Founded by Karen and Brian Cohn in 2008 after the drowning death of their six-year-old son, Zachary, the ZAC Foundation has turned a personal tragedy into a source of support and water-safety education for countless families throughout the country. 10Ten Media has proudly worked to create and deploy educational content to make a game-changing impact on what remains the leading cause of accidental death for children under the age of 4. This content includes videos, motion graphics, quizzes and personal narratives, deployed through leading social media platforms and beyond.
We assessed 10-years worth of content assets and discussed them at length with executive leadership to completely understand the Foundation’s mission, how it has evolved, how it has been expressed, and how it is received by targeted demographics. This was the first step in establishing a plan to reach more people more effectively.
Led by 10Ten Strategy Director Bob Der, we laid out a comprehensive and ambitious plan to present the Foundation’s life-saving messages to the world in a wide variety of ways. This included establishing new branding guidelines, the creation and management of social media content, working closely with Rubenstein Strategic Communications to amplify national media stories, and coordinating the development of major projects for the future — including a gallery-quality photo exhibit that captures the Foundation’s free swim instruction program and a feature-length documentary about the issues surrounding water safety in African-American communities.
The most visible example of our work with the ZAC Foundation can be seen in the content we have created. Deployed daily, these messages reflect the foundation’s mission through a visual brand identity that required our resourcefulness and creativity — often partnering with grass-roots volunteers to produce elevated content with consistency and persistence.
We created a set of brand guidelines to visually distinguish the ZAC Foundation from other organizations. Once established, this allowed all our content — regardless of format — to be unique and identifiable.
An early insight — the need to slow down, block out distractions, and mindfully watch children when they are in or around water — led to a campaign that showcases slow-motion video. The results were visually arresting and uniquely on mission.