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University of Leeds The University Library
Design Business Association, Bronze, Design Effectiveness Awards 2013
The University Library is at the heart of the University of Leeds in the UK, although it operates across four locations.
The University Library is at the heart of the University of Leeds in the UK, although it operates across four locations. It is fundamental to the future reputation of the University and the quality of students that it produces, however it was found to not be connecting with those students. This was partly due to poor quality communications and lack of awareness of Library facilities and resources. To communicate with students in a more engaging and interactive way, a visual identity was developed as an extension of the University brand, utilising a vibrant colour palette and extended across all of its owned communication channels. The statement 'Be Inspired' was incorporated as a core element within the name style to provide a vision for all involved with the Library's service and delivery. Use of the Library website in 2012 showed an increase of 31% compared to 2011.
The University of Leeds: It All Adds Up
Design Business Association, Bronze, Design Effectiveness Awards 2013
The University of Leeds, a leading UK-based centre of environmental impact and sustainability research, wanted to develop a campus-based communications programme to deliver against its Carbon Management Plan (CMP).
The University of Leeds, a leading UK-based centre of environmental impact and sustainability research, wanted to develop a campus-based communications programme to deliver against its Carbon Management Plan (CMP). The specific objectives of the 'It all adds up' campaign were to raise awareness and effect change across the university's population of students and staff. The overall campaign design was based on distinctive colours and typography, followed by specific themes such as lighting and heating. One campaign, which encouraged academic staff to shut down equipment during holiday periods, led to substantial savings in costs and carbon output.
COA Youth & Family Center: Having Involved Parents
Jay Chiat Strategic Excellence Awards, Gold, 2012
This campaign for Milwaukee Public Schools sought to engage American parents in their children's education.
This campaign for Milwaukee Public Schools sought to engage American parents in their children's education. A key challenge of the "Having Involved Parents" (HIP) program was engaging a low-interest target group that had often had an adversarial relationship with schools when growing up. The approach - "Guerrilla Classrooms" - transformed everyday experiences into opportunities for parents to engage educationally with their children. For example, buses became museums, transit shelters became math problems and other spaces such as parks and beaches featured custom installations built from scratch, all of which invited parents to learn "with your child". Tens of thousands of parents interacted with the campaign, HIP program participation increased, as did volunteer numbers and corporate donations.
City of Borås: Your Future Yearbook
Direct Marketing Association - US, Silver, ECHO Awards, 2012
Local government in the Swedish city of Borås wanted to promote the area's public high schools, in the face of increased competition from private schools.
Local government in the Swedish city of Borås wanted to promote the area's public high schools, in the face of increased competition from private schools. So it launched a campaign to strengthen the public school brand to 15-year-olds. Campaign activity was based around Your Future Yearbook, a digital yearbook integrated with Facebook that encouraged the target to choose a public high school. The campaign was launched in the weeks before the target made their decision; the Yearbook was promoted via direct mail, posters in schools and outdoor and Facebook ads. It ultimately received 3,478 unique visitors, 248% above target. Public schools' market share also reached 84.5%, up from 80% the year before.
Unitec: Change Starts Here
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2012
Unitec's "Change Starts Here" campaign relaunched the New Zealand technical institute's brand and drove an increase in student applications.
Unitec's "Change Starts Here" campaign relaunched the New Zealand technical institute's brand and drove an increase in student applications. Consistent above-the-line communications over 15 months re-established its key role in the Auckland tertiary education market. The campaign was based around the progress of three students during the academic year. By being right there through their highs and lows, it captured the imagination of the public and media, and drove awareness and understanding of Unitec's offering. The campaign was highly successful, with spontaneous awareness almost doubling in the important 16 to 19-year-old age group. Consideration and brand image scores also increased significantly.
Ministry of National Education: Take Action Against Bullying At School
EACA Care Awards, 2012
Bullying has been a persistent problem in schools for a long time. In France, the Ministry of National Education decided to take stronger action to stop bullying in schools.
Bullying has been a persistent problem in schools for a long time. In France, the Ministry of National Education decided to take stronger action to stop bullying in schools. They created several videos that portray the cruelty of bullying and how students are affected. The no-nonsense nature seemed to hit home with the audience as 780 related stories were published and 15 were broadcasted by national TV networks. Overall, the videos were watched over 349,000 times.
Responsible Mobility: 100,000 accidents that saved 100,000 lives
Vidyadhar Kale, Vishal Jacob, Anthony Pereira, Lavita Vaikul and Peter Nadar, Warc Prize, Entrant, 2012
Vodafone, the telecoms company, launched a campaign in India to create awareness of the need to use mobile phones more responsibly, particularly when driving.
Vodafone, the telecoms company, launched a campaign in India to create awareness of the need to use mobile phones more responsibly, particularly when driving. A target of generating at least 50,000 pledges was set to evaluate the behavioural changes achieved by the campaign. With the insight that 'Experience is the best teacher', a virtual simulation of a road accident was created so users could experience the reality that talking on the phone while driving can be a fatal mistake. Technology made possible a first-of-its-kind integration of web with mobile to customise and simulate an experience in order to drive a public service message of 'responsible mobility'. More than 110,000 pledges were received.
Colorado Technical University: CTU: Are You In?
ARF Ogilvy Awards, Gold, Professional Services, 2012
Colorado Technical University (CTU) was facing increased competition in the non-traditional, for-profit secondary education market, due to a larger, heavy-spending rival and traditional institutions entering the category.
Colorado Technical University (CTU) was facing increased competition in the non-traditional, for-profit secondary education market, due to a larger, heavy-spending rival and traditional institutions entering the category. A four-phase research program (target segmentation, ethnography, target definition, brand positioning) led to the "CTU: Are You In?" campaign, highlighting how traditional institutions had failed to keep pace with change and branding CTU students as forward-thinking. It ran in a range of test markets (using TV, DRTV, radio, web banners and mobile), where unaided awareness doubled, website visits spiked and enrollments increased. Following these results, a national roll-out was planned.
GED Achievement: Take the First Step
ARF Ogilvy Awards, Gold, Government, Non-profit and Public Service, 2012
The estimated 35.7m adult Americans without a high-school degree rarely have the motivation or confidence to study for a General Educational Development (GED) diploma, which certifies that holders have high school-level academic skills.
The estimated 35.7m adult Americans without a high-school degree rarely have the motivation or confidence to study for a General Educational Development (GED) diploma, which certifies that holders have high school-level academic skills. This Ad Council-backed campaign, which relied on donated media, sought to persuade them to go online or call a toll-free number for information about the GED program. Research identified 25-35 year-olds as a key target group, old enough to be experiencing the sort of regrets about their educational history that younger people denied. The campaign's simple call to action - "Renew your sense of freedom with a GED Diploma and take the first step toward a brighter future" - attracted nearly $30m of donated media space, and ran on TV, radio, OOH, web, mobile and print. The YouGED.org website received over 2m visits and over 38,000 potential students called the toll-free number.
Edinburgh First rebrand
Design Business Association, Silver, Design Effectiveness Awards 2012
Edinburgh First, an events organiser and accommodation provider owned by the University of Edinburgh, UK, decided to rebrand in order to build loyalty among existing customers, attract new customers and therefore increase revenue.
Edinburgh First, an events organiser and accommodation provider owned by the University of Edinburgh, UK, decided to rebrand in order to build loyalty among existing customers, attract new customers and therefore increase revenue. The initiative involved creating a strong new visual identity for the brand, employing a vibrant colour palette. Edinburgh First's website was a hub for the new brand. Results of the initiative included a 30% increase in total annual sales and a 43% rise in new business revenue.
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