Additional Research Needed

MORE RESEARCH NEEDED:
More research is needed in comparing campaigns such as the truth.com to McDonalds. Look into research of what exactly is in products you buy, and compare it to other everyday objects. (.ie truth advertisements comparing cigarette ingredients to rat poison.)

Although we have a decent amount of research on ways of creating a healthy lifestyle for yourself, we still need more pertaining to programs, directions to take, proven ways and methods of approach. If we are looking to take the route of creating fear, maybe we should look into health risks and the dangers of fast food.

Whomever we choose to target we need to investigate it further, because right now we really don’t have a whole lot of information for ‘Sean’ demographic, parental demographic and/or potential parents. We need more facts, figures, and statistics, how we will reach them, proven methods, etc.

Also we need to research effective methods of advertisements from billboard campaigns to television spots to websites to grassroots campaigns.

BRAND IMPLEMENTATION/ APPROACH:
I think one of our hardest parts of brand implementation is going to be getting people involved. I view this as creating a movement, a social change in the way we run our lives in terms of lifestyle choices. If we choose to make this a far-reaching campaign then we have to have consistency throughout all locations. If we hold meetings/programs there needs to be a set style. With our approach we don’t really have merchandise, products to implement our brand into.

The first way to approach our brand that comes to mind for me is taking a national viral marketing, grassroots approach. Almost like a mix of the truth campaign, meets Shepard Fairy’s “Obey” meets billboards.

Another approach we can take a scare tactic approach, by insinuating dangers and ‘truths’ within our branding that attempt to steer people away from fast food.

During our research I found an article relating Ronald McDonald to Joe Camel. I found it very interesting the comparisons made and how Joe Camel was removed to protect children and their health, but RD does the something and is still around.

Also I really like the approach that Joseph had with the reworking of the current fast food slogans. Although I’m not sure I would use some of the exact phrases he had mentioned, there is still a lot of potential there that we can exploit.

Lastly, I was thinking about a strictly college campus approach. The benefits of this is that we are now focusing our audience, but at the same time we are leaving out all the other people in this age bracket who don’t go to college. The college campus approach could incorporate seminars/meetings on healthy eating and lifestyles, poster campaigns, incentive programs, free guides/programs and free handouts.

GROUP BRAND IDEAS:

Create interstitials that give advice or facts relating to healthy living or dangers of fast food. Could be possibly implemented into a Promotional DVD
Create films in the style of truth campaigns; provide motion graphics
Viral videos that are made for YouTube
Create graphics and animation for Promotional DVD interface
Logo Animation- pending the creation of a logo.
Create a 5 minute film on the dangers of fast food and the healthy alternatives. Provide title sequence, credits, as well as transitions.