The Gamma Factor Awareness Campaign

The Gamma Factor was a research study sponsored by Meredith to highlight a trend and raise awareness of a mass market advertisers were ignoring—our key audience. The emphasis is that gamma women are part of a network of consumers, which is reflected in the look and feel of the campaign. I wanted the website to be simple and interactive, so I created two sections. The flash intro illustrates the network of influence and in the first section users can meet Gammas. In the main site, users explore information, through “who, what, why” in another turning navigation wheel. The campaign carried through printed reports and collateral as well as banners and booth graphics that I designed for specific events.