DCF Advertising Blog
http://dc-adv.com/blog/index.php/site/index/
enmsolomon@dcfadvertising.comCopyright 20092009-10-06T17:05:00-05:00Behind the scenes at SUNY Optometry
http://dcfadvertising.com/blog/index.php/site/behind_the_scenes_at_suny_optometry/
http://dcfadvertising.com/blog/index.php/site/behind_the_scenes_at_suny_optometry/#When:17:05:00ZWhat's so bad about an early morning photo shoot? Nothing if you get to do it on the 19th floor rooftop of the SUNY College of Optometry. With a few gallons of coffee on hand, the DCF team watched photographer Jeremy Frechette capture the magic-hour light reflecting off the College's impressive campus (or as others tend to call it, Bryant Park). We affectionately call SUNY Optometry the best kept secret on 42nd Street. It's one of the best optometry schools and eye clinics in the world, but not many people know about it. Yet. We're helping them build public awareness through a total rebranding and new communications strategy.
Check out some behind-the-scenes shots from our photo shoot last week.
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var sc_security="67613883";Our Campaigns, Behind the Scenes2009-10-06T17:05:00-05:00Another year with Opportunity NYC
http://dcfadvertising.com/blog/index.php/site/another_year_with_opportunity_nyc/
http://dcfadvertising.com/blog/index.php/site/another_year_with_opportunity_nyc/#When:18:33:00ZOne of our favorite clients, Opportunity NYC, recently got some good news. The two-year anti-poverty pilot program sponsored by the Mayor’s Office and the Center for Economic Opportunity got more funding and will run for a third year. We’ve had a great time working with them for over a year and are thrilled to keep going for another one.*
They’ve let us have a lot of fun creating marketing materials to help keep participants excited and engaged. One of our campaign goals is to inspire people to take advantage of the program by sharing the stories of other participants who’ve done well, and some of the participants’ stories are pretty impressive. Breaking out of generational poverty is a rough and emotional endeavor, but these families are doing it. (We created a couple video testimonials about these families that you can watch on the ONYC website: http://www.opportunitynyc.org.)Our Campaigns2009-09-17T18:33:00-05:00DCF Advertising’s NYC Teen Mindspace Campaign
http://dcfadvertising.com/blog/index.php/site/dcf_advertisings_nyc_teen_mindspace_campaign1/
http://dcfadvertising.com/blog/index.php/site/dcf_advertisings_nyc_teen_mindspace_campaign1/#When:11:57:00ZIf you were a teen dealing with a mental health issue like, let’s say, depression, would you feel comfortable walking into your school counselor’s office and asking for self-diagnostic brochures and fact sheets?
Hopefully many of you would, but a lot of you might be worried a friend or acquaintance would see you, or judge you, or ask you questions you weren’t ready to answer. Mental health issues, especially for teens, are still accompanied by significant stigma, and unfortunately that translates to a lot of teens not asking for and getting the information they need.
NYC Teen Mindspace emblems for sharing in blogs and MySpace pages.
myspace.com/nycteen_mindspace
Embed this module:
myspace.com/nycteen_mindspace
myspace.com/nycteen_mindspace
Embed this module:
myspace.com/nycteen_mindspace
The NYC Dept of Health wanted to change this by promoting its helpline LifeNet, so they asked us to create a mental health and anti-stigma awareness campaign targeted to teens in New York City. We knew right away that we needed to reach teens where they spend the most time and where they often have the most privacy: online. We wanted to make mental health info easily accessible, shareable, and, most important, engaging.
So we embarked on creating what would eventually become the DOH’s first entirely interactive online social marketing campaign: NYC Teen Mindspace.
The campaign would be grounded in the narratives of seven fictional NYC teen characters, each of whom would have a profile on MySpace and who would chronicle his/her experience dealing with a certain mental health issue via blog posts, quizzes, videos, and photos. We sifted through demographic data, case studies, focus group transcripts, and testimonials to shape characters that would accurately reflect common issues facing New York teens.
Example quiz from NYC Teen Mindspace:
After we had the campaign’s architecture fleshed out, we recruited a bunch of teens from public high schools around the city to serve as an advisory group. Basically, we wanted to make sure all elements of the campaign were not only not dorky, but also authentic and helpful. We didn’t want them to hold back and they certainly didn’t. They gave us input on everything from the site’s branding to the character casting to the language on the profiles to the widgets we were building.
Our goal was to create the most believable and relatable characters possible, but we also wanted to make it clear to users that these teens were fictional and that they belonged to a larger network of mental health resources. This is why we built Mindspace, a MySpace profile that serves as a hub of mental health information and which brings together all the NYC Teen characters in one place.
So far, we’ve launched three characters: Nicole, Kyle, and Stephanie. They’re dealing with dating violence, stress, and depression respectively, and the next four characters—Jamal, Trevor, Josh, Danielle—will be dealing with anger, peer pressure, and risk-taking. Media launched last week and more banner ads will run as the campaign progresses over the summer.
Example poll from NYC Teen Mindspace:
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var sc_security="67613883";Press, Our Campaigns2008-07-18T11:57:00-05:00The world logs on to Mindspace
http://dcfadvertising.com/blog/index.php/site/press_about_the_dcfs_nyc_teen_mindspace_campaign/
http://dcfadvertising.com/blog/index.php/site/press_about_the_dcfs_nyc_teen_mindspace_campaign/#When:15:04:00ZThat a government agency might be hip to what the youngsters are up to these days seems to be a novel idea the world over. In addition to being picked up by papers across the country, articles about Mindspace from the AP, UPI, and EFE are showing up in other parts of the world too. England and India are curious about NYC teens, as are Spanish speakers in the U.S. and Mexico.
We’re quite pleased that the vast majority of page views are coming from New York City, our intended target, but it’s also cool that they’re coming from Italy, Colombia, and France to name just a few other locales.
Here are a few highlights from the press we’ve gotten so far.
Press about the campaign
United Press International — Health dept. uses MySpace to reach teens
USA Today — New York Tuesday, July 8
AOL Latino — Jóvenes con problemas depresión, drogas y violencia tienen ayuda en Internet
MSN Latino — Jóvenes con problemas depresión, drogas y violencia tienen ayuda en Internet
NY1 — Department of Health Page On MySpace Nets More Than 11,000 Hits
UK Inquirer — Government agency bothers online teens
And bloggers are checking out the site too. The New York Times City Room wrote about the campaign last week and later on it showed up on BuzzFeed. The New York Magazine Daily Intel got a little snippy, but we’re cool with that. It’s what they do.
New York Magazine, Daily Intel—What Kind of Teen Would List ‘Dad’ as His Hero on MySpace?
New York Times, City Room—Health Dept. Creates MySpace Page for Teenagers
BuzzFeed—MySpace Fights Teen Angst
Gothamist—Health Dept. Tries Reaching Out to Teens with MySpace
A bunch of health and tech blogs are paying attention too.
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var sc_security="67613883";Our Campaigns2008-07-17T15:04:00-05:00“Marie” Anti-Smoking Campaign Launches
http://dcfadvertising.com/blog/index.php/site/marie_from_the_bronx_anti_smoking_campaign_launches/
http://dcfadvertising.com/blog/index.php/site/marie_from_the_bronx_anti_smoking_campaign_launches/#When:11:00:00ZYou may have seen Marie around the city in the past couple days. She’s the one with the amputated fingers. Her hands are hard to miss and hard to stop thinking about too. We met her last year when we were developing a new anti-smoking campaign for New York’s Department of Health. To follow up on our “Smoking is Eating You Alive” spots, we wanted to tell the story of a real New Yorker who has really suffered from smoking.
We got to know Marie pretty well (check out the pictures from her photo and video shoots). Like any born-and-bred New Yorker, she told her story like it is, sparing no details about what her smoking-related sicknesses have done to her (it turns out amputations were just the beginning…).Watch the ads
"Relationships" :30
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Print ads
Photos from the press event
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var sc_security="67613883";Press, Our Campaigns2008-04-16T11:00:00-05:00Harlem Anti-Smoking Campaign
http://dcfadvertising.com/blog/index.php/site/harlem_anti_smoking_campaign/
http://dcfadvertising.com/blog/index.php/site/harlem_anti_smoking_campaign/#When:01:09:00ZCute kids! Second-hand smoke! Terrible combination! We developed a large-scale, multiple media campaign to remind Harlem residents of all the ways cigarette smoke can damage a kid’s health. Ads dominated the 125th St station on the 6 train and home kits were handed out at locations throughout the neighborhood.
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var sc_security="67613883";Our Campaigns2008-04-15T01:09:00-05:00Homeless Awareness Campaign Launches
http://dcfadvertising.com/blog/index.php/site/homeless_awareness_campaign_launches/
http://dcfadvertising.com/blog/index.php/site/homeless_awareness_campaign_launches/#When:18:34:00Z311 is New York’s number for everything. The NYC Department of Health wanted to promote it as an alternative to giving change to homeless people on the street. We created subway ads asking New Yorkers to “give the homeless the kind of change they can really use” by calling 311. An operator can dispatch a street team to get the homeless real help. Our Print Ads
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var sc_security="67613883";Press, Our Campaigns2008-03-28T18:34:00-05:00Marie Anti-Smoking Photoshoot
http://dcfadvertising.com/blog/index.php/site/marie_anti_smoking_photoshoot/
http://dcfadvertising.com/blog/index.php/site/marie_anti_smoking_photoshoot/#When:19:58:00ZMarie and the gang taking a well-deserved doughnut break while photographing the print component for the campaign at DCF's offices.
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var sc_security="67613883";Behind the Scenes2007-12-11T19:58:00-05:00Marie Anti-Smoking Video Shoot
http://dcfadvertising.com/blog/index.php/site/marie_anti_smoking_video_shoot/
http://dcfadvertising.com/blog/index.php/site/marie_anti_smoking_video_shoot/#When:19:57:00ZSome behind-the-scenes shots with Marie and director/interviewer Henry Corra from Corra Films. Marie constantly surprised us all with how her exuberant personality could really lighten the mood.
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var sc_security="67613883";Behind the Scenes2007-11-02T19:57:00-05:00NYC Water — “Get Your Fill”
http://dcfadvertising.com/blog/index.php/site/nyc_water_get_your_fill/
http://dcfadvertising.com/blog/index.php/site/nyc_water_get_your_fill/#When:13:31:00ZWe had a week to develop this campaign to convince New Yorkers to give up their bottled water in favor of tap. We must work well under pressure because these ads attracted a lot of attention. They still make us thirsty. Our Print Ads
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