What the Redefine Campaign Is All About
The Redefine campaign is a bold initiative aimed at tackling underage drinking and the over-consumption of alcohol in Ohio. Spearheaded by the Ohio Division of Liquor Control, this project focuses on ensuring that both Ohioans and visitors have access to the products they want—while promoting responsible drinking habits. The campaign zeroes in on educating the public and making sure business owners and their employees are fully informed and trained to avoid selling alcohol to underage or intoxicated individuals. Thanks to a grant from the National Alcoholic Beverage Control Association (NABCA), the campaign was designed to be multi-faceted, targeting contract liquor agencies, wholesale bars, restaurants, and consumers alike.
Main Benefits and Key Figures
The impact of the Redefine campaign can be seen through some pretty impressive numbers and achievements:
- Website Analytics: 3,008 visitors and 14,557 pageviews on Redefineohio.org within six months.
- Video Reach: The “Redefine Your Life” promotional video garnered 537 views.
- Social Media Growth: 140 new followers gained over four months.
- Media Coverage: Featured in The Akron Beacon Journal, The Parkersburg News and Sentinel, The Intelligencer / Wheeling News-Register, The Canton Repository, and WTAM 1100.
- Event Engagement: The Ohio State Fair booth attracted 18,563 visitors.
- Awards: Bronze Rocks Award from the Greater Cleveland Chapter of the Public Relations Society of America for excellence in integrated communications.
How the Campaign Was Crafted
Prosper for Purpose took a fresh look at what had already been done to discourage underage and binge drinking. They spotted a gap—a blank space where a new approach could really make a difference. Enter the “Redefine” campaign concept. The idea? To spark fresh thinking among teens about how they have fun, encouraging them to see that drinking doesn’t have to be the centerpiece of a good time. For adults, it’s about pausing and thinking twice before making decisions around consuming or distributing alcohol. The campaign’s three main components included a dedicated website, a promotional video, and a strong social media presence. Traditional advertising and PR tactics like media relations, influencer partnerships, and event planning rounded out the strategy.
Collaborations and Future Opportunities
The campaign’s success opened doors to some exciting conversations and partnerships. The Redefine team was invited to present to the Responsible Alcohol Policy Commission (RAPC), which led to talks with the Director of Government Relations at Anheuser-Busch. They’re exploring ways to partner through the AB-Bev Foundation to support ongoing campaign programming. This kind of collaboration shows how a well-crafted campaign can extend its reach and impact beyond initial expectations.
Why B Corp Certification Matters Here
Prosper for Purpose isn’t just any agency—they’re a Certified B Corporation, which means they meet rigorous standards of social and environmental performance, accountability, and transparency. Think of B Corp certification as the business equivalent of fair trade certification for coffee or USDA organic certification for milk. It’s a badge that signals a company is committed to using business as a force for good. This ethos shines through in the Redefine campaign, which blends purpose with profit to create meaningful change.
Project Impact on Sustainable Development Goals (SDGs)
- SDG 3: Good Health and Well-being – Promoting responsible alcohol consumption to improve public health.
- SDG 4: Quality Education – Educating the public and business owners about alcohol laws and responsible practices.
- SDG 12: Responsible Consumption and Production – Encouraging mindful consumption habits.
- SDG 17: Partnerships for the Goals – Collaborating with government bodies, nonprofits, and private sector partners.
Final Thoughts on the Redefine Campaign
The Redefine campaign is a powerful example of how thoughtful branding, communications, and marketing can drive social change. By combining digital tools like websites and videos with traditional PR and event strategies, the campaign created a multi-layered approach that resonated with diverse audiences. It’s not just about telling people what to do—it’s about inspiring new ways of thinking and living. And with ongoing partnerships and recognition, the campaign’s ripple effects are just getting started.
