In developing www.firstaidpod.com content and looking to expand its distribution into the cellular world -- we keep hearing about how the younger demographic just won't take to this content.
Yes, women respond very well -- the Oprah/Soccer-Mom etc. group -- But, let's face it, First Aid is not entertaining.
But, it is about life and death. So, we started thinking about other life and death issues that a hipper, younger demographic might relate to -- and, safe sex came to mind.
Then, we carried that one step further -- because, let's face it, sex and death (which is really what CPR is about -- fighting death) is all about.
So, let's lighten up the marketing and campaign a bit -- let's make it appealing for a younger demographic -- Let's practice safe iPODing (should that have two "D" -- as in double "D's"?) -- iPODS are sold as sexy -- tastefully so -- but, all the same, those silhouettes are hitting folks on an "attraction" level.
Let's get the CPR instruction mash-up tune with your favourite Artist...
Let's speak in languages that relate to those who may use this content -- they are a smart and sharp generation (the eBook software was written by 18-year olds for goodness sake).