|
2008Virtual realityBoys & Girls Club Annual Report goes digital to tell kids’ authentic stories One could talk at length about the promise represented by the kids of the Green Bay Boys & Girls Club. Or, it could be left to the kids themselves to tell their stories — and multiply the emotional connection with the audience tenfold in the process. Imaginasium chose the latter, creating the Club’s first-ever virtual Annual Report. One of our favorite causes, the Boys & Girls Club had entrusted us with their marketing for the last dozen or so years. For the 2007 Report, the creative team suggested an online version along with the traditional hard copy. Not only would a virtual version reach a larger audience and spark the eventual migration away from print entirely, it would also provide opportunities to engage the audience on the deepest possible level. 
Entitled, “I Wonder …,” Imaginasium set out to capture the unalloyed honesty of these often hard-luck kids. Through short video clips embedded in the online pages, they were given the chance to wonder aloud about their futures, expressing their hopes and dreams along with their fears. In the end, it was hoped the reader would be inspired by the optimism these kids shared in the face of long odds. “These kids are no different than any other kids, a great mix of curiosity, wishes, innocence, and even downright silliness,” said Imaginasium copywriter Eric Severstad. “It was vital we show that. But at the same time, we knew we had to convey the very real challenges the Club is helping them deal with.” “I think the piece came through in all regards,” Art Director Renae Geimer noted. The 2007 Boys & Girls Club Annual Report can be viewed online here. Grab a look and experience firsthand the reality of all the good done by the Boys & Girls Club of Green Bay. |