January 25, 2012
A Video Can Say It All
Does anyone read anymore? I think yes, but not for long on the internet. If there is a video version and text version, the video will win out. As I type, I feel the pressure just to post the video examples for this blog and quit with these words.
Video accomplishes many things online — they can be visual, entertaining, and explanatory and it’s all less work for the consumer. So instead of relying solely on copy to explain the most important pieces of information about your organization, I say pick the things that are critical for people to know and produce a video about it. Make sure that video is captivating, short and conversational. Remember that online you are always competing with talking cats and cute babies.
Check out this video below by Grey. In 3 minutes they let you know who they are and why they are awesome. I also like how they use images and voiceover, which is effective and can save a bundle.(Note: there are talking babies and cats in it).
Also last week, Ad Council launched a video about how we work, produced by our friends at Free Range. We recognized that we are a complex and unique organization. And it’s not always easy to grasp our model and services. This video allows us to tell our story and communicates our impact to our potential sponsors and consumers.
Filed under: Content Production
Tags: video
December 9, 2011
An Interview with Lily: Sesame Street’s Food Insecure Muppet
Sesame Workshop, the nonprofit organization behind Sesame Street, is once again setting a great example of how to tackle a difficult subject in an approachable and unique way. As part of their Food for Thought initiative, the organization is bringing the important issue of childhood hunger to light with the introduction of a new Muppet, Lily. And I got the chance to interview her.
According to the U.S. Department of Agriculture, 1 in 4 American children are food insecure (a.k.a. hungry) and 9.6 million of them are under the age of 6.
“In that Sesame Workshop model, we looked at how you structure a story around this issue in a way that presents the child’s point of view,” said Dr. Jeanette Betancourt, Senior Vice President for Outreach and Educational Practices at Sesame Workshop. “We figured the best way was to create a wonderful Muppet who had experienced food insecurity so that we could really point it out from a child’s perspective.”
Enter Lily. A 7-year-old Muppet who knows all too well what it feels like to be hungry.
Abigail Quesinberry: Hi, Lily! It’s so nice to meet you! So, Lily, I understand that your family hasn’t always had enough food to eat. What’s it like to not know where your next meal is coming from?
Lily: Well, um, that’s kind of a hard question… My mom is really good about doing the best she can and my dad… I guess he’s been a little mopey lately. I try not to think about it too much. But I’m pretty lucky because there’s this thing at school where I get a free breakfast and lunch. Before that, it was really hard… my friends would go sit together at lunchtime and I would say I wasn’t hungry or I had a stomachache or something because I just was a little embarrassed, you know, or ashamed about it.
Filed under: Communications, Content Production
Tags: changing behavior, Food Insecure Muppet, Lily, Sesame Street
October 17, 2011
The Rules of Rebirth
For any organization, redesigning your website can be a little like giving birth. It’s messy, it can be scary at times, there’s a pretty solid deadline and at the end you have magically created something special. Color me dramatic, but today I have the great honor to welcome the newly re-imagined adcouncil.org into the world both as it’s biggest fan (Smokey, call me!) and as one of its midwives.
When Ad Council approached Beaconfire about this monumental project, the FanGirl in me let out an embarrassing little squeal. What self respecting, red blooded Creative Director wouldn’t be thrilled at the chance to help one of the most iconic American brands reinvent itself online? We couldn’t wait to get started.
As the complexity of our task sank in I’ll admit to a few … small… moments of panic. Ya know, like… Would we be able to do justice to Ad Council’s incredible 70 year legacy? How could we represent the massive depth and breath of their body of work in an accessible and engaging way? Would the technical requirements for all that media be a roadblock? OH! And what if we weren’t able to translate Ad Council’s unerring creative vision effectively to the web? And.. And.. And… #omg
These seemingly overwhelming concerns (along with a laundry list of many more) are likely familiar to any organization as they start down the path of a site redesign. So how do you take that first step? It may be simple, but I truly believe that success boils down to a children’s riddle: How do you eat an elephant? One bite at a time.
Filed under: Communications, Content Production
Tags: adcouncil.org, Beaconfire, Nonprofit Marketing, Website redesign


