Ppfor Cfd!
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Transcript of Ppfor Cfd!
CHICAGO FIRE DEPARTMENT
- Intern Project -
Strategy
Business Problem
Umbrella campaign with 3 goals:
• Education: Learn & Live
• Community
• Branding
Key Research Points
Street Interviews • “Hunky Firemen in a calendar”• “No one knew their escape routes”
• Only: “Stop, drop and roll”
• “We’re there when you need us”• Fireman are HUGE on education (everyone!!)
–It’s a 2-way street – they need YOUR help
• People need to REALLY go out of their way to get the information –Only people who WANT it, look for it.–Not people who NEED it.
Firefighter Interviews
Key Research Points
Chicago + Art
• set aside 1.33 percent of the overall budget used to construct or remodel government buildings specifically for public art.
-Millions have been spent; the art collection has more than 700 pieces.”• Chicago is the number two destination worldwide for art lovers• Mayor Daley’s initiatives
Insights & Implications
BIG INSIGHT
• There is a disconnect between what CFD represents/values and the community’s perception of them.
BIG IDEA
• Bridge the gap + start a conversation between the CFD and the community by using the language of ART.
- Firefighter image and voice- Embedded in Chicago culture- New and exciting way to present tools
Creative Concept
LEARN &
LIVE
Learn and Live Campaign
Goal
To present the public with fire safety information
in a more effective/engaging way, ie.
Don’t just say it, show it
Batteries and Smoke Detectors
• CFD hands out 50,000 9 volt batteries and 40,000 smoke detectors a year
• Last year, every fire related death in Chicago happened
at a residence with missing or defective smoke detectors
Fire Battery Wall
• Interactive installation
• Target: young professionals
• Media placement: high traffic areas
• Partnerships: Energizer, Duracell, Powercell
• Commissioned artists: mosaic
• Time lapse photography
Smoke Detector Advertisements
• Interactive advertisements
• Target: lower income areas = more susceptible to fire deaths/lacking smoke detectors
• Media placement: green line and S/SW bound busses/bus shelters
Smoke Detector Installation(s)
• Target: wider demographic
• Goal: To distribute detectors and create greater awareness during fire history month (October)
• Media placement: The History Center
• Mosaic of the Great Chicago Fire - take away piece to reveal modern skyline
Carbon Monoxide
• #1 cause of death due to accidental poisoning
• Over 10,000 people affected each year
• Legislation passed last January
• Seriously ignored/overlooked issue = more serious tone
The Canary Project
• Interactive installation
• High traffic areas
• CO information/dispenser/coupons
• Co-sponsorship (Kidde)
• Fall time
The Canary Project Reminder Campaign
• Poster campaign
• Winter months
• Mass transit
Escape Routes
• Demonstration of problem
• “No time to learn in case of emergency”
• Offers solution (visit website)
Escape Routes In the Home
• Old E.D.I.T.H
• Simplify by using visual cues
• Make it a game - as opposed to a chore
• Make it interactive - create own characters
• Spontaneous (like a fire)
Escape Routes At the Office
• Old C.A.L.M
• Simplify by using visual cues
• False obstacles: thought provoking
without using scare tactics
• Spontaneous (like a fire)
• Create a conversation in the office/ media buzz
Goal
Community
To put the ‘house’ back in firehouse
Battery Exchange
• Connects directly to battery wall
• Program that encourages Chicagoans to replace smoke detector
batteries and drop off dead batteries at local fire station for recycling
• Posters
• Dispensers at firehouse
• Daleys Green Initiative
• Charity/ community/ art/ recycling
Welcome to the NeighborhoodPackage
• Distributed to landlords/realtors
• 2008 “CFD heroes” fire safety calender (homage to everyday Chicagoans who practice fire safety)
• Daily/seasonal reminders to practice fire safety
• Letter from Chief Ray/Mayor Daley?
Learn and Live Events
• Demonstrations/ games
• CPR has changed - no more mouth to mouth - just chest compressions
• 1.5 million people go into cardiac arrest a year ; 1/3 die before reaching hospital
• CPR endurance game with prizes
Learn and Live CampaignGoal
Bridging the gap between CFD and the public and
finding a unique voice
Branding
CFD Firefighter Tattoo Book
• Demonstrates the loyalty/pride of CFD firefighters
• Company ink
• Symbols
• Heritage
• Memorials
• First fires
• Recruitment/Charity
QuestionsLEARN &
LIVE
Contact Information
• Lindsay [email protected]
• Diana [email protected]
• Kirstin [email protected]
• Paris [email protected]
• Jonathan [email protected]
• Catherine Merrin [email protected]