Parents in Detroit knew The Detroit Zoo was a great place to spend the day with their kids.

But they didn’t know that the Zoo is an essential part of a kid’s life. So we invented Vitamin Z – a type of emotional nutrition that kids only get when they experience the Zoo.

Our campaign, “Vitamin Z, Part of a Complete Childhood,” showed real kids experiencing Vitamin Z. Facebook updates became “Daily doses of Vitamin Z.” Yearly memberships became “A Year’s Supply of Vitamin Z.”

We helped set a new attendance record and doubled the Zoo’s Facebook following.