Indiana Youth Services Association
Indiana’s Lifeline Law provides legal amnesty from prosecution for underage drinking, and many related drinking offenses for a person who calls or texts 911 to report a medical emergency, crime, or sexual assault. However, many Indiana teens are unaware of the law or are still too afraid to make the call. Our goal was to educate teens and young adults on the laws built to protect them and give them the tools to know enough, save a life and Make Good Decisions.
With the Make Good Decisions Know Enough campaign, we wanted to step away from the scare tactics and condescending messaging often found in youth-targeted campaigns. Instead, we focused on encouraging our young audience to use the Indiana Lifeline Law by painting them as the heroes of their own story.
Knowing our audience, we knew that the best platforms to use were content driven. We explored paid social media, connected tv, and video to direct our audience to a custom landing page to learn more about the Indiana Lifeline Law.
Every year, we continue to refresh our strategy and content. We have connected with over (insert stat) young Indiana adults -empowering them and giving them the tools to know enough and save a life.