ka boom! contest idea
DESCRIPTION
For the 2013 Cannes young Lions Media Competition, contestants were tasked with creating a strategic media plan that would increase awareness and engagement for the KaBOOM! brand; an organization leading the charge in building play spaces for kids across america. My teammate and I made it to the finals along with 6 other teams out of 125 nation wide. We places 3rd in the U.S. Finals.TRANSCRIPT
KaBOOM! is an important, but small part of a larger ecosystem
Bringing play to communities and schools
Researching benefits of play
Policy/Governmental organizations
Importance of exercise and health for kids
Play movement ecosystemthis is a sample of some of the organizations
Considering KaBOOM!’s current position in the play movement, we see two problems
7%
99%
16% of adults in the U.S. have heard of and are familiar with KaBOOM!’s offerings
of people believe play is important for children
KaBOOM! Research n=400, nationally representative sample of adults between 18-65Knight foundation Evaluation (www.knightfoundation.org)
KaBOOM! is a part of a movement everyone agrees with, but few are willing to fight for
are currently involved in any organization devoted to child well-being, recreation or health
KaBOOM! has an amazing offering, but barely anyone knows about us
Cultural Issue KaBOOM’s Issue
but only... but only...
Over 90%of planning committee members were satisfied with the KaBOOM! process
How can KaBOOM! raise awareness by reframing the play movement as something worth fighting for?
KaBOOM! Research n=400, nationally representative sample of adults between 18-65
By exposing the most important issue...
The United States doesn’t consider ‘play’ to be a Human Right for children.
3 out of 4adults in the U.S. believe that play should be considered a
human right
United NationsConvention on the Rights of the Child
Article 31: “States Parties recognize the right of the child to rest and leisure, to engage in
play...”
The U.S. and Somalia arethe only countries yet to ratify this treaty
Even though... and..
Play movementa fight against:
ObesityADHD
Stunted social, cognitive development,
Fragmented communities
Playground-building NGO
KaBOOM! building playspaces
Human Rights Issue
a cause worth fighting for
Human Rights Organization
KaBOOM! defending the right’s of a child
Building a playground
creating a space for kids to play
Building a coalition around the issuefighting for a child’s right to play
From: To:
This means redefining our DNA - we don’t just build playgrounds, we’re a Human Rights organization fighting for a Child’s Right to Play
We’ll raise awareness of KaBOOM! by leading the charge to ratify the Convention on the Rights of the Child -- The petition will be featured on the KaBOOM! website
Petition to the U.S. Congress
For:
The Transformation
A human rights organization needs activists to fight in its corner -- children are the best activists we can have to fight this issue with us
Why Children?
Children have enacted social change before
Sara Kavanaugh successfully petitioned Gatorade to remove BVO
from it’s drinks with over 200,000 signatures
Children most immediately effected -
this is their realityP.R. amplification could
be enormous
Severn Cullis-Suzuki silenced the UN General Assembly speaking about
environmental issues
85% of adults believe that the amount of play (for kids) has
decreased since they were a kid
KaBOOM! Research n=400, nationally representative sample of adults between 18-65http://www.addletters.com/pictures/newspaper-generator/3759001.htm
Because children are innately play activists
We’ll seed the cause through them -- Children will be our grass roots activists
KaBOOM! Research n=400, nationally representative sample of adults between 18-65http://www.addletters.com/pictures/newspaper-generator/3759001.htm
ChildrenAudience
Parents and adults
Conduit
Who
Our influencer/activists who articulate the
urgency of the issue to adults
Adults who need to get on board with the cause
and sign the petition
LegislatorsPrimary Target
Our primary target of legal change makers who will receive the
petitions
Action How
Schools, Digital Media, Events
Through their children,Mom blogs
Petition from the Children and their
parents
PetitionPetition
Ratification Ratification
Each message will educate play activists about their right to play and provide means to sign the petition
Out of home
Why:Through schools we will tell our play activists that they have a right to play
Offerings:A branded curriculum paired with an in school competition. Bookmarks, and PTO Back to School Packs all designed to drive back to the petition.Prior to school, we’ll distribute back to school parent packs with information regarding KaBOOM! and the competition
Digital Media
Why:Screen based platforms are the norm for children - rather than challenge the dominance of the screen let’s use it to our advantage - gamify KaBOOM! and the Right to Play
Offerings:Allows KaBOOM! to custom design mini games centered around the Right to Play through an interactive experience that will drive them to the petition.
What:Via re:fuel - a youth marketing service that specializes in targeted media plans in schools. (Based off offerings we choose we have the potential to reach over 5,000 schools during Q3 and Q4)
What: Poptropica is a massive multi player online virtual world that reaches 8 million unique kids/month aged 6-11
Events
Offerings:Every KaBOOM! done-in-a-day will feature information about the child’s right to play and a way to push the petition forward
What:KaBOOM! done-in-a-days builds can serve as play activist rallies in communities. (38% of build day volunteers became involved in new volunteer opportunities)
Why:By owning the issue themselves they become direct enablers of change.
What: We preach to influential Mom Bloggers about the urgency of their Child’s Right to play
We’ll provide with them spreadable information about the US’s failure to ratify the Convention on the Rights of the child and to sign and share the petition
re:fuel capabilities and pricingPoptropica capabilities and pricingKnight foundation Evaluation (www.knightfoundation.org)
Mom Bloggers
Why:There are nearly 3.5 million mom bloggers in N. America with kids aged 2-11
Key channels for children Supplementary channel
The program explained
Out of home Digital Media Events
KaBOOM! will develop a in-school curriculum centered around human rights. As a part of the materials, children will be exposed to the UN Convention on the Rights of the Child. Following the curriculum there will be a competition based on KaBOOM!’s design day concept.
Children will be given the chance to concept a playground for themselves and a community in need and to bring a copy of Article 31 and the petition home.
Additional materials such as book covers, book marks and locker calendars will be designed to be mailable as a petition.
KaBOOM! will build an exclusive Custom Quest game in Poptropica that will give children a chance to interact with the brand and idea of their ‘Right to Play’
The game itself will challenge children to help rescue other kid avatars in the game from the obstacles preventing them from getting to ‘their’ playground.
The game will ultimately drive winners/completers to the petition housed on the KaBOOM! website.
Additionally, we will have banner ads on casual gaming and entertainment sites frequented by 6-11 year olds
KaBOOM! done-in-a-days will transform into a Child’s Right Rally -- we’ll invite speakers, community leaders and children play activists to speak about the right of the child to play.
Materials such as t-shirts with Articles 31 (Right to Play), stickers pronouncing “I’m a play activist”, badges with “I fight for my right to play”.
Petition
Petition
Petition Petition
Defend your right!
Artic
le 3
1
Flowchart: Total budget $3,000,000
Sources: re:fuel capabilities estimates, Poptropica capability estimates, Ad Network: Genome by Yahoo! estimates, done-in-a-day materials and shipping estimates