Make Good Decisions: Indiana Lifeline Law

Clients Details

Indiana Youth Services Association

Make Good Decisions

www.makegooddecisions.org

Services

Marketing Strategy

Content Marketing

Creative

Video

Social Media

Analytics

Web Development

Overview

Teaching Kids About the Indiana Lifeline Law

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.

The Results

+0K

Impressions

Lives Saved

+0K

Conversions

Overview of the Results

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 thousands of young Indiana adults – empowering them and giving them the tools to know enough and save a life.

How to save a life?

A custom landing page created a haven for highschool and college-aged individuals and provided access to all of the information and resources we highlighted throughout the course of the campaign

Know where to look.

Custom video ads helped us merge the hypotheticals of our message with the realities of being a young adult by showcasing the hows and whys of using the Indiana Lifeline Law.

Inform, engage, and inspire.

We wanted to speak directly to the people that the Indiana Lifeline Law was created to protect, so we joined our Gen Z audience in a space where we knew we could find them.

Testimonials

The beauty of this campaign, is how you connect an important message to the audience. You need to develop messaging that is never forceful, but inspiring and insightful.

Bob Parrish

Emmis Marketing | Director, Business Development

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