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转向我们
案例简介：描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 除了尊重那些联系过避难所的妇女的机密性，并牢记客户的谴责，即我们不应该以受虐待妇女的图形图像为特色，这项工作没有具体的监管或政府限制。 健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 我们的工作将弱势妇女引导到英国慈善避难所，并将她们直接与所提供的一系列改变生活和拯救生命的服务联系起来，包括: 安全屋、健康支持服务、健康教育、社区中心和咨询。它以多种形式提高了公众对家庭虐待的认识，并吸引了筹款人。 背景 在英国，每周都有两名妇女被虐待伴侣杀害。在圣诞节期间，虐待事件增加了30% 以上。可悲的是，许多虐待行为没有得到报道，仍然藏在闭门造车。Refuge是英国的一家慈善机构，为妇女和儿童提供安全的房屋和支持。我们的简报是在圣诞节与弱势女性接触，并给她们一个可以求助的地方。 描述创意 我们创建了 “转向我们”-精心制作的 “可逆诗歌” 运动，掩盖了人际关系中虐待的丑陋真相，尤其是在圣诞节。从上到下阅读，这些诗呈现出看似幸福，充满爱意的关系。但是，当以相反的顺序阅读相同的诗句时，美丽的单词就会变得残酷，从而揭示了隐藏的虐待恐怖。这首诗从字面上看是转折，戏剧化了人际关系的转折点和虐待伴侣的双重性 (客户将其描述为 “jekyll和Hyde行为”)。这些词可以帮助妇女认识多种形式的虐待行为，并明确呼吁采取行动: “如果您的伴侣转向您，请转向我们。” 描述策略 洞察力: 虐待关系一开始并不糟糕。在某个时候，他们转身。我们为移动平台创建了一系列交互式执行程序，这些程序使这些转折点戏剧化，并为女性提供了一个可以求助的地方。警方数据显示，多达800,000名虐待受害者2017年没有挺身而出 (国家统计局)。我们知道我们的目标受众经常害怕举报虐待行为，或者在许多情况下，他们不承认他们的关系是虐待行为。移动平台有两个直接的好处 :( 1) 它为女性提供了一种无缝的原始机制，可以直接与反向诗歌互动 (通过物理转动手机)，从而增强了创意的影响力; (2) 通过一触，我们将女性直接与家庭虐待热线联系起来。 描述执行情况 我们的移动理念以与我们的广告系列信息相关的无缝方式利用了平台的运动和定向功能。我们创建了三个专用网址，链接到三首圣诞诗。这些链接在为期4周的节日期间在Refuge的社交渠道上播种，并由其影响者网络共享 (总计达到4.4万)。观看者从上到下读一首看似和谐的节日诗，然后被提示将手机转180度。然后，将完全相同的诗句自动反向重新排序，从而揭示了隐藏的虐待恐怖。一个突出的呼叫按钮将弱势妇女直接与家庭虐待帮助热线联系起来。为了安全起见，如果任何女人被虐待伴侣打断，处决都包含了 “逃脱” 功能，使诗歌迅速从手机屏幕上消失。 列出结果 在为期4周的竞选期间，有27,584名妇女联系了避难所。12月的发布使网站流量增加了2,011%。这首诗获得了超过12.5亿个印象，覆盖范围超过5亿个，因此获得的媒体收入超过200,000英镑 (竞选预算不到10,000英镑)。我们的时机很完美。伦敦市长桑吉德·贾维德 (Sanjid Javid) 在再次呼吁改变英国的家庭虐待立法时引用了圣诞节的诗歌-避难所一直在为之奋斗。这些更改是在他分享工作几周后实施的。我们的工作在提高认识和激发变革方面发挥了很小但及时的作用。
转向我们
案例简介：Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: Other than respecting the confidentiality of those women who have contacted Refuge, and remaining mindful of a client censure that we should not feature graphic images of abused women, there are no specific regulatory or governmental restrictions pertaining to this work. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Our work directs vulnerable women to UK charity Refuge and connects them directly to the range of life-changing and life-saving services provided, including: safe houses, health support services, health education, community centres and counselling. It raises public awareness of domestic abuse in its many forms and appeals to fundraisers. Background Every week in the UK, two women are killed by abusive partners. Incidences of abuse increase by over 30% during the Christmas period. Sadly, a lot of abuse goes unreported, remaining hidden behind closed doors. Refuge is a UK charity providing safe houses and support for women and children. Our brief was to reach out to vulnerable women at Christmas and give them somewhere to turn to. Describe the creative idea We created ‘TURN TO US’ – a campaign of carefully crafted ‘reversible poems’ that hid the ugly truth of abuse in relationships, particularly at Christmas. Read from top to bottom, the poems present seemingly happy, loving relationships. But when the very same lines of verse are read in reverse order, the beautiful words become brutal, revealing the hidden horrors of abuse. The poems literally turn, dramatizing the both the turning points in relationships and the duplicity of abusive partners (what client describes as ‘Jekyll and Hyde behaviours’). The words help women recognise abuse in its many forms and reach out to them with an unequivocal call to action: ‘If your partner turns on you, turn to us.’ Describe the strategy Insight: Abusive relationships don’t start out bad. At some point they turn. We created an interactive series of executions for mobile platforms that dramatised these turning points and gave women somewhere to turn to. Police data suggests that up to 800,000 victims of abuse in 2017 did not come forward (Office of National Statistics). We knew that our target audience was often fearful of reporting abuse or, in many cases, did not recognise that their relationship was an abusive one. The mobile platform had two immediate benefits: (1) It provided a seamless and original mechanism for women to directly interact with the reverse poems (by physically turning their phones), enhancing the impact of the creative idea; (2) With one touch, iwe linked women directly to the domestic abuse helpline. Describe the execution Our idea for mobile utilised the platform’s Motion and Orientation capability in a seamless way that was relevant to our campaign message. We created three dedicated URL’s that linked to three Christmas poems. These links were seeded on Refuge’s social channels over the 4-week festive period, and shared by their network of influencers (combined reach 4.4million). The viewer reads a seemingly harmonious festive poem from top to bottom and is then prompted to turn their mobile phone 180 degrees. The very same lines of verse are then automatically reordered in reverse, revealing the hidden horrors of abuse. A prominent call button linked vulnerable women directly to the domestic abuse helpline. For security, the execution incorporated an ‘escape’ feature that made the poems quickly disappear from the mobile screen, should any woman be interrupted by an abusive partner. List the results In the 4-week campaign period, 27,584 women contacted Refuge. The December launch generated an uplift of 2,011% in website traffic. The poems achieved over 1.25 billion impressions with a reach of over 500 million, resulting in earned media equivalent in excess of £200,000 (campaign budget was less than £10,000). Our timing was perfect. London Mayor Sanjid Javid cited the Christmas Poems in his renewed call to change domestic abuse legislation in the UK – something Refuge had been campaigning for. These changes were implemented just weeks after he shared the work. Our work had played a small but timely part in raising awareness and inspiring change.
Turn To Us
案例简介：描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 除了尊重那些联系过避难所的妇女的机密性，并牢记客户的谴责，即我们不应该以受虐待妇女的图形图像为特色，这项工作没有具体的监管或政府限制。 健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 我们的工作将弱势妇女引导到英国慈善避难所，并将她们直接与所提供的一系列改变生活和拯救生命的服务联系起来，包括: 安全屋、健康支持服务、健康教育、社区中心和咨询。它以多种形式提高了公众对家庭虐待的认识，并吸引了筹款人。 背景 在英国，每周都有两名妇女被虐待伴侣杀害。在圣诞节期间，虐待事件增加了30% 以上。可悲的是，许多虐待行为没有得到报道，仍然藏在闭门造车。Refuge是英国的一家慈善机构，为妇女和儿童提供安全的房屋和支持。我们的简报是在圣诞节与弱势女性接触，并给她们一个可以求助的地方。 描述创意 我们创建了 “转向我们”-精心制作的 “可逆诗歌” 运动，掩盖了人际关系中虐待的丑陋真相，尤其是在圣诞节。从上到下阅读，这些诗呈现出看似幸福，充满爱意的关系。但是，当以相反的顺序阅读相同的诗句时，美丽的单词就会变得残酷，从而揭示了隐藏的虐待恐怖。这首诗从字面上看是转折，戏剧化了人际关系的转折点和虐待伴侣的双重性 (客户将其描述为 “jekyll和Hyde行为”)。这些词可以帮助妇女认识多种形式的虐待行为，并明确呼吁采取行动: “如果您的伴侣转向您，请转向我们。” 描述策略 洞察力: 虐待关系一开始并不糟糕。在某个时候，他们转身。我们为移动平台创建了一系列交互式执行程序，这些程序使这些转折点戏剧化，并为女性提供了一个可以求助的地方。警方数据显示，多达800,000名虐待受害者2017年没有挺身而出 (国家统计局)。我们知道我们的目标受众经常害怕举报虐待行为，或者在许多情况下，他们不承认他们的关系是虐待行为。移动平台有两个直接的好处 :( 1) 它为女性提供了一种无缝的原始机制，可以直接与反向诗歌互动 (通过物理转动手机)，从而增强了创意的影响力; (2) 通过一触，我们将女性直接与家庭虐待热线联系起来。 描述执行情况 我们的移动理念以与我们的广告系列信息相关的无缝方式利用了平台的运动和定向功能。我们创建了三个专用网址，链接到三首圣诞诗。这些链接在为期4周的节日期间在Refuge的社交渠道上播种，并由其影响者网络共享 (总计达到4.4万)。观看者从上到下读一首看似和谐的节日诗，然后被提示将手机转180度。然后，将完全相同的诗句自动反向重新排序，从而揭示了隐藏的虐待恐怖。一个突出的呼叫按钮将弱势妇女直接与家庭虐待帮助热线联系起来。为了安全起见，如果任何女人被虐待伴侣打断，处决都包含了 “逃脱” 功能，使诗歌迅速从手机屏幕上消失。 列出结果 在为期4周的竞选期间，有27,584名妇女联系了避难所。12月的发布使网站流量增加了2,011%。这首诗获得了超过12.5亿个印象，覆盖范围超过5亿个，因此获得的媒体收入超过200,000英镑 (竞选预算不到10,000英镑)。我们的时机很完美。伦敦市长桑吉德·贾维德 (Sanjid Javid) 在再次呼吁改变英国的家庭虐待立法时引用了圣诞节的诗歌-避难所一直在为之奋斗。这些更改是在他分享工作几周后实施的。我们的工作在提高认识和激发变革方面发挥了很小但及时的作用。
Turn To Us
案例简介：Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: Other than respecting the confidentiality of those women who have contacted Refuge, and remaining mindful of a client censure that we should not feature graphic images of abused women, there are no specific regulatory or governmental restrictions pertaining to this work. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Our work directs vulnerable women to UK charity Refuge and connects them directly to the range of life-changing and life-saving services provided, including: safe houses, health support services, health education, community centres and counselling. It raises public awareness of domestic abuse in its many forms and appeals to fundraisers. Background Every week in the UK, two women are killed by abusive partners. Incidences of abuse increase by over 30% during the Christmas period. Sadly, a lot of abuse goes unreported, remaining hidden behind closed doors. Refuge is a UK charity providing safe houses and support for women and children. Our brief was to reach out to vulnerable women at Christmas and give them somewhere to turn to. Describe the creative idea We created ‘TURN TO US’ – a campaign of carefully crafted ‘reversible poems’ that hid the ugly truth of abuse in relationships, particularly at Christmas. Read from top to bottom, the poems present seemingly happy, loving relationships. But when the very same lines of verse are read in reverse order, the beautiful words become brutal, revealing the hidden horrors of abuse. The poems literally turn, dramatizing the both the turning points in relationships and the duplicity of abusive partners (what client describes as ‘Jekyll and Hyde behaviours’). The words help women recognise abuse in its many forms and reach out to them with an unequivocal call to action: ‘If your partner turns on you, turn to us.’ Describe the strategy Insight: Abusive relationships don’t start out bad. At some point they turn. We created an interactive series of executions for mobile platforms that dramatised these turning points and gave women somewhere to turn to. Police data suggests that up to 800,000 victims of abuse in 2017 did not come forward (Office of National Statistics). We knew that our target audience was often fearful of reporting abuse or, in many cases, did not recognise that their relationship was an abusive one. The mobile platform had two immediate benefits: (1) It provided a seamless and original mechanism for women to directly interact with the reverse poems (by physically turning their phones), enhancing the impact of the creative idea; (2) With one touch, iwe linked women directly to the domestic abuse helpline. Describe the execution Our idea for mobile utilised the platform’s Motion and Orientation capability in a seamless way that was relevant to our campaign message. We created three dedicated URL’s that linked to three Christmas poems. These links were seeded on Refuge’s social channels over the 4-week festive period, and shared by their network of influencers (combined reach 4.4million). The viewer reads a seemingly harmonious festive poem from top to bottom and is then prompted to turn their mobile phone 180 degrees. The very same lines of verse are then automatically reordered in reverse, revealing the hidden horrors of abuse. A prominent call button linked vulnerable women directly to the domestic abuse helpline. For security, the execution incorporated an ‘escape’ feature that made the poems quickly disappear from the mobile screen, should any woman be interrupted by an abusive partner. List the results In the 4-week campaign period, 27,584 women contacted Refuge. The December launch generated an uplift of 2,011% in website traffic. The poems achieved over 1.25 billion impressions with a reach of over 500 million, resulting in earned media equivalent in excess of £200,000 (campaign budget was less than £10,000). Our timing was perfect. London Mayor Sanjid Javid cited the Christmas Poems in his renewed call to change domestic abuse legislation in the UK – something Refuge had been campaigning for. These changes were implemented just weeks after he shared the work. Our work had played a small but timely part in raising awareness and inspiring change.
转向我们
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Turn To Us
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基本信息
- 广告战役： #Refuge-网络-9c513#
- 广告品牌： Refuge
- 发布日期： 2020
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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