THE TUNE PROJECT by Bailey Lauerman for Nebraska Department Of Health & Human Services

THE TUNE PROJECT

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Bailey Lauerman
Creative Director Carter Weitz
Art Director Marcelo Plioplis
Released April 2010

Credits & Description

Category: Charities & Not For Profit
Advertiser: NEBRASKA DEPARTMENT OF HEALTH & HUMAN SERVICES
Product/Service: TUNE
Agency: BAILEY LAUERMAN
Date of First Appearance: Apr 1 2010
Entrant Company: BAILEY LAUERMAN, Lincoln, USA
Entry URL: http://www.tunemylife.org
Art Director: Marcelo Plioplis (Bailey Lauerman)
Graphic Designer: Brandon Oltman (Bailey Lauerman)
Writer: Neveen Hegab (Bailey Lauerman)
Writer: Rainbow Rowell (Bailey Lauerman)
Creative Director: Carter Weitz (Bailey Lauerman)
Letterpress Printing: (Studio on Fire)
Illustration: Rilla Alexander
Account Executive: Pam Hunzeker (Bailey Lauerman)
Project Manager: Maggie Simpson (Bailey Lauerman)
Media placement: Posters - Schools, Dr. Offices & Etc. - April 1, 2010
Media placement: Artist Promotional Cards - Handouts At Concerts & Events - April 1, 2010
Media placement: CD's - Mailed To Schools - April 1, 2010
Media placement: DVD's - Mailed To Schools - April 1, 2010
Media placement: Website - Online - April 1, 2010
Media placement: Artist Videos - Online - April 1, 2010
Media placement: Artist MP3 Songs - Online - April 1, 2010

Describe the brief from the client
Low birth weights, early pregnancies and at risk teens caught the attention of our State Health Department, we were asked to develop a campaign to motivate young women and teens to pay attention to their physical and emotional health.

Describe the challenges and key objectives
Teenage girls and young women spend at least 2 hours a day listening to music, they don’t like to be preached to and feel very independent with very little trust in the government as a source of authority in their lives and health. A regular ad campaign about health would automatically be tuned off.

Our objective was to increase awareness of these girls physical and emotional health, self-worth and self-care.

Describe how you arrived at the final design
We conducted a worldwide songwriting competition. Out of 300, 15 selected artists wrote, recorded and performed songs exclusively for the project.

We designed:

Illustrated letterpress posters in 2-colour split-fountain ink which gives an uncluttered, collectable feel to the brand.

Artists promotional cards to be handed out at concerts.

CD/DVDs with custom die-cut cases. The CD houses TUNE songs and DVD includes artist interviews.

Developed the TUNE website, which allows girls to read lyrics, download songs, watch the artists and read health messages. A blend of music and health allows them to tune in more effectively than an ad campaign.

Give some indication of how successful the outcome was in the market
Over 44,000 website visits, including the health pages, 1400+ songs downloaded, 5 ½ hours of free media coverage for the project, numerous TV and radio interviews, live performances and concerts with TUNE artists.