The Alliance:
Choose Connection

In September 2022, WalshSheppard was hired by The Alliance to develop a youth-focused alcohol prevention campaign. We engaged tech-savvy youth aged 14-20 to guide the campaign through mobile ethnography, gathering confidential insights on underage alcohol use. This helped shape our messaging and strategy.

The campaign includes a landing page, videos, radio spots, outreach materials, and more. It softly launched in July 2023 with APRN and WEIO TV, but the official launch was delayed to January 2024 due to funding issues.

Deliverables

The deliverables for the campaign include a central landing page, engaging videos for both social media and digital platforms, radio recordings for public broadcasts. We also developed a community outreach toolkit, booth branded fittings along with materials such as: posters, postcards, coasters, stickers and an interactive map for promotion.

Poster

Video: 30-Second Infograph

Booth & Print Materials

The Alliance:
In Case You Missed It

ICYMI (In Case You Missed It) is a statewide alcohol prevention campaign aimed at fostering understanding, empathy, and support for Alaska’s youth. It addresses critical issues such as peer pressure, underage drinking, and supporting friends through tough situations by encouraging open conversations and proactive engagement.

As part of the campaign, WalshSheppard produced a 30-second video for digital platforms and broadcast television, created and placed targeted digital ads, and developed a central landing page to provide key resources and campaign information. Additionally, we promoted "ICYMI" a sister campaign providing resources for adults supporting Alaska’s youth, through physical booths at statewide events.

Originally soft-launched in July 2023 with APRN and WEIO TV, the campaign faced delays due to funding, with its official launch rescheduled for January 2024. In a fast-paced digital world where important messages can easily be overlooked, ICYMI serves as a crucial reminder to pause, connect, and engage in meaningful discussions that can positively impact the lives of Alaska’s youth.

Video: 30-Second PSA

Credits

  • Project Lead: Kelby Holtfreter Murphy

  • Illustration, Website Design, Booth Design, Animation, and Video Production: Shelby Kulish

  • Messaging Strategist/Copywriter: Gabi Riquelme

  • Data Analysis & Project Support: Erin Torgerson and Gabi Riquelme

  • Creative Oversite: Sam Irwin, Jack Sheppard