looks interesting
Circle One
Jessie:
Kapri: wouldnt stop and look
Carli:
Traya: doesnt like; wouldnt stop; says its too much
Hash Weed Out
Jessie: doesnt like; says we should put statistics
Kapri: feels the same about the circle one
Carli:
Traya: doesnt like it; comes off as dont smoke weed which people wont follow/wont like
10. Would you participate in outdoor activities?
Jessie: would do it for incentive
Kapri: would do it if it didnt take time
Carli:
Traya: would do it
11. What type of activities would get you involved?
Jessie: would go to Big Playground type stuff; would go to contests/speakers; would go to a talent show but would not participate
Carli: would not go to Big Playground type stuff
47
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Appendix
Appendix B Focus Group Tested Logos
REthink
REEvaluate
REduce
Going Green
#
Hash
Weed
OUT
48
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Appendix
Appendix C- News Releases
FOR IMMEDIATE RELEASE: July 1, 2014
CONTACT:
Amanda Addy, Alcohol and Other Drug Prevention Specialist, BGSU Counseling Center
419-372-2081 or amandma@bgsu.edu
Counseling Center to Establish Marijuana Awareness Program
Bowling Green, OhioDue to increasing numbers, the Bowling Green State University (BGSU) Counseling Center is launching a marijuana
awareness program, titled The Blunt Truth, in the fall of 2014.
It is perceived that 84 percent of BGSU students smoke marijuana. In reality, 20 percent have smoked marijuana in the last 30 days, according
to 2012 data from the American College Health Association-National College Health Association (ACHA-NCHA).
The Blunt Truth aims to reduce students marijuana use by 5 percent and the number of marijuana-related student visits to the Counseling
Center from 120 students to 99 students during the 2014-2015 school year.
The program focuses primarily on first year students and will host events, speakers, and other marijuana awareness opportunities throughout
the year.
The Blunt Truth focuses on educating BGSU students about the facts, effects and consequences of marijuana usage. The goal of the
program, sponsored by the BGSU Counseling Center, is to influence students to break the stereotypes associated with marijuana use by
reducing the perceptions and actual amount of marijuana usage and Counseling Center visits at BGSU.
###
49
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Appendix
FOR IMMEDIATE RELEASE: [RELEASE 2-3 WEEKS BEFORE EVENT]
CONTACT:
The Blunt Truth to Host Anti-Hash Event
Bowling Green, Ohio Before Ann Arbor celebrates its annual Hash Bash, come celebrate an Anti-Hash Bash event, Bash Hash, sponsored
by the Bowling Green State University(BGSU) Counseling Center.
On [DAYOFWEEK, MONTH, DAY], in University Lawn from 11 a.m. to 3 p.m. there will be blow up games, music presented by WFAL Falcon Radio,
a balloon releasing event and more.
Show off your talent at The Blunt Truth talent show sponsored by [INSERT SPONSOR/PARTNER] or tell us why you dont smoke marijuana on
our corkboard. Win T-shirts, sunglasses or other The Blunt Truth merchandise by participating in other games and activities.
Bash Hash is sponsored by the BGSU Counseling Center, BGSU Recreation and Wellness and University Activities Organization.
The Blunt Truth focuses on educating BGSU students about the facts, effects and consequences of marijuana usage. The goal of the
program, sponsored by the BGSU Counseling Center, is to influence students to break the stereotypes associated with marijuana use by
reducing the perceptions and actual amount of marijuana usage and Counseling Center visits at BGSU.
###
50
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Appendix
Appendix D- Broadcast News Releases
CONTACT:
FOR IMMEDIATE RELEASE: July 1, 2014
Read time: 45 seconds
BGSU COUNSELING CENTER TO BEGIN MARIJUANA AWARENESS PROGRAM
DUE TO INCREASING NUMBERS, THE BOWLING GREEN STATE UNIVERSITY COUNSELING CENTER IS LAUNCHING A MARIJUANA AWARENESS
PROGRAM TITLED THE BLUNT TRUTH IN THE FALL OF 2014.
IT IS PERCIEVED THAT 84 PERCENT OF BGSU STUDENTS SMOKE MARIJUANA. IN REALITY 20 PERCENT OF STUDENTS HAVE SMOKED
MARIJUNA IN THE LAST 30 DAYS ACCORDING TO ACHA-NCHA DATA.
THE BLUNT TRUTH AIMS TO REDUCE STUDENTS MARIJUANA USE BY 5 PERCENT AND THE NUMBER OF MARIJUANA-RELATED STUDENT
VISITS TO THE COUNSELING CENTER FROM 120 STUDENTS TO 99 STUDENTS DURING THE 2014-2015 SCHOOL YEAR.
THE PROGRAM FOCUSES PRIMARILY ON FIRST YEAR STUDENTS IN ORDER TO CHANGE THE PERCEPTIONS DURING THE COURSE OF THEIR
TIME AT BGSU. THERE WILL BE EVENTS, SPEAKERS AND OTHER MARIJUANA AWARENESS OPPORTUNITIES FOR STUDENTS TO PARTICIPATE
THROUGHOUT THE SEMESTER.
###
Interview Opportunities: Amanda Addy, the Alcohol and Other Drug Prevention Specialist at the BGSU Counseling Center, who is one of the
primary people running the campaign The Blunt Truth. Students who are attending the event.
B-Roll Opportunities: Amanda Addy preparing the different materials for the incoming freshman
51
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Appendix
CONTACT:
FOR IMMEDIATE RELEASE: [RELEASE 2-3 WEEKS BEFORE EVENT]
Read time: 39 seconds
BEFORE ANN ARBOR CELEBRATES ITS ANNUAL HASH BASH, COME CELEBRATE AN ANTI-HASH BASH EVENT, BASH HASH, WITH THE BLUNT
TRUTH SPONSORED BY THE BOWLING GREEN STATE UNIVERSITY COUNSELING CENTER.
ON [DAYOFWEEK, MONTH, DAY] IN UNIVERSITY LAWN FROM 11 A.M. TO 3 P.M. THERE WILL BE BLOW UP GAMES, MUSIC PRESENTED BY WFAL
FALCON RADIO, A BALLOON RELEASING EVENT AND MORE.
SHOW OFF YOUR TALENT AT THE BLUNT TRUTH TALENT SHOW OR TELL US WHY YOU DONT SMOKE MARIJUANA ON OUR GIANT CORKBOARD.
WIN T-SHIRTS, SUNGLASSES AND OTHER THE BLUNT TRUTH MERCHANDISE BY PARTICIPATING IN OTHER GAMES AND ACTIVITIES.
BASH HASH IS SPONSORED BY THE BGSU COUNSELING CENTER, RECREATION AND WELLNESS AND UNIVERSITY ACTIVITIES ORGANIZATION.
###
Interview Opportunities: Amanda Addy, the Alcohol and Other Drug Prevention Specialist at the BGSU Counseling Center, who is one of the
primary people running the campaign, The Blunt Truth. Students who are attending the event.
B-Roll Opportunities: Students playing on the different blow up games, the DJ playing to a crowd of students, students releasing balloons with
their messages on them, students participating in the talent show and students writing on the corkboard.
52
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Appendix
Appendix E- Social Media Screen Shots
Facebook
Banner
Mock post
53
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Appendix
Sample Contest
Twitter
Sample Tweet
Sample Contest
54
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Appendix
Website
55
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Appendix
Appendix F Survey Results
56
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Appendix
57
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Appendix
58
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Appendix
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Appendix
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Appendix
Appendix G- Interview Contact Information
Residence Life:
Lisa Zollars
Position: Coordinator for Marketing, Communications, Recruitment and Promotions
Phone: 419-372-9223
Email: ilisa@bgsu.edu
Wellness Connection:
Faith Yingling
Phone: 419.372.WELL (9355)
Fax: 419.372.8044
Email: wellness@bgsu.edu
Mail: Student Recreation Center, Room 111B
1411 Ridge Road
Bowling Green, OH 43403-0146
Student Recreation Center:
Dave Hollinger
Phone: 419.372.7477
Fax: 419.372.8454
Mail: Student Recreation Center, Room 109B
1411 Ridge Road
Bowling Green, OH 43403-0146
Local Businesses:
Cookie Jar
130 E. Court St., Bowling Green, OH
419-354-8780
Easy Street Cafe:
104 S. Main St. Bowling Green, 434032
419-353-0988
easystreetcafe@yahoo.com
BG Police Department:
Bradford M. Conner
Chief of Police
Bowling Green Police Division
419-352-8775 (Office)
419-353-6491 (FAX)
61

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