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Above the Influence

Marketing Challenge:

To create and execute a training series for youth, to educate them on the Above the Influence anti-drug campaign and peer-to-peer marketing via social media.


GTM began the training with information about the company, case study examples focusing on peer-to-peer and campaign building and video examples of existing campaigns using social media. The second part of the training involved participants engaging in an exercise called "Campaign In A Box." In this exercise, the youth were tasked with creating a brand name and slogan, a campaign image and a presentation for the group explaining their campaign. Using student profiles, social media and all supplies in the box, students were responsible for creating a campaign for Kent County that would effectively speak to their peers.


Participants left the facility with a better understanding of peer-to-peer communication. The exercise also provided many outlets for participants to express their stand on the anti-drug campaign.