This is an innovative and actually engaging outdoor advertisement campaign dedicated to fight against youth obesity. The campaign was developed in response of the challenge to create a movement to make children aged between 9-13 active and inspire them to spread play other kids.
The campaign had created a kid-targeted direct response vehicle. VERB delivered 500,000 yellow balls directly into kids’ hands. They looked normal, but each ball contained an exclusive code and directed children to play with the ball, enter the code at the VERB website and blog their story, then it was desirable that ball should be passed to other kid.
This engaging campaign drew kids into an on-line and off-line community dedicated to spreading play. Kids could post a blog, read the stories from all across the country and track their ball’s journey. Since the ball was a response device, they distributed it directly into the hands of targeted mass.
The campaign met considerable success and it has been successful to attract and activate their targeted mass. In the recent Cannes Lions 2007, the campaign was declared a winner for Direct Gold. The campaign was created by Arc Worldwide, Chicago, USA on the behalf of Centers for Disease Control & Prevention.
Via Canneslionslive.com
