Dear Christopher Ingraham,

Media Pitch

Your article, Road Rage is Getting Uglier, Angrier and a Lot More Deadly, is
helping raise consciousness of the dangers that come from driving when experiencing
an anger flare-up. Our client, Dr. Mariah Conrad, is a road rage expert and I think your
readers would benefit from reading her book that offers advice on how to personally
reduce anger flare-up while on the road.
Dr. Conrad, a licensed psychiatrist and hypnotherapist, helps drivers deal with
their own anger through meditation and hypnotherapy. Her book, Don't Drive Yourself
Crazy: Controlling Your Road Rage, is due out April 1st. She is traveling around the
country giving seminars on road rage at American Automobile Association offices.
I'm enclosing a copy of the book and would appreciate your feedback and
perhaps a review in your publication. Dr. Conrad will be hosting a seminar in two weeks
the Los Angeles Convention center on April 2nd and I hope you can attend.

Sincerely,
Karla Torrento
Ktorrento@gmail.com
Phone : 213-342-3456

Biography
Alex Ramirez Canales, a Los Angeles-based freelance photographer, is taking his
photography skills to help teach youth about photography composition. Alex started as an
artists mentor at Venice Arts upon reference from his photograph professor who saw his
natural talent to lead and inspire others.
Aside from teaching, Alex works with a variety of clients including the Disability
Resource and Educational Services at California State University, Northridge. He worked
closely with the client to help organize and photograph the annual recognition awards
ceremony for the department that serves disabled students. His work also extends to
professional head shots for LinkedIn, sorority group photographs and portraits for
graduation.
Alexs photography has been featured for two consecutive years at the
international Los Angeles photographic art exhibition and the Juried Student Art
Exhibition at California State University, Northridge.
Alex is looking to expand his work into commercial and photojournalism to create
photography that resonates with his viewers and sparks a conversation. Moving further
into his career, he is open to collaborating with other professional photographers to bring
awareness to brands, businesses and health issues.

Public Relations Plan for Alcohol Awareness Month

Situation
Alcohol abuse is a major health threat for college students. Research shows that four out
of five college students drink alcohol and half of the consumption is achieved through
binge drinking. For men consuming five or more drinks within two hours is considered
binge drinking. For women binge drinking is consuming four or more drinking within
two hours. There are serious health threats attached to binge drinking that can affect a
students academic performance and increase the chances of health complications. The
National Council on Alcoholism and Drug Dependence mission is to educate and increase
awareness for students on college campuses about the long and short terms dangers of
binge drinking.
Such health complication, according to Centers for Disease Control and Prevention, is
unintentional injuries such as a car crash. This poses a serious threat not only for the
college students but for other drivers on the road. The National Highway traffic Safety
Administration, reported in 2013 the highest percentage of drivers in a fatal car crash
were ages 21 to 24.
Secondary research shows, students that binge drink are 21 times more likely to miss
class and fall behind. The National Council on Alcoholism and Drug Dependence will
have a nation wide campaign for Alcohol Awareness Month in April 2016 to bring
awareness to binge drinking on college campuses.
Target audience
College students ages 18-25

Objectives
Raise awareness for Alcohol Awareness Month
Partner with spokesperson to fit the demographic of the campaign's target audience
Offer educational events to bring awareness to the dangers of binge drinking
Offer students resources by The National Council on Alcoholism and Drug Dependence
on alcohol abuse
Develop a public service announcement for alcohol awareness month and get air play
of it nation wide
Strategies
Host a year long national promotional campaign to raise awareness for Alcohol
Awareness Month
Partner with college students to create a humorous skit to draw in a wider student
audience
Utilize peer educators to inform and motivate resident advisors to speak to their dorm
room students about the dangers of binge drinking
Get Jimmy Fallon, demographic audience ages 18 to 49, to be the spokesperson for the
nation wide alcohol awareness campaign
Get the public service announcement to reach college students off campus

Tactics

 Work with college students to create a humorous skit called " Don't be that guy" which
tackles the long term effect of binge drinking. The play will be held during the beginning
of the Spring semester.
Have Jimmy Fallon for the duration of the month of April 2016 to sit down in a Los
Angeles studio and have a satellite media tour.
Have Lily Singh, also known as Superwoman, deliver the public service
announcement on Youtube to her 6.4 million subscribers.
Work with Huffpo College to publish a feature about Alcohol Awareness Month and to
promote the widespread campaign

Execution
Establish a media satellite tour for Jimmy Fallon to deliver a three minute monologue
about the nation wide campaign for Alcohol Awareness Month for nationwide news
channels
Have the CEO of Alcohol and Drug Dependence co-host a game on the Ellen
DeGeneres show called how many drinks before passing out. Ellen is a household
name and has a strong presence on television and social media platforms
Get an interview for the CEO of Alcohol and Drug Dependence with, the Steve Harvey
show. He has one of the most viewed daytime talk show host generating an audience ages
18 to 49.

Invite Seth Meyers to join the promotional tour via our social media by posting a

funny story on our Twitter and Facebook that happened to him while having his first legal
drink by using the hashtag #drunkenstories and include tips on how to drink responsibly.
Get a feature story published on Huffo College in the healthy living section. The
feature will be about how The National Council on Alcoholism and Drug Dependence
and its effort in educate students about binge drinking.
Start a Reddit asking: how much alcohol can a college student in take? By having
students engage The National Council on Alcoholism and Drug Dependence will provide
students with its resource to better inform them about safe drinking and reducing the
dangers of binge drinking.
Publish a feature story about the success of That Guy Skit on the Daily Bruin front
page. Daily Bruin is the primary news source for students in UCLA.
Budget : 500,000 for 12 months
Evaluation
Dont be that Guy skit auditoriums filled in every college campus that the campaign
was reaching and it picked up media attention on all social media platforms. As well as
Huffo po and other online newspapers attention that wrote feature stories about the
success of the skit and how it is teaching college students the dangers of binge drinking in
a humorous way to resonate with students
Got all the Feature stories publish on the front page the newspapers at every college
campus which created more traffic for students to attend the skit show and other events
on campus target for Alcohol Awareness month

 The public service announcement got over 2 million like and over 100 comments on
Youtube and it got shared over 50 times on social media platforms
Jimmy Fallon media tour got air time on the morning shows: KTLA, Good Morning
America, Today Show,