Overview
Safedmonton represents a collaborative initiative between the City of Edmonton and representatives from health, education, law enforcement, business and social service and volunteer organizations within Edmonton. In the spring of 2007, they introduced the Fight Violence campaign, which served to resolve their challenge of providing a long-term sustainable social-marketing strategy focused on youth violence and community safety awareness.
Challenge
In order for the Fight Violence campaign to be successful, it was important to connect with Edmonton’s 14-20 year old youth demographic. The goal was to unite Edmonton’s youth by providing a mechanism to share success stories and communicate their experiences as well as provide resources and information that would help them combat the violence they face. As such, the approach needed to be simple and direct – and one that would meet the audience on common ground.
Redengine was asked to join the Fight Violence campaign as a sponsor to provide an online solution that would engage the audience through creative tools and interesting online resources that have emerged with the advent of Web 2.0.
Solution
The fightviolence.net web portal had to communicate the goals of the campaign as well as act as hub of information for primarily youth but also their parents. Redengine understood that presentation and tone were key elements necessary to connect with this targeted primary demographic group. By relying on the established theme created from the Fight Violence media materials, Redengine was able to create a web design that matched existing campaign elements and also provide expected features and functionality to this audience.
The web site was built on Redengine’s proprietary CRM software, Redengine Online Platform, which allows easy updating capabilities as well as seamless mash-up with an array of Web 2.0 features and tools. Some unique features incorporated to this site include: a media player with a playlist of songs that support the Fight Violence initiative, an effective search engine that allows easy access to portal information, stylized dynamic navigation menus as well as content syndication.
To extend the reach of the project, the campaign was linked to Facebook and YouTube, which represent the largest social networking group and the largest video posting network respectively. These links provided a fabulous opportunity to connect with audiences and co-create an interesting and supportive online experience.
Results
The Fight Violence campaign has had tremendous success since its inception and has garnered a great deal of support within the community. The project has united the City of Edmonton, departments and agencies of the Government of Alberta, non-profit organizations and the media who are now represented as a coalition to battle this growing problem.
The web portal http://www.fightviolence.net/ provides a constant repository of information with easy content editing tools for those who manage the site. The incorporation of Facebook and YouTube has afforded an excellent opportunity to extend the campaign’s reach and provide online gateways to and from the site. Redengine, in conjunction with our fellow sponsors, is proud to have provided a solid foundation for the Fight Violence campaign in support of Safedmonton’s mandate to provide a long term sustainable social-marketing strategy.
Back
Overview
Safedmonton represents a collaborative initiative between the City of Edmonton and representatives from health, education, law enforcement, business and social service and volunteer organizations within Edmonton. In the spring of 2007, they introduced the Fight Violence campaign, which served to resolve their challenge of providing a long-term sustainable social-marketing strategy focused on youth violence and community safety awareness.
Challenge
In order for the Fight Violence campaign to be successful, it was important to connect with Edmonton’s 14-20 year old youth demographic. The goal was to unite Edmonton’s youth by providing a mechanism to share success stories and communicate their experiences as well as provide resources and information that would help them combat the violence they face. As such, the approach needed to be simple and direct – and one that would meet the audience on common ground.
Redengine was asked to join the Fight Violence campaign as a sponsor to provide an online solution that would engage the audience through creative tools and interesting online resources that have emerged with the advent of Web 2.0.
Solution
The fightviolence.net web portal had to communicate the goals of the campaign as well as act as hub of information for primarily youth but also their parents. Redengine understood that presentation and tone were key elements necessary to connect with this targeted primary demographic group. By relying on the established theme created from the Fight Violence media materials, Redengine was able to create a web design that matched existing campaign elements and also provide expected features and functionality to this audience.
The web site was built on Redengine’s proprietary CRM software, Redengine Online Platform, which allows easy updating capabilities as well as seamless mash-up with an array of Web 2.0 features and tools. Some unique features incorporated to this site include: a media player with a playlist of songs that support the Fight Violence initiative, an effective search engine that allows easy access to portal information, stylized dynamic navigation menus as well as content syndication.
To extend the reach of the project, the campaign was linked to Facebook and YouTube, which represent the largest social networking group and the largest video posting network respectively. These links provided a fabulous opportunity to connect with audiences and co-create an interesting and supportive online experience.
Results
The Fight Violence campaign has had tremendous success since its inception and has garnered a great deal of support within the community. The project has united the City of Edmonton, departments and agencies of the Government of Alberta, non-profit organizations and the media who are now represented as a coalition to battle this growing problem.
The web portal http://www.fightviolence.net/ provides a constant repository of information with easy content editing tools for those who manage the site. The incorporation of Facebook and YouTube has afforded an excellent opportunity to extend the campaign’s reach and provide online gateways to and from the site. Redengine, in conjunction with our fellow sponsors, is proud to have provided a solid foundation for the Fight Violence campaign in support of Safedmonton’s mandate to provide a long term sustainable social-marketing strategy.
Back