As Alcohol Awareness Month ends, we look back on the month and are proud of the progress made but recognize our work is far from over. We started the month off with a bang as we announced our new name and bolder ambitions. This April, we set out to ignite over 2 million conversations around alcohol responsibility – we’re proud to report we exceeded that goal and are grateful for partners and community leaders who have helped us raise awareness during the month.
Through social media we saw impressive use of our hashtag #responsibility, with over 1,400 mentions of the hashtag relating to our core concerns around drunk driving and underage drinking, including mentions from Congressman Himes, Congresswoman Dina Titus, Teen Sensation Bella Thorne, US Weekly, numerous Attorneys General, US Olympic Medalist Ashley Wagner, as well as many partners and safety advocates. We reached over 24 million people on Twitter alone!
On other social networks, we garnered over 770K impressions via Facebook, reaching nearly 400K users and on Instagram, Bella Thorne posted a video message to teens as part of our iDECIDE program as they prepared for prom. Bella reminded students to not drink alcohol underage. Bella’s video post received over 85K likes.
During the month we highlighted our Ask, Listen, Learn program, encouraging kids to say YES to a healthy lifestyle and NO to underage drinking. Scholastic materials featuring Ashley Wagner were used in 25,000 classrooms reaching over 700,000 students as educators used the materials to facilitate discussions around healthy lifestyles and saying NO to underage drinking. Wagner also joined us on the White House lawn and at Arlington Science Focus School encouraging over 600 kids in attendance to make smart decisions to reach their goals. We also traveled to Connecticut and met up with Congressman Himes to deliver the important message to kids of his district.
We had exceptional support from State Attorneys General over the month as they joined Ashley Wagner and encouraged kids to say NO to underage drinking. The videos are featured on our YouTube channel and have garnered well over 370K views and counting.
Further expanding our reach, we were supported throughout the month by our Parenting bloggers through #TalkEarly, hosting a twitter party in collaboration with Scholastic Parent and Child and Dr. Michele Borba, educator and award winner author of 22 parenting books. Total impressions for the twitter party were over 12 million. We used the party to remind parents of the important role they play and empower them to be confident about their own decisions regarding alcohol, model healthy, balanced behaviors and create a foundation for starting conversations with their kids from an early age. Our parenting bloggers further supported the effort with their blogs and social networks bumping total impressions for the month on social networks and nearly tripling out follower base comparing March to April. We further expanded our push to parents through an online petition in partnership with Care2. We had over 10K pledges from individuals to talk with loved ones about alcohol responsibility.
During the month, we turned our eyes to another audience, college students. We met up with Godfrey the Comedian at Hampton University earlier in the month to reach the college crowd on a lighter note with the important message of making smart decisions and not to drink alcohol underage. Hampton U was packed with students who enjoyed Geoffrey’s comedy show while he delivered the important message on the risks of college binge drinking.
Rounding out the month was our 7th Annual Take Our Daughters and Sons to Work Day event on Capitol Hill. We had 50 kids from DC Scores, our partners and 140 congressional staffers from 57 House offices and 11 Senate offices, many of whom brought their children along to play skeeball, basketball, football, and the Ask, Listen, Learn: Kids and Alcohol Don’t Mix game. Kids got to meet Tommy McFly of 94.7 Fresh FM, take their picture with Teddy and Abe from the Washington National Racing Presidents, hula hoop with Kellee McQuinn of KidTribe, and even make their own IKnowEverything photo flipbook! Check out photos from the event.
Underage drinking and drunk driving were topics of priority during the month but we also continued to hit the pavement with our IKnowEverything program, focused on teen driver safety. During the month we visited 5 schools, reaching over 1,000 students and had support on social media from Rep. Martha Roby from Montgomery Alabama. We will continue this momentum in May for Global Youth Traffic Safety Month.
The highlights above are just a sampling of the amazing impact we made over the month. Stay tuned as tomorrow we kick off Global Youth Traffic Safety Month. Stay involved and let us guide you in a lifetime of conversations around alcohol responsibility. Keep in touch via this Blog, Twitter, Facebook, Instagram and Pinterest!