Teens can be a tough but uniquely vulnerable crowd. Working with marketing agency Proof Experiences, we helped Health Canada amalgamate separate teen-focused micro-sites into one dynamic hub. Our goal was to have young people engage with the bigger picture of their health and wellbeing.
The ask was simple but the execution challenging.
Our partners asked us to create a single source of access to health-related content previously available on very different sites. Content on food choices, vaping and opioids had to be gathered, updated and migrated in a way that was scrupulously accurate, but also fresh and compelling. The various campaigns had to be differentiated, yet look like they had always lived on our new, unified site.
The plan was to create something bold and dynamic.
To reach young people, we needed a look and feel that you might not normally expect of a government site. The approach we proposed was a visual identity based on strong, contrasting colours that could be separated out to give each individual campaign a unique presence. We didn’t need to do much convincing. The Proof team embraced the plan and Health Canada just loved it. “Flywheel gets what we want to do,” the Proof team told us; “so there doesn’t have to be a lot of back and forth.”
The look was just the start.
We reinforced the boldness by building in a healthy dose of interactivity. Health Canada now has a single site for presenting their various campaigns, each with its own activity pages to encourage active learning and keep teens interested. We made the site intuitive so that each campaign path can be followed with ease, and agile so that programs can be added or removed effortlessly. And we managed it all while collaborating with two different partners and working with a tight timeline.
It’s for teens, but for adults too.
Among the challenges we faced was having the site up and running for the new school year. This site is a resource that teachers and parents can use to support their teens. It is a powerful tool for helping young people understand the issues, see the bigger picture, and then make the wisest health choices.