SD COUNCIL ON LITERACY
Named as one of the leading literacy co-operatives in America, the San Diego Council on Literacy increases public awareness of literacy needs and provides a variety of learning programs for people of all ages.
CHALLENGE
Raise awareness and get people to volunteer their time to become literacy tutors when even raising money for the cause has proven difficult.
SOLUTION
Compelling, reverse psychology put at the street level.
SERVICES DELIVERED
Concept development
Copywriting
CHALLENGE
Raise awareness and get people to volunteer their time to become literacy tutors when even raising money for the cause has proven difficult.
SOLUTION
Compelling, reverse psychology put at the street level.
SERVICES DELIVERED
Concept development
Copywriting
Published on:
2008
Print
- Named as one of the leading literacy co-operatives in America, the San Diego Council on Literacy increases public awareness of literacy needs and provides a variety of learning programs for people of all ages.CHALLENGERaise awareness and get people to volunteer their time to become literacy tutors when even raising money for the cause has proven difficult.SOLUTIONCompelling, reverse psychology put at the street level.SERVICES DELIVEREDConcept developmentCopywriting
HEADLINEKeep America Stupid!COPYThis country has enough smart people. If you believe in keeping people from living fulfilled lives - do not join the growing army of volunteers for the San Diego Council On Literacy. If you believe this country needs to keep people emotionally and intellectually starving - do not call 1-800-850-READ. Do not allow yourself to be suckered in by that warm feeling. Helping people learn to read will only make them more capable and productive - and who knows where that will lead?
HEADLINE
Fight LiteracyCOPYIf you believe in keeping people from improving their lives - do not help them learn how to read. If you believe some people do not deserve a chance to get ahead - do not join the growing army of volunteers from the San Diego Council on Literacy. Do not call 1-888-850-READ. Do not allow yourself to be suckered in by that warm feeling. Helping people learn to read will only make them more capable and productive - and who knows where that will lead?
HEADLINE:
San Diego Needs More Book Burnings!
COPY:
Too many people are learning to read. All at the hands of a growing army of volunteers from the San Diego Council on Literacy. If you believe in keeping people from realizing their true potential - do not join their ranks. If you believe that others do not deserve a chance to live richer and more fulfilled lives - do not call 1-888-850-READ. Do not allow yourself to be suckered in by that warm feeling. Helping people learn to read will only make them more capable and productive - and who knows where that will lead?
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Founded by personal trainers and real-life couple, Tony and Karen Hill, The Burn is a growing personal training, fitness and wellness center in San Diego, CA.
CHALLENGE
Help a smaller, personal training gym stand out against the rival fitness mega-chains.
SOLUTION
Create a unique brand personality and voice for The Burn that doesn’t take itself too seriously—except when it comes to results.
SERVICES DELIVERED
Concept development
CopywritingPrint2008 -
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CHALLENGE
Establish a voice and elevate the brand's recognition amongst a sea of destination and resort advertising.
SOLUTION
Capture the unique experience that is Pueblo Bonito - without showing the property like every other resort ad.
SERVICES DELIVERED
Concept development
CopywritingPrint2008 -
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CHALLENGE
Try to capture what an important charity does, when it does so many great things.
SOLUTION
Show what they do every single day - simply being there for children and their parents when it matters most.
SERVICES DELIVERED
Concept development
CopywritingTelevision2008 -
Billions and billions served. Home of the Big Mac. Does anything more really need to be said about one of the world's most famous brands?
CHALLENGE
Promote seasonal food offerings without it just being all about the food.
SOLUTION
Develop quick, funny stories inspired by some of the food's key attributes.
SERVICES DELIVERED
Concept development
CopywritingRadio2009 -
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CHALLENGE
Continue Submarina’s existing “Powered Up” campaign focusing on their healthier alternatives to fast food — at the same time, create a unique voice and personality to help establish the brand in new franchise markets in 10 states.
SOLUTION
Remind customers that there's a fresher, better and more fun choice to fill up on — served with a side of California attitude.
SERVICES DELIVERED
Concept development
CopywritingPrint, Point-of-Purchase2008 -
As the #3 fitness equipment company in the world, Star Trac Fitness has quickly become a recognized innovator and leader in the health and fitness industry.
CHALLENGE
Differentiate and reposition themselves in an industry whose main focus has simply been on sales and new products.
SOLUTION
Be about something more than gym equipment by acting as a catalyst for healthy change in the lives and world that drive their business.
SERVICES DELIVERED
Brand Strategy
Concept development
CopywritingWeb, Rebranding, Integrated2008 -
As the most popular and prolific video game title in history, Madden NFL has helped Electronic Arts become one of the largest and most award-winning game development companies in the world.
CHALLENGE
Build excitement and word of mouth around the upcoming release of the latest mobile version of the Madden NFL franchise.
SOLUTION
Launch a viral online video that promotes the mobile aspect of the game, while also capturing the fun and dedication found amongst typical players.Web, Viral, Television2011 -
Founded in 1996 by a former college football player, Under Armour quickly grew to become one of the premier suppliers of high tech sportswear to professional athletes. Now one of the most recognized sports clothing brands in the world, they offer a wide range of sportswear, casual apparel and footwear at both the professional and consumer level.
CHALLENGE
Create awareness and introduce Under Armour's latest sportswear technology - a revolutionary, moisture-wicking fabric called Charged Cotton.
SOLUTION
Create "electrified", attention-grabbing page takeovers on some of the most popular sites on the web.Web, Rich Media2011
