Digital Outreach
Alcoholics Anonymous
Carrying the message of recovery to the greater community.
There is a consensus that AA needs videos better suited for social media and other digital platforms. The Public Information (PI) and Cooperation with the Professional Community (CPC) Committees do not have a budget to hire professionals.
Fortunately, AA has a wealth of talented members who can help create messaging for the public and professionals as part of their contribution to our primary purpose.
The suggestions below are a starting point. Please reach out with any questions or concerns.
Digital Outreach Through Videos
AA members are launching a grassroots effort to create new outreach videos.
Videos that perform well in testing will be submitted to the Public Information (PI) and Cooperation with the Professional Community (CPC) Committees for potential use by AA World Services (AAWS).
Suggestions & Guidelines
Creative, “out-of-the-box” ideas are encouraged.
Video run times: 15, 20, or 30 seconds, aimed at the public and professionals.
Target audiences include: Healthcare, EAPs, Law Enforcement, Courts, Institutions, First Responders, and University Students.
Use the language and concepts of recovery from the Big Book— AA approved language, messages should reflect hope and solutions.
Positive, solution-based themes only—do not include alcohol imagery, active drinking, or portrayals of “drunks in action.”
Gen X, Gen Z, and healthcare professionals respond best to positive messaging and actionable solutions.
Professional marketers note that about 50% of ad responders are loved ones or concerned friends of alcoholics.
Do not include links or QR codes in the videos; a landing page for testing will be determined later.
- Do not use the circle and triangle logo. That is no longer a protected logo for AA.
- All videos must:
Use a 16:9 aspect ratio
Include captions or be caption-ready
Be in English for initial testing
Please respect AA’s long-standing Tradition of Anonymity at the press, radio, film, and internet levels. Do not use members’ faces or last names. Any professional actors or stock images must include a disclaimer stating they are professionals or that their AA membership is unknown.
Videos will be used in campaigns on social media to determine their effectivness with the public and professionals.
Example Video
View Example One, Prefessionals
View Example Two, Professionals
View Example Three, General social media
Submission
Send videos or video links, along with the creator’s contact information, to:
pi.outreach.aa@gmail.com
Keywords
(AUD and SUD are terms used by professionals, they are not commonly used for search terms by the public or professionals)
Recovery
Sobriety
Alcoholism
Alcohol Addiction
AA Meetings
Alcoholics Anonymous
List from AI for social media outreach
Keywords & Phrases
These are words/phrases that tend to perform well because they connect emotionally, communicate hope, identity, or community:
- Recovery
- Sobriety
- Alcoholism / Alcohol Addiction
- You Are Not Alone
- Together We Can
- There Is a Solution
- From Powerless to Powerful
- AA / Alcoholics Anonymous
- Disease / Illness (when in reference to alcoholism)
- Clean & Sober
- One Day at a Time
- Addiction Recovery online
This outreach effort sponsored by the PI & CPC Working Group of Alcoholics Anonymous in North America
The P.I. & C.P.C. Working Group is made up of interested AA members along with a host of current and past P.I. and C.P.C. chairs and service folks.
Our goal is to help improve the AA message of recovery in the public square.
The only requirement to participate, the desire to carry the message and be a sober member of AA.
Al-Anon participation welcome.