New Media and the Future of Public Service Advertising - Case

2 CASE STUDIES New Media and The Future of Public Service Advertising

TABLE OF CONTENTS

3 VERB (8372) CentersforDiseaseControlandPrevention

4 Fight Mannequinism FederalVotingAssistanceProject,AdCouncil

6 Above the Influence OfficeofNationalDrugControlPolicy,PartnershipforADrug-FreeAmerica

8 Gain from Gyaan (Gain from Knowledge) HeroesProject,KaiserFamilyFoundation,AvahanInitiative(Bill&MelindaGatesFoundation)

10 National Day to Prevent Teen Pregnancy NationalCampaigntoPreventTeenPregnancy,Teen People

12 Small Step U.SDepartmentofHealthandHumanServices,AdCouncil

14 Girls Go Tech GirlScoutsofUSA,AdCouncil

CASE STUDIES New Media and The Future of Public Service Advertising

KAISER FAMILy FOUNDATION 3

Website: www.8372.com

Sponsor: CentersforDiseaseControlandPreventionYouthMediaCampaign

Purpose:Tomotivateyouthtobephysicallyactiveduringthesummer

Target Audience:“Influencer”tweens(9–13year-olds)

When:MaytoSeptember2005

WhentheCentersforDiseaseControl

andPreventionlaunchedtheVERB

campaigninJune2002,theapproach

wastoapplysocialmarketing

techniquestothepublichealthproblem

ofsedentarylifestylesamongyouth.

VERBisdesignedtobeapresencein

tweens’everydayliveswhereverthey

are,athome,inschool,oraroundthe

community.Abroadmixofmedia

strategieshavebeenemployed,from

televisionandradiospotstoposters

andprintadvertising,toawebsite(in

partnershipwithAOL)wheretweens

caninteractwithcelebritiesandwin

prizesforbeingactive.Duringsummer

2005,“8372”or“VERB”extendedthe

mediamixtoeventpromotionvia

textmessagingoncellphones.The

numbers8372spellout“VERB”onthe

cellphonekeypad.

The“8372”campaignwasintroduced

toincreaseandmaintainanactive

lifestyleduringthesummermonths

whenyoungpeoplegenerallyhave

morefreetimeforphysicalactivities.

Thegoalwastoconnecttweensin

innovativewayswithspecificplacesand

eventswheretheycouldbephysically

activeintheirlocalarea.Thecampaign

integratedamultiple–channelapproach

toreachyouth:TV,theInternet,and

cellphones.Threecommercialsdrove

tweenstogoonlinetowww.8372.com

anddownloadanapplicationtotheir

desktopstoreceiveinstantmessages

aboutlocalactivitiesandcelebrity

promotions,participateinlivewebcasts

withtheirfavoriteathletes,playgames,

entercontestsandwinprizes.Banner

adsplacedonwebsitesfrequented

bytweenssuchasAOL,Disney,Nick,

andCartoonNetworkalsodrovetraffic

tothesite.Inaddition,tweenswere

invitedtosignupfortextmessages

ontheircellphonesaboutcampaign-

sponsoredpromotions,tours,contests

andeventsintheirZipcode.

Inanattempttobuildadatabase,

the“8372”interactivemobileeffort

maintainedregularcommunication

withtweensbytext–messagingfive

timesaweekormore.Whentweens

signeduptheircellphones,theywere

askedtoinputtheirZipcodes.The

VERBcampaignpartnerscollaborated

byprovidinginformationabout

localactivitiesandeventsofferedby

recreationalparks,schools,andyouth-

servingorganizationsduringthe

summermonths.

Overa3-monthperiod,thecampaign

receivedapproximately20,000text

messages,and34millionuniquehitson

thewebsite.

VERB (8372)

THE CAMPAIGN


Website:www.FightMannequinism.org

Sponsor: TheFederalVotingAssistanceProgramandtheAdCouncil

Volunteer Agency:WestWayne,Atlanta,GA

Purpose:Topromotecivicengagementamongyouth

Target Audience:18–24year-olds

When:March2004topresent

“FightMannequinism”beganasa

get-out-the-youth-voteeffortduring

the2004electionandevolvedintoa

broaderongoingcampaigntomotivate

18–24year-oldstoactivelyparticipate

incivicandpoliticallife.Nonpartisan

andnon-issuebased,thecampaign

featuresahumorousmessageabout

whathappensifyouarecivically

disengaged:youmaybecomeunlife-

likeandafflictedwithafictionalmedical

conditioncalled“mannequinism”for

whichthereisaneasycure—stay

informed,volunteer,andvote.

Thecampaignusesanational

multimediaapproachthatincludes

television,radio,print,online,and

outdoorpublicserviceadvertisingto

directtraffictoawebsitewhereyoung

adultsareencouragedtogetinvolved

intheircommunitiesinanywaythey

can,toreadanewspaperanddiscuss

currenteventswithfriends,andto

registerandvoteinupcomingelections.

FightMannequinism.comisdesigned

asaparodyofamedicalwebsitewhere

health-seekersfindanswersaboutthe

symptoms,consequencesandcuresfor

adisease,sharereallifestoriesabout

howtheybecameinvolvedinanissue

thatmatterstothem,andlinktositesto

volunteerforaparticularcause.

Visitorscansubmitdigitalmini-films

toillustratetheirinvolvement,andcan

signupformobilealertsontheircell

phones.Oncetheyoptin,cellphone

usersreceivetextmessageswithquirky

factoidsaboutmannequinsandwaysto

becomeinvolvedinthecampaign.

ArichmediacampaignranontheAOL

network(richmediausesadvanced

technologysuchasstreamingvideo,

andalsoallowsmoreinteractivity,

suchashavingtheadchangeasthe

user’scursorrollsoverit).Thegoalof

theonlineadvertisingcampaignwas

totakeadvantageofopportunitiesto

interactone-on-onewiththetarget

groupusingavarietyofoptions:

throughtheonlineadunits,userscould

watchavideo,completeapoll,sign

upfortextmessagingorfindoutmore

informationaboutthecampaign.AOL’s

onlineresearchgroupconductedpre-

testingwith600consumersages18to

24andfoundthatviewersunderstood

thecampaignconceptbetterwithrich

mediaadsthanwithtraditional,more

staticonlineads.

Fight Mannequinism

THE CAMPAIGN

KAISER FAMILy FOUNDATION �

AOLproducedtheconceptforthe

onlineadsanddonatedrichmedia

acrosssiteswithhighvisibilityamong

thetargetagegroup.Adswereplaced

inareasthathaveamassaudiencesuch

astheAOLwelcomescreen,homepage

andontheAIM(AOLInstantMessage)

buddylist,aswellastheAOLconsumer

“passionpoints”thattargetspecific

interestssuchasgaming,music,and

celebritynews.

Severaltypesofrichmediaadswere

developedtocaptureaudience

attention.AvideoinsertedintotheAIM

BuddyListwindowappearedmorethan

7milliontimesovera10dayperiod,

andthreeoutoffoursitevisitorsstayed

onscreentowatchitinitsentirety.For

asimilarvideoplacementinabanner

adacrossthetopofthePeople.com

website,11millionimpressionswere

recordedwitha7percentinteractivity

rate,totaling770,000timesthatusers

interactedwiththead.

OnthemainpagesforAOLMusicand

AOLGames,arolloverexpandable

banneradwasdevelopedwitha

messageaboutgettinginvolved.As

ateen’sfaceturnedtoaplasticshell

afflictedwithmannequinism,several

optionswereoffered:takeatestto

determineifyou’reatrisk;learnabout

waystocurethe“disease”;signupfor

mobilealerts,watchanad;orclick

throughtogetmoreinformation.

EighteenpercentofthesitevisitstoAOL

Musicincludedaninteractionwiththe

ad(foranaverageof19seconds),while

1outof20ofthe7millionsitevisits

bygamersonAOLGamesincludedan

interactionwiththead(foranaverage

of16seconds).

AnotheradontheAOLWelcomeScreen

andAOL.comhomepagefeatured

ananimatedflyflittingaroundthe

screen.Whentheflywasswattedwith

thecursor,itdisplayedtheslogan,

“Buggedenough.Dosomething.

FightMannequinism.org.”Duringa

singleweekend,theadappearedonthe

WelcomeScreenmorethan23million

times,andapproximately800,000

ofthesitevisitorsclickedthrough

toFightMannequinism.org.The

music,gamingandcelebritywebsites

registeredmorethan28millionsite

visits;6.1percentofthosewhoviewed

theadinteractedwithit,foranaverage

of16seconds(approximatelytwiceas

longasvisitorsgenerallystaywithan

onlinead).

Overall,thesitetrafficto

FightMannequinism.comsurpassed

thesponsor’sexpectations.Over

asixweekperiod,atotalof153.5

millionimpressionswereserved

acrosstheentireAOLcampaignfor

FightMannequinism.com.Themedia

campaignwonasilverawardatthe

2005MIXXAwards(Marketingand

InteractiveExcellenceAwards)inthe

publicservicecategory.


Website: www.AbovetheInfluence.com

Sponsor: WhiteHouseOfficeofNationalDrugControlPolicyinpartnershipwiththePartnershipforaDrug-FreeAmerica

Purpose: Tohelpteensresistthepressuretouseillicitdrugs

Target audience:Teensages14to16

When:November2005ongoing

“AbovetheInfluence”isthenewyouth-

targetedanti-drugmediacampaign

fromtheOfficeofNationalDrugControl

Policy(ONDCP).Itsgoalistohelp

teensdealwiththeexternalpressures

thatputthematriskforunhealthy

behaviors.Thecampaignisaimedat

encouragingteenstolive“abovethe

influence”asopposedto“underthe

influence”—tohelpteensrecognize

thepowerofnegativeinfluencesand

resistthem;tostaytruetothemselves;

tosurroundthemselveswithpositive

influences;andtorealizethatthey

canbeapositiveinfluenceonother

people.Themessagesspecifically

focusonhelpingteensdealwiththe

competingpressuresintheirlivesthat

leadtousingmarijuanaandotherillicit

drugs,drinkingalcohol,andengagingin

sexualactivities.

Theapproachistheresultofextensive

qualitativeandquantitativetestingthat

indicatedthatteensrecognize“above

theinfluence”tobethepolaropposite

ofbeingundertheinfluenceofillicit

drugs.Theresearchalsoindicatedthat

themessagetostayabovetheinfluence

hadtocomethroughateen-to-teen

voicetoberelevant.Thecampaign

messagesconsiderthedifferent

sensibilitiesandattitudesofboysand

girlsandyoungerandolderteensin

supportingateen’sabilityto“makethe

rightdecision”andresistengagingin

unhealthyandriskybehaviors.

ThebrandlaunchedonNovember2,

2005withanintegratedmultimedia

campaigndesignedtocapturethe

fragmentedmediahabitsofyouth

consumers.Aniconwithanup-arrow

inacircleidentifiesthecampaign

brandintelevision,printandweb

adsthatdriveteenstothesitewww.

AbovetheInfluence.com.Thestrategy

forselectingthespecificmediaoutlets

istoconnecttoteensthroughmedia

theychoosetoconsume,andavoid

exposureinnon-youthoutletsorforced

exposuresituationssuchasChannel

Oneinschools.

ThefirstofsixTVspots,entitled

“Awakenings,”introducedanddefined

thenewbrandanddirectedviewersto

thecampaignwebsite.Duringthefirst

twomonthsofthecampaign,thesite

receivedmorethan2.7millionvisitors.

Visitorsspentanaverageof5minutes

and57secondsonthesite.Asthe

campaignrollsoutnewads,webtraffic

isexpectedtoexceedtheinitialsite

sessions.

Above the Influence

THE CAMPAIGN


Themediaplanentailsrunningads

across12cablenetworks,including

MTV,Fuse,andTheN,andonthe

broadcastnetworksmostviewedbythis

agegroupsuchasWB,FoxandUPN.

Nationalprintadstarget23magazines

readbyteenssuchasTeen People,

Skateboarder, J-14,andPlaystation.

Othernontraditionalout-of-home

vehiclestargettheyouthlifestyleclosest

tothepointofrisk—screensthatscroll

commercialswhereteenshangout

inmalls,arcades,gamingstores,and

movietheaters.Inaddition,interactive

adsplacedonsitessuchasYahoo!,

GameSpy,andIGN.comdirectteensto

www.AbovetheInfluence.com.

TheAbovetheInfluencewebsite

focusesontherealitiesandpressures

oftheteenculture—issuesthatdeal

withfittingin,bodyimage,self-esteem,

sexualactivity,materialismandbullying.

Thesitefeaturesmultipleinteractive

activitiessuchasquizzes,polls,games,

and“realitychecks”forsituationsteens

mayfindthemselvesinwiththeir

peers.Therearealsodownloadable

campaignmaterialssuchaswallpaper,

screensavers,signaturesandaway

messages.Teensareencouragedto

makeapersonalstatementabout

beingabovetheinfluence,withbuddy

iconsthatcanbecustomizedfor

personalwebsitesorblogs.Another

featurecalledMOX—shortfor

MObileXpressions—isarevolving

galleryofphotosandpostsfromteens

aroundthecountryexpressingtheir

feelingsaboutnegativeandpositive

influencesontheirlives.Teensare

invitedtosubmitpodcasts,videos,

poetry,drawings,andgraffitiart.


THE CAMPAIGN

Website: www.heroesprojectindia.org

Partners:HeroesProject,KaiserFamilyFoundation,AvahanInitiative(Bill&MelindaGatesFoundation)

Purpose:ToeducatethepublicaboutHIV/AIDSandreducestigma

Target Audience:Indianyouth(15–24yearsold)

When:November23–January29,2006

TheHeroesProjectisathree–year

nationalHIVpreventionandeducation

initiativelaunchedinJuly2004

byactorRichardGereandIndian

businesswomanParmeshwarGodrej.It

seekstopreventanHIV/AIDSepidemic

inIndiabyeducatingthepublicand

reducingstigmaanddiscrimination.

TheHeroesProjectfounditsbeginnings

in“ATimeforHeroes,”aneventheld

inMumbai,IndiainDecember2002

thatraisedfundsforpediatricAIDS.

Withtechnicalandsubstantivesupport

fromitspartnerstheKaiserFamily

FoundationandtheAvahanInitiative

(Bill&MelindaGatesFoundation),the

HeroesProjecthasmanagedtoturnthe

momentumfromasingleeventintothe

largest-evermediaandsocietalleaders’

campaignonHIV/AIDSinthecountry.

TheHeroesProjectpubliceducation

campaignonHIV/AIDSincludesTV,

radioandprintPSAs,entertainment

programming,informationalmaterials

includingabrochureandwebsite,and

on-the-groundevents.Inaneffortto

findnewandmoreengagingwaysto

shareinformationwithyoungpeople,

theProjectdecidedtousemobile

phonesandtextmessaging(SMS),as

theirusageandgrowthinIndiaarevery

high.

Asof2005therewere41millionmobile

subscribersinIndia.Approximately

1.2millionsubscribersareaddedeach

month.By2007,themobilemarket

istargetedtogrowto200million

subscribers.EverycellphoneinIndia

isequippedwithtextmessaging

hardwareandsoftwaresupport.Today,

IndianSMStrafficisroughly900million

amonthandgrowing.

TheSMScampaignwasashort-term

tacticaldrivetoincreaseawarenessina

waythat’snew,relevantandengaging

foryoungpeople,usingamedium

theyarecomfortableandfamiliarwith.

YoungpeopleinIndiaare“crazed”

aboutSMSasitischeap,fast,andallows

themtoalwaysbe“on.”Fromcollege

classroomstocorporateboardrooms,

peoplethroughoutIndiaaresharing

theirthoughtsthroughSMS.Apart

fromaccessingdata,SMShasbecome

anextremelypopularinteractivitytool

inIndia.Millionsofpeoplearealready

usingSMStoaccessarangeofservices

includingring-tones,screensavers,

jokes,datingadviceandtheweather.

Gain from Gyaan (Gain from Knowledge)

KAISER FAMILy FOUNDATION �

Titled‘GainfromGyaan’(Gainfrom

Knowledge),thetext-messaging

campaignwaslaunchedbytheHeroes

ProjectandSTARTVNetwork(aspartof

abroaderpartnershipbetweenthese

twoorganizationsandtheKaiserFamily

Foundation),inassociationwithRadio

Mirchi.Itwasthefirsteffortofitskind

inIndiaofferinguserstheopportunity

toaccessHIV/AIDSinformationontheir

cellphones.Thecampaigntargeted

15–24year-olds,whoaccountforabout

35%ofallnewHIVinfectionsinIndia

today.

TwoTVandthreeradioPSAswere

developedbytheHeroesProjectto

promotetheSMScampaign.They

airedacross11TVnetworksandone

radionetworkinIndia.Inaddition,

theHeroesProjectsentoute-notices,

viralmessagesthroughcellphones,

postersande-bannerstopromote

thecampaign.VideoDJsonpartner

TVstationspluggedthecampaign

ontheirvariousshows.Viewerswere

encouragedtotextthenumber“AIDS”

(7827)ontheircellphones.

Onsending“AIDS”(7827),ausergetsa

menuthatallowsthemtoa)getanAIDS

fact,b)getdetailsaboutcontactinga

helpline,orc)entertheGainfromGyaan

Contest.Iftheuserpressesa),they

getoneof10differentAIDSfactsand

figures.Forexample,“InIndia,atleast

onepersonisinfectedwithHIVevery

minute!Toprotectyourself,findout

moreatwww.heroesprojectindia.org.”

FromOctober2005throughJanuary

2006,therewere31,695“hits”forthis

option.

Ifthecell-phoneuserpressesb),an

instructionalmessageappears,“Speak

totrainedcounselors.CallSAADHAN

Helplinesat022-2389222.”Thishotline

isoperatedbythenon-governmental

organizationPopulationServices

International(PSI)inanumberof

citiesacrossIndia.HeroesProjectand

PSIpartneredtomakethishotline

availablebymobilephone,asthereis

nofunctioningnationalAIDShotline

inIndiaatpresent.FromOctober2005

throughJanuary2006,therewere5,177

“hits”onthisoption.

Finally,iftheuserchoosestoplaythe

“GainWithGyaan”contest,theyhave

achancetotakeaquiztobeentered

intoachancetowinoneofthree

dailyprizes.Thequizconsistsoffive

questionsthatauserhastoanswerone

byone.Thequestionsnotonlytest

HIV/AIDSawarenessbutcompelthe

usertoreasonontheissue.Whilea

correctresponseallowstheuserto

moveontothenextquestion,incaseof

awronganswerheorshecantryagain

untiltheygetitright.Giftsincluded

t-shirts,mugs,bags,cellphonebands,

andwristbands,allwithrelated

HIV/AIDSmessagingonthem.There

were50,567“hits”onthecontestoption.

Inall,therewerenearly100,000“hits”

tothetext-messaginginformational

campaign(99,628).Duetothesuccess

oftheeffort,theHeroesProjectplans

toexpanditsuseofSMS,andislooking

intointeractivegamingviamobile

phonesaswell.


Website: www.teenpregnancy.org

Sponsor:TheNationalCampaigntoPreventTeenPregnancyandfoundingpartnerTeen People

Purpose:Tohelpteenspersonalizetheriskofteenpregnancy

Target Audience:Teensages13andolder

When:May2002topresent

InMay2002,theNationalCampaign

toPreventTeenPregnancybegan

sponsoringanannualnationwideevent

designedtoreachteenswheretheygo

online.Insteadofwaitingforteensto

finditswebsite,theNationalCampaign

askspopularteensitestopartnerfor

aone-dayevent.TheNationalDay

toPreventTeenPregnancyrevolves

aroundanInternet-basedactivitythat

combinestwopopularteenpastimes:

searchingforhealthinformationonline

andtakinganinteractivequiz.

Whilevisitingtheirfavoritesites,

teensareinvitedtotakeaquizthat

involvesreallifescenariosaboutsex

andrelationships.Thepurposeofthis

quizistohelpteenspersonalizetherisk

ofgettingpregnantandunderstand

thatinordertopreventpregnancy,

theymustthinkaboutwhattheywill

dobeforetheyareinariskysituation.

Sincemanyteenswhogetpregnant

stillthink“itcan’thappentome,”the

scenariosencourageteenstostopand

thinkabouthowtheywouldhandlea

situationthatcouldhappentothem

anddecidewhattheywoulddointhe

moment.Attheendofthequiz,teens

getascoretofindouthowawarethey

areoftherisksandareinvitedtoe-mail

thequiztoafriend,signupforanonline

community,andgototheCampaign’s

websitetolearnmoreaboutpreventing

pregnancy.

Over170nationalorganizationsand

websitespartneredforthe2005National

DaytoPreventTeenPregnancy.While

theprimaryfocusoftheNationalDayis

onpartneringwithteenwebsites,the

eventprovidesitsnationalpartnersa

hookfortheirownlocalevents.The

NationalCampaignpartnerswith

organizationsthatrepresentdiverse

ethnic,racialandreligiousgroups,anda

widerangeofyouth,parent,education,

publicpolicy,health,andcorporate

interests.Approximatelyone-thirdofthe

partnershavesiteswhereteensregularly

surfforfunsuchasblogs,games,quizzes,

music,shopping,celebrity,andhealth

sites.Manyofthewebsitepartnerswere

targetedbecausetheywereamongthe

top20sitesfrequentedbyteenssuchas

AOLRed,TheWB.com,andBuddyprofile.

com,andbyteenboysinparticular,such

asGameWinners.comand

Newgrounds.com.

Howeachwebpartnerparticipates

dependsonthefocusoftheparticular

site:somepromotedthequizonthe

homepageordisplayeditinbannerads,

whileothersintegratedthemessage

intotheircontent.Forexample,one

sitehypedtheNationalDaytobloggers,

anotherpromotedthequizinits“to-do”

list,yetanotherfeaturedtheissueina

column,andstillanotherranapoetry

writingcontestonthetopic.Someweb

partnerslinkedtothesitefortheday

THE CAMPAIGN

National Day to Prevent Teen Pregnancy


andothersstayedconnectedforthe

month.FoundingpartnerTeen People

magazinefeaturedtheNationalDayin

thepagesofthemagazineaswellason

itswebsite.

Theonlinequiztakesabout10minutes

andwasdevelopedbyteenswith

thehelpoftheNationalCampaign’s

YouthLeadershipTeamandYouth

OnlineNetwork,Teen People’s12,000

trendspotters,andvisitorstothe

NationalCampaignwebsite,alongwith

mediaexpertsandhealthandyouth-

serviceprofessionals.

Sincethefirstquizin2002,the

numberofparticipantshasincreased

morethaneight-fold,from75,000

to630,000in2005.Aftertakingthe

quiz,teensareaskedtoparticipate

inanoptionalevaluation.Although

notarepresentativenationalsample

andcomprisedlargelyofgirls,the

evaluationsindicatethatteensthought

thequizwasinformative,madethem

think,andgavethemideasabout

howtohandlecertainsituations.Of

thosewhocompletedtheevaluation,

84percentsaidthequizmadethem

thinkaboutwhattheymightdoinsuch

situations,and57percentsaidthey’d

talktotheirfriendsaboutthesituations

describedinthequiz.Someevensaid

thattheythoughttheyknewalotabout

sexbutthequizmadethemrealizehow

littletheyactuallyknow.

Teenswhotakethequizdonot

automaticallyenduponthewebsite

fortheNationalCampaigntoPrevent

TeenPregnancy.Inordertopreserve

the“peer-to-peer”toneofthequizand

toguardagainstteensfeelingpreached

toabouttheone“correct”answertothe

quizquestions,exposuretotheNational

Campaign’swebsitedoesnothappen

untilaftertakingthequizwhenteens

areaskediftheywanttofindoutmore

aboutpreventingpregnancy.Atthis

time,theycanlinktothewebsiteforthe

NationalCampaignwheretheycanget

moreinformationandchoosetojoin

theCampaign’sYouthOnlineNetwork.

TheYouthOnlineNetworknowincludes

morethan6,000teensyear-roundwho

regularlyreceiveupdatesfromthe

Campaignandoffertheiradviceand

opinions.

FortheupcomingNationalDay,

scheduledforMay3,2006,theYouth

OnlineNetworkhassuggestedseveral

waystopromotetheeventinonline

communities:placeaniconandlinkto

thequizorinsertaPSAon

MySpace.comprofilesorpersonal

websites,andspreadthewordusing

ane-mailchainletter.Amongthenew

webpartnersisdeviantART.com,a

popularonlinewebsiteforyoungartists

tointeractandsharetheirart.

Otherpromotionalmaterialsare

availableonlineattheNational

Campaignsuchaspostersand

postcards,wristbandsandtemporary

tattoos,andteentipsforpromoting

theeventintheirschoolsandlocal

communities.Thecampaignisalso

supportedwithPSAsinnationaland

localmediaoutlets,andschooland

communityeventsatInternetcafes,

youthprograms,andotherteen

activities,allofwhichdrivetraffic

totheonlinequizandcontributeto

localawarenessofteenpregnancy

prevention.


Website:www.smallstep.gov

Sponsor:U.S.DepartmentofHealthandHumanServicesandAdCouncil

Volunteer Agency:McCann-Erickson,NewYork

Purpose:Toreversethetrendtowardobesityandpromotehealthierlifestyles

Target audience:Adultsandchildren

When:March2004topresent

TheSmallStepcampaignisanational

multimediainitiativedesignedto

promotehealthierlifestylesamong

Americansatriskofobesityandlong-

termchronicdisease.Themessage

istotakesmallstepseachdayto

increasephysicalactivityandimprove

eatinghabitsinanefforttoprevent

obesityandsubsequenthealthrisks.

Thecurrentcampaignconsistsoftwo

strategictargets:thefirstphasetargets

adultsandlaunchedinMarch2004,

whilethesecondphasetargetschildren

ages6to9,andlaunchedinNovember

2005.

Thepublicserviceadsinthefirstphase

oftheinitiativewerecreatedinEnglish

andSpanishforbroadcast,print,

outdoorandtheInternet.ThePSAs

aredesignedtoempowerindividuals

withachievablegoalsandactions

forattainingahealthylifestyle.The

television,radio,newspaper,online,

out-of-homeandmagazineads

directaudiencestoauser-friendly,

interactivewebsitewithcomprehensive

information,interactivetools,and

anelectronicnewsletter.Allofthese

componentsseektoinspireconsumers

toadoptsimplestepsthatcanimprove

theirdietandincreasethelevelof

physicalactivityintheirdailyroutines.

Approximately250onlineanddigital

mediapartnershaveparticipatedin

thiscampaignthroughdonatedmedia.

115,000visitorshavesignedupfor

theelectronicnewsletter,andnearly

70,000havesignedupforthe“activity

tracker”tohelpthemsetandreach

theirlifestylegoals.ThroughtheAd

Council’sdonatedmediapartnership

withMSN,arichmediacampaign

wasdevelopedbyMSN’sbranded

entertainmentgroupthatfeatured

“smallsteps.”Therichmediainitiative

ranacrosstheMSNnetworkinfall2005.

Thecampaignhighlightedanumberof

smallstepsbyplacing“stickypadnotes”

invariouslocationsontheusers’screen,

encouragingthemtoclickthrough

tolearnmorewaystoimprovetheir

lifestyles.

Additionally,specialevents,giveaways,

andpresscoveragecontributedto

drawingmorethan2.6millionunique

visitorstothewebsiteduringthe

first18monthsofthecampaign.

Onesuchprogram,abraceletgive-

awaypromotion,evolvedintoaviral

campaignlistedonsitessuchaswww.

freestuff.com.Thesepostingsresulted

in“sellingout”12,000pairsin18days,

whichtranslatedinto24,000individuals

wearingthecampaignbracelet.

THE CAMPAIGN

Small Step


Thesecondphaseofthecampaign,

targetedtokids,includesPSAson

televisionandtheInternetinboth

EnglishandSpanishlanguagethat

endwiththetagline,“Canyourfood

dothat?Run,throw,think,eatbetter.”

Thegoalofthechildhoodobesity

preventioncampaignistohelpyoung

childrenmakebetterfoodchoicesand

adopthealthierlifestylesbyshowing

themthateatingwellcanhelpthem

dothefunthingstheylovetodo,only

better.Thecampaignwebsiteand

specialpromotionpartnersinclude

WarnerBrothers,MarvelCharacter

Appearances,ScholasticInc.,ePrize,and

theNationalBasketballAssociation.

Inaddition,theNationalAssociation

ofBroadcasters(NAB)encouraged

itsmemberstofeaturetheTVspots

inchildren’sprogrammingatleast

threetimesperweekduringthe

monthofOctober(aspartofNational

ChildhoodObesityPreventionMonth),

andcontinuetheirmediasupport

throughouttheyear.Thechild-targeted

campaign,withthehelpoftheNAB,

hasresultedinmorethan$800,000

indonatedmediafromtheEnglish-

languagebroadcastcommunityinthe

firstfourmonthsofthecampaign.

ThePSAsdirectchildrentovisitthekids’

sectionofthewebsitewww.smallstep.

gov/kidstolearnabouthealthyeating

habitsandplayinteractivegamesand

activitiesdesignedtodevelopskills

formakinggoodfoodchoices.One

game,developedinpartnershipwith

theWB,featurestheTazmanianDevil

andLooneyTooncharactersBugs

Bunny,DaffyDuck,andPorkyPig.If

kidsstayonthesitetoolong,amessage

appearsonscreenthattellsthemtodo

somethingactiveandcomebacklater,

afterwhichtheyarekickedoffthesite.

Educationalmaterialsdevelopedin

partnershipwithScholastic,Inc.have

alsobeenaddedtothesitetoextend

thecampaign’sreachtoteacherswho

donotdirectlyreceivehardcopiesof

thematerialsintheirclassrooms.In

February2006,theSmallStepChallenge

launchedatthekids’portionofthe

website.Itisanonlinesweepstakes

developedwithandmanagedprobono

byePrize.Childrenages6to11are

invitedtoregisterandlogintoanswera

newdailytriviaquestionabouthealthy

eating.Theygetamessagethattells

themiftheywererightorwrong,what

therightanswerwas,andarelated

call-to-actiontoencouragethemto

incorporatewhatthey’velearnedinto

theirdailyhabits.Eachtimetheylog

inandanswerthequestion,theyget

anewchanceataweeklyprizeofan

NBAorWNBAbasketballandgiftpack.

Eachquestionansweredalsogetsthem

anewentryforthegrandprize—a

visitbySpider–Mantotheirschool.

Iftheywin,Spider–Manhostsan

assemblyattheschooltotalkaboutand

demonstratewhatadifferencehealthy

eatingandactivityhabitscanmake.


Website:www.girlsgotech.org

Sponsor:GirlScoutsoftheUSAandAdCouncil

Volunteer Agency:KaplanThalerGroup,NewYork

Purpose:Toencouragelife-longinterestinmath,scienceandtechnology

Target audience:Tweengirlsandyounger

When:2003topresent

GirlsGoTechisanationalinitiative

toencouragegirlstodevelopan

earlyinterestinmath,scienceand

technology,andmaintaintheirinterest

astheygrowup.Thetendencyamong

girlsistoexhibitinterestandability

inthesesubjectsatayoungagebut

thentoloseinterestastheygrowolder.

Thegoalofthiscampaignistoreverse

thistrendandprovidesupportfor

girls’pursuitofcareeropportunitiesin

relatedfields.

TheGirlsGoTechcampaignuses

broadcast,printandonlinepublic

serviceadvertisingtoeducatethe

publicandpolicymakersaboutthe

importanceofkeepinggirlsinterested

inmath,scienceandtechnology

toensureadiverseandproductive

workforce.Thetelevision,radio,online,

newspaperandmagazinePSAsfeature

thetagline“It’sherfuture—Dothe

math”anddirectviewers,listenersand

readerstowww.girlsgotech.org,where

theycanfindactivitiestoengagegirlsin

thesesubjects.

ThetelevisionPSAcampaign,which

depictshumorousinteractionsbetween

parentsanddaughtersaboutmath,

scienceandtechnologyfacts,was

honoredatthe2003Advertising

WomenofNewYork(AWNY)annual

“TheGood,Bad&UglyAwardsShow.”

TheInternetwasusedtolaunchthe

campaignin2003bysending400,000

e-mailstoparentsandcaregiversofgirls

inthetargetagegroup.Thee-mails

receiveda34percentresponserate

(approximately136,000ofthetarget

groupwhoreceivedthee-mailopened

andviewedit),and2.8percentclicked

throughtotheGirlsGoTechwebsite.

Throughadonatedmediapartnership

withYahoo!inMarch2005,atextlinkto

promotewww.girlsgotech.orgranon

thehomepageofYahoo!andresultedin

a750percentincreaseintrafficonthe

sitethatoneday.

Thewebsiteisaplacewheregirlscan

playgamesandlearnaboutcareerssuch

asbeinganengineer,pharmacist,urban

planner,meteorologist,cryptographer

andcomputerprogrammer.Parents

canalsofindactivitiestoengagegirls

indiscoveringeverydayexperiences

integraltomath,scienceand

technology.Initially,thesitefeatured

threeinteractivegamestoprovidea

funwayforunderstandingandusing

mathandscienceineverydaylife.The

gamesinvolvecomposingdigitalmusic,

creatingkaleidoscope-likedesigns,

understandinghowthebraindeciphers

messages,anddecodingcrypticcodes

ormessagesusedtosecureinformation

online.Eachgametakesanaverage

ofthreeorfourminutestoplay.The

successofthefirstthreegamesledto

expandingthesitetoincludeonemore

gamethefollowingyear.

Girls Go Tech

THE CAMPAIGN

AcknowledgementsSpecialthankstothosewhopaticipatedininterviewsaspartofthepreparationofthisreport:

Marian Huhman, Ph.D., Evaluation Team, VERB CampaignCentersforDiseaseControlandPrevention,Atlanta,GA

Lori Asbury, Advertising/Marketing Director, VERB CampaignCentersforDiseaseControlandPrevention,Atlanta,GA

Robert Denniston, Director NationalYouthAnti-DrugMediaCampaign,Washington,DC

Barbara Shimaitis, Senior Vice President, Interactive Services AdCouncil,NewYork,NY

Patty Goldman, Vice President, ResearchAdCouncil,NewYork,NY

Paula Veale, Executive Vice, President, Corporate CommunicationsAdCouncil,NewYork,NY

Heidi Arthur, Senior Vice President for CampaignsAdCouncil,NewYork,NY

Marisa Nightingale, Senior Director, Media Programs and youth InitiativesNationalCampaigntoPreventTeenPregnancy,Washington,DC

Additional copies of this publication (#7469) are available on the Kaiser Family Foundation’s website at www.kff.org.

The Kaiser Family Foundation is a non-profit, private operating foundation dedicated to providing information and analysis on health care issues to policymakers, the media, the health care community, and the general public. The Foundation is not associated with Kaiser Permanente or Kaiser Industries.

The Henry J. Kaiser Family Foundation: 2400 Sand Hill Road, Menlo Park, CA 94025Phone: 650.854.9400 Fax: 650.854.4800

Washington Office: 1330 G Street N.W., Washington, DC 20005Phone: 202.347.5270 Fax: 202.347.5274

www.kff.org

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