North Florida Regional Medical Center
"Standing Up to Breast Cancer" Campaign

Situation: Nearly 40,000 U.S. women die from breast cancer each year. Early detection can often prevent the spread of the disease, enabling survivors to enjoy long, healthy lives. For 25 years, October has been recognized as National Breast Cancer Awareness Month, using pink as the initiative’s trademark color.

Opportunity: As a leading cancer hospital, North Florida Regional Medical Center (NFRMC) wished to implement a cost-effective, month-long campaign to raise breast cancer awareness throughout the community and generate funds for a related charity.

Solution: Group 5 created a unique non-traditional campaign featuring bright pink flamingos and the tagline “Standing Up to Breast Cancer.” The core tactic was placement of 500+ plastic flamingos – representing each person diagnosed or treated for breast cancer at NFRMC over the past two years – in the lawn surrounding the hospital’s signature duck pond. In the middle of the pond itself, we created a giant pink ribbon using 100 inflatable inner tubes.

Following a kick-off event during which doctors, nurses, administrators and, of course, breast cancer survivors, placed the actual flamingos around the pond, they were made available for purchase, with resulting funds supporting Making Strides Against Breast Cancer.

As flamingos were purchased and transplanted to area homes throughout the month, the number surrounding the pond diminished, a visual demonstration of our impact on breast cancer. Supporters were asked to upload a picture of their flamingo in its new home to NFRMC’s Facebook page.

In support of the campaign, Group 5 produced posters, banners, info tags, reminder cards and in-hospital displays as well as print and Facebook ads.

The campaign ran throughout the month of October.

Results: The campaign drew substantial media interest, resulting in multiple television and print news reports with corresponding visuals. Positioned alongside one of Gainesville’s busiest thoroughfares, the flamingos and inner tube ribbon were viewed by over 100,000 people each day. NFRMC’s list of Facebook fans increased 100% in a single month. The client is eager to implement the campaign again next year.

           

 

Alachua County Office of Waste Alternatives
"The Waste Watcher" Campaign

Situation: Americans generate an average of four and a half pounds of trash per person daily. The waste overflows landfills, consumes valuable resources and detrimentally impacts the environment.

Opportunity: Alachua County funded a comprehensive waste management and outreach program to encourage residents to lessen their environmental impact by reducing, reusing, recycling and rethinking.

Solution: Group 5 created a team of illustrated “Enviro-Heroes,” led by The Waste Watcher, to promote solid waste reduction, with emphasis on residential curbside recycling. To generate initial buzz, a teaser campaign gave hints to the arrival of a new superhero. These were followed by The Waste Watcher and friends’ introduction to the community through a series of TV and radio commercials styled after 1940’s and 50’s radio serials, a variety of print and interactive ads and a Waste Watcher micro-site. We also produced educational comic coloring books and distributed them to elementary school students to promote early buy-in.

Results: Through the course of the campaign, the curbside recycling participation rate increased to 63% of households countywide, among the highest in Florida. The campaign won multiple American Advertising Federation ADDY Awards including the coveted Larry Edwards Award for Best of Show in Public Service.

   

 

Florida Department of Health "Great to Wait"
Teen Sexual Abstinence Campaign

Situation: Thousands of Florida teenagers get pregnant or contract a sexually transmitted disease each year. Local, state and federal government sources are often left to pay the associated medical and welfare costs.

Opportunity: To stem the tide, the Florida Legislature approved funding for an initiative educating teens regarding the risks associated with sexual behavior and encouraging sexual abstinence as the only 100% effective form of prevention.

Solution: Group 5 developed a two-phase statewide advertising and public relations campaign in English and Spanish. Phase I targeted teenagers via television, radio and cinema ads and directed them to GreatToWait.com to “get the facts” about teen sexual behavior. Phase II targeted parents, educators and influencers via direct mail, community forums and outreach to encourage them to bring their teens to one of a series of motivational rallies across the state.

Creative was developed, tested and redeveloped to ensure it perfectly resonated with the target audiences. The teen-targeted, “I Wish I Would Have Waited,” featured teenagers sharing personal stories of their sex consequences. The adult-targeted, “Scary, Baby,” shared facts about Florida’s teen pregnancy and STD transmission rates.

In placing the campaign, Group 5 secured at least one free airing of the commercial for each paid airing as well as numerous value-added opportunities such as speaking engagements, materials distribution and online advertising.

The campaign aired for four months.

Results: The website received over 1.4 million visits during the campaign window. More than 4000 teens and adults attended the seven statewide abstinence rallies, reaching maximum capacity in each city. The television commercials won an American Advertising Federation ADDY Award and the Florida Public Relations Association Golden Image Award as the year’s best public service announcement.

   

 

Gainesville Clean Water Partnership
"Scoop the Poop" Campaign

Situation: Pet “presents” left to decompose in yards and along roadsides end up seeping into and contaminating groundwater.

Opportunity: Alachua County Department of Environmental Protection in concert with other local government agencies solicited and received funds to create a public education campaign to encourage residents to clean up after their pets and reduce this environmental liability.

Solution: Group 5 worked with the Partnership to create the program tagline, “Scoop It. Bag It. Trash It.” We opted to focus less on the environmental impacts of the behavior and more on the yucky repercussions of failing to clean up pet waste, believing this would carry more tangible influence. We created television commercials promoting the campaign message and placed them in heavy cable rotation. Associated posters were printed and distributed to veterinary offices, pet supply outlets, grocery stores and other venues.

The campaign aired for three months.

Results: The campaign was highly effective. Post research indicated substantial behavioral modification in the market. The grant providers were so pleased that they later retained us to create another campaign on a related topic. The television commercials won an American Advertising Federation ADDY Award and the posters received the Larry Edwards Award for Public Service Advertising.

   

 

Cox Florida "Poetry in Motion"
College Student Acquisition Campaign

Situation: Cox Florida offers residential cable, Internet and telephone service. Among the markets they serve, Gainesville is unique due to the presence of the University of Florida and Santa Fe College. Students account for nearly 40% of area households. This results in a high subscriber turnover rate.

Opportunity: With the onset of fall semester, continuing students return and new students join the community. Cox must strike early to acquire subscribers as they prepare to move in to new housing. Higher tier services such as Digital Cable and Premium High Speed Internet provide greater return per household.

Solution: During the fall back-to-school period, students are inundated with targeted messages. Every business in Gainesville is excited for their return. To cut through the clutter, we developed creative with a spoken word theme. The rhythmic tones and urban chic aesthetic differentiated the campaign from anything else running. Group 5 developed and placed television, radio and cinema commercials, outdoor billboards, transit signage and print ads.

The campaign aired for two months.

Results: Cox had its most successful period in terms of selling their higher tier services. Digital Cable household penetration surged to an all-time high. The campaign won an American Advertising Federation ADDY Award for creative excellence.

 

 

Florida Department of Health "Every Baby
Deserves" Healthy Start Campaign

Situation: Many expectant mothers have family and lifestyle challenges that could indicate a need for additional resources to promote healthy development of their child.

Opportunity: Healthy Start provides low- or no-cost childbirth preparation, parenting classes, tobacco cessation programs and more to women who meet certain criteria identified through filling out the Healthy Start Screening Form. Doctors rarely implement this screening unless requested by the expectant mother. To maintain program funding, Healthy Start needed to increase total screenings throughout Florida.

Solution: Group 5 created a statewide advertising and public relations campaign targeting expectant mothers and obstetric caregivers. The campaign featured television and radio commercials, print ads, in-store flyers, outdoor billboards and online placements targeting expectant mothers and direct mail and trade organization initiatives targeting doctors, nurses and midwives. Several versions of the creative were developed and shown to focus groups in order to hone the message. Elements were created in English, Spanish and Creole.

The campaign aired for three months.

Results: The campaign surpassed the targeted ten percent increase in statewide screenings. Additionally, the public relations component secured positive, comprehensive media coverage statewide while creating a friendlier overall media environment. The television commercials won an American Advertising Federation ADDY Award and the Florida Public Relations Association Golden Image Award as the year’s best public service announcement.