Video DescriptionSemester-long project created by the students in CMM405 Campaign Planning & Client Services course Endicott College, Spring 2018.
If we're not educating people about it, it's only going to get worse
Well, it's clearly a huge issue, especially in this area. There's just such a
a large amount of people that you don't even realize that they're struggling with these issues
and a lot of the times, they are silently struggling, so they're unfortunately in the dark, and they don't know what to do.
It's getting worse. It's not getting better.
It's actually really affecting tons of people
and it's a huge problem that could affect anyone.
Maybe if there was more knowledge just generally about this,
they would know where to go. They would know how to help themselves, or
family members or other people in their lives would be able to help them, too.
So, on the first day, we walk into class
and on that first day, we were divided into groups and we were given a topic, which was the opiate crisis in Massachusetts
and we were told to solve it through campaigns.
That was basically it. From there on, we had some guidance, but
the direction of the project, our research, the way we decided to tackle the topic was 100 percent on us.
The basic idea is these students-- it's almost like a capstone class in my mind--
they take everything they've learned; all three or four years. Some of them are juniors; some of them are seniors.
and they make this really semester-long marketing campaign
It involved different media planning. Making print ads, making videos right now.
radio PSAs; all this different creative materials but it's for one objective.
This semester's different because I decided instead of working directly with one non-profit that we would
tackle something with the opiate crisis, and I just basically set a couple rules.
What the students did in groups was
do a ton of research and strategy development, and they actually dictated what the campaigns would be.
Based on their research, it was actually a really long, kind of painful process of figuring out
what's the most effective way to make a dent in this massive problem
and they're creating public health campaigns, and we sometimes call that social marketing
where they're not selling a product, they're trying to change something for the greater good.
I think the hardest thing so far has been finding a good target audience and figuring out how to
go beyond just educating them about the issue and really focusing on how to change their behavior
and what we can do to make sure that what we're saying is affecting the people.
A lot of the research I have found that you really just have to dig deep because
A lot of different sources are telling you different things
or they're completely just contradicting what you're actually trying to prove or make a point about
so, it's been a lot of long hours.
On May 2nd, we're going to the State House, and we'll be presenting to some politicians and legislators there.
about their final campaigns, their recommendations.
I think it's a really awesome and amazing opportunity, so I'm really excited for it.
We're going to be presenting, and hopefully, it's going to be something they are interested in
and understand the angle that we're coming from
and hopefully they'll be able to help us spread the message even more.
I think that Massachusetts has definitely suffered the brunt of it.
when you really do look at maps, and you look at statistics
a lot of people in this area have been suffering from addiction
so I just think it's really important to address and find some solutions.
If you talk to people outside of New England, it's not as prominent.
So, you could talk to someone in California, it's not that it doesn't exist. It's just we're in the absolute epicenter.
Which is why I think the lawmakers will really be paying attention to this topic, too.
I guess what I hope happens on the State House level is that
Endicott is shown as an organization where the young people have a voice and they have opinions.
Sure, they were kind of forced to do it because of the class, but
they are becoming more, a lot of them are becoming really passionate about
this topic and what they think, so
I kind of hope that the lawmakers hear us and hear students from Endicott in Beverly saying what they think.
But, by doing that
the entire school will be seen, I guess, and that those students who choose to go will really have that opportunity to be seen.
For our class, the desire for this presentation for all of you
is that you'll leave this presentation with a clear understanding that while we all the most
disproportionately affected generation by this crisis
that there are some incredibly motivated, creative, and determined people on our teams
who really care about this issue.
Almost always, without fail, year after year after year
in this class more than any other class, the students rise to the occasion
I think because the stakes are high, and they care about it.
So far, it's been really fun. I've enjoyed it. It's really interesting to be
working on a campaign about something so serious, rather than
kind of the normal stuff we've been working on.
The biggest thing we're all hoping to accomplish is, I keep saying, to really
feel like we're really going to be able to change people's behavior. Go beyond just educating them.
Because people can get a lot of the information all the groups are doing online, but
being able to show people how easy it is to actually make this change
and hopefully see that people are starting to make the change will be really awesome.