DON’T LET YOUR FUTURE GET BUCKED

Cheyenne Frontier Days is seen as a large celebration in the Cheyenne community that can lead to large amounts of alcohol consumption. The Cheyenne Police Department has been working to cut down the number of underage drinking citations issued during Frontier Days, with a goal to help keep the community and event safer for everyone. West Edge needed to find a way to create a campaign that stood out at the park and make people think twice about underage drinking, or providing alcohol to minors.

What are the consequences of underage drinking or providing alcohol to a minor? That is something that the team wanted to explore and thought was important to shed some light on. With the help of the Cheyenne Police Department, we were able to distill down a list of powerful consequences that could follow people that got caught providing alcohol to a minor, or drinking underage themselves. We created short animated videos to use on social media and a longer video spot to play on the big screen during the rodeos and night shows the week of Cheyenne Frontier Days. Posters we also distributed and hung up around the park, as a reminder to the public of how getting caught could affect your life.

Over a 14 day period before and during Cheyenne Frontier Days, West Edge delivered 875k impressions across all digital channels in addition to the video views and poster impressions at the park during the event. The facebook parent campaign reached 5,661 users with a 3.85% click through rate. Police officer’s also reported a decrease in underage drinking citations during Cheyenne Frontier Days from previous years.