Campaign to curb underage drinking wins international awards • Northwest Indiana Business Magazine
Marketing campaign

Campaign to curb underage drinking wins international awards

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The firm behind a marketing campaign to raise awareness about the dangers of providing alcohol to minors earned two industry awards.

Crown Point-based Diversified Marketing Strategies designed the “Did You Know?” campaign for Merrillville-based Geminus. Diversified Marketing Strategies earned a “Best of Category” distinction from the Summit International Awards. The firm also won a gold award from the Hermes Creative Awards.

Over 1,800 entries from 17 countries were judged by the Summit International Marketing Effectiveness Awards. There were 13 “Best of Category” winners worldwide. The “Did You Know?” campaign won the Public Service/Advocacy category.

Over 1,500 entries were judged by the Hermes Creative Awards Committee. The campaign placed gold in the “Branding/Marketing Collateral” category.

“For our team, the best part about earning this award was what it meant to our client, Geminus,” said Andrea Pearman, president and CEO, in a press release. “They had a powerful message to share throughout the Region, and we were able to exceed their expectations and deliver a campaign that ultimately could save a young person’s life.”

“Did You Know?” was part of an effort to curb minor consumption in Northwest Indiana. The project involved billboards and specialty items such as bags and pen holders. The items were placed in 46 liquor stores and one grocery store chain across Lake County. They reminded adults about the dangers of providing alcohol to minors.

“This recognition lets us know that we are making an impact in our community by reaching our goal of reducing underage drinking,” said Lisa Scott, Geminus Prevention program coordinator.  

Geminus provides social services throughout the Region. The organization helps Hoosiers access quality early childhood education, family social services and prevention services. Geminus was founded in 1992.

Diversified Marketing Strategies is a marketing and advertising agency. The company was founded over 30 years ago.

(Photo provided by Diversified Marketing Strategies)


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