TDC’s participation in health causes is an important facet of our conscious effort to positively affect social good. Our deep history of campaigns for clients, including the Heart and Stroke Foundation, Gay Men’s Sexual Health Alliance, and the African and Caribbean Council on HIV/AIDS in Ontario, all revolve around awareness and outreach, spreading important messages to communities both distinct and broad.
We’re no stranger to fundraising, either, supporting causes with confident, integrated campaigns that have driven strong results, like the Milton Velodrome, the Ride for Heart, Canadian Athletes Now Fund, and Toronto Taste.
But this summer marked a first for TDC as we launched our inaugural indiegogo.com campaign for the pd.id: a personal device that has the capability to reduce the instance of date rape through the detection of date-rape drugs. The pd.id, once dipped into a beverage, notifies the drinker of the beverage if it has been drugged.
“The client had the technology figured out, but relied on our expertise for all other aspects of the crowd-funding campaign, as well as the functional outer design of the device,” explains TDC’s Chief Creative Officer and EVP, Brian Gahan. “We assembled a passionate team that rallied around the social cause, and in short order, came up with a name, product positioning, final product design, 3D renderings, video, and a social media and PR strategy.”
Just three weeks into the campaign, the PR strategy has proven particularly effective, resulting in global media coverage in nearly every language imaginable. Our approach was to first engage the tech media, including Wired, Engadget, Gizmodo, Techvibes and Mashable, which ran enthusiastic reviews on the technology angle, followed up by mainstream outlets including the Huffington Post, CBS News, the UK’s SkyNews, Elle magazine, Marie Claire, New York Daily News and local programs and publications interested in the Toronto-based founder and team.
“Crowd-funding can be a hard slog, even when you have a truly new and newsworthy technology,” says TDC Communications Director, Nicole Pointon. “But the indiegogo campaign has served as an effective media launch for an important product. The press and social media buzz has already begun to build a broader venture capital and investment framework for the pd.id, in addition to the indiegogo campaign.”
This campaign’s offering, a device that has the capacity to detect any contaminant, in any drink, has global implications for personal safety. We hope you’ll check out our hard work, and watch the continued progress of this empowering new device.
Category: Other Website
Client: The Town of Milton
Make It Happen Campaign for the Mattamy National Cycling Centre
The Make It Happen campaign website has evolved. As the fundraising campaign switched gears and entered the public phase, we needed a way for the public to easily make a donation – but not just any donation. Cycling enthusiasts were invited to be part of velodrome history by sponsoring a seat or purchasing a virtual plank. To make this happen, our web team built a Ticketmaster®-esque ticket-selling eCommerce system right into www.make-it-happen.ca. Visit the homepage. Click on Sponsor a Seat. The user is now looking at a virtual map and seat layout of the Mattamy National Cycling Centre (currently still under construction in Milton). Choose a section. Now, choose a seat! Each spectator seat was meticulously mapped out by our in-house digital artist. Our programmers created a holding area in the backend while the user types in the name they’d like permanently engraved on a seat at the velodrome. Checkout. Receipt emailed. So, have you bought your seat yet?
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