The media for this campaign was developed as a collective creative effort involving two ad agencies, a production team and audience focus groups. By using teen actors for peer-to-peer messaging the LiVe campaign accomplishes its goal to change the attitudes of adolescents ages 11-15, by making it "cool" to be more active, watch less TV, shorten video game play and make healthier food choices. The production quality and humor of this audience-favored media campaign set it and its sponsors apart from the traditional healthcare advertiser, while providing clear calls to action for parent involvement and valuable PSA material.
A license to the Spanish language version of the campaign, called "ViVe", is included in the campaign licensing fee.
A multiple-year license includes the NEW ongoing media continuously being developed for the LiVe campaign. A series of over 10 15-second videos are now available to multi-year sunscribers, with more in development.
TV Spots (English and Spanish versions)
1) Heads on Desk 30 second TV spot (generic version)
"Soda might give you a temporary lift, but it can also make you crash."
2) Mom Driving 30 second TV spot (generic version)
"It's time to get reacquainted with exercise"
3) Eat Your Vegetables 30 second TV spot (generic version)
"Vegetables make you strong and healthy"
4) Treadmill 00:60 TV spot
"It doesn't matter how you're active; just be active."
5) Chips 00:30 TV spot
"The average elementary kid will eat 2 times his weight in potato chips before he gets to Junior High"
6) In Love 00:30 TV spot
"Half the country's kids don't get the exercise they need"
7) Chained 00:30 TV spot
"Live!"
8) Reflexes 00:30 TV spot
"Eating too much junk food can make you tired which can seriously slow down your reflexes"
Radio Spots (English and Spanish versions)
1) Proud 00:60 Radio spot (generic version)
"Being healthy is about small decisions you make every day"
2) Drill Sergeant 00:60 Radio spot
"You don't need drastic measures to be healthy." (Promotes 8 Healthy Habits)
3) Video Game 00:30 Radio spot
"Get your kids out doing something"
4) Soda 00:30 Radio spot
"The average child drinks 3 liters of soda per week. Make sure your child is s not average."
5) Grocery Store 00:30 Radio spot
"If kids made decisions on food, you know what they'd get...that's why you're the parent"
6) Breaking Up 00:30 Radio spot (generic version)
"Help your kid break off their fast food relationships"
7) Dangerous 00:30 Radio spot
"Can I devote 20 hours per week playing video games?"
Additional Campaign Media: - included in campaign license
OOH Outdoor graphic files
1) Digital Captivity
2) Supersize
3) Cream Filled Lies
4) 128 oz. Soda
5) Trek from couch
6) Death grip
Posters
1) Digital Captivity
2) Supersize
3) Cream Filled Lies
4) Series of 4 ViVe posters (in Spanish)
Newspaper Ads
1) Tag-Arm
2) Tag-Foot
3) Tag-Neck
4) Apple vs Chips
5) Ball vs Controller
6) Water vs Soda
8 to LiVe By Materials
1) 28-page Healthy Habits brochure
2) 4 & 2 page Habit-Builder handouts (also in Spanish)
3) Evidence-based Care Process Guide for health professionals
Website Optional Add-On - (additional fee applies)
Full-featured LiVe web portal, promoting 8 Healthy Habits
See example at http://www.intermountainlive.org/
Second Year Add-On Materials - (included in 2+ year licenses)
15-second Video/TV Spots
Series: "What is Drew Doing Now?" (10 x 15-second TV spots)
A growing series of quick clips depicting Drew in a myriad of funny unexpected activities.
"Park Farther" Templates
Parking lot paint templates for the reserved spaces of the long distance, exercise-encouraging parking spaces in the lots of partners, supermarkets, employers and schools.
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