THE WORK/
HSF
The Heart and Stroke Foundation of Canada raises millions of dollars to assist research and raise awareness of the dangers of heart disease. This is a serious problem, and a serious challenge for the foundation.
Strategic Initiatives
Oddly was called upon to appraise several of the major initiatives of the foundation, leading to revisions in several of their key communications. Our consultations examined the site for the annual Ride for Heart, the Facebook presence for the Big Bike initiative, as well as several smaller but equally important online initiatives, sometimes in conjunction with a creative agency, and sometimes directly.
Our recommendations were made in a series of documents, sketches, wireframes and more, based on a strategic analysis devised through social media monitoring, competitor analysis, and attendance at key events. Following attendance, enthusiasts were identified, then approached through social media channels using trackable links. Monitoring tools were used to evaluate the impact of cross-links from popular bloggers and social media activists.
Our analysis led to key recommendations regarding the usability of the HSF Ride site, detailed in an 18 page document presented to the strategy team. It outlined a plan to meet several objectives, including switching to a user-centric navigation, and bringing attention to the hidden heros of the HSF.
Production Initiatives
Beyond the strategic consulting and pre-visualization, our work spanned print design, electronic communications, and video. Recognizing the strategic value of their mailing lists, we revised the email template system to provide a more modern and inviting aesthetic. At the same time, we improved the image rendering on mobile devices. We then went on to merge that same aesthetic into the print pieces for a unified look and feel.
Our programming, video, and post-fx skills were called into play for the production of the rich-media ads for the concurrent anti-smoking campaign. From strategy consulting, to analyzing the media buy, to being on-set and seeing the production through to finished ad, Oddly was there to support every step of the process.
