In this session, Ms. Goodstein will present a case study of the Ad Council’s tooth brushing app/game Toothsavers, which launched this past January (http://2min2x.org/toothsavers/). The game is part of the Ad Council’s Children’s Oral Health campaign which targets parents of young children with the goal of getting kids to brush twice a day for two minutes. The case study will cover: - Considerations for non-profits or social good campaigns when considering app development including cost to build, marketing and evaluation - Best practices in designing an app for young children (and their parents) - Lessons learned from our experience – what’s working and what’s not
Citation preview
1. More than childs play A case study Serious Play Conference
July 22, 2014
2. Agenda What is the Ad Council?1 Next Steps4 The Childrens
Oral Health Campaign Overview2 Toothsavers: Lessons from Game
Development3 3. Urgent public issues 3 4. 4 5. Comprehensive
Integrated Campaigns Mobile Social Outdoor Partnership TV Online
Radio 5 6. Oral Health Campaign 7. Childrens oral health 16million
Children suffer from untreated tooth decay Disproportionately
impacts low income and minority children & families Unhealthy
mouth can be associated with obesity, diabetes & heart disease
Impacts a childs ability to learn, develop self esteem & speak
properly 8. Target Audience 8 Parents and caregivers of children
ages 0-12 9. 9 2 minutes. Twice a day. Our strategy 10. TV 11.
2min2x.org 12. Media & entertainment partnerships 13. Print 14.
In-School, dentist offices and mobile 15. From 48% to 55% report
brushing at least 2x/day From 60% to 64% report brushing 2 minutes
each time Campaign Results $57M Donated media 53%aware of campaign
messages 16. 16 Why Develop a Game/App for Preschoolers? - From
2011 to 2013 the percentage of children with smartphones or tablets
has increased from 52 percent to 75 percent (Common Sense Media) -
72 percent of children age 8 and under have used a mobile device
for some type of media activity such as playing games, watching
videos, or using apps, up from 38% in 2011 (Common Sense Media) -
Families at all income levels own touch screen devices, although
families with higher incomes tend to own a greater number of
devices (Michael Cohen Group, 2013) 17. 17 Introducing Toothsavers
18. Great for our 4 year old and even our 2 year old. They werent
interested in brushing that much before, now they do it for the
full 2 minutes and follow instructions well. They love when new
characters unlock. 18 Downloads of the app since January 115K
Average time per session (minutes) 3.00 Online & mobile game
Toothsavers 19. - Finding the right developer is crucial -
Preschoolers cant read! - Keep it simple, yet fun - Games take time
- Test with your target formally and informally - Budget almost as
much for promotion - Parents sections dont really work 19 What We
Learned 20. - Formal usability research and evaluation work to
inform a new release in 2015 - New characters to unlock! -
Distributing stickers at dentists offices 20 Whats Next 21. Thank
you!
