VANGEL is proud to announce that our work has again been honored in this year’s 32nd Annual Telly Awards competition! (Our TV campaign for First Chance for Children also won a Telly this year.)

This time the Telly goes to two 30-second television ads we created for GetAbout Columbia, the Federal Highway Administration’s Nonmotorized Transportation Pilot Program in Columbia, Missouri.

The TV ads were part of a comprehensive public education campaign promoting walking and biking. As with all of the marketing materials we developed for the campaign, the TV commercials embodied the the GetAbout Columbia brand—upbeat, inclusive, and fun.

In the first spot, we touted the benefits of walking and biking by creating an original GetAbout Columbia song. We then enlisted the help of The Vision Factory to bring the brand to life through animation.

The second TV ad was part of a multi-media “Roll Together” campaign. By combining animation with video footage of Columbia streets, (shot by Boxcar Films), this spot reminds everyone—both car drivers and bicyclists alike—that following the rules of the road and simple courtesy are key to sharing the streets safely.

We’re extremely proud of the work we did for the GetAbout Columbia project. (See more here.) That’s because we know that a walkable, bikeable community is good for us all.

Do you have a product, service or initiative that you’re looking to brand in a memorable way? Give VANGEL a call.

VANGEL has been named a winner in this year’s 32nd Annual Telly Awards competition. Our firm was honored for two 30-second television ads created for First Chance for Children, a Columbia nonprofit dedicated to building an early education system that helps every child arrive at kindergarten ready to succeed.

The Telly Awards is a national competition that recognizes outstanding local, regional and cable TV commercials as well as the finest video and film productions.

To read about the strategy behind the First Chance for Children campaign, click here.

Thanks again to everyone involved with this project: the wonderful folks at First Chance for Children, the talented gang at Boxcar Films, and our fabulous local actors.

In 2009, nonprofit organization First Chance for Children came to VANGEL with a challenge:

Develop a public service campaign to reach young, low-income mothers about the importance of reading and interacting with their baby.

Research shows that reading, holding, talking, and playing with a baby directly affects the language and cognitive skills that prepare that child for school success.  That’s why First Chance for Children is dedicated to parent interaction as part of an early education system that helps every child arrive at kindergarten ready to succeed.

In order to understand our target audience, VANGEL and First Chance for Children conducted two focus groups. Specifically, we were looking for information that would steer the strategic direction of our public service campaign and ensure our creative execution resonated with the audience.

The focus groups revealed some interesting things about this group of mothers:

• They are very aware of the importance of reading and talking to their babies.
• Their biggest barrier is time. Interestingly, participants’ idea of how much time it would take to make a difference was one hour a day.
• They do not want to be preached at. Participants indicated they would like to be “shown” the message, not “told what to do.”

Based on this research, VANGEL developed a campaign that reminds mothers that just a few minutes can make a difference.  We chose our messengers strategically, as a way to “show” rather than “tell.”  The result is two 30-second television public service announcements, “Just Five Minutes” and “When I Was a Baby,” supplemented with radio ads and bus boards.

VANGEL is proud to work with First Chance for Children. And we’re proud of this just-completed campaign.  Thanks to Columbia-based Boxcar Films for some beautiful footage, and all of our local actors for a job well done.

If you’re looking to reach a particular target audience in an effective and compelling way, give VANGEL a call.