DDB Issues

Health Group, Robert Wood Johnson Foundation

ryan.grantier — Wed, 02 Mar 2011 20:35:08 +0000

In the end — because of what we heard — our recommendation was that the Foundation should not invest in that online community. Sure, in the back of our minds we wanted to build it, but we feared we would help the Foundation to throw a party and no one would come.

We consider it to be one of our best moments: the website we didn’t build.

Stand Up 2 Cancer

ryan.grantier — Tue, 01 Mar 2011 23:58:30 +0000

Our idea was to leverage the client’s celebrity talent and industry relationships to communicate the fundamental truth about cancer: anyone can get it, no matter how famous, powerful, successful, or young you are. And because everyone has a personal stake in the fight against cancer, we targeted our message, “Cancer Doesn’t Care,” to a broad range of audience segments. The message resonated with the public and led to the eventual development of a robust community through which supporters were able to contribute by starting their own fundraising teams through their social networks and tracking their results.

ONE.org

ryan.grantier — Tue, 01 Mar 2011 20:39:12 +0000

The campaign leveraged the powerful presence of Nelson Mandela and drove people to a website that featured tools to learn about the crisis and connect with their respective leaders.

As a result of our efforts, traffic to ONE.org increased 33 percent with individuals from more than 130 countries visiting the site.

In support of our need to reach policy makers and influencers, our work was featured on Meet the Press during an interview with Bono, and, most importantly, G8 leaders pledged an additional $50 billion annually to aid developing countries. (We won’t take all the credit for that.)

Gill Foundation

ryan.grantier — Tue, 01 Mar 2011 20:27:50 +0000

Through the website, DDB captured email addresses for ongoing communication, allowing us to share vital information about key issues, breaking news and voting opportunities.

The campaign was tracked in three markets and results exceeded expectations in each. Post campaign, people were up to six times more likely than before to volunteer job discrimination as an LGBT issue they had heard about recently.

Television, print and online media were used to stimulate awareness and evoke personal interest, and public relations, grassroots organizing, and ambient media deepened the story.

(RED)

ryan.grantier — Tue, 01 Mar 2011 20:18:26 +0000

DDB focused on building a stronger presence for the brand within social media by including a series of brand experiences that educated the audience about (RED)’s connection to saving lives. To drive online awareness and education, we developed, produced and distributed (via joinred.com and YouTube) “The Lazarus Effect” video. YouTube users awarded The Lazarus Effect with 27 different honors and delivered over 180 million impressions.

DDB launched a new website which serves as the perfect foundation to address the brand’s many needs: education about AIDS in Africa and how (RED) works; supporting partners equally; and communicating frequent news and updates. In June 2008, the Global Fund reported 59 percent growth in the number of those receiving antiretroviral (ARV) treatment for HIV/AIDS due in part to the growth in (RED)’s contributions — from $20 million to $100 million.

Kaiser Family Foundation and Viacom (KNOW HIV/AIDS)

ryan.grantier — Tue, 01 Mar 2011 20:06:36 +0000

Coupled with the message that solutions exist, we used broadcast to raise awareness (including the first-ever HIV/AIDS awareness spot to run during the Super Bowl), combined with direct media to drive action. Click Here to view more.

DDB’s Emmy Award-winning work drove 27 million unique visitors to the KNOW HIV/AIDS website and increased awareness of HIV/AIDS (from 33 to 36 percent) as an urgent global health issue among the general population.

MLK

ryan.grantier — Tue, 01 Mar 2011 18:15:08 +0000

The website featured a segregated landing page that barred users from entering until they clicked either the white or colored links. Making use of iconic archival photography, as well as video and audio clips from the era of Dr. King, RememberSegregation.org provided users with an overview of the civil rights struggle in the U.S. The campaign was awarded two Cannes Lions (Silver – Online, Silver – Integrated Campaign) and a Webby (Best Home Page) and named Macromedia Site of the Day.

Like the blast of a fire hose at a civil rights march, the core idea took the online audience off guard. We created “White/Colored” banner ads, linking to RememberSegregation.org’s segregated landing pages.

Full-page newspaper executions greeted readers with a jolt.. The ads instructed white readers to read one side of the page and colored readers to read the other. Two separate sections of copy flowed down the page and came together in one powerful sentence at the bottom of the ad: (“…perhaps one of Dr. King’s greatest legacies is the way in which he brought so many Americans together.”) In the end, readers were asked to visit the campaign website to learn more.

With one entrance for white people and a separate entrance for colored people, the direct mail piece was meant to spark dialogue about the nature of segregation. It directed recipients to the website for lesson and communication planning.

Newspaper columnists and bloggers were engaged to facilitate the dialogue about racism and segregation. Incorporated into it all was the key message to visit RememberSegregation.org to take action and learn more.

Equality California Institute (EQCA)

ryan.grantier — Tue, 01 Mar 2011 17:59:41 +0000

We created a 60-second spot titled “Garden Wedding.” It opens on a large outdoor wedding taking place in an enclosed garden setting. Cut to the inside of a pair of closed French doors that lead into the garden. A father and his daughter — the bride — are standing before the closed doors. The procession music begins; the dad looks at his daughter and reaches for the doors. He pulls at the door and the doorknob comes off. With nowhere to turn, he has to pry open the door by hand. On their way to the open garden filled with people, the bride breaks the heel of her shoe and has her veil knocked off by the archway. The bride and father brush themselves off and start walking down the aisle toward an anxious groom. The flower girl jumps on the bride and has to be pulled off so the bride can continue walking down the aisle. The bride is then tripped by someone in the congregation and falls down.

SUPER: What if you couldn’t marry the person you love?

ART CARD: Every day, gay and lesbian couples are prevented from marrying.

Support the freedom to marry.

www.letcaliforniaring.org

To support the television spot, we also designed the www.letcaliforniaring.org website that pointed those who supported marriage equality in the direction of opportunities to have an impact on the issue.

On May 15, 2008, California’s Supreme Court struck down the state’s ban on same-sex marriage, ruling that sexual orientation, like race or gender, “does not constitute a legitimate basis upon which to deny or withhold legal rights.” Less than two weeks after the decision, public opinion polling showed that California voters agreed by a slim majority (51–42 percent) that same-sex couples should be allowed to marry.

Quality/Equality Portfolio, Robert Wood Johnson Foundation

ryan.grantier — Mon, 28 Feb 2011 23:04:47 +0000

Quality/Equality’s signature initiative is Aligning Forces for Quality. Aligning Forces for Quality works to lift the overall quality of health care in targeted communities, reduce racial and ethnic disparities and provide models that will help propel national reform. To promote the role of improving quality in the context of the national health care reform debate, DDB produced this video to communicate the message that real reform happens beyond the Beltway.

Quality health care happens when people take an active role in their own care. Patient engagement is core to improving the quality of health care we receive. DDB produced a notebook that better enables patients to prepare for and follow up from visits with their providers. If they have five minutes with their doctor, can we help them to be more confident they are using that time effectively?

Twice a year, the Aligning Forces for Quality communities come together to share outcomes and lessons learned. To facilitate the information sharing that is core to the program, DDB developed a Twitter aggregator that pulled in all tweets from the meeting to shine a light on the conversation happening beyond the conference rooms and convention hallways.

National Breast Cancer Coalition

ray.page — Mon, 28 Feb 2011 21:44:18 +0000

In anticipation of the 2008 Presidential election, the National Breast Cancer Coalition launched the Breast Cancer Caucus Blog to engage more grassroots advocates in the fight to end breast cancer. In support of the launch, DDB developed a strategy to generate positive word of mouth about the Coalition and the blog among influential “voices” within social media. Social media relations enabled the Coalition to leverage the unique power of peer-to-peer word of mouth among the growing number of breast cancer survivors and their families and additional grassroots breast cancer advocates who are going online to share their stories. These individuals are compelling others to take action to protect their lives and to increase awareness and support for policies that increase access to treatment and care and funding for research.