| Titel | New Guy |
| Agentur | McCann Worldgroup |
| Kampagne | Take a small step to get healthy - Ad Council |
| Werbende | Ad Council |
| Marke | www.smallstep.gov |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2004 / 3 |
| Geschäftsbereich | Öffentliche Sicherheit & Gesundheit |
| Slogan | Take a small step to get healthy |
| Philosophie | The creative focuses on how people can take small steps to lead healthier lives. |
| Problem | Since 65% of American adults are overweight or obese, the Department of Health and Human Services wanted to create an advertising campaign that would inspire a behavioral change among this group. |
| Ergebnis | Total Donated Media The AdCouncil Anti-Obesity campaign ranked #2 in total donated media during Q2 and Q3 04. The total media donated totals $72 million (March 04 Sept. 04). TV totaled $13.2 million Radio totaled $44 million Print totaled $157,200 Out-of-Home totaled $6.4 million Web Banners totaled $2.5 million Other Media totaled $5.7 million Other highlights include: The total media donated for the Anti-Obesity campaign doubled the AdCouncil annual average in less than 7 months. The campaign received placements in key primetime programming as well as wide support by CNN, TNT and TBS. Web Site (referenced in advertising) 729,489 Unique Visitors to www.SmallStep.gov 64,274 subscribers to online newsletter 13,982 user accounts created for Activity Tracker Tool Average length of visit reached 12:58 minutes during November (avg. 7 minutes) 2,860 download requests for Parent Guide (posted in December 04) *** Please note that media figures for Q4 have not been finalized and therefore have not been included. |
| Medientyp | Presse & Publikationen |
| Markt | Vereinigte Staaten von Amerika |
| Art Director | Tim Dillingham |
| Texter | Tim Dillingham |
| Creative Director | Joyce Thomas |
| Texter | chuck pagano |
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