Brand Manager/ Strategist: Ching Ling Wu. Creative Technologist: Cecilia Bogardus. CW: Rob Thiemann. AD: Everett Ching.
Dr. Walter Bortz is 80 years old and he runs marathons. He is also the head of Medicine at Stanford University. Dr. Bortz approached @Radical Media to create a campaign to generate attention for "Health Literacy" in the United States. The representative @Radical Media, James Spindler, approached the Brandcenter and we were given the opportunity to work on this project. Our team made it to the final pitch. Now, he has continued to stay in contact and has expressed interest in getting this work produced.
Develop a concise way of articulating Dr. Bortz’s message.
assignment:
Use multiple media to convey the message. Appeal to all generations and fitness levels.
“People who are health literate live 100+ years”
:message
60,000 centenarians in the United States vs. 330 Million U.S population in 2009.
fact:
Fifty years ago Americans spent 4% of our gross national product on health care. In 2009, it approaches 20%, or $2.5 trillion per year. That is $5 billion per day, or $4 million per minute.
observations:
insight:
People don’t believe centenarians lead quality lives.
An unyielding faith in medicine and technology.
Dr. Bortz’s method can balance both sides.
Medicine and technology is the hope and the enemy.
Wishful thinkers
why:
who
smoke. love to eat fast food. play video games but don’t exercise. believe technology will catch up in time to save them.
:target
We picked the target because people usually start notice their health declining at a certain age. Most people will have heart problems or high blood pressure or other diseases around age 40. Then they start thinking about changing their lifestyle. This is human nature, we believe it when we see it. On the other hand, we want to educate them at a younger age to make them aware of the importance of their health.
leverage people’s faith in technology to encourage better health
:strategy
The campaign: The campaign will start with a press release announcing the first Bionic Body Parts replacement company with a full product line ready for ordering. Products will include the Quick Flex Hand, Digital Eyes, Hyper Foot, and Kinetic Valve Heart. In the meantime, online advertising will be launched in major video and online games to grab the younger generation and household’s attention. To continue spreading the word, print ads will be shown in print, online magazines and metro areas. All calls to action will lead people to the Human Longevity Project website
When people visit humanlongevityproject.com, they can browse various bionic body parts based on their needs. Users can also learn about how the new body parts can fit into their life.
When a user is ready for the next step, he/she can make a reservation requirement on the website. User will automatically receive a confirmation email from the system. He/she can also share this news with friends through social media, encouraging more people to participate.
After visitors receive the confirmation email from the system, it will redirect applicants to learn more about his reservation, which will be ready around the year 2070. It will then invite them to get to know more about participating in the Human Longevity Project.
Once visitors create an account on the website, they can upload exercise data from their currently used sport tracking gear such as Wii Fit, Nike+, DNA analysis, Open source health care, Google Health, Keas, Fit Bit, Zeo, Arm replacements, Bio mechanics, Revatrol.
Users can use humanlongevityproject.com as a health library or a personal health analysis system. It will provide users statistical analysis of their current health. The system will also provide risk forecasts and email reminders based on individual needs and health status.
Participants can challenge other members through this site and also publish their activities on their social media networks.
measurement:
Short term: Participation, site traffic, and media explored. Long term: Industry partnership development, and networking with medical schools and teaching hospitals.
THE BIG IDEA Combine the virtual world with real world. - Partnership with gaming companies to develop a new type of game combine the virtual world and real world (update the personal daily exercise data to the gaming server and help the character to grow or improve a certain ability according to the gamer’s exercise). It gives the gamers a reason to do exercise and increases the desire to participate.