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OVERVIEW• OBJECTIVES• SITUATION ANALYSIS• SEGMENTS• PRIMARY RESEARCH• TARGETS• STRATEGY & MESSAGE• CREATIVE RECOMMENDATIONS• QUESTIONS

RAISE awareness

CLEAR existing misconceptions

DISCOURAGE diversion and misuse

OBJECTIVES

THE SITUATION“The Study Drug”

• Only 4% of students have LEGAL prescription

• 34% of students used at least once; use

increased 50% to 60% near senior year

Importance of Task

Decision Making Style

Low-Priority High-Priority

Intuitive The Rule Breaker The Know-It-All

Combination The Mind Wanderer The Chameleon

Rational The Independent The Overachiever

SEGMENTS

ONSITE INTERVIEWS

• 8 students and a mother

• Somewhat understand prescription

stimulant, especially Adderall

• Not fully aware of potential risks

• Mother aware of stimulant abuse on

college campus

SURVEYS

• 81% “Prescribed stimulant drug” 47% “Study-aid”

• 70% know someone who takes Adderall

• 88% “To stay up and study or to focus better”

• 60% take before tests and exams

IN DEPTH INTERVIEWS

1) Stressed, Desperate, & Tempted:2) Helpful & good in moderation3) Easy to get prescribed to and thus

think it isn’t dangerous4) Feel safe because they are unaware of

side effects5) Students learn about it from friends

and only hear the good things6) Unaware of dosage

IN DEPTH INTERVIEWS

“One time I got it and it was an orange pill, another time it was a blue-white capsule, and another time a little pink pill. It was kind of questionable but I trusted who I got it from, so I took it.”

“I feel some risks, like death, are extreme so it doesn’t concern me... why would a doctor prescribe a medication so easily if it was really that

dangerous?”

KEY INSIGHTS

• Lack of awareness of negative effects

• Desperation & Curiosity

• Safe in moderation• Don’t consider legal implications • Worth it because of benefits

THE MIND WANDERER

“I am a big fan of last minute studying, a

procrastinator.”

-Female, 21 yrs old-Rational/Intuitive Decision Making

OVERACHIEVER“Adderall makes me focus on one task. It also makes me feel slightly more egotistical. I feel like I can study for longer and I will do better at school and better at life as a result. “

STRATEGY & MESSAGE

Outsmart the Side Effects

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Questions?