TheTVBoss.org Wins a Gold ADDY for Ad Council and Ripple Effects Interactive

TheTVBoss.org Wins a Gold ADDY for Ad Council and Ripple Effects Interactive

Parental media management campaign recognized with highest honor by the Pittsburgh Advertising Federation.

Full-service web and online marketing firm Ripple Effects Interactive received a Gold ADDY Award in the competitive “Interactive Media: Consumer Flash-Based Websites” category, recognizing the innovative website, http://www.TheTVBoss.org, created for the Ad Council’s media management campaign.

Hundreds of talented advertising professionals gathered at the 2006-2007 Pittsburgh American Advertising Awards competition (nationally acknowledged as the 2007 ADDYs) on Friday, March 3rd, blocks from Ripple Effects Interactive’s new headquarters in Pittsburgh’s Strip District, for the annual announcement of Gold ADDY Awards and Silver Certificates of Merit in a variety of advertising categories. All Gold winners from this local District I level of competition, including Ripple Effects Interactive, are auto-forwarded to the regional District II level of competition in Philadelphia.

The objective of The TV Boss campaign is to educate parents on how to manage the media their children experience. While television undeniably offers entertainment and educational benefits, there are several resources parents should know about to help them identify age-appropriate programming and block objectionable content.

Launched in the summer, The TV Boss campaign includes online, print, radio, and television – catchy 15- and 30-second spots on satellite and local broadcast stations and the top 100 cable channels. The Advertising Council’s President and CEO Peggy Conlon explains, “As with all Ad Council campaigns, the creative was rigorously tested with focus groups, and parents reported that they understood the message – you can block programming you don’t want your children to see. Furthermore, they found the ads funny and were motivated to go to the website, http://www.TheTVBoss.org, to learn how to activate blocking technologies.”

The web components include online banner advertising (all donated placements) and the interactive website, http://www.TheTVBoss.org, which Ripple Effects created, including design, copywriting, custom photography, Flash development, HTML coding, and user experience testing. On the site, which is also translated into Spanish, visitors can learn the TV ratings system and how to activate and use the V-chip, cable controls, or satellite controls to block inappropriate programs or channels. The site also suggests how television can be integrated into a healthy, balanced family life, and parents can participate in a five-question poll, including topics like “How many hours of television does your child watch each day?” and view real-time data with the participants’ responses.

The TV Boss campaign was featured in the Washington Post and on MediaPost.com and was presented before the U.S. Senate Commerce Committee in July.

At the 2006 ADDYs, Ripple Effects walked away with two Gold ADDY Awards in Interactive Media, for W.R. Case & Sons Cutlery Company’s consumer HTML website, http://www.wrcase.com, and the San Antonio Convention & Visitors Bureau’s online banner campaign. At the 2005 ADDYs, Ripple Effects earned a Silver Certificate of Merit for the Spring/Summer version of www.visitPA.com on behalf of its Pennsylvania Tourism Office client.

Ripple Effects Interactive has served as a web marketing partner of the Ad Council for over three years, working on several of the Ad Council’s public service projects, including its high school dropout prevention campaign (http://boostup.org) and its mental health anti-stigma campaign with the Substance Abuse and Mental Health Services Administration (SAMHSA) to encourage, educate, and inspire young adults to support their friends who are experiencing mental health problems (http://whatadifference.org).

About Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to affect, tremendous positive change by raising awareness, inspiring action, and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.

About Ripple Effects Interactive
Founded in 1997 by interactive marketing veterans, Ripple Effects Interactive is a national digital marketing agency ranked among the nation’s Top 25 independent interactive firms by Advertising Age. With offices in Pittsburgh and Philadelphia, Ripple Effects offers a full range of services, including strategic communications planning, website design, email marketing, online and search marketing, user experience testing, content management solutions and web application development for a prestigious client roster in higher education, cultural and nonprofit, consumer and lifestyle, and travel and tourism. For more information, a client list, and portfolio of work, please visit www.RippleEffectsInteractive.com.

Contact:
Natalie DiPasquale
Online Relations Manager
Ripple Effects Interactive
412.683.3700 x302
Mobile 412.370.1460

Source:
Ripple Effects Interactive

Related links:
www.TheTVBoss.org
www.RippleEffectsInteractive.com
http://BoostUp.org
http://WhataDifference.org