campaigns part-1

© Contents of this book are the sole property of Ed Hackley, Ed Hackley Design and edhackley.com. Any reproduction or distribution of any kind, in whole or in part, is strictly forbidden without owners written premission.

C A M P A I G N Spart one: identity & marketing

Visualizing Group-Think, The Success of Shared Ideas

Campaigns by their nature are group e�orts. Even if you’re working with a sole proprietor you still need market evaluations, advertising, and social media to appeal to an audience with a brand that builds business and sells ideas. None of that happens in a vaccuum, and in the process, ideas and suggestions can come from all directions so that the old design addage... ”making order out of chaos”, can feel uncomfortably familiar. But its exactly that participation, the sharing of ideas, that builds a successful campaign. I now see an important measure of success for any campaign to be when each participant can see their contributions in the e�cacy of the campaign with a sense of pride and personal ownership.

In the conceptual phase of a campaign I often write some basic text, subheads and taglines, usually as hints... well, maybe more like strong suggestions to the writers, not just for the impact value but so the visuals that accompany them make sense. It’s part of my overall e�ort in helping a team evolve the interpretive and visual direction of a campaign. But I consider my primary role to be that of the conduit thru which all ideas can be visualized so their e�cacy can be evaluated by the team.

Of course there are many types of campaigns. This book is an assembly of identity and marketing campaigns. Some are large, some small, some commercial projects, and some are institutional or public-service in nature. Some of the campaigns shown here were implemented, some remain concepts that never saw the light of day. But every one has a story. This book explores some lessons learned in each one.

Climate Change Awareness

ScienceToGo.org was a collaboration led by UMass Lowell that included the MBTA, UMass Boston, Hofstra University, the National Science Foundation and the Boston Museum of Science, exploring new ways to share science with the public.

Combining ads on Boston’s subway system (the “T”) with on-line resources, social media, and physical stunts around Boston, the campaign shares climate science with a novel audience of learners, it’s T-riding public.

Over a twelve month period this campaign transitions through three phases; reality, relevance, and hope.

Each month begins with a new poster that establishes the issues and drives viewers to social media engagement. The �rst 3 months expose the “reality” of current climate science. The following 4 months address common climate-science misconceptions as compared to the “relevance” of what’s happening in Boston today. In the Final phase, each month features a Boston institution or organization with working climate-change solutions already in place. This phase shows the “hope” inspired by e�ective leaders today.

Public stunts were used at subway stops and other locations around Boston to engage and inform the public on the street with the theme topic for each phase of the campaign.

Branding Science12-month public awarenesscampaign, identity, brand development, ads, website, aps, social media

Client: UMass LowellAgency: Brodeur PartnersCreative Partners: Robert Gould—Brodeur Partners, social science, market & position strategy, interpretive development Tom Bowman—Bowman.Change, interpretive developoment, climate communications, design strategyEd Hackley—edhackley.com, interpretive developoment, design and art direction.

“Superstorm Sandywas just a �uke.”

“Find me around Boston to learn

about storms andsea level rise.”

“Mommy?....blub...”

The New Normal?

What does it mean for Boston? Find out at…

MONTH—7

MONTH—2

MONTH—1

“Scientists never agree about anything!”

“Nobody knows!”

“Are you kidding?!”

“Maybe we’d better �nd out.”

Do climate scientists agreethat people are causing

climate change?

Find out at…

“Just as I suspected.”

“And you T-riders agree?Are you nuts?”

“Oh no! What’s this world coming to?”

Based on the evidence ,more than 97% of climate scientistshave concluded that human-caused

climate change is happening.

Find out more at…

Why An Ostrich?

In 2013-14 a cultural and political shift on climate change was brewing. People were starting to see climate change as an immediate reality rather than some distant threat. So with science at it’s back, this campaign walked the audience through some of the current facts, exposed some of the �ction, and gave viewers the chance to engage in as much climate science as they could handle.

Unfortunately, climate science is complex. Understanding even the basics asks too much of an ad or placard on the subway. But the alternative, some sort of abreviated science, has been a source of confusion in the �rst place. So it was clear that engaging the T-riding public in an meaningful and informed conversation would best happen through social media and the web site, not the ads. The ads would be the tool that set the theme at the beginning of each month and drove the audience to the web site and other social media to engage in a real conversation based on current science..

However, an open discussion on the e�ects of climate change in a community already reeling from its e�ects could be scary. The scale of the issues can create feelings of despair that could make an audience tune-out altogether. We needed a sympathetic character, one that most of us could relate to. One who could lead a conversation that any of us might have about climate change but allow the opportunity to make fun of ourselves in an untrhreatening and possibly humorous way.

Museum of Science

“What do you call a 100-year storm when it happens every 10 years?”

The New Normal?

“A chance for more hot chocolate?”

“Nemo 2?”

“A wakeup call?”

What does it mean for Boston? Find out at…

Museum of Science

What does it mean for Boston?Find out at…

“Why am I not relieved?”

“Climate change isn’t spreading disease. �at’s just hype!”

“Ouch!”

Museum of Science

The New Normal?

“Is this the sixth or seventhheat wave this year?”

“I’ve lost count?”

“Who cares?Just think of all thatmoney I’m saving atthe tanning salon!”

What does it mean for Boston?Find out at…

Museum of Science

The New Normal?

MONTH—6

MONTH—4

MONTH—5

To those who’ve studied the science, having one’s head in the sand is a common reference to climate change skeptics. So the ostrich was an obvious candidate at the start. But there were doubts among the team whether they could be fresh and energetic for 12 months. It would also have to work for all three phases and get past a barrage of phd reviews before it would ever see the light of day. This led to another concern that In the belabored review process it would loose all of the life of the original idea.

That was until I did some photo searches for ostriches and found as much humanity in their faces as I could hope for in a human counterpart to sell these ideas. They‘re equally e�ective at poking fun at ourselves in unthreatening and unexpected ways.

As we evolved the conversation and the characters it became clear that one ostrich was the more open-minded of the group. He would be more apt to question the thinking of the others and over the life of the campaign, could coax them to agree that there’s a bright future in solutions to climate change.

But all ostriches look alike to us humans and it would be important to follow one ostrich as our protagonist throught the life of the campaign. After several failed experiments a certain style of glasses seemed to work on many levels. There was some concern at �rst that scientists get streotyped as bespeckled nerds but once it was clear that he was the hero by the end of the campaign, the concerns abated. During the development process, he eventually became a�ectionately known as “Ozzie”. By the launch of the campaign Ozzie was the o�cial name of our star bird with an app of his own that lets you take a sel�e with him on your mobile device.

The Lenox Hotel

“�at sounds cool. I think I’m

liking this stu� !”

I heard making batteries is worse than using gas. Is it? Text “recharge“ to 77948

Museum of Science

Wicked Smaht!

Drydock Center

“�at’s pretty good, but why can’t they power 111?”

“Solar panels at the Drydock Center can

power up to 110 homes!”

Do solar panels really do any good?Find out… Text “sun“ to 77948

“�at sounds great! Uh, did I just say that?”

“By 2020, Grow Boston Greener’s100,000 trees will absorb

650 tons of CO2 per year.”

Grow Boston Greener

So how do trees reduce climate change anyway? Find out… Text "trees" to 77948

Museum of Science

Museum of Science

Wicked Smaht!

Look for Boston's climate leaders. Find them at…


Wicked Smaht!


“�e Lenox Hotel has Boston’s�rst privately owned electric

car charging stations!”

“Now that’s WICKED SMAHT!”


Wicked Smaht!

Atlantic Wharf

Is Boston really doing anything special for climate?Find out… Text “action“ to 77948

“A roo�op garden is helpingthe Atlantic Wharf use

33% less energy.”

MONTH—12

MONTH—11

MONTH—10

MONTH—8

Do experts agree that peopleare causing climate change?

What do you think? Tell us at...

42% 68% 97%

Stunts

Programmed stunts were used to engage the public on the street at subway stops. There was a stunt for each phase of the campaign. In phase-1, giant red ostriches were strategically placed around Boston to engage the T-riding audience in a public polling event driven by the subway ads and social media.

Footnote-1During one focus groups panelists were asked about the ostrich as a sort of spokesperson. We were surprised that the majority of the them were not familiar with the lore of ostriches putting their heads in the sand when threatened. But they also roundly agreed that the photos had so much personality and expression that they worked even without that knowledge.

Footnote-2Just in case you were wondering, ostriches don’t actually stick their heads in holes in the sand when threatened... however, she does dig a large indentation in the ground to use as a nest and several times a day can be seen standing up and sticking her head in the nest to turn the eggs. So from a distance it could look like the birds are burying their heads in the sand.

InstitutionalBrandingIdentity, Ad Campaign,and Launch Collateral

The Marian Koshland Science Museum explores the science at the core of public policy decisions, linking scienti�c research to everyday life. Created to provide the public with a greater understanding of and appreciation for the value of science, the museum brings to life the reports of the National Academies. The museum is dedicated to the

nonpartisan presentation of current and often controversial scienti�c issues with an emphasis on the practical uses and social implications

that result from scienti�c advances.

www.koshland-science-museum.org

Corner of 6th & E Streets, NW, Washington D.C.

www.koshland-science-museum.org 202-334-1201

To enhance your

experience at the

museum and to protect

the museum’s exhibits,

the following policies

are enforced within

the exhibition spaces:

• No food, drink or

chewing gum• No smoking

• No use of cellular,

mobile telephonesCorner of 6th & E Streets, NW, Washington D.C.

www.koshland-science-museum.org 202-334-1201

To enhance your experience at the

museum and to protect

the museum’s exhibits,

the following policies are enforced within

the exhibition spaces:• No food, drink or chewing gum• No smoking• No use of cellular,

mobile telephones

500 FIFTH SREET, NW, WASHINGTON, DC 20001• PHONE:202-334-2728

OF THE NATIONAL ACADEMY OF SCIENCES

COMP

LIMEN

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500 FIFTH SREET, NW, WASHINGTON, DC 20001• PHONE:202-334-2728


COMP

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PASS500 FIFTH SREET, NW, WASHINGTON, DC 20001• PHONE:202-334-2728

6TH & E STREETS, NW, WASHINGTON, DC 20001• 202-334-1201• www.koshland-science-museum.org

COMPLI

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A N N U A L P A S SA N N U A L P A S S

Mailing address:

500 Fifth Street, N

W

Washington, DC 20001

Phone: 202-334-1201

Fax: 202-334-1548

www.koshland-science-museum.org

6th & E Streets, NW

Washington, DC PAT RICE LEGRODirector

Direct: 202-334-2728

[email protected]

www.koshland-science-museum.org202-334-1201

G R A N D O P E N I N GG R A N D O P E N I N G

www.koshland-science-museum.org202-334-1201


Being Nimble, Wearing Many Hats

The identity, marketing and launch of a museum is often put in the hands of an agency. Exhibit �rms are usually ill-prepared at the time of a grand opening for market analysis, focus groups, and ad placement. With the Koshland it was no di�erent. They started early on looking for an agency that was a good �t for them.

Since they were already comfortable with our high standards for thoughtful design we were asked to help them interview and evaluate applicants. We all agreed that this made sense because we had such a signi�cant role in the development of the museum. But after reviewing rough concepts we were left unimpressed. Maybe this was an occasion when being a botique business had it’s advantages.

While in the process of designing the museum and its exhibits we invested alot of time getting to know this client, its audience, plus its institutional culture and voice. So before the �nal meeting to decide on an agency I created a concept and built a few comps to present just in case the agency didn’t hit it out of the park. Fortunately for us, they didn’t.

The museum eventually hired a marketing director who was able to coordinate placement and schedules and help with programs and events from within their own o�ces.

Client: National Academies of SciencesCreative Partners: Tom Bowman—Bowman Design Group, interpretive & strategic development, project management Ed Hackley—edhackley.com, interpretive developoment, design and art direction.

NOW OPENCorner of 6th & E Streets, NW, Open 10am – 6pm, Daily; Closed Tues.

Metro: Gallery Place or Judiciary Square, 202-334-1201, www.koshland-science-museum.org

They are more like us… …than you may think

It’s made of remnants… …from exploding stars



In a bathtub big enough… …Saturn would actually �oat



...determines its color.Chromosome #2...



...causes most eye damage



Ultra violet sunlight......makes its ears big.Chromosome #1...



Could global warming drive… …the orioles from Baltimore?



Farm fumes force… …future climate change



...greatest contributionto global warming.

CO2 from burning fossil fuels is man's ...





We've broken this… …enemy's secret code ...is identical to that man.Much of this plant's DNA...



The Future of SpacesightThe James Webb SpaceTelescope The Future of SpacesightTelescope

TheWebb The Future of SpacesightTelescopeTheWebb The Future of SpacesightTelescope

TheWebb

InternationalScience ProgramBrandingIdentity/slogan Development & Intrepetive Event Graphics

The Future of Space Sight The James Webb Space Telescope Partners

The JamesWebbSpaceTelescope

Webb’s Progress Toward Launch


200620062017201720182018 19931993 19911991 1990199019951995199719971999199920022002200320032004200420052005201020102012201220132013201420142015201520162016 20082008 19961996

Laser InterferometersHigh Speed Optical Sensors Lead to Commercial Applications

One of the toughest challenges for Webb engineers was to �nd a way to test mirrors and composite structures at incredibly cold temperatures. With desired precisions of nanometers, vibration is a constant problem, which has been solved with new types of high-speed test devices that “freeze out” the e�ects of vibration.

Restoring HubbleIntegrated Circuits Used in Camera Repair

Webb investments in cryogenic Application-Speci�c Integrated Circuits (ASICs) led to the development of ASICs that are now �ying on Hubble. ASICs enable an entire circuit board’s worth of electronics to be condensed into a very small package. This is a unique example of a program in development (Webb) inventing technology for a program well into operations (Hubble).

Astronomical DetectorsWebb Detector Technology is the Universal Choice

The bene�ts of the near-infrared detectors developed for Webb have already spread across the science and national security worlds. An early path�nder version of Webb’s HAWAII-2RG 4 Megapixel array has been used in several NASA missions including Hubble, Deep Impact/EPOXI, WISE, and the Orbiting Carbon Observatory, and at dozens of ground-based observatories around the world.

“Infrared sensors based on the technology developed for Webb are now the universal choice for astronomical observations, both from space and the ground.” — Dr. James Beletic, Teledyne

“The Webb telescope program has been a tremendous bene�t to the creation of new technology and jobs beyond its direct funding. 4D has gone on to generate over $30 million in revenue…based on technologies developed for Webb.” — James Millerd, 4D Technology Corporation

Webb Bene�ts on Earth: Webb Bene�ts on Earth: Webb Bene�ts on Earth:

Johnson’s Historic Vacuum Chamber Ready to Test JWST

August 23, 2012

Johnson Space Center is now home to the only vacuum chamber in the world that is large enough and cold enough (-440°F) to provide a space-like environment for the James Webb Space Telescope. Chamber A, a national historic landmark, It is 55 feet in diameter by 90 feet tall. The 40-ton door and is opened and closed hydraulically. It will test portions of the one-of-a-kind �ight telescope in a full-up thermal vacuum environment.

.

Primary Mirror Completed

August 2012

Webb’s sophisticated 18-segment beryllium mirror system was completed and the �rst segments began shipping to NASA’s Goddard Space Flight Center.

Separation from launch vehicle

( L+= time after launch )

L+ 30 minutesL+ 2.7 days

• Space Telescope Institute Council begins to study 21st century astronomy missions

• Hubble Deep Field image reveals about 3,000 galaxies

• Aerospace contractors begin design competition

• Chandra X-ray Observatory launched

• NASA selects a team to build the observatory and develop the Near Infrared Camera

• Spitzer Space Telescope launched

• Construction begins on Webb’s mirror and scienti�c instruments

• Hubble Ultra Deep Field image shows about 10,000 galaxies • NASA selects the Ariane 5

launcher, completing ESA and CSA contributions

• Near Infrared Camera and Mid-Infrared Instrument pass critical tests, and all essential technologies pass tests under �ight conditions

• Full mission approved for �nal design, testing and assembly

• Hubble 20-year anniversary and Mystic Mountain image

• Primary mirror segments completed

• Center section of support structure for primary mirror completed (holds 12 of 18 mirror segments)

• Mid-Infrared Instrument delivered to NASA’s Goddard Space Flight Center for testing and integration

• Near-infrared Imager and Slitless Spectrograph/Fine- Guidance Sensor delivered to NASA’s Goddard Space Flight Center for testing and integration

• Full-scale sunshield template completes successful test

• Start �ight sunshield membrane production

• Near-Infrared Spectrograph delivery

• Testing begins on science instruments as a �nished payload

• Hubble’s Frontier Fields initiative launched

• Integrated Science Instrument Module �rst cryogenic test complete

• Primary Mirror Support Structure complete

• Practice mirror construction with path�nder backplane and spare mirror segments

• Construction begins on the spacecraft that will carry the telescope and science instruments

• Mirror segments, secondary mirror and aft optics assembled into the telescope

• Optical telescope assembly and tests complete

• Sunshield assembly and tests complete

• Spacecraft bus assembly and tests complete

• Spacecraft to sunshield integration begins

• End-to-end testing of �ight- to-ground system software

• Sunshield integration complete

• The three main components of the observatory tested and readied for assembly into a single unit

• Spacecraft integration and testing

• Optical telescope and scienti�c instruments integration complete

• Launch • All parts of the observatory brought together, tested and readied for launch in Kourou, French Guiana

• The study recommends a larger successor to Hubble to see infrared light

• Hubble Space Telescope launched

Sunshield Pallet Structure deploymentDeployable Tower Assembly deploymentSunshield deployment complete L+ 4.4daysL+ 5.5 daysSecondary Mirror SupportStructure deploymentL+ 6.3 days

Primary Mirror Backplane Wing deploymentsL+ 7.5 & 8.6 days Deployment completeL+ 14 days

Sunshield Meets Fabrication and Test Milestone

June 27, 2012

One of the most important test milestones was successfully met for template layer �ve of the tennis court-sized sunshield that keeps the telescope cold so it can image faint infrared light. Each layer will be individually shape-tested to verify its performance. Template layer �ve is the coldest layer, has the most curved shape and is closest to Webb’s primary mirror.

Optical Telescope ElementTelescope Design andDeploymentNorthrop Grumman

Optical Telescope and Mirror DesignBall Aerospace

Telescope StructuresAlliant Techsystems

Optical Telescope Integration and testITT/Exelis

Mirror ManufacturingBeryllium Mirror BlanksBush Wellman

Mirror MachiningAxsys Technologies

Mirror Grinding and PolishingSSG/Tinsley Laboratories

SunshieldNorthrop GrummanManTech/NeXolve

Spacecraft BusNorthrop Grumman

Integrated Science Instrument ModuleNASA’s Goddard Space Flight CenterMid-infrared InstrumentNASA/JPL, ESA

Near-infrared SpectrographEuropean Space Agency (ESA)

Near-infrared CameraUniversity of Arizona

Fine Guidance SensorCanadian Space Agency

Suppliers

Measuring EyesWebb’s New Wavefront Optical Measurement Devices Lead to Medical Bene�ts

To accurately measure the shape of Webb’s mirrors, signi�cant improvements have been made in wavefront sensing technology. The improvements have enabled eye doctors to get much more detailed information about the shape of your eye in seconds rather than hours.

Webb Bene�ts on Earth:

• NASA selects teams to �ne-tune requirements

“The Webb telescope program has enabled a number of improvements in…diagnosis of ocular diseases and potentially improved surgery.” – Dr. Dan Neal, Abbott Medical Optics Inc.

• Johnson Space Center’s historic thermal vacuum chamber retro�t completed for testing Webb in �ight conditions

JWST in TexasJWST in TexasAn upgrade eight years in the making is complete, and Johnson Space Center is now home to the only vacuum chamber in the world that is large enough and cold enough to provide a space-like environment for the James Webb Space Telescope.

JSC’s Historic Vacuum Chamber Ready to Test Hubble’s Successor

Pieces of the Webb ground support equipment are schedule to start arriving at JSC for testing in early 2014, followed by an engineering development unit “Path�nder” test article. By 2017, Chamber A will have performed a half dozen lead-in tests for the program and be ready to test the one-of-a-kind �ight telescope in a full-up thermal vacuum environment.

While the rest of Houston was sweltering through the August heat, JSC’s massive Chamber A successfully made it down to 11 Kelvin (K) – about 440 degrees below zero on the Fahrenheit scale.

That accomplishment is the result of work that started with a feasibility study in 2004. The design work was then done in 2007 and 2008, before demolition and reconstruction began in 2009.

What Starts Here Changes the World

Right here in Texas, astronomers will make discoveries with the James Webb Space Telescope. The people of the University of Texas at Austin’s Astronomy Department and the McDonald Observatory will play important roles putting Webb to work in space exploring the universe.

Antenna

Science Instruments

Primary Mirror

Secondary Mirror

Five layered insulation sunshield

Star trackers

Spacecraft bus

Solar panels

• Hubble Extreme Deep Field image

• Near-Infrared Camera delivery



20062006 19931993 19911991 19901990199519951997199719991999200220022003200320042004200520052010201020122012 20082008 19961996

Laser InterferometersHigh Speed Optical Sensors Lead to Commercial Applications

One of the toughest challenges for Webb engineers was to �nd a way to test mirrors and composite structures at incredibly cold temperatures. With desired precisions of nanometers, vibration is a constant problem, which has been solved with new types of high-speed test devices that “freeze out” the e�ects of vibration.

Restoring HubbleIntegrated Circuits Used in Camera Repair

Webb investments in cryogenic Application-Speci�c Integrated Circuits (ASICs) led to the development of ASICs that are now �ying on Hubble. ASICs enable an entire circuit board’s worth of electronics to be condensed into a very small package. This is a unique example of a program in development (Webb) inventing technology for a program well into operations (Hubble).

Astronomical DetectorsWebb Detector Technology is the Universal Choice

The bene�ts of the near-infrared detectors developed for Webb have already spread across the science and national security worlds. An early path�nder version of Webb’s HAWAII-2RG 4 Megapixel array has been used in several NASA missions including Hubble, Deep Impact/EPOXI, WISE, and the Orbiting Carbon Observatory, and at dozens of ground-based observatories around the world.

“Infrared sensors based on the technology developed for Webb are now the universal choice for astronomical observations, both from space and the ground.” — Dr. James Beletic, Teledyne

“The Webb telescope program has been a tremendous bene�t to the creation of new technology and jobs beyond its direct funding. 4D has gone on to generate over $30 million in revenue…based on technologies developed for Webb.” — James Millerd, 4D Technology Corporation

Webb Bene�ts on Earth: Webb Bene�ts on Earth: Webb Bene�ts on Earth:

Separation from launch vehicle

( L+= time after launch )

L+ 30 minutesL+ 2.7 days

• Space Telescope Institute Council begins to study 21st century astronomy missions

• Hubble Deep Field image reveals about 3,000 galaxies

• Aerospace contractors begin design competition

• Chandra X-ray Observatory launched

• NASA selects a team to build the observatory and develop the Near Infrared Camera

• Spitzer Space Telescope launched

• Construction begins on Webb’s mirror and scienti�c instruments

• Hubble Ultra Deep Field image shows about 10,000 galaxies • NASA selects the Ariane 5

launcher, completing ESA and CSA contributions

• Near Infrared Camera and Mid-Infrared Instrument pass critical tests, and all essential technologies pass tests under �ight conditions

• Full mission approved for �nal design, testing and assembly

• Hubble 20-year anniversary and Mystic Mountain image

• Primary mirror segments completed

• Center section of support structure for primary mirror completed (holds 12 of 18 mirror segments)

• The study recommends a larger successor to Hubble to see infrared light

• Hubble Space Telescope launched

Sunshield Pallet Structure deploymentDeployable Tower Assembly deploymentSunshield deployment complete L+ 4.4daysL+ 5.5 daysSecondary Mirror SupportStructure deploymentL+ 6.3 days

Primary Mirror Backplane Wing deploymentsL+ 7.5 & 8.6 days

Measuring EyesWebb’s New Wavefront Optical Measurement Devices Lead to Medical Bene�ts

To accurately measure the shape of Webb’s mirrors, signi�cant improvements have been made in wavefront sensing technology. The improvements have enabled eye doctors to get much more detailed information about the shape of your eye in seconds rather than hours.

Webb Bene�ts on Earth:

• NASA selects teams to �ne-tune requirements

“The Webb telescope program has enabled a number of improvements in…diagnosis of ocular diseases and potentially improved surgery.” – Dr. Dan Neal, Abbott Medical Optics Inc.

The Future of Spacesight

The Webb TelescopeThe Future of Spacesight

The Webb Telescope


The James Webb SpaceTelescope The Future of Spacesight

From Space�ight To Spacesight

The Webb Telescope is an international partnership of almost 17 countries lead by NASA and assisted by the European Space Agency and the Canadian Space Agency to build the next generation space telescope, thought to see back to the beginning of time.

This lauch has nothing to do with the launch of the craft but with the launch of a campaign to infuse excitement and understanding of the program’s bene�ts in order to secure funding it to completion.

The identity and tagline along with the timeline mural were developed to accompany a full-sized model, and large theatrical presentation at the SXSW show in Austin Texas, 2013.

The Science—This illustrated timeline describes launch and deploy in addition to a few discoveries/hurtles along the way. The 1200 ft. mural doubles as crowd-control fencing as it entertains and guides visitors to the tented event.


The Webb Telescope

NFL Experience On Tour

On Tour, LLC

650 5th Street

Suite #405

San Francisco, CA 94107

Phone: 415-442-5049

email: [email protected]

NFL

EXPE

RIEN

CE ON TOUR

NFL EXPERIENCE ON TOUR

BRAD ROTHENBURG

On Tour, LLC650 5th StreetSuite #405San Francisco, CA 94107Phone: 415-442-5049email: [email protected]

On Tour, LLC650 5th Street

Suite #405San Francisco, CA 94107

Phone: 415-442-5049email: [email protected]

BRAD ROTHENBURG



BRAD ROTHENBURG

Traveling Fan-Fest Event BrandingIdentity, Collateral,Product Branding,& Ad Campaign

You Can Take A Horse To Water...

This campaign was created for a 300,000 sq. ft., interactive, traveling, NFL fan-fest event. It was designed not only to entertain but to educate and integrate a much larger audience into the NFL family than the typical 18-45 males they already had locked in. The family audience had now grown to be the target of most theme parks, cruise lines and vacation getaways and the NFL was keen to make inroads into that audience on a grand scale. So this was an event where everyone, regardless of athletic ability, age, sex, or love of the sport, could learn something and at the same time have an incredibly fun, one-of-a-kind, interactive football experience.

To start, we needed a �exible and energetic logo for the tour. The traditional Heisman Trophy pose of a running back wearing a helmet with no face mask, low to the ground, and with the ball tucked tightly against his body is certainly an American icon based on the historic roots of the game. But today, the players are uncomfortably daring—with an attitude—creating new ways to stretch boundries. This pose said it all. The wheel behind and the horizontal lines add dynamic motion to both the running man and the event.

But this campaign was never used. Though it was roundly liked by all those involved with creating the event and thested well with our target audience, it failed to convince the one person who mattered, the sole-�nancier of the event. He wanted a football �eld with goal posts in the logo and people playing football in the ads. To my reconing, that was exactly what we were trying to avoid, so I refused to even entertain the idea... so he found somebody who would.

We designed the tour to last two years but the event failed after the second month due to, among other things, “...lack of e�ectual advertising prior to the event”.


Client: National Football LeagueCreative Partners: Tom Bowman—Bowman Design Group, interpretive development, producer, project and design management Rusty Lawrence—Sitelines, fabrication and installation managerEd Hackley—edhackley.com, interpretive developoment, design and art direction, and headline writing.




Coming soon

NFL... The experience on tour.

Coming soon

NFL... The experience on tour.

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Hut-1...Hut-2...Hut-3...

...expect the unexpected when we come to town.

Inside the Pocket,�e NFL Quarterback


...when we come to townTake A Hike!

Houston,We Have A Touchdown.

A Downward SpiralCan Be A Good �ing.

Experience a once-in-a-lifetime event!

...and other things you need to know if you’re a quarterback.


Inside the Pocket,The NFL QuarterbackInside the Pocket,�e NFL Quarterback




Don’t Be EmbarassedTo Check Out �e

Tight Ends...It Takes More �an Shampoo

To Handle Split Ends.

A Pocket Is Not A PlaceFor Spare Change...

..and other eligible receivers at ourinteractive hands-on football events...and other eligible receivers at our

interactive, hands-on football events.

�e Average Spiral Pass �rown By An NFL Quarterback Can Spin 60 Times Before It Reaches A

Receiver. �ink You Know Everything About Football? �ink Again. You Need To Feel �e Excitement,

Drama And Fun Of �e NFL Experience On Tour!

TransitionBrandingGoverning Body & Its’World-Class Sports Event

So I began searching for logos from the previous events and found that individually many were competent design elements but was left clueless as to what the games were about. Nation-speci�c colors didn’t seem to be important but the Fairfax event was during the week of July 4th so its patriotic scheme made sense. When I talked to the Fairfax team, especially those involved from the start, it seemed that their gauge of success was that every �reman and policeman who saw the logo... loved it! So when I coldly

asked if the �rst responders were actually their target audience, I think I detected some hurt feelings by my lack of con�dence in their mostly male, ad-hoc survey.

Of course 18-45 males are the base audience for any sports-related event but that base should be engaged through a campaign that reaches out equally to a family audience and alienates neither in the process. Cruiselines, The IOC, Disney, and most sports leagues �gured out long ago that the real pro�ts are in the family

experience. Appealing only to your base in this case would be short-sighted at best.

But the Fairfax logo wasn’t the source of the problem, it was a lack of direction for the marketing of the WPFG brand. No guidance existed for what they actually stood for or how it’s own brand should be used during an event. Each host-city makes their own logo, then adds the words “World Police & Fire Games” to it in whatever typeface works. This process e�ectively rebranded the event at every venue. No wonder I couldn’t �nd anyone who knew what it was.

In 1967 there were less than 500 entrants in the �rst CaliforniaPolice Games. Since then it has grown to an

international event that includes 12,000 athletes, 70 countries, 53 venues, 60 sports, 1,600 medals and a growing

global audience. Now it includes a variety of emergency responders as participants and is on par with World Cup

Soccer and the Olympics for the duration of an event, number of entrants, number of participating countries, and

it’s positive economic e�ects on local communities.

So when I was asked to help in mid-2014, why had I never heard of it? I started asking around and

found that nobody else I knew had heard of the event either,

even though 2015 would be its 16th time on the world stage and

its 7th time in the U.S.

I thought my task would be to design event elements that

compliment the event’s marketing campaign. But when I

arrived there was no campaign. There was a logo, a website, and a basic press kit. It was also clear

that since the logo had been used in fundraising e�orts for over a year they felt too invested in it to change it, which was my �rst instinct.

To me, the red, white, and blue eagle’s head—with a starfor an eye—would make a great mascot for the side of a

football helmet but was out of context with an international event that already had a strong family following and

encouraged women athletes to participate. They had been living with this logo for two years so my concerns weren’t even on their radar. Maybe there was a tradition or some

historic context that I just didn’t understand?

The Games of Heroes

The World Police & Fire

Games is a spectacular

world event that includes

60 sports, 70 countries,

12,000 athletes,

53 venues, and 1,600

medals... and it’s

coming soon! So join the

excitement... Join Us!

The Games of Heroes

WORLD POLICE& FIRE GAMES

FAIRFAX,VA2015 JUNE26—JULY5





12,000 athletes,





The Games of Heroes



The Games of Heroes







12,000 athletes,





The Games of Heroes



The Games of Heroes


The Games of Heroes


The Games of Heroes


The Games of Heroes


The Games of Heroes


The Games of Heroes

The Games of Heroes


PRESS MESSAGING

INSERTS

ENVIRONMENTALGRAPHICS MESSAGING

WELCOME

FAIRFAX 2015 JUNE26—JULY5

FROM FAIRFAX COUNTY & THE CAPITOL REGION TO:

12,000 FIRST RESPONDERS70 COUNTRIESWORLD CLASS

ATHLETIC EVENTS61 SPORTS

OVER 10 DAYS30,000 VISITORS

4,000 VOLUNTEERS AT THELARGEST MULTI-SPORT EVENT

FOR SERVICE AGENCIES IN THE WORLDAND WILL DELIVER OVER

$60–$80 MILLIONIN POSITIVE ECONOMIC IMPACT

FAIRFAX 2015 JUNE26—JULY5

FEATUREDSPORTS

AnglingArcheryBadminton

BaseballBasketball

Bench Press

BiathlonBodybuilding

BowlingBoxing

Cross CountryCycling Street

DartsDodgeballDragon Boat

Field Lacrosse

Flag FootballGolf

Half Marathon

Honor Guard

Ice Hockey

Indoor Rowing

Judo

Karate

Motocross

Motorcycle Street

Mountain Bike

Muster

Open Water Swim

OrienteeringPaintball

Pistol Center Fire

Pistol Police Action

Pistol Police Combat

Pocket Billiards

Police Service Dogs

Push Pull

Rugby

SkeetSoccerSoftball

Sporting Clays

Stair RaceSubmission Grappling

SWAT

Swimming

Table Tennis

Tae Kwon Do

TennisToughest Competitor Alive

Track & Field

Trap

TriathlonTug Of War

Ultimate

VolleyballWrestlingWrist Wrestling

Medals will be awarded in 61 sports.

Traditional and leisure sports include:

Public safety-related competitions will

provide a unique character to the Games.

Find complete listing of sports at

www.Fairfax2015.com

such as Softball, Angling, Soccer, Bowling,

Darts, Flag Football, and Golf.

The 2015 Games will feature

12,000 athletes from 70 countries

competing in 61 sports over 10 days.

In addition to traditional Olympic sports

cycling, archery and triathlon, many

competitions will display skills related to the

public safety professions - SWAT, Service

and Honor Guard are just a few of these

FAIRFAX2015

THE SPORTS

The Games of Heroes

FAIRFAX,VA2015

JUNE26—JULY5

THEATHLETES

The Games of Heroes

FAIRFAX2015

approximately 70 countries and spanning

six continents will converge on Fairfax

County and the National Capital Region for

The 2015 World Police and Fire Games.

They proudly represent the best qualities to

be found among the more than 10,000,000

men and women worldwide who dedicate

their lives to public safety. Competitors

paramedics, customs and corrections national and federal

THE TRUE HEROESAll of the athletes have inspirational and compelling stories.

For many, simply to participate will be the

agencies from around the world.

The Games of Heroes

FAIRFAX,VA2015

JUNE26—JULY5

GAMESHISTORY

CATCHING THE FEVER

The Games of HeroesIn 1985, the World Police & Fire Games

created by the California Police Athletic Games. This spectacular event, sanctioned

by the WPFG Federation, is awarded to

successful bid cities around the world

and takes place on odd-numbered years.

Previous hosts include (among others)

Indianapolis, Barcelona, Melbourne,

Vancouver, New York and Belfast. Fairfax

County, VA won the right to host the 2015

Games and Fairfax 2015, Inc., a 501(c)3

organize and manage the Games.

The 2017 Games will be held in Montreal,

China for 2019.

The World Police & Fire Games is a spectacular biennial event celebrating the athletic ability, honor, courage

The world audience and list of participants is growing rapidly and catching the fever of “The Games of Heroes”.

of sports, some unique to their professions, and not found in typical sporting events. It is among the largest

FAIRFAX2015

The Games of Heroes


SPECIAL EVENTS

FAIRFAX2015

The Opening Ceremonies will take place

at RFK Stadium in Washington, DC on June

26, 2015. The July 5 Closing Ceremonies,

to be held at Wolf Trap National Park for the Performing Arts, will also feature

entertainment along with the traditional

will be scheduled for the Athlete Entertainment Village at the Reston Town

Center and other social events will be planned at select venues.

SPORTS ENTERTAINMENT FUN

The Games of Heroes


The Games of Heroes

AnglingArcheryBadminton BaseballBasketball Bench Press BiathlonBodybuildingBowlingBoxing

Cross CountryCycling StreetDartsDodgeballDragon Boat Field LacrosseFlag FootballGolf Half Marathon Honor GuardIce Hockey Indoor Rowing Judo Karate

Motocross Motorcycle StreetMountain Bike Muster Open Water SwimOrienteeringPaintball Pistol Center Fire Pistol Police ActionPistol Police Combat Pocket Billiards Police Service DogsPush Pull

Rugby SkeetSoccerSoftball Sporting Clays Stair RaceSubmission Grappling SWAT Swimming Table Tennis Tae Kwon DoTennisToughest Competitor AliveTrack & Field TrapTriathlonTug Of War Ultimate VolleyballWrestlingWrist Wrestling

THE CAPITOLREGIONFairfax County will host the majority of sport competitions, which will be held throughout the region. Venues include George Mason University, Reston Town Center, county parks & recreation centers, local high schools and other public and private facilities around the region. Events will be free for the public to see and enjoy

FAIRFAX2015

HONORThe Games of Heroes


THEVENUES

The Games of Heroes

JOIN THE TEAM

THE WORLDSTAGE

FAIRFAX2015

SUPPORT THE COURAGEThe 2015 Games is your opportunity

to embrace the honor, pride, skills,

responders who protect and serve us every

day. The spirit of camaraderie and skill

exhibited when these professionals come

together for “fun and games” will inspire

and leave a lasting impression. Corporate

Partners have many opportunities to

leverage the substantial publicity, exposure

and good will that will be generated by this

great event. These athletes answer the call

every day - will you?

SUPPORT THE PASSIONThere are many memories to be made.

Friendships to be found. Pride to be

felt. The 2015 Games will establish new

partnerships (and strengthen existing ones)

among public safety, businesses, and the

community. Individuals, community groups,

and corporate employee programs can join

the team and have rewarding experiences

while providing invaluable service as

volunteers. Everyone wins!

COURAGEThe Games of Heroes


The Games of HeroesJOIN THE LEGACYThe enduring impact on the National Capital Region as a direct

result from hosting the 2015 World Police & Fire Games allows our

corporate partners to extend their brands in the community long

after the Games have been completed. Esprit de corps will also be

promoted from coordination among government agencies, and community

pride will result from the volunteerism and good citizenship displayed. Fairfax2015

has also

Valor Awards Scholarship Fund, the National

initiative to be announced. Be a part of this legacy!

Hosting this massive event requires a team effort involving businesses, government entities, community groups and individuals all doingtheir part. While everyone will benefit, those with the vision to get involved have an opportunity to share in the pride of ownership and the deserved recognition that will result from their leadership spirit.

The 2015 World Police and Fire Games provides an exceptional platform to showcase Fairfax County and the National Capitol Region on an international stage. Fairfax 2015 is a nonprofit 501(c)3 established to successfully win the bid and to organize, manage and operate all activities related to the 2015 Games. The positive attention, prestige and significant economic impact(estimated to be approximately $60-$80 million) for the region will be a source of pride and accomplishment that will be long remembered.


FEATUREDSPORTS

AnglingArcheryBadminton

BaseballBasketball

Bench Press

BiathlonBodybuildingBowlingBoxing

Cross CountryCycling Street

DartsDodgeballDragon Boat

Field LacrosseFlag FootballGolf

Half Marathon

Honor GuardIce Hockey

Indoor Rowing

Judo Karate

Motocross

Motorcycle StreetMountain Bike

Muster

Open Water SwimOrienteeringPaintball

Pistol Center Fire

Pistol Police Action

Pistol Police Combat Pocket Billiards

Police Service Dogs

Push Pull

Rugby Skeet

SoccerSoftball

Sporting Clays

Stair RaceSubmission Grappling SWAT

Swimming

Table Tennis

Tae Kwon DoTennisToughest Competitor Alive

Track & Field

TrapTriathlonTug Of War

Ultimate

VolleyballWrestlingWrist Wrestling

Medals will be awarded in 61 sports.

Traditional and leisure sports include:

Public safety-related competitions will

provide a unique character to the Games.Find complete listing of sports at

www.Fairfax2015.com

such as Softball, Angling, Soccer, Bowling,

Darts, Flag Football, and Golf.

The 2015 Games will feature

12,000 athletes from 70 countries

competing in 61 sports over 10 days.

In addition to traditional Olympic sports cycling, archery and triathlon, many

competitions will display skills related to the

public safety professions - SWAT, Service and Honor Guard are just a few of these

FAIRFAX2015

THE SPORTS

The Games of Heroes


THEATHLETES

The Games of Heroes

FAIRFAX2015

approximately 70 countries and spanning six continents will converge on Fairfax County and the National Capital Region for

The 2015 World Police and Fire Games. They proudly represent the best qualities to be found among the more than 10,000,000 men and women worldwide who dedicate their lives to public safety. Competitors

paramedics, customs and corrections

national and federal

THE TRUE HEROESAll of the athletes have inspirational and compelling stories.

For many, simply to participate will be the

agencies from around the world.

The Games of Heroes


GAMESHISTORY

CATCHING THE FEVER

The Games of HeroesIn 1985, the World Police & Fire Games

created by the California Police Athletic

Games. This spectacular event, sanctioned by the WPFG Federation, is awarded to successful bid cities around the world and takes place on odd-numbered years.

Previous hosts include (among others) Indianapolis, Barcelona, Melbourne, Vancouver, New York and Belfast. Fairfax County, VA won the right to host the 2015

Games and Fairfax 2015, Inc., a 501(c)3

organize and manage the Games. The 2017 Games will be held in Montreal,

China for 2019.

The World Police & Fire Games is a spectacular biennial event celebrating the athletic ability, honor, courage

The world audience and list of participants is growing rapidly and catching the fever of “The Games of Heroes”.

of sports, some unique to their professions, and not found in typical sporting events. It is among the largest

FAIRFAX2015

The Games of Heroes


JOIN THE TEAM

THE WORLDSTAGE

FAIRFAX2015

SUPPORT THE COURAGE

The 2015 Games is your opportunity

to embrace the honor, pride, skills,

responders who protect and serve us every

day. The spirit of camaraderie and skill

exhibited when these professionals come

together for “fun and games” will inspire

and leave a lasting impression. Corporate

Partners have many opportunities to

leverage the substantial publicity, exposure

and good will that will be generated by this

great event. These athletes answer the call

every day - will you?

SUPPORT THE PASSION

There are many memories to be made.

Friendships to be found. Pride to be

felt. The 2015 Games will establish new

partnerships (and strengthen existing ones)

among public safety, businesses, and the

community. Individuals, community groups,

and corporate employee programs can join

the team and have rewarding experiences

while providing invaluable service as

volunteers. Everyone wins!



The Games of HeroesJOIN THE LEGACY

The enduring impact on the National Capital Region as a direct

result from hosting the 2015 World Police & Fire Games allows our

corporate partners to extend their brands in the community long

after the Games have been completed. Esprit de corps will also be

promoted from coordination among government agencies, and community

pride will result from the volunteerism and good citizenship displayed. Fairfax2015

has also

Valor Awards Scholarship Fund,

the National initiative to be announced. Be a part of this legacy!

Hosting this massive event requires a team effort involving businesses, government entities, community groups

and individuals all doingtheir part. While everyone will benefit, those with the vision to get involved have an

opportunity to share in the pride of ownership and the deserved recognition that will result from their leadership

spirit.

The 2015 World Police and Fire Games provides an exceptional platform to showcase Fairfax County and the

National Capitol Region on an international stage. Fairfax 2015 is a nonprofit 501(c)3 established to

successfully win the bid and to organize, manage and operate all activities related to the 2015 Games. The

positive attention, prestige and significant economic impact(estimated to be approximately $60-$80 million) for

the region will be a source of pride and accomplishment that will be long remembered.

Angling

Archery

Badminton Baseball

Basketball Bench Press Biathlon

Bodybuilding

Bowling

Boxing

Cross Country

Cycling Street

Darts

Dodgeball

Dragon Boat Field Lacrosse

Flag Football

Golf Half Marathon Honor Guard

Ice Hockey Indoor Rowing Judo Karate

Motocross Motorcycle Street

Mountain Bike Muster Open Water Swim

Orienteering

Paintball Pistol Center Fire Pistol Police Action

Pistol Police Combat

Pocket Billiards Police Service Dogs

Push Pull

Rugby Skeet

Soccer

Softball Sporting Clays Stair Race

Submission Grappling

SWAT Swimming Table Tennis Tae Kwon Do

Tennis

Toughest Competitor Alive

Track & Field Trap

Triathlon

Tug Of War Ultimate Volleyball

Wrestling

Wrist Wrestling

THE CAPITOLREGION

Fairfax County will host the majority of

sport competitions, which will be held

throughout the region. Venues include

George Mason University, Reston Town

Center, county parks & recreation centers,

local high schools and other public and

private facilities around the region. Events

will be free for the public to see and enjoy

FAIRFAX2015

HONORThe Games of Heroes

FAIRFAX,VA2015

JUNE26—JULY5

THEVENUES

The Games of Heroes

SPECIAL EVENTS

FAIRFAX2015

The Opening Ceremonies will take place

at RFK Stadium in Washington, DC on June

26, 2015. The July 5 Closing Ceremonies,

to be held at Wolf Trap National Park

for the Performing Arts, will also feature

entertainment along with the traditional

will be scheduled for the Athlete

Entertainment Village at the Reston Town

Center and other social events will be

planned at select venues.

SPORTS ENTERTAINMENT FUN

The Games of Heroes

The Games of Heroes

FAIRFAX,VA2015

JUNE26—JULY5

When describing the attributes of both police and �remen, 6 ideals kept recurring. Those 6 words, with tighly cropped shots of athletes and �rst responders in intense competition set the tone of collegial but serious international competition and appeal to a wider family audience. Primary colors, as used in the �ags of all nations, help evoke the spirit and diversity of this international event.

The host-cities seem to fair well in their local promotions but the WPFG brand gets lost, along with its ability to build a following for what the games stand for. The WPFG federation requires their logo to appear in published materials but no standards exist for that either. And since the WPFG logo is 50 years old, and looks it, host cities typically place it out of the way, adding to its overall lackluster visibility. First, the Games needed a new identity to bring them into the 21st century. Second, a style guide for co-branding events so host cities can create their own identity but with guidance on how it’s used with a new WPFG logo. Third, a campaign of powerful images that promotes their values and builds excitement. But before all of that, a tag line, one that at a glance expresses their values and is easy to understand and embrace worldwide regardless of translation. I suggested they refer to this event as... “The Games of Heroes”which is now their trademarked slogan.

The opening salvo of the campaign began with an attractive female athlete from a previous event. Certainly she appeals to the base 18-45 male sports-event audience but at the same time she also tested as well with female athletes, mothers, daughters and teens... our expanded family audience. These placards are for interior and exterior Metro environments, subway stations stops, landings and vehicles, plus all bus stops, stations and buses.

The Games of Heroes



The Games of Heroes



HONORWO R L D P O L I C E & F I R E G A M E S

POLEBANNER

MOVABLEARCHWAY& PODIUM

VENUE ENTRYTOWERS

SPONSORSHIP TOWER-Large

The Games of Heroes

HONOR Supporter/Supplier/Provider

Community Champion100

Community Champion 50



HAND-HELD TORCHPRE-EVENT-TOUR

PLAZA TORCH IN USE DURING AND BETWEEN OPENING & CLOSING CEREMONIES

MOVABLE BARICADE FENCE

FENCE GRAPHICS

COURAGE





12,000 athletes,






The Games of Heroes


COURAGE





12,000 athletes,





8’ CROWD CONTROL FENCING

6’ CROWD CONTROL FENCING

72’ LENGTH OF 6’ CROWD CONTROL FENCING


The Games of Heroes



The Games of Heroes



The Games of Heroes



The Games of Heroes



The Games of Heroes


HONOR





12,000 athletes,




excitement... Join Us!FAIRFAX,VA2015 JUNE26—JULY5

The Games of Heroes


COURAGE





12,000 athletes,





COURAGE





12,000 athletes,






The Games of Heroes



The Games of Heroes


The Games of Heroes


HONOR

The World Police & Fire Games is a spectacular world event that includes 60 sports, 70 countries, 12,000 athletes, 53 venues, and 1,600 medals... and it’s coming soon! So join the excitement... Join Us!



The Games of Heroes


HONOR





12,000 athletes,





The lion’s share of the signage budget goes to covering miles of security and crowd control fence that appears on playing �elds, at special venues and at staged events. It also doubles as a large graphics format for event sponsorship. The long graphics below are basic templates with large areas of solid colors on which to place sponsorship logos. Production artists drop in logos at the last minute when sponsorship is �nalized.

Sponsorship sales for sports events are typically driven by the bigger the sponsor the bigger the logo. NASCAR built its brand on the brazen, unappologetic splash of logos and products and created a uniquely American sports culture in the process...

WORLD POLICE & FIRE GAMES

The World Police & Fire Games is a spectacular world event that includes 60 sports, 70 countries, 12,000 athletes, 53 venues, and 1,600 medals... and it’s coming soon! So join the excitement... Join Us!

...but when The Games of Heroes is your slogan it’s important to build a sponsorship program that makes sponsors look like they’ve joined the ideal rather than bought it. So the ad campaigns start with the large format brand images and messaging as event templates designed to apply logos in pre-determined areas, at varying sizes and with varying frequency, as a shopping-list of sorts, which allows some control over out-of-control “logo-splash”. A few large towers were distributed throughout the event grounds that acted more like donor walls at museums than splashy advertising and to keep advertising o� of event elements and event programs.

End-User Client: WPFG FairfaxProject Client: TGI System, Rusty Lawrence, PresidentCreative Director: Ed Hackley—edhackley.com, interpretive developoment, design and art direction.


California Police Athletic Federation8304 Clairemont Mesa Blvd., #107San Diego, California 92111 USA

Mike GrahamPresident & Executive Director

California Police Athletic Federation

8304 Clairemont Mesa Blvd., #107San Diego, California 92111 USATele: 858-571-9919Fax: 858-571-1641E-mail:[email protected]



W O R L D P O L I C E &FIRE GAMES

WORLD POLICE & F IRE GAMES

8304 Clairemont Mesa Blvd., #107•San Diego, California 92111 USATele: 858-571-9919•Fax: 858-571-1641•E-mail:[email protected]

TO:WORLD POLICE& FIRE GAMES



TO:

California Police Athletic Federation8304 Clairemont Mesa Blvd., #107 • San Diego, California 92111 USA


Dan EllisonChief Administrative Officer CO

URAG

E


HONO

RRE

SOLV

E INTEGR

ITY

FITN

ESS

DISCIPLIN

E

California Police Athletic Federation

8304 Clairemont Mesa Blvd., #107

San Diego, California 92111 USA

Tele: 858-571-9919

Fax: 858-571-1641

E-mail:[email protected]



WORLD POLICE& F I R E G A M E S



W O R L D P O L I C E &FIRE GAMES

WORLD POLICE

& FIRE GAMES

WORLD POLICE

& FIRE GAMES

WORLD POLICE

& FIRE GAMES

WORLD POLICE& FIRE GAMES WORLD POLICE& FIRE GAMES



WO RL D P O L I C E & F I R E G A M E S



T O U C H D O W N

L E M O N ENERGY DRINK G R A P E C O L A L I M E O R A N G E WAT E R

WAT E R • E AU • AGUA

WAT E R • E AU • AGUA

M I C R O B R E W M I C R O B R E WM I C R O B R E W

campaigns part-1

Documents