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| “The new web-based solution allows athletes to provide information online securely from anywhere in the world. The solution is exactly what we needed.” |
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Rich Wanninger
U.S. Anti-Doping Agency |
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| www.thatsdope.org |
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| EDUCATIONAL, EDGY TEEN WEBSITE HELPS AGENCY COMMUNICATE SERIOUS MESSAGE: STAY OFF STEROIDS |
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| Challenge |
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| The U.S. Anti-Doping Agency's education department — in conjunction with Scholastic, Inc. — wanted to launch a website targeting 15 to 20 year olds. USADA's goal was to create an educational website that would be the primary resource of information on steroids and performance-enhancing drugs for youth and young adults. |
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| Solution |
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| For the site to truly educate and be effective for this age group, the content needed to be engaging, the navigation needed to be extremely easy to use, and the design and functionality needed to be edgy, simple, and "random." |
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| To ensure these objectives were met, visionbox created a youth advisory council with young adults representing the target audience. The youth council acted as a focus group to brainstorm the website's name, select the logo, and help choose the site's design. |
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| The website's content needed to go beyond passive education. To ensure the content makes an impact, visionbox developed an interactive application with integrated medical animations illustrating the side effects of steroids, stimulants, and hormones. The animations illustrate actual side effects. On women, facial hair grows and muscles develop out of proportion. |
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| While edgy and attention-getting, the content helps USADA meet an important business objective: Educate youth about steroids and performance-enhancing drugs. In short: Stay off steroids. |
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