New Media and the Future of Public Service Advertising

8/8/2019 New Media and the Future of Public Service Advertising

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

TABLE OF CONTENTS

3 VERB (8372)

CentersorDiseaseControlandPrevention

4 Fight Mannequinism

FederalVotingAssistanceProject,AdCouncil

6 Above the Infuence

OceoNationalDrugControlPolicy,PartnershiporADrug-FreeAmerica

8 Gain rom Gaan (Gain rom Knowledge)

HeroesProject,KaiserFamilyFoundation,AvahanInitiative(Bill&MelindaGatesFoundation)

10 National Da to Prevent Teen Pregnanc

NationalCampaigntoPreventTeenPregnancy,Teen People

12 Small Step

U.SDepartmentoHealthandHumanServices,AdCouncil

14 Girls Go Tech

GirlScoutsoUSA,AdCouncil

CASE STUDIES New Media and The Future o Public Service Advertising


3/16

KAISER FAMILy FOUNDATION 3

Website: www.8372.comSponsor: CentersorDiseaseControl

andPreventionYouthMediaCampaign

Purpose:Tomotivateyouthtobe

physicallyactiveduringthesummer

Target Audience:Inuencertweens

(913year-olds)

When:MaytoSeptember2005

WhentheCentersorDiseaseControlandPreventionlaunchedtheVERB

campaigninJune2002,theapproach

wastoapplysocialmarketing

techniquestothepublichealthproblem

osedentaryliestylesamongyouth.

VERBisdesignedtobeapresencein

tweenseverydayliveswhereverthey

are,athome,inschool,oraroundthe

community.Abroadmixomedia

strategieshavebeenemployed,rom

televisionandradiospotstoposters

andprintadvertising,toawebsite(in

partnershipwithAOL)wheretweens

caninteractwithcelebritiesandwin

prizesorbeingactive.Duringsummer

2005,8372orVERBextendedthe

mediamixtoeventpromotionvia

textmessagingoncellphones.The

numbers8372spelloutVERBonthe

cellphonekeypad.

The8372campaignwasintroduced

toincreaseandmaintainanactive

liestyleduringthesummermonths

whenyoungpeoplegenerallyhave

morereetimeorphysicalactivities.

Thegoalwastoconnecttweensin

innovativewayswithspecicplacesandeventswheretheycouldbephysically

activeintheirlocalarea.Thecampaign

integratedamultiplechannelapproach

toreachyouth:TV,theInternet,and

cellphones.Threecommercialsdrove

tweenstogoonlinetowww.8372.com

anddownloadanapplicationtotheir

desktopstoreceiveinstantmessagesaboutlocalactivitiesandcelebrity

promotions,participateinlivewebcasts

withtheiravoriteathletes,playgames,

entercontestsandwinprizes.Banner

adsplacedonwebsitesrequented

bytweenssuchasAOL,Disney,Nick,

andCartoonNetworkalsodrovetrac

tothesite.Inaddition,tweenswere

invitedtosignuportextmessages

ontheircellphonesaboutcampaign-

sponsoredpromotions,tours,contests

andeventsintheirZipcode.

Inanattempttobuildadatabase,

the8372interactivemobileeort

maintainedregularcommunication

withtweensbytextmessagingve

timesaweekormore.Whentweens

signeduptheircellphones,theywere

askedtoinputtheirZipcodes.The

VERBcampaignpartnerscollaborated

byprovidinginormationabout

localactivitiesandeventsoeredby

recreationalparks,schools,andyouth-

servingorganizationsduringthe

summermonths.

Overa3-monthperiod,thecampaignreceivedapproximately20,000text

messages,and34millionuniquehitson

thewebsite.

VERB (8372)

THE CAMPAIGN


4/16


Website:www.FightMannequinism.org

Sponsor: TheFederalVotingAssistance

ProgramandtheAdCouncil

Volunteer Agenc:WestWayne,

Atlanta,GA

Purpose:Topromotecivicengagement

amongyouth

Target Audience:1824year-olds

When:March2004topresent

FightMannequinismbeganasa

get-out-the-youth-voteeortduring

the2004electionandevolvedintoa

broaderongoingcampaigntomotivate

1824year-oldstoactivelyparticipate

incivicandpoliticallie.Nonpartisan

andnon-issuebased,thecampaign

eaturesahumorousmessageabout

whathappensiyouarecivically

disengaged:youmaybecomeunlie-

likeandafictedwithactionalmedical

conditioncalledmannequinismor

whichthereisaneasycurestay

inormed,volunteer,andvote.

Thecampaignusesanational

multimediaapproachthatincludes

television,radio,print,online,and

outdoorpublicserviceadvertisingto

directtractoawebsitewhereyoung

adultsareencouragedtogetinvolved

intheircommunitiesinanywaythey

can,toreadanewspaperanddiscuss

currenteventswithriends,andto

registerandvoteinupcomingelections.

FightMannequinism.comisdesigned

asaparodyoamedicalwebsitewhere

health-seekersndanswersaboutthe

symptoms,consequencesandcuresor

adisease,sharerealliestoriesabout

howtheybecameinvolvedinanissue

thatmatterstothem,andlinktositesto

volunteeroraparticularcause.

Visitorscansubmitdigitalmini-lms

toillustratetheirinvolvement,andcan

signupormobilealertsontheircell

phones.Oncetheyoptin,cellphone

usersreceivetextmessageswithquirky

actoidsaboutmannequinsandwaysto

becomeinvolvedinthecampaign.

ArichmediacampaignranontheAOL

network(richmediausesadvanced

technologysuchasstreamingvideo,

andalsoallowsmoreinteractivity,

suchashavingtheadchangeasthe

userscursorrollsoverit).Thegoalo

theonlineadvertisingcampaignwas

totakeadvantageoopportunitiesto

interactone-on-onewiththetarget

groupusingavarietyooptions:

throughtheonlineadunits,userscould

watchavideo,completeapoll,sign

uportextmessagingorndoutmore

inormationaboutthecampaign.AOLs

onlineresearchgroupconductedpre-

testingwith600consumersages18to

24andoundthatviewersunderstood

thecampaignconceptbetterwithrich

mediaadsthanwithtraditional,more

staticonlineads.

Fight Mannequinism

THE CAMPAIGN


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KAISER FAMILy FOUNDATION

AOLproducedtheconceptorthe

onlineadsanddonatedrichmedia

acrosssiteswithhighvisibilityamong

thetargetagegroup.Adswereplaced

inareasthathaveamassaudiencesuch

astheAOLwelcomescreen,homepage

andontheAIM(AOLInstantMessage)

buddylist,aswellastheAOLconsumer

passionpointsthattargetspecic

interestssuchasgaming,music,and

celebritynews.

Severaltypesorichmediaadswere

developedtocaptureaudience

attention.AvideoinsertedintotheAIM

BuddyListwindowappearedmorethan

7milliontimesovera10dayperiod,

andthreeoutooursitevisitorsstayed

onscreentowatchitinitsentirety.For

asimilarvideoplacementinabanner

adacrossthetopothePeople.com

website,11millionimpressionswere

recordedwitha7percentinteractivity

rate,totaling770,000timesthatusers

interactedwiththead.

OnthemainpagesorAOLMusicand

AOLGames,arolloverexpandable

banneradwasdevelopedwitha

messageaboutgettinginvolved.As

ateensaceturnedtoaplasticshell

afictedwithmannequinism,several

optionswereoered:takeatestto

determineiyoureatrisk;learnabout

waystocurethedisease;signupor

mobilealerts,watchanad;orclick

throughtogetmoreinormation.

EighteenpercentothesitevisitstoAOL

Musicincludedaninteractionwiththe

ad(oranaverageo19seconds),while

1outo20othe7millionsitevisits

bygamersonAOLGamesincludedan

interactionwiththead(oranaverage

o16seconds).

AnotheradontheAOLWelcomeScreen

andAOL.comhomepageeatured

ananimatedyittingaroundthe

screen.Whentheywasswattedwith

thecursor,itdisplayedtheslogan,

Buggedenough.Dosomething.

FightMannequinism.org.Duringa

singleweekend,theadappearedonthe

WelcomeScreenmorethan23million

times,andapproximately800,000

othesitevisitorsclickedthrough

toFightMannequinism.org.The

music,gamingandcelebritywebsites

registeredmorethan28millionsite

visits;6.1percentothosewhoviewed

theadinteractedwithit,oranaverage

o16seconds(approximatelytwiceas

longasvisitorsgenerallystaywithan

onlinead).

Overall,thesitetracto

FightMannequinism.comsurpassed

thesponsorsexpectations.Over

asixweekperiod,atotalo153.5

millionimpressionswereserved

acrosstheentireAOLcampaignor

FightMannequinism.com.Themedia

campaignwonasilverawardatthe

2005MIXXAwards(Marketingand

InteractiveExcellenceAwards)inthe

publicservicecategory.


6/16


Website: www.AbovetheInuence.com

Sponsor: WhiteHouseOceo

NationalDrugControlPolicyin

partnershipwiththePartnershipora

Drug-FreeAmerica

Purpose: Tohelpteensresistthe

pressuretouseillicitdrugs

Target audience:Teensages14to16

When:November2005ongoing

AbovetheInuenceisthenewyouth-

targetedanti-drugmediacampaign

romtheOceoNationalDrugControl

Policy(ONDCP).Itsgoalistohelp

teensdealwiththeexternalpressures

thatputthematriskorunhealthy

behaviors.Thecampaignisaimedat

encouragingteenstoliveabovethe

inuenceasopposedtounderthe

inuencetohelpteensrecognize

thepoweronegativeinuencesand

resistthem;tostaytruetothemselves;

tosurroundthemselveswithpositive

inuences;andtorealizethatthey

canbeapositiveinuenceonother

people.Themessagesspecically

ocusonhelpingteensdealwiththe

competingpressuresintheirlivesthat

leadtousingmarijuanaandotherillicit

drugs,drinkingalcohol,andengagingin

sexualactivities.

Theapproachistheresultoextensive

qualitativeandquantitativetestingthat

indicatedthatteensrecognizeabove

theinuencetobethepolaropposite

obeingundertheinuenceoillicit

drugs.Theresearchalsoindicatedthat

themessagetostayabovetheinuence

hadtocomethroughateen-to-teen

voicetoberelevant.Thecampaign

messagesconsiderthedierent

sensibilitiesandattitudesoboysand

girlsandyoungerandolderteensin

supportingateensabilitytomakethe

rightdecisionandresistengagingin

unhealthyandriskybehaviors.

ThebrandlaunchedonNovember2,

2005withanintegratedmultimedia

campaigndesignedtocapturethe

ragmentedmediahabitsoyouth

consumers.Aniconwithanup-arrow

inacircleidentiesthecampaign

brandintelevision,printandweb

adsthatdriveteenstothesitewww.

AbovetheInuence.com.Thestrategy

orselectingthespecicmediaoutlets

istoconnecttoteensthroughmedia

theychoosetoconsume,andavoid

exposureinnon-youthoutletsororced

exposuresituationssuchasChannel

Oneinschools.

TherstosixTVspots,entitled

Awakenings,introducedanddened

thenewbrandanddirectedviewersto

thecampaignwebsite.Duringtherst

twomonthsothecampaign,thesite

receivedmorethan2.7millionvisitors.

Visitorsspentanaverageo5minutes

and57secondsonthesite.Asthe

campaignrollsoutnewads,webtrac

isexpectedtoexceedtheinitialsite

sessions.

Above the Infuence

THE CAMPAIGN


7/16


Themediaplanentailsrunningads

across12cablenetworks,including

MTV,Fuse,andTheN,andonthe

broadcastnetworksmostviewedbythis

agegroupsuchasWB,FoxandUPN.

Nationalprintadstarget23magazines

readbyteenssuchasTeen People,

Skateboarder, J-14,andPlaystation.

Othernontraditionalout-o-home

vehiclestargettheyouthliestyleclosest

tothepointoriskscreensthatscroll

commercialswhereteenshangout

inmalls,arcades,gamingstores,and

movietheaters.Inaddition,interactive

adsplacedonsitessuchasYahoo!,

GameSpy,andIGN.comdirectteensto

www.AbovetheInuence.com.

TheAbovetheInuencewebsite

ocusesontherealitiesandpressures

otheteencultureissuesthatdeal

withttingin,bodyimage,sel-esteem,

sexualactivity,materialismandbullying.

Thesiteeaturesmultipleinteractive

activitiessuchasquizzes,polls,games,

andrealitychecksorsituationsteens

mayndthemselvesinwiththeir

peers.Therearealsodownloadable

campaignmaterialssuchaswallpaper,

screensavers,signaturesandaway

messages.Teensareencouragedto

makeapersonalstatementabout

beingabovetheinuence,withbuddy

iconsthatcanbecustomizedor

personalwebsitesorblogs.Another

eaturecalledMOXshortor

MObileXpressionsisarevolving

galleryophotosandpostsromteens

aroundthecountryexpressingtheir

eelingsaboutnegativeandpositive

inuencesontheirlives.Teensare

invitedtosubmitpodcasts,videos,

poetry,drawings,andgratiart.


8/16


THE CAMPAIGN

Website: www.heroesprojectindia.org

Partners:HeroesProject,KaiserFamilyFoundation,AvahanInitiative

(Bill&MelindaGatesFoundation)

Purpose:Toeducatethepublicabout

HIV/AIDSandreducestigma

Target Audience:Indianyouth(1524

yearsold)

When:November23January29,2006

TheHeroesProjectisathreeyear

nationalHIVpreventionandeducationinitiativelaunchedinJuly2004

byactorRichardGereandIndian

businesswomanParmeshwarGodrej.It

seekstopreventanHIV/AIDSepidemic

inIndiabyeducatingthepublicand

reducingstigmaanddiscrimination.

TheHeroesProjectounditsbeginnings

inATimeorHeroes,aneventheld

inMumbai,IndiainDecember2002thatraisedundsorpediatricAIDS.

Withtechnicalandsubstantivesupport

romitspartnerstheKaiserFamily

FoundationandtheAvahanInitiative

(Bill&MelindaGatesFoundation),the

HeroesProjecthasmanagedtoturnthe

momentumromasingleeventintothe

largest-evermediaandsocietalleaders

campaignonHIV/AIDSinthecountry.

TheHeroesProjectpubliceducation

campaignonHIV/AIDSincludesTV,

radioandprintPSAs,entertainment

programming,inormationalmaterials

includingabrochureandwebsite,and

on-the-groundevents.Inaneortto

ndnewandmoreengagingwaysto

shareinormationwithyoungpeople,theProjectdecidedtousemobile

phonesandtextmessaging(SMS),as

theirusageandgrowthinIndiaarevery

high.

Aso2005therewere41millionmobile

subscribersinIndia.Approximately1.2millionsubscribersareaddedeach

month.By2007,themobilemarket

istargetedtogrowto200million

subscribers.EverycellphoneinIndia

isequippedwithtextmessaging

hardwareandsotwaresupport.Today,

IndianSMStracisroughly900million

amonthandgrowing.

TheSMScampaignwasashort-term

tacticaldrivetoincreaseawarenessina

waythatsnew,relevantandengaging

oryoungpeople,usingamedium

theyarecomortableandamiliarwith.

YoungpeopleinIndiaarecrazed

aboutSMSasitischeap,ast,andallows

themtoalwaysbeon.Fromcollege

classroomstocorporateboardrooms,peoplethroughoutIndiaaresharing

theirthoughtsthroughSMS.Apart

romaccessingdata,SMShasbecome

anextremelypopularinteractivitytool

inIndia.Millionsopeoplearealready

usingSMStoaccessarangeoservices

includingring-tones,screensavers,

jokes,datingadviceandtheweather.

Gain rom Gaan (Gain rom Knowledge)


9/16

KAISER FAMILy FOUNDATION

TitledGainromGyaan(Gainrom

Knowledge),thetext-messagingcampaignwaslaunchedbytheHeroes

ProjectandSTARTVNetwork(asparto

abroaderpartnershipbetweenthese

twoorganizationsandtheKaiserFamily

Foundation),inassociationwithRadio

Mirchi.Itwasthersteortoitskind

inIndiaoeringuserstheopportunity

toaccessHIV/AIDSinormationontheir

cellphones.Thecampaigntargeted1524year-olds,whoaccountorabout

35%oallnewHIVinectionsinIndia

today.

TwoTVandthreeradioPSAswere

developedbytheHeroesProjectto

promotetheSMScampaign.They

airedacross11TVnetworksandone

radionetworkinIndia.Inaddition,theHeroesProjectsentoute-notices,

viralmessagesthroughcellphones,

postersande-bannerstopromote

thecampaign.VideoDJsonpartner

TVstationspluggedthecampaign

ontheirvariousshows.Viewerswere

encouragedtotextthenumberAIDS

(7827)ontheircellphones.

OnsendingAIDS(7827),ausergetsa

menuthatallowsthemtoa)getanAIDSact,b)getdetailsaboutcontactinga

helpline,orc)entertheGainromGyaan

Contest.Itheuserpressesa),they

getoneo10dierentAIDSactsand

gures.Forexample,InIndia,atleast

onepersonisinectedwithHIVevery

minute!Toprotectyoursel,ndout

moreatwww.heroesprojectindia.org.

FromOctober2005throughJanuary2006,therewere31,695hitsorthis

option.

Ithecell-phoneuserpressesb),an

instructionalmessageappears,Speak

totrainedcounselors.CallSAADHAN

Helplinesat022-2389222.Thishotline

isoperatedbythenon-governmental

organizationPopulationServicesInternational(PSI)inanumbero

citiesacrossIndia.HeroesProjectand

PSIpartneredtomakethishotline

availablebymobilephone,asthereis

nounctioningnationalAIDShotline

inIndiaatpresent.FromOctober2005

throughJanuary2006,therewere5,177

hitsonthisoption.

Finally,itheuserchoosestoplaythe

GainWithGyaancontest,theyhaveachancetotakeaquiztobeentered

intoachancetowinoneothree

dailyprizes.Thequizconsistsove

questionsthatauserhastoanswerone

byone.Thequestionsnotonlytest

HIV/AIDSawarenessbutcompelthe

usertoreasonontheissue.Whilea

correctresponseallowstheuserto

moveontothenextquestion,incaseoawronganswerheorshecantryagain

untiltheygetitright.Gitsincluded

t-shirts,mugs,bags,cellphonebands,

andwristbands,allwithrelated

HIV/AIDSmessagingonthem.There

were50,567hitsonthecontestoption.

Inall,therewerenearly100,000hits

tothetext-messaginginormationalcampaign(99,628).Duetothesuccess

otheeort,theHeroesProjectplans

toexpanditsuseoSMS,andislooking

intointeractivegamingviamobile

phonesaswell.


10/16


Website: www.teenpregnancy.org

Sponsor:TheNationalCampaignto

PreventTeenPregnancyandounding

partnerTeen People

Purpose:Tohelpteenspersonalizethe

riskoteenpregnancy

Target Audience:Teensages13and

older

When:May2002topresent

InMay2002,theNationalCampaign

toPreventTeenPregnancybegan

sponsoringanannualnationwideevent

designedtoreachteenswheretheygo

online.Insteadowaitingorteensto

nditswebsite,theNationalCampaign

askspopularteensitestopartneror

aone-dayevent.TheNationalDay

toPreventTeenPregnancyrevolves

aroundanInternet-basedactivitythat

combinestwopopularteenpastimes:searchingorhealthinormationonline

andtakinganinteractivequiz.

Whilevisitingtheiravoritesites,

teensareinvitedtotakeaquizthat

involvesrealliescenariosaboutsex

andrelationships.Thepurposeothis

quizistohelpteenspersonalizetherisk

ogettingpregnantandunderstand

thatinordertopreventpregnancy,

theymustthinkaboutwhattheywill

dobeforetheyareinariskysituation.

Sincemanyteenswhogetpregnant

stillthinkitcanthappentome,the

scenariosencourageteenstostopand

thinkabouthowtheywouldhandlea

situationthatcouldhappentothem

anddecidewhattheywoulddointhe

moment.Attheendothequiz,teensgetascoretondouthowawarethey

areotherisksandareinvitedtoe-mail

thequiztoariend,signuporanonline

community,andgototheCampaigns

websitetolearnmoreaboutpreventing

pregnancy.

Over170nationalorganizationsand

websitespartneredorthe2005National

DaytoPreventTeenPregnancy.While

theprimaryocusotheNationalDayis

onpartneringwithteenwebsites,the

eventprovidesitsnationalpartnersa

hookortheirownlocalevents.The

NationalCampaignpartnerswith

organizationsthatrepresentdiverse

ethnic,racialandreligiousgroups,anda

widerangeoyouth,parent,education,publicpolicy,health,andcorporate

interests.Approximatelyone-thirdothe

partnershavesiteswhereteensregularly

surorunsuchasblogs,games,quizzes

music,shopping,celebrity,andhealth

sites.Manyothewebsitepartnerswere

targetedbecausetheywereamongthe

top20sitesrequentedbyteenssuchas

AOLRed,TheWB.com,andBuddyprole

com,andbyteenboysinparticular,such

asGameWinners.comand

Newgrounds.com.

Howeachwebpartnerparticipates

dependsontheocusotheparticular

site:somepromotedthequizonthe

homepageordisplayeditinbannerads

whileothersintegratedthemessage

intotheircontent.Forexample,onesitehypedtheNationalDaytobloggers

anotherpromotedthequizinitsto-do

list,yetanothereaturedtheissueina

column,andstillanotherranapoetry

writingcontestonthetopic.Someweb

partnerslinkedtothesiteortheday

THE CAMPAIGN

National Da to Prevent Teen Pregnanc


11/16


andothersstayedconnectedorthe

month.FoundingpartnerTeen People

magazineeaturedtheNationalDayin

thepagesothemagazineaswellason

itswebsite.

Theonlinequiztakesabout10minutes

andwasdevelopedbyteenswith

thehelpotheNationalCampaigns

YouthLeadershipTeamandYouth

OnlineNetwork,Teen Peoples12,000trendspotters,andvisitorstothe

NationalCampaignwebsite,alongwith

mediaexpertsandhealthandyouth-

serviceproessionals.

Sincetherstquizin2002,the

numberoparticipantshasincreased

morethaneight-old,rom75,000

to630,000in2005.Atertakingthe

quiz,teensareaskedtoparticipate

inanoptionalevaluation.Although

notarepresentativenationalsample

andcomprisedlargelyogirls,the

evaluationsindicatethatteensthought

thequizwasinormative,madethem

think,andgavethemideasabout

howtohandlecertainsituations.O

thosewhocompletedtheevaluation,

84percentsaidthequizmadethemthinkaboutwhattheymightdoinsuch

situations,and57percentsaidtheyd

talktotheirriendsaboutthesituations

describedinthequiz.Someevensaid

thattheythoughttheyknewalotabout

sexbutthequizmadethemrealizehow

littletheyactuallyknow.

Teenswhotakethequizdonot

automaticallyenduponthewebsite

ortheNationalCampaigntoPrevent

TeenPregnancy.Inordertopreserve

thepeer-to-peertoneothequizand

toguardagainstteenseelingpreached

toabouttheonecorrectanswertothe

quizquestions,exposuretotheNational

Campaignswebsitedoesnothappen

untilatertakingthequizwhenteens

areaskeditheywanttondoutmoreaboutpreventingpregnancy.Atthis

time,theycanlinktothewebsiteorthe

NationalCampaignwheretheycanget

moreinormationandchoosetojoin

theCampaignsYouthOnlineNetwork.

TheYouthOnlineNetworknowincludes

morethan6,000teensyear-roundwho

regularlyreceiveupdatesromthe

Campaignandoertheiradviceand

opinions.

FortheupcomingNationalDay,

scheduledorMay3,2006,theYouth

OnlineNetworkhassuggestedseveral

waystopromotetheeventinonline

communities:placeaniconandlinkto

thequizorinsertaPSAon

MySpace.comprolesorpersonal

websites,andspreadthewordusingane-mailchainletter.Amongthenew

webpartnersisdeviantART.com,a

popularonlinewebsiteoryoungartists

tointeractandsharetheirart.

Otherpromotionalmaterialsare

availableonlineattheNational

Campaignsuchaspostersand

postcards,wristbandsandtemporary

tattoos,andteentipsorpromoting

theeventintheirschoolsandlocal

communities.Thecampaignisalso

supportedwithPSAsinnationaland

localmediaoutlets,andschooland

communityeventsatInternetcaes,

youthprograms,andotherteenactivities,allowhichdrivetrac

totheonlinequizandcontributeto

localawarenessoteenpregnancy

prevention.


12/16


Website:www.smallstep.gov

Sponsor:U.S.DepartmentoHealth

andHumanServicesandAdCouncil

Volunteer Agenc:McCann-Erickson,

NewYork

Purpose:Toreversethetrendtoward

obesityandpromotehealthierliestyles

Target audience:Adultsandchildren

When:March2004topresent

TheSmallStepcampaignisanational

multimediainitiativedesignedto

promotehealthierliestylesamong

Americansatriskoobesityandlong-

termchronicdisease.Themessage

istotakesmallstepseachdayto

increasephysicalactivityandimprove

eatinghabitsinaneorttoprevent

obesityandsubsequenthealthrisks.

Thecurrentcampaignconsistsotwo

strategictargets:therstphasetargets

adultsandlaunchedinMarch2004,

whilethesecondphasetargetschildren

ages6to9,andlaunchedinNovember

2005.

Thepublicserviceadsintherstphase

otheinitiativewerecreatedinEnglish

andSpanishorbroadcast,print,

outdoorandtheInternet.ThePSAs

aredesignedtoempowerindividuals

withachievablegoalsandactions

orattainingahealthyliestyle.The

television,radio,newspaper,online,

out-o-homeandmagazineads

directaudiencestoauser-riendly,

interactivewebsitewithcomprehensive

inormation,interactivetools,and

anelectronicnewsletter.Allothese

componentsseektoinspireconsumers

toadoptsimplestepsthatcanimprove

theirdietandincreasethelevelo

physicalactivityintheirdailyroutines.

Approximately250onlineanddigital

mediapartnershaveparticipatedin

thiscampaignthroughdonatedmedia.

115,000visitorshavesignedupor

theelectronicnewsletter,andnearly

70,000havesigneduportheactivity

trackertohelpthemsetandreach

theirliestylegoals.ThroughtheAd

Councilsdonatedmediapartnership

withMSN,arichmediacampaign

wasdevelopedbyMSNsbranded

entertainmentgroupthateatured

smallsteps.Therichmediainitiative

ranacrosstheMSNnetworkinall2005.

Thecampaignhighlightedanumbero

smallstepsbyplacingstickypadnotes

invariouslocationsontheusersscreen

encouragingthemtoclickthrough

tolearnmorewaystoimprovetheir

liestyles.

Additionally,specialevents,giveaways,

andpresscoveragecontributedto

drawingmorethan2.6millionunique

visitorstothewebsiteduringthe

rst18monthsothecampaign.

Onesuchprogram,abraceletgive-

awaypromotion,evolvedintoaviral

campaignlistedonsitessuchaswww.

reestu.com.Thesepostingsresulted

insellingout12,000pairsin18days,

whichtranslatedinto24,000individuals

wearingthecampaignbracelet.

THE CAMPAIGN

Small Step


13/16


Thesecondphaseothecampaign,

targetedtokids,includesPSAson

televisionandtheInternetinboth

EnglishandSpanishlanguagethat

endwiththetagline,Canyourood

dothat?Run,throw,think,eatbetter.

Thegoalothechildhoodobesity

preventioncampaignistohelpyoung

childrenmakebetteroodchoicesand

adopthealthierliestylesbyshowing

themthateatingwellcanhelpthem

dotheunthingstheylovetodo,only

better.Thecampaignwebsiteand

specialpromotionpartnersinclude

WarnerBrothers,MarvelCharacter

Appearances,ScholasticInc.,ePrize,and

theNationalBasketballAssociation.

Inaddition,theNationalAssociation

oBroadcasters(NAB)encouraged

itsmemberstoeaturetheTVspots

inchildrensprogrammingatleast

threetimesperweekduringthe

monthoOctober(aspartoNational

ChildhoodObesityPreventionMonth),

andcontinuetheirmediasupport

throughouttheyear.Thechild-targeted

campaign,withthehelpotheNAB,

hasresultedinmorethan$800,000

indonatedmediaromtheEnglish-

languagebroadcastcommunityinthe

rstourmonthsothecampaign.

ThePSAsdirectchildrentovisitthekids

sectionothewebsitewww.smallstep.

gov/kidstolearnabouthealthyeating

habitsandplayinteractivegamesand

activitiesdesignedtodevelopskills

ormakinggoodoodchoices.One

game,developedinpartnershipwith

theWB,eaturestheTazmanianDevil

andLooneyTooncharactersBugs

Bunny,DayDuck,andPorkyPig.I

kidsstayonthesitetoolong,amessage

appearsonscreenthattellsthemtodo

somethingactiveandcomebacklater,

aterwhichtheyarekickedothesite.

Educationalmaterialsdevelopedin

partnershipwithScholastic,Inc.have

alsobeenaddedtothesitetoextend

thecampaignsreachtoteacherswho

donotdirectlyreceivehardcopieso

thematerialsintheirclassrooms.In

February2006,theSmallStepChallenge

launchedatthekidsportionothe

website.Itisanonlinesweepstakes

developedwithandmanagedprobono

byePrize.Childrenages6to11are

invitedtoregisterandlogintoanswera

newdailytriviaquestionabouthealthy

eating.Theygetamessagethattells

themitheywererightorwrong,what

therightanswerwas,andarelated

call-to-actiontoencouragethemto

incorporatewhattheyvelearnedinto

theirdailyhabits.Eachtimetheylog

inandanswerthequestion,theyget

anewchanceataweeklyprizeoan

NBAorWNBAbasketballandgitpack.

Eachquestionansweredalsogetsthem

anewentryorthegrandprizea

visitbySpiderMantotheirschool.

Itheywin,SpiderManhostsan

assemblyattheschooltotalkaboutand

demonstratewhatadierencehealthy

eatingandactivityhabitscanmake.


14/16


Website:www.girlsgotech.org

Sponsor:GirlScoutsotheUSAand

AdCouncil

Volunteer Agenc:KaplanThaler

Group,NewYork

Purpose:Toencouragelie-long

interestinmath,scienceandtechnology

Target audience:Tweengirlsand

younger

When:2003topresent

GirlsGoTechisanationalinitiative

toencouragegirlstodevelopan

earlyinterestinmath,scienceand

technology,andmaintaintheirinterest

astheygrowup.Thetendencyamong

girlsistoexhibitinterestandability

inthesesubjectsatayoungagebut

thentoloseinterestastheygrowolder.

Thegoalothiscampaignistoreverse

thistrendandprovidesupportor

girlspursuitocareeropportunitiesin

relatedelds.

TheGirlsGoTechcampaignuses

broadcast,printandonlinepublic

serviceadvertisingtoeducatethe

publicandpolicymakersaboutthe

importanceokeepinggirlsinterested

inmath,scienceandtechnology

toensureadiverseandproductive

workorce.Thetelevision,radio,online,

newspaperandmagazinePSAseature

thetaglineItsherutureDothe

mathanddirectviewers,listenersand

readerstowww.girlsgotech.org,where

theycanndactivitiestoengagegirlsin

thesesubjects.

ThetelevisionPSAcampaign,which

depictshumorousinteractionsbetween

parentsanddaughtersaboutmath,

scienceandtechnologyacts,was

honoredatthe2003Advertising

WomenoNewYork(AWNY)annual

TheGood,Bad&UglyAwardsShow.

TheInternetwasusedtolaunchthe

campaignin2003bysending400,000

e-mailstoparentsandcaregiversogirl

inthetargetagegroup.Thee-mails

receiveda34percentresponserate

(approximately136,000othetarget

groupwhoreceivedthee-mailopened

andviewedit),and2.8percentclicked

throughtotheGirlsGoTechwebsite.

Throughadonatedmediapartnership

withYahoo!inMarch2005,atextlinkto

promotewww.girlsgotech.orgranon

thehomepageoYahoo!andresultedin

a750percentincreaseintraconthe

sitethatoneday.

Thewebsiteisaplacewheregirlscan

playgamesandlearnaboutcareerssuch

asbeinganengineer,pharmacist,urban

planner,meteorologist,cryptographer

andcomputerprogrammer.Parents

canalsondactivitiestoengagegirls

indiscoveringeverydayexperiences

integraltomath,scienceand

technology.Initially,thesiteeatured

threeinteractivegamestoprovidea

unwayorunderstandingandusing

mathandscienceineverydaylie.The

gamesinvolvecomposingdigitalmusic,

creatingkaleidoscope-likedesigns,

understandinghowthebraindeciphers

messages,anddecodingcrypticcodes

ormessagesusedtosecureinormation

online.Eachgametakesanaverage

othreeorourminutestoplay.The

successotherstthreegamesledto

expandingthesitetoincludeonemore

gametheollowingyear.

Girls Go Tech

THE CAMPAIGN


15/16

Acknowledgements

Specialthankstothosewhopaticipatedininterviewsaspartothepreparationothisreport:

Marian Huhman, Ph.D.,Evaluation Team, VERB Campaign

CentersorDiseaseControlandPrevention,Atlanta,GA

Lori Asbur,Advertising/Marketing Director, VERB CampaignCentersorDiseaseControlandPrevention,Atlanta,GA

Robert Denniston,DirectorNationalYouthAnti-DrugMediaCampaign,Washington,DC

Barbara Shimaitis,Senior Vice President, Interactive ServicesAdCouncil,NewYork,NY

Patt Goldman,

Vice President, ResearchAdCouncil,NewYork,NY

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

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

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


16/16

Additional copies of this publication (#7469) are available on the Kaiser Family Foundations

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 94025

Phone: 650.854.9400 Fax: 650.854.4800

Washington Office: 1330 G Street N.W., Washington, DC 20005

Phone: 202.347.5270 Fax: 202.347.5274

www.kff.org

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New Media and the Future of Public Service Advertising