icansandiego - internet/viral campaign
I Can Eat Right. I Can Get Active. I Can Start Today
SDDC (San Diego Diabetes Coalition) brings together public and private business, agency and organization members to collaborate their needed resources to care for all people.
How Do We Encourage Change?
We worked with the icansandiego team to identify various activities happening at the City Heights Farmers Market. The core of the campaign was a series of videos highlighting the physical activities demonstrated by key group in the San Diego area. We designed the videos as an interactive engagement between visitors of the farmers market and the demonstrators.
Add Fun!
The campaign was designed to premiere one week after the market event and social media. The strategy included working with the AjA group to work with the film crew and capture still images. These images along with interviews, b-roll and video created a full experience of the blend of family, neighborhood and friends.
Results
The campaign marked a shift in outreach strategies. The campaign increased the visibility in designated neighborhoods of San Diego and surpassed the main objective by almost doubling the amount of enrolling participants. The campaign reached over 2,000 people.
