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纪念碑
案例简介：简介: 在西班牙，宫颈癌每天杀死两名妇女 (每年超过 700 人)。这是继乳腺癌之后最常见的癌症，几乎没有人意识到这一点。三个月前，一种可以预防它的疫苗被发明出来。这是第一个预防癌症的疫苗，由 SEGO (西班牙妇产科协会) 领导的六个科学协会开始了一项意识和预防运动，目标如下: -提高对疾病严重性的认识。-宣传疫苗的存在并推广预防性做法。 解决方案: 这些疫苗将防止成千上万的妇女死亡。这个想法应该让这场运动超越时间，永远持续下去，这样我们的女儿和女儿的女儿就可以永远记住我们能够战胜宫颈癌。这是一种开创性的方式来纪念历史上的一个重要时刻，这使得这一新闻比病毒本身更具病毒性: 在公共公园竖起一座真正的纪念碑，并题写第一批 25,000 人的名字，他们利用互联网、在线嗡嗡声、邮件、环境营销、电视、印刷、等等。 结果: 更多的妇女正在接种疫苗。根据 IMS (制药部门来源-imshealth.com) 的数据，在这项运动之后，预防宫颈癌的疫苗需求增加了 556%。通过病毒邮件达到 470,605 名女性 (目标的 9 倍!) 尼尔森后测试 (可供陪审团使用): 60% 记得竞选活动，47% 记得竞选活动的人打算接种疫苗 (比不记得的人多 35%)。67% 的母亲说她们会在竞选结束后带着女儿去接种疫苗。
纪念碑
案例简介：Brief: Cervical cancer kills two women everyday in Spain (over 700 per year). It's the most common cancer after breast cancer and almost no one is aware of this. Three months ago, a vaccine was created that can prevent it. This is the first vaccine to prevent cancer and six scientific associations lead by SEGO (Spanish Association of Gynecology and Obstetrics) began an awareness and prevention campaign with the following objectives: - Raise awareness of the seriousness of the illness. - Publicize the existence of the vaccines and promote preventative practices. Solution: These vaccines will prevent the deaths of thousands of women. The idea should allow the campaign to transcend in time and LASTS FOREVER so that our daughters and our daughters' daughters can always remember that we were able to beat cervical cancer. A groundbreaking way to honor an important moment in history making this news more viral than the virus itself: Raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using the Internet, Online Buzz, Mailings, Ambient Marketing, TV, Print, etc. Results: Many more women are getting vaccinated. According to IMS (Pharmaceutical sector source - imshealth.com), following the campaign, the demand for vaccines preventing cervical cancer increased by 556%. 470,605 women reached by viral email (9 times the objective!) Post-Test Nielsen (Available to jury): 60% remember the campaign 47% of those who remember the campaign intend on getting the vaccine (35% more than those who don't remember). 67% of mothers say they'll take their daughters in to get the vaccine after the campaign.
The Monument
案例简介：简介: 在西班牙，宫颈癌每天杀死两名妇女 (每年超过 700 人)。这是继乳腺癌之后最常见的癌症，几乎没有人意识到这一点。三个月前，一种可以预防它的疫苗被发明出来。这是第一个预防癌症的疫苗，由 SEGO (西班牙妇产科协会) 领导的六个科学协会开始了一项意识和预防运动，目标如下: -提高对疾病严重性的认识。-宣传疫苗的存在并推广预防性做法。 解决方案: 这些疫苗将防止成千上万的妇女死亡。这个想法应该让这场运动超越时间，永远持续下去，这样我们的女儿和女儿的女儿就可以永远记住我们能够战胜宫颈癌。这是一种开创性的方式来纪念历史上的一个重要时刻，这使得这一新闻比病毒本身更具病毒性: 在公共公园竖起一座真正的纪念碑，并题写第一批 25,000 人的名字，他们利用互联网、在线嗡嗡声、邮件、环境营销、电视、印刷、等等。 结果: 更多的妇女正在接种疫苗。根据 IMS (制药部门来源-imshealth.com) 的数据，在这项运动之后，预防宫颈癌的疫苗需求增加了 556%。通过病毒邮件达到 470,605 名女性 (目标的 9 倍!) 尼尔森后测试 (可供陪审团使用): 60% 记得竞选活动，47% 记得竞选活动的人打算接种疫苗 (比不记得的人多 35%)。67% 的母亲说她们会在竞选结束后带着女儿去接种疫苗。
The Monument
案例简介：Brief: Cervical cancer kills two women everyday in Spain (over 700 per year). It's the most common cancer after breast cancer and almost no one is aware of this. Three months ago, a vaccine was created that can prevent it. This is the first vaccine to prevent cancer and six scientific associations lead by SEGO (Spanish Association of Gynecology and Obstetrics) began an awareness and prevention campaign with the following objectives: - Raise awareness of the seriousness of the illness. - Publicize the existence of the vaccines and promote preventative practices. Solution: These vaccines will prevent the deaths of thousands of women. The idea should allow the campaign to transcend in time and LASTS FOREVER so that our daughters and our daughters' daughters can always remember that we were able to beat cervical cancer. A groundbreaking way to honor an important moment in history making this news more viral than the virus itself: Raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using the Internet, Online Buzz, Mailings, Ambient Marketing, TV, Print, etc. Results: Many more women are getting vaccinated. According to IMS (Pharmaceutical sector source - imshealth.com), following the campaign, the demand for vaccines preventing cervical cancer increased by 556%. 470,605 women reached by viral email (9 times the objective!) Post-Test Nielsen (Available to jury): 60% remember the campaign 47% of those who remember the campaign intend on getting the vaccine (35% more than those who don't remember). 67% of mothers say they'll take their daughters in to get the vaccine after the campaign.
纪念碑
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The Monument
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基本信息
- 广告品牌： Spanish Association of Gynecology and Obstetrics
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 西班牙语
- 媒介平台： 网络
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