Over the past few years, there have been a lot of high-profile campaigns against drunk driving. Whether it be through outreach in schools or various advertising campaigns in the media, the message has been hammered home: Don’t drink and drive!

With the introduction of so-called “hands-free” laws in a number of provinces, the issue of texting or using your phone while driving has gained significant traction. In fact, there are more similarities between this issue and inebriated driving than one might think. Driving while distracted is like driving after having four beers, and distracted drivers cause 8 in 10 accidents.

Armed with these facts, Thornley Fallis and 76design developed a Greater Toronto Area pilot campaign for Allstate Insurance Company of Canada aimed at sensitizing young drivers to this critical issue.

The campaign, Action Against Distraction, encourages teens to take the pledge against distracted driving and share it with their friends via social networks. Allstate is also giving away an iPad to one lucky pledge-taker.

To support the campaign, we produced a video that asked teens to tell us the craziest driving distraction they’ve ever seen. Some of the responses surprised us, including that of one teen who said his relative eats a bowl of cereal while driving.

Hundreds of teens have already taken the pledge, and you can too

In order to reinvigorate and revitalize downtown Ottawa businesses hit hard by the recession and the bus strike, Thornley Fallis and 76design  conceived, developed and executed the Picture it Downtown campaign for The City of Ottawa, where residents were encouraged to go downtown, snap a photo and share it online.

Point, shoot, share – a simple concept to get Ottawa excited about all it has to offer. The “Picture It Downtown” concept we developed served to visually promote downtown Ottawa as a whole, but also the eight specific areas being promoted:  Byward Market, Downtown Rideau, Sparks Street, Bank Street, The Glebe, Chinatown, Preston Street (Little Italy) and Wellington-West Village.

Residents could participate in the campaign contest to win daily ($50), weekly ($250) and grand ($500 to $1200) prizes by taking pictures of downtown activities and uploading them to the campaign website.

The campaign included a media launch event involving the Mayor, a website with a list of downtown activites, a description, videos and photos of each area, contest rules and regulations, a photo gallery for people to submit and view photos, and YouTube videos, featuring all that’s cool in several neighbourhoods, print, radio, online and transit advertising, weekly news releases and ongoing online outreach using other social media tools including Twitter and Flickr.

Thousands of people participated and competed for prizing provided by local businesses.

The campaign was to remind Ottawans of all the diverse experiences and excitement downtown Ottawa has to offer, and entice them to visit downtown — ultimately spending money while engaging in the various activities highlighted in the eight main areas being promoted.

For the City of Ottawa, running a marketing campaign with a heavy online and interactive component was not only a smart business and communications decision, but its creativity generated a lot of buzz within Ottawa and got people sharing ideas and photos of great things to do and see in the city.

The fall 2009 campaign resulted in over ten thousand unique visits to the campaign website, more than 1300 entries (photos uploaded to the website), significant earned media in targeted outlets, photo and video assets for future use by the City, and a general buzz across the City about the creativity of the campaign, particularly by government.

Picture it downtown would not have been possible without our lead technologist Brett Tackaberry, senior developer Steve Lounsbury, our superb designer Steve St. Pierre, the ad campaign led by Laura Mindorff, the videos by Ryan Knuth, writer and producer LeeEllen Carroll and our SEO expert Shaun Scanlon. Special thanks to our GM Keelan Green, who has a knack for assembling the best teams to deliver outstanding results.

Thank you IABC for the recognition. It’s nice to bask in the spotlight… and great to share successes. As I used to say in my former journalistic career, you’re only as good as your last story. So that means back to work. Right now.

I am very excited to announce that the 76design and Thornley Fallis family has grown…yet again! Emmitt Franklin Tackaberry will be leading our new infant/toddler/youth division. His arrival on October 27, 2008 at 5:15 pm made it a little late in the day for his employee orientation, however we expect young Emmitt to be put to work in the very near future.

Father Brett, and mother Anne are in fine form and deeply proud that their little bundle will be an instant contributor at the office — once he is completely adjusted from his first 9 months of living in a sac of fluid and amino acids.

Well done Brett, Anne and Emmitt, y’all done good.

I know, I know – it’s not polite to brag. But please, cut us some slack here, because we really do have something exciting to brag about!

Yes, for the 3rd year straight, 76design has been made an Official Webby Honouree for the work we did conceiving, designing and building the Ottawa Public Library’s new children’s website.

This was a really innovative project and it definitely feels good to get this recognition. In case you don’t know the Webbys, they’re kind of like Oscars for the Web. We didn’t actually win a Webby – we got the equivalent of 2nd place. But considering our co-Honourees in the youth category include the likes of Disney Channel, Barbie and MTV, we figure we’re in some pretty elite company.

What’s even more amazing though, if I do say so myself, is that this is the 3rd year running that one of our sites has been a Webby Honouree. Last year it was our corporate website, and the year before it was the site we built for Maisonneuve Magazine.

76design is not a huge shop. We don’t charge as much as the big international agencies and our clients’ budgets tend to be – well – just a tad smaller than Disney’s. But the quality of our work speaks for itself. Year after year we rank alongside the world’s top interactive agencies in the toughest competition there is.

Next year we’re aiming to crack the final frontier and become an official Webby award winner. Which of our clients will benefit from that acclaim, and be the proud owner of one of the best websites in the world?

It could be you.

I just thought I’d post a short note to talk about Third Tuesday last night in Vancouver. This is the third time I’ve attended Third Tuesday on the left coast and it was nice to see some familiar and new faces last night as I was one of three presenters delivering “mini” case studies on social media projects. I chose to talk about a site we did recently for the Ottawa Public Library: “BOPL’s Book Club“. As a social networking site geared at kids, I thought the rather unique challenges we faced while developing it would be interesting to the group. I’m no seasoned presenter but it seemed from the questions I got from the folks there that I I did an OK job. Unfortunately the combination of a very packed house, a long narrow room and my non-projecting voice meant that I had to present twice — once to each end of the room — and both times I got caught going over the 7 minute limit. Oops… if anybody has read my posts on the blog they won’t be surprised at all that I had a hard time keeping it brief.

Thanks go out to Tod Maffin once again for organizing (and asking me to present) and to CNW for sponsoring the evening. Looking forward to seeing everybody in December!

I saw an amazing public awareness campaign yesterday.

I came across it first in the bus on the way to work. One of the few overhead ad-panels I’ve ever really cackled at; a cartoonish illustration of a guy wearing a hardhat and a confused expression, with a bloody length of rebar stuck through his head.

“Win an MP3 player and other cool stuff” was written in big letters, along with “Workplace Safety” and “Join the contest and win!”. Highly incongruous and ironic copy given the image. The people next to me were cackling at it too.

I memorized the url on the ad and checked the website as soon as I got to work. And hey – it’s fantastic. Full of craziness and craftiness, and also lessons about workplace safety. It’s really excellent work and I salute whomever made it.

It turns out – as i was informed by my knowledgeable colleagues – that the client,
the Workplace Safety and Insurance Board of Ontario has done this sort of thing before, in a freaky tv campaign called Prevent It, which can be seen on YouTube, here and here.

And what struck me is, “Here, at last, is a client that takes risks!” Hallelujah!
Possibly this is because risk is their stock and trade, and because lives are at stake, but they deserve credit anyway, because intelligent and effective risk-taking in advertising is all too rare in Canada, though in other places, like the UK, it is common. (I mean, who can forget this risque classic?)

Very few clients are willing to take risks, for all kinds of reasons, none of them good, and collectively we suffer for it. And individually those organizations that do not take risks suffer too, losing their edge and their energy, and failing to translate their strategic visions into reality.

Of course risk inevitably involves an element of, well, risk. Whereas when you go for the same-old same-old you can be sure that whatever else happens, you won’t fail. At least not by standing out. But from an organizational perspective that’s risky too, because in the end campaigns fail by not standing out. Everyone has seen that kind of familiar failure, mediocrity tacitly approved, simply because it’s less risky to ignore than to critique.

I think part of the problem is that organizations tend to diffuse risk-taking, and when individuals do go out on a limb and advocate a ‘risky’ strategy, they become vulnerable to scapegoating if – for whatever reason – the execution does not match the original vision. Maybe organizations should have designated ‘risk takers’ who are expected to take risks and aren’t so vulnerable to scapegoating.

Another reason organizations fail to take useful risks is that employees often seem to feel they need to shield their bosses from seeing ‘wacky’ ideas. Whereas, in my experience, the higher up the ladder you go the more open decision-makers are to taking risks, and the greater their ability to see the potential benefits of trying something new. So I guess what I’m saying is that organizations that want to succeed by standing out rather than fail by staying in line need to create a culture of risk-taking that reaches from top to bottom and back up again.

Innovation always includes a measure of risk. But creative, intelligent and targeted risk-taking can produce results that really do the job, that really succeed, and that really matter.

Anything else, as Ontario’s Worker Safety Insurance Board evidently knows, is asking for trouble.

Under 18: Blogs, Wikis and Online Social Networks for Youth

The panel introductions, particularly Danah boyd, launched in with an interesting view on the current segmentation of youth, how it came to be and new behaviour that has arisen due to the following properties of the web: persistence, searchability, replicability, and the invisible audience. Essentially, the idea is the internet gives access to a public life that may not be available otherwise and especially so for rural communities or the younger end of the age group.

The focus of the panel was to explore the range between “young people are in mortal danger” and “the internet is fulfilling inner potential.” The panel spent the majority of the time reviewing the dangers to youth online and, most importantly, solutions.

Of course a major danger, is online predators. In May 2006, Deleting Online Predators Act was proposed to protect youth. The premise was to restrict youth access at schools and libraries to websites with any social aspect including the likes of MySpace but also Wikipedia. Its almost obvious that this is the wrong approach. To fully understand the phenomenon, what has to first happen is an acceptance by parents that this is more than a trend. Only then can a dialogue occur between parent adn child.

The problem isn’t the websites or the technology. Kids know to delete emails from strangers. The internet is an outlet and a mirror to what is really going on with a kid. The negative aspect highlighted in the media isn’t because the website provides a certian channel of communication. An interesting point is social workers should be online on MySpace and other social forums and helping through that medium as well.

Cheating and plaigirism are major issues in school. What is really interesting is the nature of the internet encourages remixing, sharing and collaborating. How does one explain plaigirism when content generation on the web means copying and sharing music, video, code, technique, and ideas. Traditional systems have to be intelligent and will have to learn from these social trends.

Of course there is a very strong positive side. One of the first points brought up is that social websites are good for quiet and shy kids, it is good for kids in isolated communities or those that feel isolated socially. It allows an opportunity for mentoring.

76design has a few upcoming youth oriented projects and we hope to achieve the ideals that were discussed.

The panelists really came across as knowledgable and I strongly recommend following some of the links below.

Speakers:

• Andrea Forte Georgia Institute of Technology
• danah boyd USC Annenberg Center – apophenia
• Anastasia Goodstein Publisher, Ypulse and author of “Totally Wired: What teens and tweens are doing online”
• Kate Raynes-Goldie TakingITGlobal: an online community that connects youth to find inspiration, access information, get involved, and take action in their local and global communities.
• Erin Reilly Exec Dir, Platform Shoes Forum
• Elisabeth Sylvan Researcher, MIT Media Laboratory Lifelong Kindergarten: new technologies that, in the spirit of the blocks and fingerpaint of kindergarten, expand the range of what people can design, create, and learn.