Principal Investigator: Suzanne Hill, BA, Children's Hospital of Philadelphia
WHAT WAS THE PURPOSE OF THIS PROJECT?
The project team – the IAB mentors and researchers – was motivated to support the goal of sustainability for the CChIPS mission and to enhance national and international recognition of CChIPS as a priority resource for child injury and traffic safety expertise. To achieve this goal, we developed a marketing video for CChIPS.
To create the video, the project team first identified available media files from past CChIPS projects. Then, with support from the Outreach team at CHOP’s Center for Injury Research and Prevention (CIRP) and in-kind support from CHOP’s Creative Services team, we developed a storyboard and conducted and recorded interviews. Finally, CHOP’s Creative Services team edited the interviews and media files to develop the marketing video.
WHAT WERE THE RESULTS?
A seven-minute CChIPS marketing video, titled “Research to Protect Children on Our Roadways,” was created. This video features interviews with CChIPS co-directors who highlight the Center’s unique process, past achievements, and emerging research. Short clips from the full-length video were developed for social media, and an accompanying communications toolkit was created for IAB members to share with marketing and communications contacts within their organizations for additional dissemination.
WHAT ARE THE IMPLICATIONS FOR INDUSTRY?
The full-length video and short clips are powerful tools that can help drive traffic to the newly updated CChIPS website, increase awareness and understanding of the Center and its mission, and be used internally and externally for IAB member recruitment and retention.
We are launching paid social media advertisements, using the newly developed CChIPS video, on LinkedIn to increase exposure. These advertisements are targeted to organizations dedicated to child safety. We also plan to repurpose the unused components of the recorded interviews to become additional digital content that will be featured on the new CChIPS website and CIRP’s social media.
Aditya Belwadi, PhD, Children’s Hospital of Philadelphia (current affiliation: Tesla, Inc.); Jalaj Maheshwari, MSE, Children’s Hospital of Philadelphia; Lindsey Mitros, BA, Children’s Hospital of Philadelphia
Sara Tilton, Britax Child Safety Inc.; Jonathan Gondek, Calspan Corporation; Michael Kulig, Calspan Corporation; Dave Abrams, Consumer Reports; Emily Thomas, Consumer Reports; Suzanne Johansson, General Motors Holdings LLC; Julie Kleinert, Technical Advisor, Schuyler St. Lawrence, Toyota USA; Tania Saldana, Toyota USA; Melissa Arata, UPPAbaby