One Reason was developed with the help of a Student Advisory Board at Hopkins High School. In the spring of 2014, this student group met multiple times after school to plan a school-wide campaign that would reduce underage alcohol use and raise awareness that most students at Hopkins High School do not drink alcohol. From their conversations and ideas about what would be most relevant to their peers, the “One Reason” campaign concept was developed.
The Student Advisory Group wanted a campaign that was positive, personal, and showcased the many different reasons that shape why Hopkins students are choosing not to use alcohol. Under the direction of Community Blueprint, a social marketing agency, the Student Advisory Board helped design the logo and messaging for the One Reason campaign.
The One Reason campaign officially kicks off in November 2014 at Hopkins High School. During the lunch periods on November 13th and 14th, staff from Community Blueprint will host a photo booth where students can have their photo taken along with a photo card of their “one reason” for not drinking alcohol. Students will take home their photo, and if they choose they can opt-in to share their reason on the One Reason website and other campaign materials. The One Reason campaign will host several events throughout the school year, and the Student Advisory Board will continue to help shape the campaign and its activities.