Off-Caffeine: Social Marketing Campaign

Off-Caffeine: Social Marketing Campaign

Off Caffeine is an innovative health campaign that aims to reduce caffeine intake. It is firmly built on caffeine beverage consumption patters that were found through a survey among students at the University of Michigan, Ann Arbor. The results show that approximately 7 out of 10 surveyed students took caffeinated beverages to stay awake. While two thirds of the respondents were willing to try other alternatives to reduce caffeine intake, we also have 56 percent of them didn’t know any alternatives to caffeinated beverages for the purpose of functioning effectively. Our campaign is targeting students who consume more than 320 mg of caffeine per day out of the need for staying awake.

Most experts agree that 300 mg of caffeine is a moderate intake at a daily basis, which approximately translates into three 6-ounce cups of coffee, four cups of regular tea, or six 12-ounce cola (7-8). Unlike other generic campaigns or educational programs, we are approaching our audience with creative healthy alternatives to caffeine, with a goal that the caffeine intake among consumers will be reduced by 20%
in one academic year.

Full Paper: Off Caffeine