USA.gov Simplifies the Complex in New Ad Campaign Created by Campbell Ewald
December 8, 2011
Warren, MI — December 8, 2011 — USA.gov, the U.S. government’s official web portal is launching a new PSA campaign that communicates to consumers the depth and breadth of useful information on the USA.gov website. The work, created by marketing communications company Campbell Ewald, leverages a unique, creative perspective to help readers conceptualize the relevancy of the information and how it can be applied in everyday situations.
“Whether you’re signing up for Social Security, applying for student aid, dealing with a consumer problem or a thousand other things you can think of, we created USA.gov to be the one place you can trust to connect you with the information you need from the government to help you navigate daily life,” said Bev Godwin, Director of the U.S. General Services Administration’s Federal Citizen Information Center, home of USA.gov.
An infographic ad which will run in print and out-of-home features a large magnifying glass exclaiming “We’ve got the stuff you’ve been searching for all your life” and communicates the diverse sections of USA.gov in a manageable and easy-to-read web like format. Readers are directed to USA.gov and its social media channels to experience and engage with a multitude of government information.
The campaign also includes an innovative online banner that delivers the top four most-searched topics in real time on USA.gov. Powered by the actual search tool on the USA.gov website, the banner brings USA.gov to the reader in a fresh, interactive way.
“We’re creating a streamlined message as it relates to the breadth and depth of the information USA.gov provides and the services it offers,” said Mark Simon, chief creative officer of Campbell Ewald. “The work is highly integrated and purposeful, communicating to a broad audience a simple message: USA.gov gives you relevant and trustworthy government information when and where you need it.”
Print PSAs will run nationally in MNI’s network of magazines, such as Sports Illustrated, TIME, The Week, Parents and Forbes. Online banners will run on ten online media networks nationally, and out-of-home will run in Chicago and Washington, D.C. Previously aired TV and radio will support the new campaign elements.
Campbell Ewald has been USA.gov's agency of record since 2003.
As the U.S. government's official web portal, USA.gov makes it easy to get information from the government online or by mobile device. Search by topic or keyword; browse FAQs, email or webchat to connect with government information, benefits and services. It serves as the catalyst for a growing electronic government, helping people get the information they need when, where and how they want to receive it. USA.gov is managed by the Federal Citizen Information Center, part of the U.S. General Services Administration’s Office of Citizen Services and Innovative Technologies.
Campbell Ewald is a collaborative marketing communications company that provides clients game-changing solutions. As one of the nation’s largest communications brands, Campbell Ewald is made up of a collective of thought leaders with innovative capabilities both traditional and specialized, including advertising; insights and solutions planning; integrated content strategy and development; social, relationship, retail and experiential marketing; interactive/digital; and strategic media planning and buying.
Campbell Ewald has offices in Detroit, Los Angeles, San Antonio, Miami and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), Campbell Ewald partners with a score of national brands, including Alltel Wireless, Carrier, Chicken of the Sea, General Motors, Ghirardelli, Kaiser Permanente, LA INC., Olympic Paints and Stains, OnStar, USAA, the United States Environmental Protection Agency, the United States Mint, the United States Navy, and the United States Postal Service.