social marketing
How smoking children set the phone on fire.
Client:
Michigan Department of Community Health
Problem:
With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before but were unsuccessful. We needed an unexpected approach to make them listen.
Solution:
We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to over 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.
How we kept gamblers from losing it all.
Client:
Michigan Department of Community Health
Problem:
As gambling continued to become more available in the state, the Michigan Department of Community Health was looking for a way to reach people with potential gambling problems. MDCH wanted to offer confidential, 24-hour counseling support for those who gamble more than they can afford to lose.
Solution:
We created a dramatic and emotional campaign that included television, print and interactive rich media. Our expandable rich media alone generated over 1.2 million impressions in less than six months, and an average expansion rate of 6.44%, considerably higher than the industry average of 1.6%.
How we helped a union find its voice.
Client:
United Auto Workers
Problem:
Due to the economic downturn and the woes of domestic auto companies, the UAW was at a crossroads with a once-in-a-lifetime opportunity to reinvent itself. Union workforces were seen as a liability. The UAW needed to energize and inspire its members and change the way they were perceived.
Solution:
We created the "I am UAW" national television and social media campaign to allow the powerful voices of UAW members to be heard. Using member stories, eBlasts, and blogger outreach to drive people to the site, it received nearly 20,000 visits just 6 months after the launch.
How we made it easy to put your heart into organ donation.
Client:
Gift of Life Michigan
Problem:
People think organ donation is a good cause, but they’re too busy or unaware of how to register or the need to register. To increase organ donor registrants, we needed to emphasize immediate action and turn organ donation into a community movement.
Solution:
We created an interactive widget with a video, heart-moving testimonials, links and a ticker to increase the urgency to register now. In addition, we developed a social media program with The HoneyBaked Ham Company, and a map showing county percentages to build interest in the campaign. All assets pointed to a Donor Drive 2010 landing page with sharing opportunities throughout the page. Throughout the course of the campaign, the widget was installed over 1,000 times and generated nearly 900,000 views. 2010 was a record-breaking year for donor registries with over 319,000 new registrants added to the list.
How we engineered better driver safety through mobile media.
Client:
Michigan Office of Highway Safety Patrol
Problem:
OHSP needed to increase awareness of seatbelt safety programs in Detroit, Flint and Grand Rapids, primarily among males. They wanted an innovative and technologically advanced way to reach their target audience.
Solution:
Our media team used mobile advertising to engage our target audience through "Buckle Up" web banners, a mobile site with videos from the most recent seatbelt campaign, and the ability to share the site with friends. Within a two-week period, the campaign had generated close to 2 million impressions and over 9 thousand click-throughs. Seat belts save lives. Cell phones carry the day.
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