Gatorade "Replay" Campaign

Photograph by Edward C. Clougherty

Gatorade "Replay" Campaign

by Bo Walbrick

One more play, one more shot, one more game—a second chance at the glory days of their youth is a dream that lives in the heart of any former high school athlete. Gatorade, makers of the most popular sports drink in history, has been making some of those dreams a reality for a few American men over thirty.

Gatorade launched its Replay campaign as part of an effort to motivate men in their thirties, who used to consume the sports drink in their youth, adopt healthier, more active lifestyles. The study was based upon the statistic that 70% of U.S. adults in their thirties do not exercise enough.

Now into its third season of the campaign, Gatorade has sponsored three separate Replay games. In the first season of the campaign, Gatorade staged a rematch of a 1993 high school football game between teams from Easton, Pennsylvania, and Phillipsburgh, New Jersey. The 1993 contest ended in a 7-7 tie.

In the second season of the Replay campaign, Gatorade staged a rematch of two high school basketball teams from Michigan who played one another in 1999. In 1999, the game was abandoned due to one of the players getting his throat sliced by a skate.

In the recently played third season competition of the Replay campaign, Gatorade staged a rematch of two Chicago high school basketball teams whose game in 2000, ended in controversy.

The campaign has been a major success to say the least. Not only has it inspired many men over thirty to adopt more active lifestyles, but Gatorade has seen increases in sales of its products since the campaign began.

Gatorade created a website for the campaign where Replay fans can watch webisodes from each of the three seasons. They also posted workout videos inspired the workouts of the men who competed in the Replay games. A Facebook application was also created that helps fans reunite with former high school teammates.

In 2010, at the Cannes Lions International Advertising Festival, Gatorade was given the grand prix award in the promotional and public relations categories. The multi-faceted campaign was developed by ad agency TBWA\Chiat\Day.

The overall campaign concept is brilliant in its own right, but the use of the website with videos of the Replay seasons along with workout videos is an effective public relations tool. Also, the implementation of the Facebook application is a great way to tap into social media and create an interactive communication channel for people to get more involved.

A New Name For Success

A New Name For Success

By: Amanda Pardee

Bridges, formerly known as Independent Living Services for Youth (ILSY), has initially chosen a new name in hopes of increasing positive awareness for its organization. Bridges is actually one of few organizations in the nation that recognizes and supports high school homelessness as something that is solvable and can be overcome with a boost of help. This United Way organization began in the early 1990's when Norman Public Schools counselors began noticing an increase in students that had become homeless for some reason or another. In turn, ILSY began and ever since has been striving to give these students the parental figure that they need to complete and succeed at the high school level. The assistance ranges from food to medical needs to even furniture. According to the organization's statistics, "In 2006, 59% of ILSY (Bridges) graduates went on to college or technology school." Bridges can serve up to 200 students with any needed assistance and can actually house 22 students in its on site apartments.

Through a variety of primary research methods, my group of PR Perceptions has utilized our skills to create not only new name choices, but also a strong campaign that will promote this organization. Through our research we found that much of the Norman community is unaware that this type of service exists and would truly support it if they knew more about it. Also through our research we were able to grasp several new ideas for the name change steering clear of acronyms and desiring a name that would display this organization's mission. PR Perceptions came up with: 1.) Bridge to Beyond- Connecting Students to Success, 2.) Step to Tomorrow- Connecting Students to the Future and 3.) Uniting Futures for Youth. After much anticipation our client informed us that the new name would be "Bridges- Empowering Students Who Live Alone to Succeed." We were thrilled by this decision and, consistent with the main goal of our campaign, we plan to create a logo as well as several publication pieces that will attract much attention to the success and importance of Bridges. We are also going to hold a news conference inviting all major media outlets in the area prior to a kick off event of the new name.

Teenage Independence

Teenage Independence

By Sheila Frazier

Whether you are aware of it or not, there are many independent and homeless teenagers in this country. Norman, Oklahoma, is one such place. But unlike other places, Norman has decided to do something about it.

Bridges, former known as Independent Living Services for Youth (ILSY), is the only regional organization to assist independent teenagers in high school.

Any high school student in the Norman area (attending Norman High School or Norman North High School) that has had some kind of crisis and is forced to live on their own can benefit from the program. Bridges houses students and assists students that live on their own elsewhere.

This is no cake walk, however. The students in the program are required to pay rent and utilities, along with keeping their grades up and staying out of trouble. Bridges works to give students a second chance to succeed in education. Bridges also assists students after high school, by helping them find jobs or attend college. Career coaching and other incentives are offered as well. Bridges strives to maintain secrecy of all students in the program for the students' protection.

Bridges has just recently undergone a name change. Right now the organization is working to promote its new name to the public. An event will be hosted in April to launch the new name to the media and the public.

Norman Organization to Implement Name Change

Norman Organization to Implement Name Change
By Sally Swafford What’s the name again? What does it mean? Is it a cow? Isn’t that some sort of dairy product? These questions, along with many others are asked when the name “ILSY” comes to mind. Independent Living Services for Youth is far from being a dairy manufacturer.

ILSY serves as one of the few organizations that houses high school students. Many have lost their homes due to different circumstances, whether it is abuse or simply turning into a legal adult and being kicked out of the house by their parents. About half of the 200 students involved in the organization have the opportunity to live in the apartments, which are owned by ILSY. The other students are given the assistance of finding homes and managing their finances. Through ILSY, many students can find a positive influence or mentor, which may be lacking in their lives.

The story of ILSY begins in the early 1990s with a few high school counselors. Noticing many students could not attend school without a parent signature, the issue of homeless high school students was brought to their attention. These counselors, and many other passionate volunteers helped get the OU School of Social Work helping with this case. Though this organization may be striving in many ways, it is certainly lacking in one major area: its name. Many people when hearing its acronym don’t immediately know what the organization does. The name isn’t catchy and is often confused with the Department of Human Services, which is government funded. ILSY, on the other hand gains its funding from the United Way of Norman and other independent donors such as churches and families.