Published: July 06, 2009 04:44 pm      

Online video game targets younger drivers

Two of the biggest contributors to poor air quality here are the number of miles driven by vehicles and the time spent idling in those cars and trucks. Reaching drivers of all ages with key air quality information is the goal of a new online effort that uses some unconventional methods to build awareness about clean air.

Visitors to the City of Indianapolis air quality website (www.knozone.com) will now find an online video game called Zoneout that offers a fun way to learn about air quality. A new downloadable desktop “widget” is also available to constantly keep watch on local conditions from the convenience of a computer desktop. And a floating balloon on the main page of the Knozone website instantly gives visitors a reading on current conditions.

A joint campaign of three Indianapolis area creative agencies — Miles Design, The Basement Design+Motion, and Fat Atom Internet Marketing — the fresh website, game, and widget are the latest efforts to keep web-savvy citizens informed about local air quality and how individual efforts can make a difference.

“The Knozone.com website is now filled with information about the Air Quality Index, tips for simple things you can do to improve the quality of the air we breathe, links to Knozone communities on Facebook and Twitter, and even an easy way to get air quality updates on your mobile phone. We’re offering a comprehensive, interactive website experience — especially with the addition of a game that relates to air quality,” said Josh Miles, principal at Miles Design, whose branding firm was awarded the account in 2008 based on their team-focused, web-centric marketing strategy.

Video games may be the ideal way to reach young people, since 97 percent of teens surveyed by the Pew Internet & American Life Project report that they play computer, web, portable, or console games. Nearly three-quarters of young people say they play games on desktop or laptop computers, and gaming is typically a social experience enjoyed by more than one person at a time. With those facts in mind, developers at The Basement created Zoneout to add an element of fun and “stickiness” to the website messages.

“We developed Zoneout to increase interactivity with the Knozone.com website, which is already a great source of information,” said Jacob Leffler, president of The Basement, a digital design studio. “With creative graphics — including a hot-air balloon that indicates air quality status with a glimpse — we’re engaging users to learn even more about what causes poor air quality. Zoneout is a fast-paced game that challenges players to fill a grid with color bars representing the various air quality conditions. It’s a game for people who enjoy things that move fast.”

Fat Atom’s contribution to the Knozone project was web programming of a custom Flash Content Management System for the website and design/development of a “widget.” The Knozone widget (or gadget, as small custom applications are sometimes called) provides users with up-to-date Air Quality Information directly on the computer desktop as well as a forecast for the next day. 

“The city wanted to quickly and easily provide citizens of Central Indiana with air quality measurements for Indianapolis, and the widget that Fat Atom created does just that,” said Todd Muffley, co-owner of Fat Atom.

Reaching out to a younger audience is important, since the aim of the Knozone program is to reduce — and not just postpone — emissions. 

“Over the past several years, the main messages of the Knozone effort have been focused on encouraging people to mow their lawns or fill their gas tanks after 6 p.m. That doesn’t do anything to reduce emissions, it merely delays them,” said Mayor Greg Ballard. “This year, we’re asking people to pay attention to the little things they’re doing every day that can add up quickly — like reducing the amount of time spent idling in the car. If we all make small changes in our daily lives, we have the opportunity to make a big impact when it comes to improving our air quality.”

The city of Indianapolis is also encouraging local businesses to promote clean air by taking an active role in the program — alerting employees about the daily Air Quality Index, posting no-idling signs, and other recommendations.