The last couple of weeks I have been watching a lot of people on the news point their finger and throw their hands up in desperation. I really want to step up our efforts in finding a way to use Hello Sunday Morning as a vehicle to shift Australia’s Binge Drinking Culture.
As such, this is the brief version of my ‘HSM 5 Finger Plan’. Please pull it apart and chuck in your ideas and suggestions. This is what we will be presenting back to government at the end of the project so your input is highly important to me! C.
Stage 1) DEVELOP THE BRAND
Further develop the Hello Sunday Morning brand
Young people communicate through brands. We hope to build the Hello Sunday Morning brand into an accessible and attractive symbol for a healthy drinking. We need to provide ways for people to get behind the brand if they believe in what it stands for. Events, merch, opportunities etc.
Stage 2) GET GOOD PEOPLE BEHIND IT
Identify and engage the right kind of brand advocates
At the moment, our resources have only permitted for one brand advocate to go through the program (moi). But we need to get other, more influential young people involved to really kick the project’s effectiveness into gear. We need to inspire and engage the right kind of young person to wear and believe in what the brand stands for. What would it take to get them on board?
Stage 3) SHIFT THEIR MINDSET
Change they way they look at alcohol
We then need to provide them with opportunities, experiences and responsibility that shifts their psychological belief systems around why they feel they ‘need’ to drink to excess. We would need to develop an attractive 3/6 month program that they can be coached through to ensure that their psychology around alcohol does shift.
Stage 4) MAKE THE SHIFT VISIBLE
Use social media to get the word out there.
Each person has around 150-200 people that they have direct influence over. Our job is to ensure that the shift in the advocate’s psychology is vividly displayed to every one of their 200+ people. We do this by providing them with an expansive range of social media tools and skills that make sure their change is seen. This would include video, audio and writing material that would be displayed on the Hello Sunday Morning website and through their respective social media accounts.
Upon the success of the initial brand ambassador program, Hello Sunday Morning would then conduct a similar initiative around in the other capital cities in Australia. This will then inspire young people from different areas to take more notice of the possibilities and make the program relevant to them. This process could potentially even be replicated in a rural area or have a collective of rural young people connecting together online.
Stage 5) GIVE IT TO THE PEOPLE
Provide a way for any and every young Australian to do their own Hello Sunday Morning.
My favourite part!! We need to build an attractive digital resource that provides an opportunity for ANY young Australian to go through a similar process of transformation. Similarly, they will be provided with the tools, support and strategy to communicate their change amongst their respective sphere of influence.
Develop a strong online community where young people can track their growth, compare where they are at with that growth and get support for their individual journey. Furthermore, Hello Sunday Morning would provide materials for those in the community to access to support them through the process (vodcast, podcasts, books etc.).
Ideally, would need to provide and promote amazing things for young people to do on the weekends that aren’t centered around drinking. Potentially we could work out what the average Australian young person would spend on alcohol each week and then make each week’s activity cheaper than that (visually representing this in the promotion of HSM). Ideas??
I want Hello Sunday Morning to be a place where young people can shift Australia’s binge drinking culture within ourselves, with our own two hands. What do you you all think??