Ground Zero

Ground Zero LA for the Sound Advice Project.

The Sound Advice Project was created as an anti-drug campaign, but one geared more toward parents than kids. The purpose was to help parents talk to their kids about being drug-free in a whole new way; kids whose parents talk to them about drugs are 50 percent less likely to have problems with drugs later. Ground Zero realized that parents didn't really need an advertising campaign telling them just to talk their kids, but they did need a different way to talk to them. Thus, the Sound Advice Project was created. Most great work in advertising doesn't rely on puns or shoddy word games as a part of their creative strategy, but the name "Sound Advice" works because it is backed up by a truly innovative concept. That concept being that parents access the Sound Advice website, where they can choose from phrases they want their children to remember (ie: I believe in you). Then, they record their own voices saying the chosen phrase. The sound waves are turned into a simple, modern bracelet that your kids can wear so that they always have your words with them-just minus the embarrassment of having a parent yell "I believe in you!" out the car window. This is a revolutionary idea, and one that exemplifies advertising and its ability to be customized to the masses. The sound byte bracelets are a smart idea on their own; they show kids that their parents care, they are discreet (always a plus as a middle-schooler), and they are personalized in the most intimate way. This concept has the potential to expand as a powerful symbol of communication with someone you love. These bracelets, at least bracelets or necklaces made using the same voice recognition technology, could say "I love you" on Valentine's Day, Christmas, a birthday, an anniversary, or any date you want to give significance to. The personalization of the messages could be endless, and the shape and style of the jewelry would always be unique. What could be more meaningful that keeping the voice of someone you love with you forever, the meaning is so powerful. This is such a good idea, and if no one makes an empire out of these bracelets in five years, I am.