Message-Branded Bottle Opener Drives Boston-Area Young Adults to “Get Tested” for Planned Parenthood’s League of Massachusetts

Challenge: Identifying a High Quality Promotional Product to Drive Message Awareness and to Incent Citizens to “Get Tested” and Complete Information Cards
Public awareness outreach is a top priority for Planned Parenthood League of Massachusetts (PPLM), which provides ongoing education programs and public awareness campaigns centered on sexual health: what it means and how to achieve it, individually, locally and, as a public health priority.
One such national campaign, “Get Yourself Tested ’09,” (GYT ‘09) took place during, “Get Yourself Tested” month in April. Throughout April, Planned Parenthood nationally partnered with organizations like MTV, Seventeen Magazine, the Centers for Disease Control and the Kaiser Family Foundation to provide potentially life-saving testing and to deliver information on sexually transmitted diseases into the hands of young adults.
Locally, the PPLM team carried the GYT ‘09 message to young adults across Massachusetts by sending a guerilla marketing street team to area events, as well as by hosting Trivia Nights at bars and clubs. And to be sure to drive youth to the many events, the team tapped the power of social media marketing by encouraging people to spread the word through sites like Facebook, MySpace and Meetup.
The PPLM team has long used message-branded promotional products as a key component of their outreach and awareness marketing campaigns, typically giving away free condoms or branded magnets. For GYT ’09, however, the team wanted something different, something “spicier,” something that would entice attendees and passersby to, first, come to the tables, second, fill-out information cards and, third, leave with PPLM’s message, information and products.
Solution: Brainstorming Sessions Point to the Aluminum Keychain Bottle Opener
After brainstorming over the results on what products would appeal to their 18 to 29-year-old demographic, the team noticed that one product kept rising to the top: beverage openers. This made sense, too: young college students and working professionals would use the beverage openers “during the party,” thus providing an ‘on the job’” reminder to stay safe, as well as a reminder that PPLM is a local STD prevention and education resource.
ePromos’ Promotions Specialist Valerie Bogucharova managed the team’s order once they selected their choice: the Aluminum Beverage Opener, a sturdy promotional beverage wrench on a keychain to open bottles caps and pop-top cans. Available in silver, copper, blue, green, red, purple and black, the openers are laser-engraved and individually packaged in poly-bags. For the GYT ’09 events, the team chose a silver opener, engraved with the organization’s primary message, “Sexual Health Matters,” as well as its name and website address
Result: Nearly 1,000 Citizens Tested for STDs during Campaign; Many Information Cards Returned
The team reports that the campaign was a success—both the team and recipients were pleased and surprised by the quality of the upscale beverage opener giveaway. The team also reports that the openers succeeded in helping them achieve their goal of spreading awareness about being tested and staying safe: nearly 1,000 people visited PPLM health centers during April to be tested for STDs and many cards were filled-in during area trivia contests and events.

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Planned Parenthood Imprinted Bottle Opener Awareness Campaign (PDF Version).