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A Strategic Communication Campaign Supporting Responsible Drinking

Table of Contents Research Our goal What we Did Fun Facts Acknowledgments

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History of Vitals The VITALS campaign was designed to educate TCU students on how to recognize the symptoms of alcohol poisoning and to know when it is necessary to seek help.

TCU VITALS is a component of the PROOF campaign, an original advertising campaign proposal that addressed the issue of binge drinking.

VITALS – Vomiting, Incoherent, Temperature, Absence of color, Low breathing and Seizure – are the symptoms of alcohol poisoning.

A TCU Schieffer School team submitted PROOF to the 2009 American Advertising Federation’s National Student Advertising Competition (NSAC), sponsored by The Century Council.

Our research indicated that a majority of students who drink consider it a social activity. We recognized that we could not stop young people from drinking altogether, but educating them about risky behavior and the symptoms of alcohol poisoning could potentially save lives. Studies have shown that public service announcements (PSAs) that rely on scare tactics, extreme situations or the wrong kind of humor are not an effective way to alert students to dangers of highrisk, or binge drinking.

The Century Council, a leader in the fight against drunk driving and underage drinking, was impressed with the proposal of the PROOF campaign. The Schieffer School was invited to apply for a grant to execute VITALS. In 2011, the Schieffer School received an initial grant of $50,000. The grant, a first of its kind for the school for a peer-topeer strategic communication campaign, was extended to 2013 with an additional grant of $15,000.

Binge drinking is defined as consuming five or more drinks in a row for men and four or more drinks in a row for women in a very short period of time.

vitals is important Some college students consider high-risk drinking or binge drinking a rite of passage. In a 2011 benchmark survey of TCU students, almost one-third of undergraduates reported that they or their friends had experienced alcohol poisoning.

The aim of the VITALS campaign was to fill this void by raising awareness about the dangers of high-risk drinking and the key signs of alcohol poisoning. The point of the campaign message was to alter behavior and perhaps even save lives.

However, the survey also revealed many students did not know what to do in the event of a medical emergency due to alcohol poisoning. Visit us at Insta







Projectile vomiting rarely gets you a return invitation.

There’s a lack of color here 4

“I swear to drunk I’m not God”

Alcohol poisoning will “take your breath away”





Low Breathing


too many toasts will Roast your internal organs

Your friend isn’t doing the Harlem shake. She’s having a seizure!


Spread designed by Brighton Cook 5

Research Findings Preliminary research on highrisk alcohol consumption on campus was done by the PROOF campaign, a student advertising team that competed in the 2009 American Advertising Federation’s National Student Advertising Competition (NSAC), sponsored by The Century Council.


According to the research students said alcohol allowed them to: • be more likeable • explore their sexuality • explore physical limits • perform and relax in social situations

Most students said they were responsible for their safety and the safety of their friends while drinking, but they admitted that alcohol might lead to dangerous physical consequences.

Guilt and next day memory loss were among the consequences students attributed to drinking.

We conducted a benchmark survey and focus group interviews to learn about the drinking culture on campus. In the 2011 benchmark survey, a majority of participants reported having “a few” drinks every week. The survey of 667 TCU students also found: • 60% admitted to having 1-2 drinks a week • 31% said they never drink • 29% said they feel they drink too much • 20% said they’ve sent out regrettable text messages/voice mails while drunk

• 48% believed binge drinking is prevalent on campus • 40% believed they know some symptoms of alcohol poisoning

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6 Research


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2013 13 DRIN %


In 2013, 425 students were surveyed. Their responses about the frequency of alcohol consumption varied from 2011 results: • 32% admit to drinking 1-2 times a week • 28% drink less than once a week • 13% drink 3-4 times a week • 2% drink 5-6 times a week • 25% say they never drink

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When asked about crossing the “drunken threshold” and becoming inebriated before the weekend:








Awareness of vitals? First and foremost, we wanted to know how aware students were of the VITALS message before taking the survey.

We conceded that if students were not aware of our campaign, any public relations events we attempted to execute would be irrelevant.


But if there was a level of awareness throughout the university, we would be able to cater more to students in lower class standings (freshmen and sophomores),


while reinforcing VITALS to older students (juniors and seniors).

2013 40%


Not aware of VITALS

Are aware of VITALS


Not Aware of VITALS


Aware of Vitals


Can’t Remember

The chart shows the general recognition of VITALS around the university. There is an even split between those who had heard of VITALS before and those who had not in 2012.

HOWEVER, 8 Research

Among those students who had heard of VITALS before, an overwhelming majority (69%) reported they had seen an ad about the campaign somewhere around campus.

Alcohol Poisoning? 2012

In 2012, we asked participants to list what they thought were normal symptoms of alcohol poisoning. Respondents knew a few, but not all.


Listed of the symptoms: vomiting, incoherent and absence of color


In 2013, we asked a similar set of questions regarding alcohol poisoning.


Listed “throwing up”

Listed “unresponsiveness”

Say they have not experienced alcohol poisoning, but have seen it happen to a friend



Say they have called for medical help for a friend or roommate with alcohol poisoning symptoms


Listed “passing out”

Listed “pale color”


Students were then asked checking all that would apply – about various experiences people have gone through after drinking too much the night before.

The responses included: • “being physically sick” • “hungover the next day” • “getting drunk too fast”


Listed “breathing issues”

Listed “blacking out”

As illustrated, the two most common assumptions of alcohol poisoning are “throwing up” (39%) and varying levels of “unresponsiveness” (24%).



• “sending regrettable texts or voicemails” • “hooking up with someone I didn’t really like”



Our initial Focus Group findings In 2011, two focus groups each consisting of eight students discussed drinking habits. The students talked about: • Dinner and drinks being part of the evening ritual before going to a bar. • Drinking as part of social activities, as a stress reliever and as reward for hard work. • Having a threshold for when they start feeling tipsy, but they could not articulate the number of drinks that led to this state. • Only one participant could name all of the symptoms of alcohol poisoning.

Guys and Gals

Our Audience TCU students are our primary audience, but we recognize that concerns extend to their parents, siblings, others on campus and surrounding communities, businesses and high schools.

Spring 2013 Beginning Survey Analysis Before launching the third campaign, we decided to gauge the level of awareness about VITALS. Gathering this information would help us tailor our campaign for the Texas Christian University campus and in the surrounding community. With this in mind, the 2013 TCU VITALS campaign, a TCU student-led and studentrun strategic communication campaign sponsored by the Century Council and the Schieffer School of Journalism, attempted to determine how well students recalled previous VITALS campaigns.

10 Research

A 17-question survey was sent to the entire student body. We received 425 responses, enough to make very brief generalizations about the overall drinking situation on campus.

Changes in Demographics?

We just wanted to let you know how proud we are of the VITALS campaign—especially the kick-off event. You and your students did a fantastic job putting the event together. Programming for students is challenging, and we recognize your hard work at getting-out the Sparkle Greenhaw VITALS message.

Director, Office of Alcohol & Drug Education

Female 60% To begin, we should note that TCU is roughly 60:40 females to males. The responses to the survey loosely followed this divide, with 32% of responses coming from males, 68% from females.

Every classification of student was well represented within survey results (Fr. = 24%; So. = 23%; Jr. = 27%; Sr. = 25%). The survey explored three areas: awareness of the TCU VITALS campaign as a whole; the frequency of alcohol

consumption on campus, and general understandings of what signs or symptoms constitute alcohol poisoning; and emergency intervention.

MALE 40% 11

At first, I did not understand what the VITALS campaign was about and ‘which’ vitals were being identified (blood pressure, heart rate, etc.). After reading through the website, I am so grateful and very impressed that the issue of binge drinking is being addressed. It really scares me sometimes when I see how much our students are drinking with no consideration of the potentially great cost of losing their own life. -Dorenda Kelser


Assistant to the Dean, College of Communication, TCU

Our GOAL Teach TCU students, and by extension the community atlarge, to recognize the symptoms of alcohol poisoning and get help. Vomiting, Incoherent, Temperature, Absence of color, Low breathing and Seizures.

Objectives 2011 Know your VITALS. Save the life of the party. • To educate 10 percent of TCU students about the dangers of highrisk drinking, the symptoms of alcohol poisoning and what to do if they recognize the VITALS in someone. • VITALS was formally introduced on campus with a launch party. Students learned about the campaign at special events and through social media.

2012 VITALS is Back! • The campaign used special events and social media to expose 20 percent of TCU students to VITALS.

2013 Check Yourself before You Wreck Yourself. Think Before You Drink! • Special events and social media were used to reacquaint 30 percent of TCU students about the symptoms of alcohol poisoning and what to do when someone exhibits those symptoms.

Goals 13


we Did

We began by analyzing qualitative and quantitative research results from the PROOF campaign and those conducted by VITALS teams in 2011 and 2012. The 2013 team repeated the survey from 2012 to ascertain what TCU students remembered. The data revealed four key points:


We needed to introduce VITALS campaign to TCU campus in a big way and to position it as a studentled (peer-to-peer) campaign


College students don’t respond well to campaigns that use heavy-handed tactics to urge them to stop drinking, so we needed to create fun, but educational events that exposed students to VITALS


We needed to show the “cool” factor of knowing the acronym VITALS and what to do when students recognize the symptoms in friends or family. We achieved this through a variety of channels and branded items


Given that college students have a tendency for involvement in issues and have the highest use of the Internet, we needed to create both real and virtual events that were interactive and drove audience to our social media sites. These activities with attached incentives helped to boost the prestige of VITALS campaign.

What We Did 15

Fall 2011

Team Name: Ultraviolet PR Library Days: We created a buzz about the campaign with weekly informational sessions outside the Mary Coutts Library at lunchtime, a high traffic period. The campaign gave away VITALSbranded items such as pens, beverage holders and campaign postcards and brochures. Class/organization visits: Teams members visited classes and various student organizations to make presentations about the VITALS campaign. Parents Weekend/Homecoming (Schieffer School of Journalism): Team members spoke with families of current and prospective students who were touring the facilities over the weekend. Website/Facebook/Twitter: Social media sites were used to encourage interaction and to give TCU students a virtual location that provided comprehensive information about VITALS. Advertising: Paid media was used to generate attention for VITALS VITALS Launch Party: The VITALS Launch Party was held on Thursday, November 17, 2011. It was broadcast live from TCU’s Brown Lupton University Union Auditorium on FOX 4 Dallas Morning Show and featured live performances by popular local rock band, The Charley Schafter Band and South Moudy Blues, a blues trio consisting of two professors and the dean of the College of Communication.


Collaborating with TCU Police Department and the TCU Alcohol and Drug Education office, team members used the opportunity to educate the campus community about VITALS and give away branded merchandise, free food and drinks. Participants were encouraged to “like” VITALS on Facebook and follow on Twitter. A 10-minute documentary of the campaign efforts and a 2-minute promotional piece premiered at the launch. Both are part of the ongoing education about VITALS. TCU Daily Skiff, TCU 360, KTCU radio, TCU News Now and TCU Alumni Magazine covered the launch party. Outcome: The campaign reached more than 10 percent of TCU students, educating them about VITALS and what do in an emergency. The FOX 4 coverage brought VITALS to the attention of the Fort Worth/Dallas region.

As a result of the FOX-4 coverage, parents whose children died from alcohol blackouts contacted us for help. The Texas Young Lawyers Association (TYLA) sought and became our partners in the quest to educate our audience about the symptoms of alcohol poisoning and how to get help.

What We Did 17


Spring 2012

Team Names: On The Rocks PR and Absolut PR TCU Police, Office of Alcohol and Drug Education, Community Health and Wellness Program, Inclusiveness and Intercultural Services and Texas Young Lawyers Association-Unconscious Truth Program joined the campaign. A variety of special events were held to educate the campus community on how to recognize the symptoms of alcohol poisoning and get help. VITALS swag and interactive activities were used to communicate the campaign message. To reacquaint the campus with VITALS, the team began hosting fun, educational and interactive weekly events leading up to the major special event of the semester. Thirsty Thursdays: Informal sessions at lunchtime, similar to Library Days, were held at the popular TCU Founders statue, another high traffic area. Team members talked with students about the campaign and created hype for upcoming promotional events.

TCU Health Expo: We collaborated with the TCU Health and Wellness Program to reinforce our message and distribute branded merchandise to health-conscious individuals. CommUNITY Week Block Party: Considered our wrap party, we brought the VITALS message to more than 300 students. The event was heavily branded with VITALS signs and free merchandise, music, VITALSthemes games, food, drinks and prizes. Outcome: A post campaign survey showed that the VITALS message reached more than 50% of our target audience and spread to audiences beyond the TCU campus. Eighty-five percent of those surveyed said they were likely to share VITALS information with family and friends. In addition to Huffington Post Online, Fox 4-Dallas, TelemundoDallas, CBS-Dallas, and the TCU Daily Skiff covered the campaign.

Thirsty Thursdays attracted an average audience of 150 students a week. The Thirsty Thursdays Spring Break Special was featured on the online news website, Huffington Post. West Berry Block Party: We collaborated with the West Berry Block Party, a popular music festival, to educate students and attendees about high-risk drinking and the importance of knowing the VITALS signs. Branded merchandise, especially sunglasses and beverage holders, was very popular.

What We Did 19

Spring 2013

Team Name: Purple Reign PR

The team’s goal for the last campaign was to rekindle interest in the VITALS campaign after nearly a year’s absence. With the theme, VITALS 2.0, the campaign reminded students about the symptoms of alcohol poisoning. It used social media to encourage participation in multiple on-campus and virtual events. Campus organizations were encouraged to incorporate elements of VITALS in their orientation of new and returning students. VITALS kicked off the 2013 campaign with: Beer Pong Tournament: that attracted over 100 patrons and players to The Aardvark, a popular venue, on the edge of campus. Team members used branded items to educate the audience about VITALS. Take A Shot with VITALS: a Valentine’s Day-themed water pong contest attracted about 185 students and participants. Students won prizes and received VITALS postcards, stickers, koozies and wristbands. To win prizes, students were encouraged to “like” VITALS” on Facebook and follow the campaign on Twitter. Pre-Spring Break Volleyball Tournament: VITALS hosted a well-attended Pre-Spring Break Volleyball Tournament at the TCU Rec Center and reinforced the VITALS message as students prepared for spring break—a holiday that often involves a great deal of binge drinking. Participating teams received VITALS neon tank tops, informational cards, koozies, wristbands, stickers, and nonalcoholic beverages.


VITALS team members posted images on Facebook, Twitter and Instagram so students could see photos of the event as it happened. VITALS (Virgin) Margarita Madness: This event was to help students recognize that they can have fun and drink responsibly. VITALS doesn’t aim to prevent drinking among college students, but to ensure that they know if they are drinking and someone exhibits the symptoms of alcohol poisoning that person needs help. VITALS-branded koozies were highly sought during this event because they paired well with a cold blended drink. Wristbands, sunglasses and VITALS informational cards were also popular. More than 150 margaritas and 200 koozies were given to students as they walked to and from class or the library. Students were encouraged to “like” the VITALS on Facebook and check out the VITALS website, Twitter and Instagram accounts for updates and photos. VITALS TCU Baseball Tailgate: Tailgating in the parking lot of TCU’s Lupton Stadium before a game is a popular ritual with students and TCU baseball fans. Binge drinking often occurs at student tailgates. The signature event for the spring campaign was a tailgate at the last baseball home game. The Horned Frogs faced archrival, the Oklahoma State University Cowboys, on a beautiful April day. We wanted to leave a lasting impression while simultaneously reaching the largest number of our target and secondary audiences. VITALS team members educated more than 400 TCU students and fans of TCU and OSU baseball on how to recognize symptoms of alcohol poisoning and get help.

We handed out VITALS-branded merchandise, non-alcoholic beverages, as well as free food and drinks from local vendors. Interactive games such as water pong and beanbag toss attracted students’ attention and participation. Prizes and VITALS-branded merchandise were given to winners and spectators. Participants who could name all the symptoms of alcohol poisoning represented in the acronym VITALS won gift certificates. Music provided by a disc jockey added to the carnival-like atmosphere.

What We Did 21


Spring 2013 Social Media Efforts: During the tailgate, and other events, various VITALS social media sites such as Facebook, Twitter and Instagram were updated with photographs in real time to encourage students to come and participate in the last major VITALS event. A short video about the meaning of the VITALS was posted on the website. Incentives were used to encourage people to visit the website and other social media sites to learn more about VITALS. VITALS at the TCU Community Health Expo: The campaign wrapped up in late April with participation in the TCU Community Health Expo at the TCU Rec Center. This information event enabled VITALS team members to display a large VITALS poster, educate visitors, and give away free VITALS merchandise to students and community members attending the expo. People who named two of the six symptoms of alcohol poisoning could enter a rafe for a $50 gift card to a local pizzeria. This promotion was simultaneously posted on all VITALS social media. The merchandise and rafe generated a lot of attention and encouraged participation at the VITALS table.

Outcome: VITALS surpassed our expectations. More than 50 percent of TCU students became familiar with the VITALS campaign. Even after nearly one year of absence, we rekindled interest in the campaign, and educated students about the importance of recognizing the symptoms of alcohol poisoning and getting help. We achieved the outcome by making the campaign interactive, educational and fun. Unexpected outcomes: Some universities in North Texas have made inquiries about the campaign. Elements of the campaign have been incorporated in the Texas Young Lawyers Association (TYLA) Unconscious Truth program and the TCU Police Department student informational program. The campaign expects that other TCU departments, especially the Office of Drug and Alcohol Education, Office of Inclusiveness and Intercultural Services, and Residence Life, will also embrace aspects of VITALS in their training and informational programs for students.

VITALS at PRSA: Co-CEO, Zach Cate, was invited to speak about the VITALS campaign at the monthly luncheon of the Greater Fort Worth Public Relations Society of America (PRSA) at the Colonial Country Club. The group of seasoned PR professionals was impressed with the work and results of the TCU VITALS campaign.

What We Did 23

Top 10 facts about vitals 1

VITALS is an offshoot of the PROOF campaign, which  was  designed by TCU students and entered into the 2009 American Advertising Federation’s National Student Advertising Competition (NSAC).


VITALS is an acronym for Vomiting, Incoherent, Temperature, Absence of color, Low breathing, and Seizure. All are symptoms of alcohol poisoning.


VITALS is a peer-to-peer campaign designed to educate TCU students about the risks of bingedrinking and how to recognize the symptoms of alcohol poisoning and get help.


VITALS was introduced to the TCU campus in fall 2011.


VITALS was planned and executed by three different strategic communication campaign classes.


VITALS initial objective was to educate 10 percent of TCU students about hazards of high risk drinking within one year. It raised awareness and educated more than 50 percent of students in three semesters over three years.


VITALS events had a nearly 50% participation rate by TCU undergraduate students.


 ITALS was made possible through a $65,000 grant V from The Century Council, a nonprofit organization that is a leader in the fight against high-risk drinking.


VITALS was implemented under the auspices of the Schieffer School of Journalism and Strategic Communication.


VITALS campaign collaborators included the TCU Police Department, Office of Alcohol and Drug Education, Office of Inclusiveness and Intercultural Services, TCU Wellness Program, and the Texas Young Lawyers AssociationUnconscious Truth Program.

24 Fun Facts

10 facts about tcu 1

TCU was founded as AddRan Male & Female College  in 1873 in Thorp Spring, Texas, by brothers Addison and Randolph Clark, along with their father Joseph A. Clark.


The college moved to Waco in 1895 and was renamed Texas Christian University in 1902.


 CU moved to downtown Fort Worth in 1910 after the T Waco site burned. It opened with three new buildings on the current campus in September 1911.


TCU was founded in partnership with the Disciples of Christ; however, the church does not administer TCU.


TCU is a private not-for-profit with 9,725 students (2012) enrolled. Women account for about 54 percent of the student population.


TCU’s mascot is the horned frog, the official reptile of Texas.


TCU is ranked by U.S. News & World Report as No. 92 among National Universities (2012).


TCU’s most popular majors are Business, Journalism/ Strategic Communication, and Nursing.


TCU competes in NCAA athletics as a member of the Division 1 Big 12 Conference.


TCU beat Wisconsin in the Rose Bowl, to complete an undefeated season in 2011.

26 Fun Facts


From the Editor When The Century Council awarded the Schieffer School a $50,000 grant in 2011 to implement the VITALS campaign, little did we know that we would go from zero percent name recognition to exposing over 50% of TCU students to the important VITALS message. The grant, a first of its kind for a course at TCU, gave students in three different VITALS campaign classes over three years the opportunity to practice what they learned at the Schieffer School. An additional $15,000 grant in 2012, helped the campaign to extend its reach beyond the campus. The campaign garnered media attention in the D/FW area and nationally. It went on to win four awards, three of them, Worthy Awards, given by the Greater Fort Worth Public Relations Society of America in recognition of excellence in strategic communication. The campaign is the collective efforts of our strategic communication students, faculty peers and various departments on campus, especially the Office of Drug and Alcohol Education, Office of Inclusiveness and Intercultural Services, and TCU Police. The students worked hard on exciting events that, over the course of the three semesters, attracted thousands of their peers.

Our Horned Frogs learned about VITALS in fun and entertaining ways. While the campaign is officially over, it lives on in the many ways that various entities in and out of TCU have incorporated key elements of the campaign into their programs. We are happy to see students at TCU and other campuses in Texas and elsewhere with VITALS– branded t-shirts, shopping bags or bracelets. Most important, we are delighted to receive emails, phone calls and Facebook messages on how the VITALS message has positively impacted them. As Ralph Blackman, president and CEO of The Century Council aptly said: “This campaign created by TCU students for TCU students will not only educate students but will save lives.” We agree! – Dr. Amiso M. George, APR, Fellow PRSA

Acknowledgments 29



Amanda Garrison C.E.O.

Katie McGee CEO

Elizabeth Muncey Creative

Nicole Garrison C.F.O.

Robyn Salter Senior VP

Courtney Chown Event Planning

Gary Pearce Media Planner

Albert Rayle CFO

Bailey Burgess Art Director

Brittani Pippin Project Manager

Megan McCook Creative

Brian Alexis Media Relations

Eleanor Towles Managing Director

Stephanie Saling Content

Claire Christy Social Media

Megan Hawkins Social Media Director

Blair Bookman Content

Allison Branca CEO

Kay Frano Research Coordinator

Matt Johnson Research

Bennett Lane Content Developer

Jayson Haynes Social Media

Kathryn Slaughter Media Director

Meghan Swisher Media Relations

Maria Alvarez Event Coordinator

Treasure Maddox Event Planning

Kailey Cost Creative Director

Ginny Gould Media Relations Mary Bell Media Relations Liz Rayle Event Planning Daniel Silverman Art Director Meg Chamberlin Senior VP Alyssa Posey Media Relations Juliann Walker Event Planning

30 Acknowledgments


Morgan Williams Media Relations Lauren Enyart Content Taylor Thorne Research Director Kristin Sherrill Research Amanda Garrison Consultant

Zachary Cate C.E.O. Content Development Lindsey Boston C.E.O. Content Development Mollie Ricketts Research Director Katelyn Kellam Research Director Matt Hale Research Team Event Specialist Janelle Denton Research Team Event Specialist Chloe Burgoon Content Development Megan Lucero Content Development Tessa Del Grande Content Development Elise Kensinger Media Relations Eric Kalis Media Relations Marissa Roche Social Media Jessica Anderson Events Coordinator Rachel Holden Events Coordinator Kathy Neylon Event Specialist Photo/Video

Natalie Look Research

Alex Carson Event Specialist Operating/Logistics

Michaela Bradshaw Chief Content Developer

Ashley Harris Event Specialist

Magazine Design Danielle Patterson Event Specialist Brian Busch Event Specialist Operating/Logistics Sean Hodes Creative Director Kayla Cowart Creative Director

kudos for Vitals

Ryan Harvey Design Editor Illustrator Brighton Cook Designer Illustrator Rachel Smith Cover Illustrator

Helen Gardner Art Director Kevin Dimmit Art Director Photo/Video Doug Peterson Chief Financial Officer

OTHER ORGANIZATIONS The VITALS campaign would not have been possible without the help of many people. First, we are grateful to The Century Council for the generous grant, without which the campaign would not be possible. Dr. Amiso George We would also like to thank: • T  he 2009 TCU AAF team that created the PROOF Campaign on which VITALS is based • T  he Schieffer School of Journalism and Strategic Communication, faculty and staff, especially, Drs. Wendy Macias and Catherine Coleman • T  he VITALS classes of Fall 2011, Spring 2012 and Spring 2013 • T  CU Office of Alcohol and Drug Education, especially Dr. Sparkle Greenhaw • T  CU Police, especially Officer Pam Christian • T  CU Library • B  usiness Ink • T  CU Health and Wellness Program • T  CU Office of Inter-cultural Affairs • T  exas Young Lawyers Association-Unconscious Truth Program, especially Attorney Brooke Allen • S  outh Moudy Blues • B  roc Sears, MFA., Design consultant • W  illiam “Bill” Johnson, MFA., Design consultant • C  arolyn Bobo, APR, Fellow PRSA, Editorial consultant • J  ean Marie Brown, MS., Senior editorial consultant

TCU VITALS Campaign won the 2012 Greater Fort Worth PRSA Worthy Award for Best in Service Learning Initiative. Most gratifying was a second Worthy Award for Best Internal Communication Campaign in the professional category. TCU VITALS Campaign won a Certificate of Excellence in the 2013 Greater Fort Worth PRSA Worthy Award. The Worthys recognize the best in strategic communication in North Texas. VITALS won the 2012 Top Poster Award in the TCU Festival of Scholarship and Creative Endeavors.

Special THanks

Acknowledgments 31

Tcu vitals magazine 2013  

A magazine that encapsulates three years of a strategic communication campaign to educate TCU students and others how to recognize the sympt...