Know-Your-Bones

A JOINT INITIATIVE FOR FRACTURE PREVENTION

In 2016, the Garvan Institute of Medical Research (GIMR) and Osteoporosis Australia (OA) joined forces to launch a state-of-the-art, online fracture risk assessment tool. The aim, to drive consumers to take a simple online test, identify their risk and discuss the results and recommendations with their GP.

As the appointed agency, engineroom's tasks encompassed:
- All brand and identity development, including name and identity validation via market research.
- Development and implementation of a national communications launch plan within strict budget limitations.

Being a not-for-profit, our client was extremely cost-sensitive and could not be seen to have any unnecessary expense leakage. Engineroom wAS challenged to think outside the box and develop a design and campaign strategy to reach its 50+ target market and encourage the call to action of taking the online assessment, all in an economical way.

Identity Concepts

The Engineroom team brainstormed naming and tagline options, and EXPLORED BRINGING THESE TO LIFE WITH logo concepts.

Research Concepts

wIn consultation with the client, engineroom narrowed down the three preferred concepts. Focus Group Research was undertaken to understand consumers associations with bone health, ensure the brand and language featured was user friendly as well as ensuring the look and feel of the brand and website were appealing and motivating to the target audience.

,The NAME EVALUATION SCORED KNOW YOUR BONES HIGHLY ON APPEAL AND RELEVANCE AND GROUP ENGAGEMENT,

The research results indicated a clear direction was preferred in terms of naming, tagline AND COLOUR. THE VISUAL IDENTITY NEEDED further EXPLORATION and development, AS THE 'BONE' SYMBOL WAS SEEN TO BE AMBIGUOUS in research.

Brand guidelines

WHEN the brand identity was finalised the Engineroom team produced Brand Guidelines and a tool kit to share with partners and suppliers for the launch and campaign rollout. this ensured all stakeholders had all brand elements and instructions for correct execution across different project components.

colours

primary

BluePantone 2226c
C60 M0 Y23 K0
R000 G204 B209
#00CCD1

PurplePantone 258c
C51 M79 Y0 K0
R140 G71 B153
#8C4799

secondry

OrangePantone 151c
C0 M60 Y100 K0
R255 G130 B0
#FF8200

GreyCool Grey 8c
C23 M16 Y13 K46
R136 G139 B141
#888B8D

Images

COLOURISED IMAGES

Our preference is to use colourised images, allowing a consistent look to all know your bones branding and collateral. This will help with brand recognition. Use /../images that are positive and show happy, active people between the ages of 40 and 65.

Colourised images are to only be overlayed with the specified primary blue colour.

Fonts

primary

For use on applications such as:

advertising collateral
business cards

Amsi Pro

Regular
Horizontal scale: 90%
Tracking:25

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()

Black
Use for Heading

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()

Italic
Use for highlighting words
should print purple

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()

secondry

For use on applications when the primary font is unavailable to use such as:

Microsoft Office documents

Myriad Pro

Regular
Only use if primary font is unavailable

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()

Logos

Minimum Print size

24mm

40mm

If the logo must be smaller than the specified minimum, the skeleton may be removed

ALTERNATIVE LOGOS

Our preference is to use the primary logo allowing a consistent look to all know your bones branding and collateral.

If the logo is to be placed on a purple or blue background, these alternative logos may be used.

SINGLE COLOUR LOGOS

In circumstances where only one colour is available these colour options may be used.

Brand collateral

Engineroom managed design Rollout and print across brand collaterAl for ongoing support beyond the launch campaign.
This included flyers and posters for GP surgeries, Print advertising, exhibition banners and posters, and ongoing digital advertising for targeted websites, as well as sponsored articles in newsletter mailouts.

Launch and 12 month communication campaign

The Engineroom team were responsible for sourcing suitable targeted advertising options that worked within the budget, for the continuation of the one year period. The result was an outside-of-the-box plan that yielded strong results from an often difficult to convert demographic, who are normally reached through too expensive and more traditional forms of advertising.
This 55+ target, we discovered, are reluctant to trust and follow a path where the call-for-action came from a source they didn't see as reputable. Knowing this, and understanding that a digital campaign could be the most cost-effective, we sought out senior groups with online presence that had a large database of subscribers we could reach directly.

This Campaign included:

Print:

Advertising in strategic publications that reflected:

Lifestyle choices:

Open Road, RACQ, RACV, RACW (combined reach of over 4.3 million)

DIRECT TARGET MARKET:

Seniors Card Discount Directories in both NSW and South Australia (650,000 and 365,000 respective reach)

Osteoporosis risk factors:

Coeliac Magazine
(reach of 20,000)

DIRECT TARGET MARKET:

Seniors Card Discount Directoriesin both NSW and South Australia (650,000 and 365,000 respective reach)

GP Direct Advertising:

Print advertising in publications such as Medical Observer, Australian Doctor and 6 Minutes

Radio:

Live reads by a selection of the nations high-profile talk back announcers FOR THE WEEK OF THE LAUNCH. AS WELL AS PRE-RECORDED RADIO ADVERTISING for a six week period during and after launch. this ran with the top ranking radio stations for the 55+ in each state, including:

RAY HADLEY

NSW & QLD
(185,000 + listeners)

3AW

VIC
(620,000 listeners)

6PR

WA
(250,000 listeners)

5AA

SA
(250,000 listeners)

Whilst not endorsements, the implication by association in this demographic is of great value

ANIMATED INFOGRAPHIC:

Our team designed and built a 60 and 90 second animation to educate the consumer on how easy it is to use the online assessment tool. This animation was utilised in a number of wayS

Medical Media screens
located in the lunch and communal areas of over 600 medical centres reaching GPs, Practice Nurses, Receptionists and Practice Managers

youtube

8.2K VIEWS

facebook

4.3K VIEWS

Osteoporosis Australia worked with engineroom on the development, launch and promotion of our national program Know Your Bones. The agency is not only professional and creative but go the extra mile to solve problems and achieve results.

The team at engineroom are a pleasure to work with and they successfully managed multiple partners involved in the project, exceeding expectations.

Melita Daru
Marketing Manager

Osteoporosis Australia

Know Your Bones

PROJECT: new brand development CLIENT: OSTEOPOROSIS AUSTRALIA

A JOINT INITIATIVE FOR FRACTURE PREVENTION

Identity Concepts

Research Concepts

,The NAME EVALUATION SCORED KNOW YOUR BONES HIGHLY ON APPEAL AND RELEVANCE AND GROUP ENGAGEMENT,

Brand guidelines

colours

primary

secondry

Images

COLOURISED IMAGES

Fonts

primary

Amsi Pro

secondry

Myriad Pro

Logos

Minimum Print size

ALTERNATIVE LOGOS

SINGLE COLOUR LOGOS

Brand collateral

Launch and 12 month communication campaign

This Campaign included:

Print:

Lifestyle choices:

DIRECT TARGET MARKET:

Osteoporosis risk factors:

DIRECT TARGET MARKET:

GP Direct Advertising:

digital - web:

594,466 IMPRESSIONS 4,162 CLICKS

OVER 60 ONLINE

FAIRFAX SITES

DIGITAL - EDM:

3, 535 DIRECT SESSIONS

Seniors Card NSW Subscribers EDM

44% OPEN RATE

Your Life Choices Weekend EDM

Radio:

RAY HADLEY

3AW

6PR

5AA

ANIMATED INFOGRAPHIC:

8.2K VIEWS

4.3K VIEWS

Social Media:

PROJECT: new brand development
CLIENT: OSTEOPOROSIS AUSTRALIA

594,466 IMPRESSIONS
4,162 CLICKS