Earlier this year, a few of us at AgencyNet had just gotten off the phone with Cactus Marketing to discuss “Own Your C,” the award-winning public service campaign that just two years earlier had blown the doors off of the way campaigns talk to teens about choosing not to smoke. The conversation was simple and to the point.
“It’s time to give ‘Own Your C’ a serious facelift,” we all agreed.
Since the launch of the campaign in 2006, the media landscape had changed dramatically, and with it, consumer behavior indisputably had changed as well. It was time to rally around the cause that had inspired such creativity the first time around, and do it all over again.
We were thrilled at the challenge, but to be honest, the idea of completely overhauling a highly successful campaign like Own Your C was a daunting one.
How do we follow THAT, we all thought.
A COMMUNITY OF CHOICES
Knowing this, our solution was to give teens what they want most—a soapbox to express themselves.
We envisioned a rich, immersive environment that would invite users in, encouraging exploration, dialogue, and above all—debate. We knew that the same power of peer influence that might cause a teen to smoke in the first place also had the power to inspire positive change when put to constructive use.
We knew that Own Your C needed more than a campaign—it needed a community.
When all was said and done, we’d go on to build the new ownyourC.com 2.0, a rich online community allowing teens to share their opinions about the choices they face each and every day. Taking advantage of the latest technologies to provide the community with the most robust and user-friendly experience possible, we developed the front-end using Flash 9 and Papervision for the streamlined rendering of 3-D objects, and used Adobe Flex for all Action Scripting.
Teens can express themselves through text, photo, or video—and we’re even building in the ability to record yourself live on webcam directly within the site. From smoking, to fast food, to the existence of UFOs, every choice in this community matters.
A robust Content Management System, developed in ASP.NET 3.5 on a Windows Server Platform, makes the piles and piles of data parsed by the site invisible to the end user, and an elaborate filtering system allows teens to view responses in a way that is most meaningful to them.
The fully integrated and synergistic campaign also includes a series of 15-second TV spots, online rich media banners, and Live “C-Ride” events that invite teens to participate in the new ownyourC.com 2.0 community.
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