[heading 1] use for main headingreader but providing a quick summary of what they will be reading.

PIER PRESSURE PRESS KIT RESOURCES FOR PROMOTING AND SHARING THE KEEP WHAT

YOU’VE EARNED CAMPAIGN’S MOBILE APPLICATION

MARCH 2018

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Navy Alcohol and Drug Abuse Prevention | March 2018

NAVY ALCOHOL AND DRUG ABUSE PREVENTION PRESENTS:

PIER PRESSURE

A Mobile Application Brought to You by the Keep What You’ve Earned Campaign

BACKGROUND

In April 2013, the U.S. Navy Alcohol and Drug Abuse Prevention Program (NADAP) implemented the

Navy’s new responsible drinking campaign, “Keep What You’ve Earned.” The campaign uses

affirmative messaging to remind Sailors of how hard they have worked and how much they have to

lose if they make destructive decisions while drinking.

Through focus group testing conducted among the campaign’s target audience, 18- to 24-year-old

Sailors expressed their interest in mobile technology and their growing disinterest in messaging

delivered via traditional print materials. Recognizing a need for innovative avenues for reaching this

group, the campaign developed a mobile application game. Pier Pressure is designed to help Sailors

understand how responsible drinking can help keep their careers on track and, alternatively, how

abusing alcohol can lead to detrimental consequences.

Gamification is the use of game mechanics and game design in non-traditional environments to

leverage users’ natural desires for competition and achievement. Gamification strategies were

applied to Pier Pressure in order to engage users and increase the effectiveness of the message on

behavior change. Pier Pressure also features practical tools to encourage safe and responsible

drinking behavior in real life.

Pier Pressure is available for download on the Apple App Store and Google Play. More information

about the app can be found on the Keep What You’ve Earned website by visiting

www.nadap.navy.mil > Campaigns & Events > Keep What You’ve Earned.

Quick Facts

Developer: U.S. Navy Alcohol and Drug Abuse Prevention (NADAP), part of the Navy’s 21st

Century Sailor Office (OPNAV N17)

Initial Release Date: March 3, 2014

Latest Release: March 17, 2018

o Version 1.5.0: The "Tools" option on the home screen has been renamed to

"Resources," enabling users to better identify and access key features (Calorie

Counter, Safe Ride Home, Self-Referral, etc.). This release also includes push

notifications to offer users periodic tips to help them plan ahead and drink

responsibly.

Recent Releases:

o Version 1.4.2: The Self-Referral Tool now features an interactive version of the well-

known AUDIT-C self-diagnostic to help users take an honest look at their drinking

behavior.

o Version 1.4.1: Added one-click access to popular ride-sharing apps Uber and Lyft in

Safe Ride Home Tools.

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PIER PRESSURE OVERVIEW

Pier Pressure is the U.S. Navy’s first mobile game, making it easy and fun for Sailors to take a closer

look at their drinking habits and explore the health and career impacts that just one night of

excessive drinking can have. It is available on the Apple App Store and Google Play.

Pier Pressure is a multi-part app featuring a role-playing game true to the “Navy experience.” The

game is coupled with resources to help Sailors practice responsible drinking behaviors in real life.

Key Features

Home Screen: Two options

appear on the home screen when

the user first launches the app.

Selecting ‘Play’ will take the user

to the Pier Pressure game, while

‘Resources’ takes the user to

real-life responsible drinking

tools.

Push Notifications: Enabling push

notifications allows the app to

send periodic safe drinking tips

(e.g., a reminder to plan ahead

for a safe ride home on St.

Patrick’s Day or to compare the

calorie content of go-to drinks

when preparing for the physical

readiness test). No more than two

push notifications will be sent within

one week (Sunday – Saturday).

Game: Begin the game by selecting and customizing a Sailor avatar. The overall gameplay

follows the pattern of a natural day where you’ll go to work and then go out to a bar with friends,

making choices along the way. While “at work” you will play a mini-game based on the “tower

defense” game genre, in which you must load crates onto Navy ships at the pier in time for them

to leave port loaded out. After work, you will make decisions about “going out” for the evening.

These choices include whether and/or how much you want to drink and if you plan on eating a

meal before going out. The “going out” portion of the game is set in a bar scene where you play

a variation of shuffleboard (a.k.a. shufflepuck). While playing, you will be presented with “power-

up” opportunities, either by choosing to drink more than you had previously intended or by

alternating your alcoholic drinks with water. But be forewarned: choices made at the bar will

affect your skill level at work the next day, which in turn affect your character’s evaluations.

Smart drinking choices will result in achieving the next paygrade, while poor choices and

performance at work will result in separation from the Navy (a.k.a. game over).

Resources: This section of the app includes Sailor-requested features to help you plan ahead

and drink responsibly, such as:

o Calorie Counter: Estimate the number of calories in your favorite drinks and the

number of pushups it may take to burn off those calories. Drink options include light

or regular beer, wine, sprits, malt liquor and classic cocktails.

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Navy Alcohol and Drug Abuse Prevention | March 2018

o Self-Referral: Includes information on the Navy’s self-referral process, where to turn

for help and a three-question anonymous self-check to help you gauge your drinking

habits. The app does not record self-check response data.

o Safe Ride Home: Provides four one-click options for accessing a safe ride home,

including Uber, Lyft, local cab search or 1-800-TAXI-CAB.

o Blood Alcohol Content (BAC) Calculator: Helps you monitor your body’s alcohol level

so that you can stay within your limit.

o Alcohol Content: Gauge how much alcohol is in a standard serving of your favorite

drink.

o Safe Drinking Tips: Offers simple ways to drink mindfully so that you can enjoy your

night out responsibly.

Leaderboard: Compete with your friends and shipmates through Game Center. By making

responsible drinking choices in the game, you will advance and raise your score on the

leaderboard. Irresponsible choices will get you nowhere fast.

Privacy: Navy Alcohol and Drug Abuse Prevention values your privacy. A full privacy statement

explaining what information we collect and how we use that information can be found on the Pier

Pressure webpage, here.

PROMOTIONAL MATERIALS

A variety of print and multimedia materials are available for local implementation to encourage

Sailors to download and use Pier Pressure. These materials can be found on www.nadap.navy.mil >

Campaigns & Events > Keep What You’ve Earned > Pier Pressure.

Posters

New posters were released in 2018 promoting recently added Pier Pressure resources. Low-

resolution versions of each poster can be downloaded from the campaign’s Order Materials and Pier

Pressure webpages for local printing. Full-sized (18”x24”) high-resolution versions are available for

bulk ordering free of charge from the Naval Logistics Library. Posters should be placed in high-traffic

areas such as passageways, work centers, break rooms, bathroom stalls, clinic waiting rooms and

Morale, Welfare and Recreation (MWR) facilities.

Title Description and Link

Safe Ride Home, version 1

Promotes the “Safe Ride Home” feature that provides easy

access to Uber, Lyft and local cab searches, as well as tips to

plan ahead.

Includes background images (recommended for bulk-ordering

from NLL).

LINK

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Safe Ride Home, version 2

Promotes the “Safe Ride Home” feature that provides easy

access to Uber, Lyft and local cab searches, as well as tips to

plan ahead.

Includes textured background rather than imagery

(recommended for download/local printing).

LINK

Self-Referral, version 1

Promotes the “Self-Referral” feature that includes information

on the Navy’s non-disciplinary self-referral process and a three-

question anonymous self-assessment to help users gauge their

drinking and engage the appropriate resources, if needed.

Includes background images (recommended for bulk-ordering

from NLL).

LINK

Self-Referral, version 2

Promotes the “Self-Referral” feature that includes information

on the Navy’s non-disciplinary self-referral process and a three-

question anonymous self-assessment to help users gauge their

drinking and engage the appropriate resources, if needed.

Includes textured background rather than imagery

(recommended for download/local printing).

LINK

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Videos

Videos demonstrating key Pier Pressure features are available for viewing on the NADAP YouTube

page or download on the NADAP Vimeo page.

Title Description Link

Pier Pressure: Game Trailer (2014)

An overview of the

app’s Game

1-minute

http://youtu.be/njBi3GCLpbk

Pier Pressure: Tools Trailer (Full-Version, 2017) Highlights new Tools

1-minute

Note: The Tools

section was renamed

to “Resources” in

2018

https://youtu.be/vvJbVL-a_Pw

Pier Pressure: Tools Trailer (Broadcast Version,

2017) Highlights new Tools

30-seconds

Note: The Tools

section was renamed

to “Resources” in

2018

https://youtu.be/kpSZNwaX9DU

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Social Media Messages

Social media calendars are available for download from the campaign’s Order Materials page,

featuring key messages promoting Pier Pressure and other campaign resources. Additional content

can be found and shared directly from the NADAP Facebook page at

https://www.facebook.com/USN.NADAP.

Social Media Images

Images showing key Pier Pressure features are available for viewing and download on the NADAP

Flickr page to accompany social media content.

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Advertisements

Digital and print ads, as well as a flyer are available for download from the Pier Pressure webpage

and the N ADAP Flickr page.

FEEDBACK

We want to hear from you! If you have feedback, comments or

questions about Pier Pressure, or would like to participate in

future testing, please contact Tracey Tillman, Navy Alcohol and

Drug Abuse Prevention (NADAP), at tracey.tillman@navy.mil.