1 / 21

Anastasia Goodstein - Apps That Create Change

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 (http://2min2x.org/toothsavers/). 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

SeriousPlayConf
Download Presentation

Anastasia Goodstein - Apps That Create Change

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. More than child’s play A case study Serious Play Conference – July 22, 2014

  2. Agenda 1 What is the Ad Council? 2 The Children’s Oral Health Campaign Overview 3 Toothsavers: Lessons from Game Development 4 Next Steps

  3. Urgent public issues 3

  4. 4

  5. Comprehensive Integrated Campaigns Mobile ◦ Social ◦ Outdoor ◦ Partnership ◦ TV ◦ Online ◦ Radio 5

  6. Oral Health Campaign

  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. Target Audience Parents and caregivers of children ages 0-12 8

  9. Our strategy 2 minutes. Twice a day. 9

  10. TV

  11. 2min2x.org

  12. Media & entertainment partnerships

  13. Print

  14. In-School, dentist offices and mobile

  15. Campaign Results $57M Donated media From 48% to 55% report brushing at least 2x/day From 60% to 64% report brushing 2 minutes each time 53% aware of campaign messages

  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) 16

  17. Introducing Toothsavers 17

  18. Online & mobile game Toothsavers 115K Downloads of the app since January 3.00 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. Average time per session (minutes) 18

  19. What We Learned - 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

  20. What’s Next - Formal usability research and evaluation work to inform a new release in 2015 - New characters to unlock! - Distributing stickers at dentist’s offices 20

  21. Thank you!

More Related