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Ppfor Cfd!

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Ppfor Cfd!

  1. 1. C HICAGO F IRE D EPARTMENT - Intern Project -
  2. 2. Strategy
  3. 3. Business Problem Umbrella campaign with 3 goals: <ul><ul><li>Education: Learn & Live </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Branding </li></ul></ul>
  4. 4. Key Research Points Street Interviews <ul><li>“ Hunky Firemen in a calendar” </li></ul><ul><li>“ No one knew their escape routes ” </li></ul><ul><li>Only: “Stop, drop and roll” </li></ul><ul><li>“ We’re there when you need us” </li></ul><ul><li>Fireman are HUGE on education (everyone!!) </li></ul><ul><ul><li>It’s a 2-way street – they need YOUR help </li></ul></ul><ul><li>People need to REALLY go out of their way to get the information </li></ul><ul><ul><li>Only people who WANT it, look for it. </li></ul></ul><ul><ul><li>Not people who NEED it. </li></ul></ul>Firefighter Interviews
  5. 5. Key Research Points <ul><li>set aside 1.33 percent of the overall budget used to construct </li></ul><ul><li>or remodel government buildings specifically for public art. </li></ul><ul><ul><li>Millions have been spent; the art collection has more than 700 pieces.” </li></ul></ul><ul><li>Chicago is the number two destination worldwide for art lovers </li></ul><ul><li>Mayor Daley’s initiatives </li></ul>Chicago + Art
  6. 6. Insights & Implications BIG INSIGHT <ul><li>There is a disconnect between what CFD represents/values </li></ul><ul><li>and the community’s perception of them. </li></ul><ul><li>Bridge the gap + start a conversation between the CFD and the community by using the language of ART. </li></ul><ul><ul><ul><li>- Firefighter image and voice </li></ul></ul></ul><ul><ul><ul><li>- Embedded in Chicago culture </li></ul></ul></ul><ul><ul><ul><li>- New and exciting way to present tools </li></ul></ul></ul>BIG IDEA
  7. 7. Creative Concept LEARN & LIVE
  8. 8. 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
  9. 9. Batteries and Smoke Detectors <ul><li>CFD hands out 50,000 9 volt batteries and 40,000 smoke detectors a year </li></ul><ul><li>Last year, every fire related death in Chicago happened </li></ul><ul><li>at a residence with missing or defective smoke detectors </li></ul>
  10. 10. Fire Battery Wall <ul><li>Interactive installation </li></ul><ul><li>Target: young professionals </li></ul><ul><li>Media placement: high traffic areas </li></ul><ul><li>Partnerships: Energizer, Duracell, Powercell </li></ul><ul><li>Commissioned artists: mosaic </li></ul><ul><li>Time lapse photography </li></ul>
  11. 11. Smoke Detector Advertisements <ul><li>Interactive advertisements </li></ul><ul><li>Target: lower income areas </li></ul><ul><li>= more susceptible to fire deaths/lacking smoke detectors </li></ul><ul><li>Media placement: green line and S/SW bound busses/bus shelters </li></ul>
  12. 12. Smoke Detector Installation(s) <ul><li>Target: wider demographic </li></ul><ul><li>Goal: To distribute detectors and create greater awareness </li></ul><ul><li>during fire history month (October) </li></ul><ul><li>Media placement: The History Center </li></ul><ul><li>Mosaic of the Great Chicago Fire </li></ul><ul><li>- take away piece to reveal modern skyline </li></ul>
  13. 13. Carbon Monoxide <ul><li>#1 cause of death due to accidental poisoning </li></ul><ul><li>Over 10,000 people affected each year </li></ul><ul><li>Legislation passed last January </li></ul><ul><li>Seriously ignored/overlooked issue = more serious tone </li></ul>
  14. 14. The Canary Project <ul><li>Interactive installation </li></ul><ul><li>High traffic areas </li></ul><ul><li>CO information/dispenser/coupons </li></ul><ul><li>Co-sponsorship (Kidde) </li></ul><ul><li>Fall time </li></ul>
  15. 15. The Canary Project Reminder Campaign <ul><li>Poster campaign </li></ul><ul><li>Winter months </li></ul><ul><li>Mass transit </li></ul>
  16. 16. Escape Routes <ul><li>Demonstration of problem </li></ul><ul><li>“ No time to learn in case of emergency” </li></ul><ul><li>Offers solution (visit website) </li></ul>
  17. 17. Escape Routes In the Home <ul><li>Old E.D.I.T.H </li></ul><ul><li>Simplify by using visual cues </li></ul><ul><li>Make it a game - as opposed to a chore </li></ul><ul><li>Make it interactive - create own characters </li></ul><ul><li>Spontaneous (like a fire) </li></ul>
  18. 18. Escape Routes At the Office <ul><li>Old C.A.L.M </li></ul><ul><li>Simplify by using visual cues </li></ul><ul><li>False obstacles: thought provoking </li></ul><ul><li>without using scare tactics </li></ul><ul><li>Spontaneous (like a fire) </li></ul><ul><li>Create a conversation in the office/ media buzz </li></ul>
  19. 19. Community To put the ‘house’ back in firehouse Goal
  20. 20. Battery Exchange <ul><li>Connects directly to battery wall </li></ul><ul><li>Program that encourages Chicagoans to replace smoke detector </li></ul><ul><li>batteries and drop off dead batteries at local fire station for recycling </li></ul><ul><li>Posters </li></ul><ul><li>Dispensers at firehouse </li></ul><ul><li>Daleys Green Initiative </li></ul><ul><li>Charity/ community/ art/ recycling </li></ul>
  21. 21. Welcome to the Neighborhood Package <ul><li>Distributed to landlords/realtors </li></ul><ul><li>2008 “CFD heroes” fire safety calender </li></ul><ul><li>(homage to everyday Chicagoans who practice fire safety) </li></ul><ul><li>Daily/seasonal reminders to practice fire safety </li></ul><ul><li>Letter from Chief Ray/Mayor Daley? </li></ul>
  22. 22. Learn and Live Events <ul><li>Demonstrations/ games </li></ul><ul><li>CPR has changed - no more mouth to mouth - just chest compressions </li></ul><ul><li>1.5 million people go into cardiac arrest a year </li></ul><ul><li>; 1/3 die before reaching hospital </li></ul><ul><li>CPR endurance game with prizes </li></ul>
  23. 23. Branding Learn and Live Campaign Goal Bridging the gap between CFD and the public and finding a unique voice
  24. 24. CFD Firefighter Tattoo Book <ul><li>Demonstrates the loyalty/pride of CFD firefighters </li></ul><ul><li>Company ink </li></ul><ul><li>Symbols </li></ul><ul><li>Heritage </li></ul><ul><li>Memorials </li></ul><ul><li>First fires </li></ul><ul><li>Recruitment/Charity </li></ul>
  25. 25. Questions LEARN & LIVE
  26. 26. Contact Information <ul><li>Lindsay Frasco </li></ul><ul><li>312-856-8225 </li></ul><ul><li>[email_address] </li></ul><ul><li>Diana Brost </li></ul><ul><li>312-856-8469 </li></ul><ul><li>[email_address] </li></ul><ul><li>Kirstin Klieman </li></ul><ul><li>312-856-8226 </li></ul><ul><li>[email_address] </li></ul><ul><li>Paris Ivanissevich </li></ul><ul><li>312-856-8239 </li></ul><ul><li>[email_address] </li></ul><ul><li>Jonathan Pearce </li></ul><ul><li>312-856-8208 </li></ul><ul><li>[email_address] </li></ul><ul><li>Catherine Merrin </li></ul><ul><li>312-856-8441 </li></ul><ul><li>[email_address] </li></ul>

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