portfolio: campaign work
AmeriGroup Power Zone
Working with a very talented team, we developed a comprehensive campaign for AmeriGroup's The Power Zone Pals brand. AmeriGroup needed to create marketing material targeting healthy eating and exercise in elementary school children. Based on their extensive research, we came up with four characters, each having different issues in regards to eating and exercise habits. These four characters learn about themselves and how to change their habits, with the help of their friends.
The campaign involved four character booklets, a physician booklet, a parent booklet, an activity booklet, direct mail and pocket folders (all of which needed English and Spanish versions). An extensive photo shoot was required using an Amerigroup employee and family and professional talent.
- Intro Booklet: This booklet introduces each character and sets the stage for their committment to help each other overcome poor eating and exercise issues.
See Intro booklet. - Character Booklets: Each character had their own booklet, with their own "problem" to overcome. Each booklet establishes the character profile, tells the story in comic book form, and provides a 'lessons learned' list to wrap it up.
See booklets: Monica | Jamal | Isabel | Mike - Truth Behind the Ads Booklet: This activity booklet is filled with different puzzles and activities to get kids to think about how advertising is delivered to them.
See Truth Behind the Ads booklet. - Parent & Physican Booklets: Each of these booklets provides and overview of the program, the character profiles and ways in which each can help thier child/patient.
See Parent booklet. See Physician booklet. - Direct Mail Incentive Card: These were intended to be mailed out periodically to families in the Power Zone program, to help motivate and keep them on track with modifying their behavior.
See Incentive card.
Production Notes:
We worked with Ellen McBride for her big brain and copywriting services. Photography was taken by Len Rothman.