Piatt County Mental Health Center

I Am More

Preventing teen alcohol abuse takes more than a single message or moment of awareness. It takes a coordinated effort to reach young people, engage parents and educators, and build community support. For the Piatt County Mental Health Center, MW developed “I Am More,” an extensive, integrated alcohol prevention campaign built around a simple but powerful idea: young people are more than the pressures they face and the choices they make.

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Advertising & Marketing Copy Writing Logo Media Placement Social Media Graphic Design Print Out of Home Photography

MW developed the campaign name, theme and visual identity, creating a flexible messaging platform that could speak to multiple audiences while reinforcing one shared purpose. The campaign was informed by focus groups with students, parents, adults over 21, and educators, helping ground the concept in the perspectives of the people it needed to reach.

MW carried the campaign across a broad range of coordinated communications, including school and business poster campaigns, press releases, social media assets, brochures, promotional items, outdoor boards, yard signs, radio, and more. Each element helped extend the reach of I Am More, creating a unified campaign presence across schools, businesses, and the broader communities of Piatt and DeWitt Counties while giving audiences meaningful ways to engage with its message.

"We have that at home."

A large portion of the I Am More campaign targeted students’ parents. Shockingly, studies show 50% of 10th graders and 37% of 12th graders in DeWitt County who consumed alcohol obtained it from their parents with their parents’ permission. The numbers drop slightly (29% of 10th graders and 27% of 12th graders) for those who obtain alcohol from their parents without their permission.

I Am More

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"We have that at home."

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