ShineLA is a public health initiative spearheaded by Cedars-Sinai Hospital in Los Angeles intended to use the 2028 Olympics to improve the health and fitness of over half a million people in the LA metro area. When fully operational it will be the largest-ever public health initiative ever conducted by mankind. To make the project happen, Cedars partnered with the Los Angeles Department of Recreation and Parks, The Discovery Cube children's museum, Garmin, and ArtCenter College of Design's DesignMatters and LaunchLab programs. ArtCenter put together a student task force, Team Shine, to design the digital system and the marketing campaign for the initiative. ShineLA was the result.
The focus of the ShineLA system is on underserved communities, at-risk children, and low-income families in Los Angeles. The ArtCenter designed app and web site provides easy access to an otherwise overwhelming index of activities happening all around the metro area, and brings affordable and exciting excises to users who might otherwise feel excluded in a city of active people. The system leverages the classes and events put on by LA Rec and Parks, and by integrating fitness wearables provides Cedar-Sinai with public health data and the opportunity to communicate directly with study participants.
Our team developed ways to promote awareness with an interactive marketing campaign based on communication artifacts familiar to the LA Rec and Parks communication ecosystem. This includes not only the app, website, and a customized fitness wearable by Garmin, but also environmental play spaces, flyers, banners, spatial communication interventions distributed around the parks, and fun interactive advertising like collectible rewards booklets. All of this is communicated to the Angelenos via the 'Ready, Set, Shine LA' advertising campaign, inspiring the people of LA to come together and get moving.
We are Los Angeles and together we Shine!
ShineLA is a large system with many moving parts. By working together as graphic designers, interaction designers, and strategists we were able to innovate a unified project that addresses LA's citizens with integrity and equality.
An example of this is the 'Ready, Set Shine, LA!' marketing campaign, aimed to welcome everyone, regardless of finical struggle or physical ailments. Between the digital interface and the city-wide activation spaces, this system is designed to create maximum impact with numerous entry points. ShineLA offers users the basic human right to a healthy lifestyle regardless of circumstances. Our system was strategic in its messaging, but also in how we designed the components.
User-centered design can be seen in every corner of the app. It is exemplified in how a simple feature, such as 'Search' benefits users by making it easy to calibrate location, time, and age. The 'Calendar' feature allows the head of the household to compare everyone's schedules at once. Take for example Sara, by using the ShineLA app she is able to see that, her local Eco Park Rec Center is hosting girls' basketball and boys soccer at the same time. She is able to coordinate her family's activities all in one fail swoop, making her life much easier and her much more likely to follow through with enrollment.
A unique set of problems offered the opportunity to innovate unique design solutions. This includes leveraging a network of non-profits to work together, as well as designing strategies to address the confines of tight non-profit budgets.
We create a system with the capacity to scale and involve other organizations such as the LA Discovery Cube. We were fiscally smart on behalf of our sponsors and our users. For example, Activation Spaces, all around LA, even within parks, act as easy self-guided fitness stations. We relied on existing walls and benches to serve users a gym at a moment's notice.
ShineLA is creating a positive impact on all nonprofits involved in this unique network of companies. This symbiotic relationship will benefit the Cedars-Sinai Research Center for Health Equity and the LA Rec and Parks Department, while building an open platform to include other nonprofits, such as the LA Discovery Cube. The app leverages the content LA Rec and Parks is already putting on. By giving users easy access, LA Rec and Parks will drive-up their class enrollment and reach a wider audience. The ShineLA marketing plan will also drive up repeat users with its rewards program that includes games on the app and physical rewards such as stickers kids will love to collect.
In our primary research phase, we learned how critical it is to leverage every dollar when it comes to public programming. This systematic roadblock is addressed in many ways. One example is seen in our marketing campaign. The print booklets and flyers handed out by LA Rec and Parks are designed to be printed black and white on LA Rec and Parks' signature neon paper. This will cut costs and streamline visual communication between the diverse neighborhoods of LA.
Our rollout includes environments designed by ShineLA as well as the involvement of the community. We used existing park resources and elevated them into new interactive workout areas. We even constructed a plan for the community to be involved with local artists creating some of the Activation Play Spaces. ShineLA will grant citizens access to a healthy lifestyle and a unified community.