JPEO-CBD

The Defense Joint Services single focal point for research, development, acquisition, fielding and life-cycle support of chemical, biological, radiological and nuclear (CBRN) defense equipment and medical countermeasures.
Technology Challenge

WEB DESIGN

Web page preview
Video

Branding

Logos

FACEBOOK PAGE AND ADS

facebook page and some ads

Challenges

  • Required to make a very complicated, unknown problem digestible
  • Needed to make highly technical language accessible to maximize public participation
  • Limited public awareness of the starting point and organization

Constraints

  • Only had the opportunity to do one challenge phase, while maximizing breadth of submissions
  • Needed to attract solutions from audiences that have little knowledge/awareness of the topic
  • Could only share the limited amount of de-classified information
  • Low public awareness meant social outreach had to start from 0 and build within the timeline of the challenge

     

Solution

  • Designed and conducted a single-stage ideation challenge with a blitz round improvement component
  • Developed a Challenge website with compelling creative assets for compelling visual and technical communication.
  • Used marketing, earned media, and paid media strategies, ensuring national promotion to reach target audience.
  • Increased awareness of the Challenge among designers and other non-traditional solvers using engaging media and a kick-off event
  • Developed creative outreach materials, such as social media posts, promotional videos, and a live stream
  • Rigorously tracked and reported Key Performance Indicators for quality submissions.

     

Constraints

  • Successfully bridged technology and materials start-ups with DoD acquisition vehicles to develop and prototype winning designs
  • Secured 79 design submissions
  • Earned features in 35 media outlets
  • Achieved 4700 Facebook followers and over 5MM impressions