Outdueling alcohol and tobacco with advertising is like bringing a knife to a gunfight.     

For over 25 years, I worked in the creative department at a number of big name advertising agencies. I was (and am) a copywriter by trade and began my career in that capacity, at the Leo Burnett Company in Chicago. During my lengthy tenure at that storied agency I wrote and produced copy for numerous alcohol and tobacco clients, including (in no particular order): the Phillip Morris company (now named Altria Group), Diageo (Wine & Spirits), Anheuser Busch, and the Miller Brewing company. These were and are Fortune 50 multinational companies spending many, many millions of dollars a year on marketing alcohol and tobacco products to any number of audiences, none more coveted than the youngest populations.

      Though federal and state laws were in place regulating the drinking and smoking ages of consumers, by definition mass media easily allowed advertisers to circumvent them. After all, a beer commercial televised on a football game could be seen by adults and children alike. Print media (remember that?) had more discernable target audiences i.e. Playboy and Esquire (adult males) Martha Stewart (adult females), etc. Outdoor adverting (billboards, bus shelters, and the like) had the unique benefit of being able to infiltrate very specific markets via targeted media plans. Putting malt liquor billboards in impoverished urban neighborhoods is a classic and controversial example of how easy it was for advertisers with money to influence the people who could least afford to drink and smoke – economically, sociologically, psychologically, physiologically and even spiritually. But hard times beget hard drinkers and heavy smokers.

      And we all knew it.

      Really, every department in the traditional ad agency (creative, strategy, accounts, media) was built to optimize getting the right messages to the right people. I spent my days crafting copy specifically designed for specific drinkers and smokers, existing and potential. I knew who they were: their age, sex, ethnicity, proclivities and so on. We all did. Our clients paid us to know everything possible about targeted populations. And they had their own people doing the same. Elaborate strategies were developed and implemented to move product. As data became more accurate and actionable, the ability to optimize reach and efficiency grew exponentially. Unsurprisingly, substance abuse disorders among these targeted groups routinely were in excess of national norms. The ramifications were not lost on public servants and various anti-drug/alcohol/tobacco groups.

      Consequently, in order to combat this growing problem, many governmental and societal watchdogs invariably found themselves playing catch up and keep away. Banning outdoor ads near schools and eliminating cigarette ads from many publications were two of the more significant regulatory measures put into place. On another front, groups like Mothers Against Drunk Drivers and the Truth Initiative began calling for more stringent policies while underwriting marketing efforts of their own. Many of their efforts have been successful. For example, most teenagers no longer consider smoking cigarettes a right of passage. But many huge efforts were also huge failures. Recall the “Just Say No!” campaign?  It had the opposite effect on young people, perversely making illegal drugs the definition of cool. Getting folks to try something is a lot easier than getting them to stop. It’s not so much a matter of putting the genie back in the bottle; it’s getting the genie to stop drinking from it!

      Therefore, during our class discussion on prevention strategies for reaching and influencing people with either existing substance use disorders or the potential to develop an SUD, it became painfully apparent that these same strategies were (and still are) employed by advertisers to reach the very same audiences!

      For example: The Diffusion of Innovations Framework i.e. utilizing an influencer to create momentum behind a new idea is among the oldest saws in the advertising tool kit.  E.M. Rogers may have coined the phrase in 1962 but using celebrities to sell goods and services dates back hundreds of years, not long after the printing press was developed.

      The Health Belief Model we talked about (that messages will achieve optimal behavior change if they successfully target perceived barriers, benefits, self-efficacy, and threat) perversely mirrors the most common messaging strategies employed by marketers of beer, wine and spirits: Drink this and you’ll be in with the in crowd. Different agendas. Same conceit. “Good for you” can be spun.

      Advertisers are as interested in the Stages of Change Theory as any drug counselor, assessing someone for the likelihood that they might use as opposed to might not.

      And so on.

      Rules and regulations change. But human nature never varies. The theories driving many of the popular environmental strategies for the prevention of drug and alcohol problems are eerily (and necessarily) similar to the strategic marketing plans for alcohol and tobacco. When anti-groups have the most success effecting the environment via advertising it is when they employ the same levels of creativity, sophistication (and hopefully budgets) as their nemesis do. Like they say: fight fire with fire. Know your enemy.

Written for course at Berkeley Extension Certificate Program in the Treatment of Substance Use Disorders

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My Laptop, a Monster Zero and Thou!

Nothing suits me more than writing a good manifesto! I know I am not alone. Most copywriters get off on writing manifestos. At least they’d better. Writing such documents is at the heart of what we do, and can do, for our clients.

Most of you know what I’m talking about. For those unawares, a manifesto (aka mantra or anthem) is the bringing to life in words the highest and most noble aspirations of its subject.

Yes, it is advertising copy but in the best sense of the word. Recall Apple’s great script to the modern world: Think Different. Consider the lines that first and forever defined Nike to a generation: Just Do It. We know these iconic tags because we fell in love with the manifestos. Frankly, neither line would have lasted this long, or even gotten out the door, if not for their beloved manifestos.

The power and glory of a brilliant manifesto cannot be overstated. They raise the hairs on the back of your neck. They make CMO’s smile. They win pitches. Most of all they change things: attitudes, behaviors, even lives.

At least the good ones do.

Into these haloed paragraphs we put everything we know or think we know about writing, about persuading, about life. Here you won’t find speeds and feeds, racks and stacks or friends and family. None of that.

May I write one for you?

https://www.steffanpostaer.com/

Copywriting / Creative Direction / Creative Strategy

Boundless passion for developing creative business ideas, winning new accounts, and elevating a company’s creative profile.

Back to School.

February 16, 2020

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You’re studying to be certified as a drug and alcohol counselor. After 30 years, back to school. At Berkeley no less! Is this the end game: parlaying your alleged gifts as an AA speaker into a vocation? You wouldn’t be the first. In every class so far at least half the students are recovering alcoholics and addicts, like you. The others already work in the field, getting certified in order to advance their positions: in treatment facilities, government and social services, caregivers.

Your wife is at school, too, and is nearly finished getting her degree in interior design. For three years, she’s been dutifully driving to the city two nights a week. You believe part of a plan for when you’re out of the picture. A security blanket, if you will, having a job in a world she knows so well. It’s also admirable, her continuing education. That’s what people say about a thing like that; it’s the party line. Finally, you suppose, it is something to do. A learning experience, literally.

Now it’s your turn. Advertising will be what you must now call your “previous life.” After 25 years, the ad game is over, its last cards turned over. You tell yourself that counseling is the door opening and believe it, for the most part. Helping others, you think, will have meaning, and be purposeful. Shame you’ve never been particularly good at it: helping others. There are those who called you a mentor but you can count them on one hand and, being honest, you think they may have been just saying so, for whatever reason. What you hold onto, what you must in order to continue the classes, is that you can and do help people who are addicts and alcoholics. They tell you so all the time, at meetings, after you share, and this was not a place for lying.

Author’s note: Would you like to read more of this? Or maybe there is something I can help you write?

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Crazy good…

Nothing suits me more than writing a good manifesto! I know I am not alone. Most copywriters get off on writing manifestos. At least they’d better. Writing such documents is at the heart of what we do, and can do, for our clients.

Most of you know what I’m talking about. For those unawares, a manifesto (aka mantra or anthem) is the bringing to life in words the highest and most noble aspirations of its subject.

Yes, it is advertising copy but in the best sense of the word. Recall Apple’s great script to the modern world: Think Different. Consider the lines that first and forever defined Nike to a generation: Just Do It. We know these iconic tags because we fell in love with the manifestos. Frankly, neither line would have lasted this long, or even gotten out the door, if not for their beloved manifestos.

The power and glory of a brilliant manifesto cannot be overstated. They raise the hairs on the back of your neck. They make CMO’s smile. They win pitches. Most of all they change things: attitudes, behaviors, even lives.

At least the good ones do.

Into these haloed paragraphs we put everything we know or think we know about writing, about persuading, about life. Here you won’t find speeds and feeds, racks and stacks or friends and family. None of that. These are the best neighborhoods in Adland. No trespassing!

May I write one for you? https://steffanwork.wordpress.com/

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Gods of Advertising is on hiatus so I can devote more energy to completing a manuscript as well as writing for my clients. Perhaps you? Services include copy writing, brand manifestos and creative direction. I’m passionate about helping clients develop powerful creative business ideas. This is my portfolio My portfolio

Do you have a writing project you would like to discuss -professional or personal? I am also available to help other writers with their work, as an advisor, editor or mentor.

Connect here or on SM platforms – Let’s have a conversation!

I look forward to hearing from you!