“Keep what youve earned”: Encouraging sailors to drink responsibly

Abstract

The U.S. Navy contracted Booz Allen Hamilton, a strategy and technology consulting firm, to develop and implement a social marketing campaign to encourage Sailors to drink responsibly. The “Keep What You’ve Earned” campaign, launched in April 2013, aims to encourage Sailors to drink responsibly through the use of affirmative messaging, reminding them of all they have accomplished in their Navy careers. The primary product of the social marketing campaign is a mobile application game that combines role-playing with real-life tools to help encourage Sailors to drink responsibly. Navy leadership has indicated that the Keep What You’ve Earned campaign, in combination with other cultural and policy-related changes, contributed to a decline in the number of reported alcohol-related incidents.