SETTING THE STAGE
a new generation of advocates.
NJI Media previously worked with DefeatDD, a global movement to prevent and treat deadly diarrhea (DD) in children, to reimagine its website. In this project, we brought DefeatDD’s digital presence to life at a marquee event in Washington, DC, raising brand awareness and engaging a new generation of advocates.
The event required a thoughtful balance of energy, optimism, and sensitivity to the seriousness of DD. Our strategy was to avoid the ordinary approach (think panel discussion or happy hour) and instead transport guests to new environments across the globe. Our goal was a unique, memorable experience for the young professionals who will become DefeatDD’s future partners.
No Ordinary Approach
A Memorable Art Installation
We developed a holistic strategy to maximize reach and leverage the event as a springboard for long-term resonance. Before the event, presented as a “pop-up experience,” we deployed email marketing, earned media, and social media assets previewing videos and interactive content.
Onsite, we provided 360-degree videos, an interactive photo wall, selfie-friendly animations, colorful signage, branded drinks, and a one-of-a-kind art installation (made, fittingly, from a toilet). A keynote video educated guests about the global challenge of DD. Captivating, circumambient footage of regions affected by the disease surrounded guests the entire evening.
Our campaign achieved seamless alignment among mission, brand, and event. Every detail reinforced DefeatDD’s goal of raising awareness and engagement among an important audience. Our holistic approach ensured that DefeatDD would reap benefits long after the event came to a close.
At a glance:
U. S. Steel
We collaborate with tenacious organizations and ambitious people.