Challenge
In collaboration with the American Cancer Society (ACS), Evite.com and Kaiser Permanente media relations, the Permanente Medical Group's Regional Health Education Department devised an innovative strategy to promote the ACS Great American Smokeout through the use of electronic invitations from Evite.com.

The invitations needed to convey messaging about the dangers and disadvantages of smoking while simultaneously promoting the benefits of not smoking. Evite required that the file size of each vignette be quite small, which made it somewhat difficult to convey all of the desired messaging. In addition, the budget was slim and the timeframe for completion was tight, making the project challenging on many levels.

Recommendations
NIA Creative recommended that the evites have an audio track comprised of music only to keep the file size down. As a result, all messaging was conveyed via the visuals presented as well as the text effects. This also helped to stay within the available budget and timeframe.

Solution
NIA Creative concepted and produced 4 vignette animations, beginning with a detailed storyboard and then progressing to a Flash animation based on the approved boards.
Each vignette utilized appealing illustration, camera movement and short text statements on-screen to convey key messages.

Results
As a result of the campaign, nearly 4000 electronic invitations to quit smoking were sent out. In total, 37 stories ran in the California media, and all included mention of the ACS/Kaiser/Evite partnership.

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