U.S. Department of Health & Human Services
Web Site Development, 2004 - 2008
Ad Council began working with the U.S. Department of Health & Human Services (HHS) in 2003 to develop a public service advertising (PSA) campaign that would encourage Americans to pursue healthier lifestyles to prevent obesity and its resulting health risks.
Obesity causes 300,000 deaths annually, and related chronic conditions like diabetes cause another 200,000 deaths annually.
2/3 of Americans are overweight or obese
Obesity rate has increased more than 60% in the last 10 years
The campaign creative was developed by McCann Erickson, the call to action urged users to go to the "web site" for more info. We wanted to create an online environment that would leverage the traditional work and the messaging of "small steps will make a difference in your everyday life". The site needed to be timely, with up-to-date information, links to additional services, and help tools that the user would find useful, easy to use, and informative. The site should also be a motivating, enjoyable and educational place to visit -a web site the user would visit often and would want to share with family and friends.
The site has been updated in August 2007 from its initial launch in 2004. The interactive services group developed a Request for Proposal and distributed it to three development firms with experience in working with non profit organizations and had health related experience. We reviewed the responses and selected a development firm most suited for the project. Once the project was awarded, the interactive services group worked with the development firm, campaign management and HHS to ensure the site was delivered on time and within the budget scope. The new site launched in August 2007, in English language and to date the site has had:
- The site received 1,465,506 visits in 2007
- Road block on MSN.COM on October 9, 2007 resulted in 50,345 visits in one day, compare to 2,000-4,000 daily average.
The creative look and feel of the site leverages in the theme of the offline campaign and emphasis small, easy, manageable steps one can take to help lose weight. Interactive features on the site include an activity tracker, a send a postcard to a friend feature, and a newsletter sign up.
Since the site launched in March of 2004 to Jan. 2008 the site has had 36,567 users signed up for the Activity tracker.
Budget: $20,000 – $25,000
Since the launch, the newsletter has had 152,358 subscribers. The distribution schedule dates are listed below along with preview URLs:
NOTE: Open rate fluctuation may result from email address expiration and stricter spam filtering software.
Newsletter Budget: $650 for initial design and $300 for every distribution