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Anastasia Goodstein - Apps That Create Change


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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 ( 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

Published in: Education
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Anastasia Goodstein - Apps That Create Change

  1. 1. More than child’s play A case study Serious Play Conference – July 22, 2014
  2. 2. Agenda What is the Ad Council?1 Next Steps4 The Children’s Oral Health Campaign Overview2 Toothsavers: Lessons from Game Development3
  3. 3. Urgent public issues 3
  4. 4. 4
  5. 5. Comprehensive Integrated Campaigns Mobile ◦ Social ◦ Outdoor ◦ Partnership ◦ TV ◦ Online ◦ Radio 5
  6. 6. Oral Health Campaign
  7. 7. Children’s 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 child’s ability to learn, develop self esteem & speak properly
  8. 8. Target Audience 8 Parents and caregivers of children ages 0-12
  9. 9. 9 2 minutes. Twice a day. Our strategy
  10. 10. TV
  11. 11.
  12. 12. Media & entertainment partnerships
  13. 13. Print
  14. 14. In-School, dentist offices and mobile
  15. 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. 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. 17 Introducing Toothsavers
  18. 18. Great for our 4 year old and even our 2 year old. They weren’t 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. 19. - Finding the right developer is crucial - Preschoolers can’t read! - Keep it simple, yet fun - Games take time - Test with your target formally and informally - Budget almost as much for promotion - Parents sections don’t really work 19 What We Learned
  20. 20. - Formal usability research and evaluation work to inform a new release in 2015 - New characters to unlock! - Distributing stickers at dentist’s offices 20 What’s Next
  21. 21. Thank you!