ink project

CHALLENGE

As Surf Life Saving evolves past its first century of service and dedication, the organisation’s focus remains the same – to save lives.

To help save more lives, the Surf Life Saving message needs to be embedded from a young age and continually reinforced. As financial pressures rise, so does the need for targeted, engaging and proactive communication for every life stage. This brief required development of a brand strategy to specifically engage and educate children from all backgrounds and locations, targeting both coastal and regional Australians.

Our solution was to educate through entertainment, to create a suite of branded characters and an online portal designed specifically for kids. Surf Life Saving can focus on educating and motivating children whilst also delivering a positive message about the Surf Life Saving community and way of life. Any characters and environments needed to fit with the Surf Life Saving brand and deliver on messaging goals.  

SOLUTION

Character development process

Conduct research and stakeholder workshops
Agree communication goals
Identify core target age group
Identify age group insights
Review government guidelines
Undertake Character and Audience research 
- Character traits for age specific audiences
- Online learning environments
Agree character values and personality

Brand Platform creation
- Mission, Vision, Values, and Masterbrand alignment.

Assess viable application across various Surf Life Saving marketing streams;
- Supplement existing education program
- Support the school curriculum
- Encourage Membership
- Merchandising
- Environmental messaging
- Costumes / Mascots
- Social media
- Internal communications
- Brand Advocates; parents, teachers, partners
- Partnerships; Telstra, Westpac.

Identify key performance indicators and what we expect to achieve within the first 12 months of launch: site visits, absolute unique visitors, page views, time on site and new visits.

Develop 3 alternative character ideas: ages, gender, gender balance, location, physical characteristics, motivations, fit with Masterbrand.

Bring one preferred route to life with character biographies, animation sketches and environments.

Develop online games and web portal. 

OUTCOME

An online portal has been designed specifically for kids and will launch on the Surf Life Saving website in early 2011. The portal content educates on key safety messages and on the important role that Surf Life Saving plays in the community. Once online, kids are safely engaged, informed and entertained through game play.

Beyond launch, the brand characters are being developed with the intention of seeing them come into existence across all media. And possibly in the flesh, or should that be fur? Watch this space… 

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