CLIENT
Afterschool Alliance
Judy Samelson, Exec. Dir.- Afterschool Alliance
Ursula Helminski, Dir. of Public Awareness & Outreach- Afterschool Alliance
Heidi Arthur, SVP- Group Campaign Dir.- the Ad Council
Deborah Leiter, VP- Sr. Campaign Dir.- the Ad Council
Blake Smith, Campaign Manager- the Ad Council
Jamin Warren, Asst. Campaign Manager- the Ad Council
AGENCY
Parry Metz, Associate Creative Dir./ Copy Writer
Angela Whitby, SVP- Group Planning Dir.
Nick Vitellaro, Account Supervisor
Liat Ebersohl, Sr. Producer
Mark Westman, Associate Creative Dir./ Art Dir.
SUMMARY
Following up on the success of their campaign to adults, the Ad Council's Afterschool Alliance decided to target teens. These 9-14 year old generally prefer to go home after school. The Afterschool Alliance sought to convince them they would have more fun attending an after school program. By focusing on how staying home was actually not cool, we got teens interested in after school programs, evidenced by significant traffic to the Afterschool Alliance's dedicated website.
