Save your neck, lead with your ass
At ideapark, we don’t shy away from a worthy cause. In fact, we embrace it. Every year, 1,000 people, mostly men between 15-25, suffer head and neck injuries leading to paraplegia and quadriplegia, simply from diving headfirst into a pool that isn’t deep enough. An easy way to prevent accidents like this from happening: The cannonball. As in, jumping ass-first into a pool. Graceful? No. Safe? Yes! We turned a tragic statistic into a perfect opportunity to exercise our branding skills and raise awareness about an important issue. The result: Our first online PSA campaign.Visit site
Using humor to raise awareness
A little laughter goes a long way when it comes to engaging consumers and creating a memorable brand. Instead of using fear to promote this issue, we took a humorous approach. After all, when people enjoy what they’re seeing, they’ll talk about it…and keep coming back.
Keeping it simple…and social
With such a young target audience, social outreach is critical to brand success. We designed a fun, simple website that outlines the issue, but then immediately directs consumers to Twitter, Facebook and Tumblr, where we do the majority of our day-to-day communication.
Giving people something to talk about
With a startup brand, half the battle is gaining name recognition. A simple way to spread the word: Free branded stickers for everyone who signs up on the Cannonball website and fun images for people to upload as profile pics. We’re also working on a promotional video and developing original music for the summer of 2014.