Amazon Warriors Safe Collection|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

亚马逊战士安全收藏

案例简介：相关性这种蚊子每年夺去 100万人的生命，并以黄热病和疟疾等疾病折磨 7亿人。亚马逊受到高感染率的困扰。偏远、贫困村庄的家庭获得疫苗和药品的机会有限，驱虫剂负担不起，供应短缺，使儿童特别脆弱。我们向巴西化学制造领导者 Ananse 提出了一个想法，发明一种新的保护形式，将书籍和玩具等日常用品变成安全天然的驱蚊剂。考虑到儿童的首要问题，我们的第一个驱蚊系列将蚊子保护变成了 “儿童游戏”。" 战略鉴于人们对黄热病、疟疾和寨卡病毒传播日益加剧的担忧，巴西 2亿人口对疫苗、药品和驱虫剂的需求飙升。然而，对于许多巴西人来说，这些解决方案，尤其是在大城市之外，是不可用或负担得起的。相比之下，驱蚊书籍、蜡笔和儿童服装可能成为任何孩子都可以使用的熟悉物品，几乎不需要教育。这个想法是如此简单，但如此复杂，直到现在还没有人想到它。我们为 Ananse 开展的公关驱动的企业社会责任活动将为巴西家庭带来援助，这些家庭最需要保护他们的孩子，但却得不到保护。与非营利亚马逊研究所 (IPAM) 合作，我们首先瞄准了亚马逊雨林中蚊子传播疾病肆虐的村庄。我们的战略依赖于新的 “收藏” -- 我们将通过巴西领先的媒体和社会影响者，热衷于解决方案，扩大这一努力。概要由埃及伊蚊传播的黄热病是 “巴西瘟疫”，杀伤率相当于埃博拉病毒。巴西目前的 YF 爆发 (有 144 人确认死亡) 是自 1980 年代以来最大的一次。疟疾病例在一年内上升了 35%，有 2,000 人感染。儿童面临风险; 全球 86% 的疟疾死亡发生在五岁以下。巴西卫生部很难阻止这种传播。YF 有疫苗，但是巴西的庞大规模加上疫苗短缺意味着偏远地区的广泛接种可能需要数年时间。与此同时，在亚马逊，外用驱虫剂在很大程度上是不可达到的，也是负担不起的。亚马逊是一个天然的蚊子繁殖地，包含了地球上一半的雨林。我们联系了我们的客户 Ananse，一家领先的化工公司，该公司为消费品开发高科技涂料和密封剂，并提出了开发一种新的蚊子保护形式的想法，以帮助该国最脆弱的人群。执行 Ananse 花了一年时间开发涂层技术来密封纸张、织物和蜡笔。在此期间，我们写了《亚马逊战士》，将战士的神话带到生命中，召唤他们拯救森林。与 IPAM 合作，我们首先参观了帕拉的塔帕米里，这是一个由 1,896 人组成的孤立社区，生活在充满蚊子、鳄鱼和蛇的沼泽地。G1 是该国最大的电视网络 Globo TV 的一个部门，通过飞机、吉普车和船与我们一起徒步 4,000千米，打破了这个故事。最初，村民们怀疑陌生人带着意想不到的礼物。我们的志愿者走访了每个家庭，为每个孩子提供一个集合。我们用书和蜡笔填满学校，用新的课程和驱蚊工具武装教师。今天，有一个受欢迎的新景象: 穿着超级英雄斗篷的亚马逊儿童。这个故事已经传到了 50 亿人口。结果 Ananse 的运动将国际关注的焦点放在了一种新的驱蚊剂上，同时将巴西对蚊子的战争变成了 “儿童游戏”。巴西各大媒体都报道了这个故事，包括环球电视台，报道范围扩大到 30 个国家,将 Tapara Miri 从一个未知的村庄变成了一个全球性的测试场所，用于日常物品驱赶蚊子。在我们访问这个亚马逊村庄的三周内，超过 67,000 个赚来的媒体报道出现了，总共吸引了 5亿人。另外 300 个故事在社交媒体上流传，被观看和分享超过 450万次。通过教育进行保护我们的 “安全收集” 运动赢得了巴西卫生部的支持，巴西卫生部部长此前曾表示，“我们正在以一种丑陋的方式输掉与蚊子的战斗。该部门已经批准了安全收集，在巴西各地使用和分发。领先的儿科医生和 IPAM 也支持该系列。这些书已经被添加到帕拉州的学校课程中，根据 IPAM 的说法, 据报道，几周后，90% 的塔帕米里儿童仍然每天穿着斗篷看书。一个月来，该村没有疟疾或黄热病爆发的报道。IPAM将每三个月补充一次村里的安全收集包。现在，亚马逊其他偏远地区正在分发 20,000 个收藏品。活动描述如果我们可以用一种被触摸和运动激活的驱虫剂密封起来，把纸和织物制成的日常物品变成蚊子的保护，那会怎么样？我们的客户 Ananse 对此很感兴趣。我们能发明一种全新的驱虫剂 -- 甚至更好 -- 一种完全由天然驱虫剂成分制成的驱虫剂吗？它从未做过。为了吸引那些不喜欢粘性难闻的局部驱虫剂的孩子，我们会让这些产品在学校和游戏时间使用起来更有教育意义和乐趣。我们聘请了一位作者来撰写和说明一个故事，这个故事将使该地区丰富的亚马逊战士神话栩栩如生。为了创造一个系列，我们为富有想象力的孩子制作了一本令人厌恶的着色书、蜡笔和一件超级英雄的斗篷。仅仅通过移动就能激活，密封在这些物体内部的驱蚊剂将创造一个 6 小时的防蚊窗口，直径高达 5英尺，持续三个月。

亚马逊战士安全收藏

案例简介：Relevancy The mosquito claims one million lives and afflicts 700 million people annually with diseases like yellow fever and malaria. The Amazon is plagued by high rates of infection. Families in remote, impoverished villages have limited access to vaccines and medicines, and repellents are unaffordable and in short supply, leaving children especially vulnerable. We approached Brazilian chemical manufacturing leader Ananse with an idea to invent a new form of protection that would turn everyday objects – like books and toys– into safe and natural mosquito repellents. With children foremost in mind, our first repellent collection turned mosquito protection into "child's play." Strategy Given alarming concern over the rising spread of yellow fever, malaria and Zika, demand for vaccines, medicines and repellents among Brazil’s 200 million population has skyrocketed. However, for many Brazilians, these solutions, especially outside large cities, aren’t available or affordable. In contrast, mosquito-repellent books, crayons and children’s costumes could become familiar items that any child could use, requiring little education. The idea was so simple, and yet so complex, no one had thought of it, until now.Our PR-driven CSR campaign for Ananse would bring aid to Brazilian families who most needed protection for their children, but couldn’t get it. Teaming up with the nonprofit Amazon Research Institute (IPAM), we began by targeting villages in the Amazon rainforest where mosquito-borne diseases raged. Our strategy relied on going school-to-school and door-to-door with the new ‘collection’ – an effort which we’d amplify through Brazil’s leading media and social influencers, keen on solutions. Synopsis Yellow fever (YF), spread by the Aedes aegypti mosquito, is the “Brazilian plague,” with a kill rate equal to Ebola’s. Brazil’s current YF outbreak (with 144 confirmed deaths) is the largest since the 1980s. Malaria cases have risen 35% in one year, with 2,000 infections. Children are at risk; 86% of malaria deaths globally occur under age five. Brazil’s Health Ministry is hard-pressed to stop the spread. A vaccine exists for YF, but the sheer size of Brazil coupled with vaccine shortages mean that widespread inoculation in remote regions could take years.Meanwhile, topical repellents are largely unattainable and unaffordable in the Amazon, a natural mosquito breeding ground containing half of the planet’s rainforests. We approached our client Ananse, a leading chemical company that develops high tech coatings and sealants for consumer products, with an idea to develop a new form of mosquito protection to aid the country’s most vulnerable. Execution Ananse spent a year developing the coating technology to seal in repellent to paper, fabric and crayons. During this time, we wrote “Amazon Warriors,” bringing a mythology of warriors, summoned to save the forest from devastation, to life. Working with IPAM, we first visited Tapara Miri in Pará, an isolated community of 1,896 people, living in swampland teeming with mosquitoes, crocodiles, and snakes. G1, a division of Globo TV, the country’s largest TV network, trekked 4,000 km with us—via aircraft, jeep and boat—to break the story. Initially, villagers were suspicious of strangers bearing unexpected gifts. Our volunteers visited every home to provide a collection to every child. We filled the school with books and crayons, arming teachers with new lessons and mosquito-fighting tools. Today, there’s a welcome new sight: Amazonian children wearing superhero capes.The story has reached a half-billion people. Outcome Ananse’s campaign put the international spotlight on a new class of mosquito repellents, while literally turning Brazil’s war against mosquitoes into “child’s play.”National “Outbreak” of CoverageEvery major Brazilian media outlet covered the story, including Globo TV, and coverage spilled over to 30 countries, transforming Tapara Miri from an unknown village into a global testing ground for everyday objects that repel mosquitoes. More than 67,000 earned media stories appeared within three weeks of our visit to this Amazon village, producing a total audience reach of 500 million people. Another 300 stories ran on social media, viewed and shared over 4.5 million times.Protection through EducationOur “Safe Collection” campaign has won the endorsement of the Brazilian Health Department, whose minister had previously said, “We’re losing the battle against the mosquito in an ugly way.” The department has approved the Safe Collection for use and distribution throughout Brazil. Leading pediatricians and IPAM also endorse the collection. The books have been added to the curricula of schools in the State of Pará, and according to IPAM, 90% of Tapara Miri children are still reported to be wearing the capes each day and reading the books, weeks later. There have been no reports of a malaria or yellow fever outbreak in the village now for a month. IPAM will replenish the village’s Safe Collection kits every three months. Twenty thousand more collections are being distributed now throughout other remote parts of the Amazon. CampaignDescription What if we could turn everyday objects made of paper and fabric into protection from mosquitoes by sealing in a repellent activated by touch and movement? Our client, Ananse, was intrigued. Could we invent an entirely new class of repellent – and even better -- one made entirely of natural repellent ingredients? It had never been done. To appeal to children, who dislike sticky, smelly topical repellents, we’d make the products educational and fun to use at school and playtime. We tapped an author to write and illustrate a story that would bring the region’s rich mythology of Amazon Warriors to life. To create a collection, we produced a repellent coloring book, crayons and a superhero’s cape for imaginative children. Activated by mere movement, the repellent sealed inside these objects would create a six-hour window of mosquito protection, extending up to five feet in diameter, and lasting three months.