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希望之钥
案例简介：难民留下了一切，除了他们的房子钥匙。它让他们想起他们曾经拥有的东西，并希望能再次找到。竞选的想法是给 10 个钥匙背后的 10 个人类故事一个他们在大众媒体上没有得到的声音。因此，最后，简单的房子钥匙改变了公众的辩论，并帮助将大量匿名难民再次变成需要我们团结的人。 执行 希望现场活动、数字活动和社交媒体推广的关键，以及博客节目于 2016年初开始，计划全年继续。 结果 人们发现了希望版画和传记电影的钥匙。他们通过公关、社交和博客在线参与。他们与同龄人连接并分享这些故事，为捐赠平台增加了 300% 的流量。赞助的媒体安置导致超过 1700万人。但最重要的是，公众辩论发生了变化，将大量匿名的难民变成了人类。它给了需要帮助的人希望。 活动描述 创造性的想法: 希望的钥匙运动是基于一个小的洞察力，给我们这个时代最大的悲剧之一一个更人性化的视角: 当难民不得不抛弃一切时, 他们都带着一件东西 -- 他们的房子钥匙 -- 象征着希望，有一天,他们会回来。竞选的想法是分享 10 个钥匙背后的 10 个人类故事。在欧洲各地明爱难民营的记录中，照片和视频揭示了逃离家园的人的动机，其中没有一个是经济的。竞选观众会了解像他们一样的人，他们有希望、梦想、幸福和一个他们不想离开的家。 相关性 “希望的钥匙” 运动是在考虑两个关键目标的情况下发起的 -- 软化难民危机的公众舆论和增加捐款 -- 这两个目标都将影响人们的行为，并有助于带来一些急需的支持为了难民的需要, 紧急和长期的。 战略 目标受众该运动广泛针对欧洲人 -- 受难民危机影响的每个人。公关规划/方法: 从 poing 开始的运动是叙利亚战争五周年。我们以国际明爱举行的新闻发布会以及希望之钥艺术展开幕。英国纪录片摄影师布拉德利 · 塞克的摄影运动，伴随着传记电影。一个强大的数字中心展示了相同的内容和更深的潜水。传统和在线公关博客、影响者、名人帖子和社交网络上的人帮助传播了希望信息的关键，并将人们引导到平台上。 概要 · 叙利亚战争 5 年后，1200万人离开了家园。但他们发现的是封闭的边界。和封闭的心。难民不被视为无辜的人，他们违背自己的意愿被迫离开家园，应该得到同情和帮助。他们被视为经济机会主义者、财政负担，甚至潜在的危险。将日益冷漠和不信任的趋势转化为对叙利亚难民的团结和积极支持。教育和激励人们关心和帮助那些迫切需要帮助的人。•目标-增加对国际慈善社的捐款，以支持他们在欧洲的难民中心。-缓和公众对叙利亚战争真正受害者的意见，提高对他们绝望困境的认识。
希望之钥
案例简介：Refugees leave everything behind, but their house key. It reminds them of what they once had and hope to find again. The campaign idea was to give 10 human stories behind 10 keys a voice their weren’t getting in the mass media. So finally simple house keys changed the public debate and helped to turn a mass of anonymous refugees into human beings again who need our solidarity. Execution The Keys of Hope live event, digital campaign, and social media outreach, as well as blogger program began in early 2016 and are planned to continue throughout the year. Outcome People found an engagend with the keys Keys of hope prints and biographical films. They were engaged online via PR, social and blog posts. They connected and shared the stories with their peers, generating 300% more traffic to the donation platform. Sponsored media placement resulted in reaching over 17 million people.But most important of all, the public debate changed, turning an anonymous mass of refugees back into human beings. It has given hope to people who need help. Campaign Description Creative Idea:The Keys of Hope campaign was based on one small insight that gives a more human perspective to one of the biggest tragedies of our time: While refugees have to leave everything behind, there is one thing they all take with them – their house keys – a symbol of hope that one day, they will return.The campaign idea was to share 10 human stories behind 10 keys. Documented in Caritas refugee camps all over Europe, photographs and videos reveal the motivations of those fleeing their homes, none of which are economic. Campaign viewers would get to know people just like them, who had hopes, dreams, happiness, and a home they didn’t want to leave. Relevancy The Keys of Hope campaign was initiated with two key objectives in mind – soften public opinion of the refugee crisis and increase contributions - both of which would influence ongoing peoples behavior and help bring some much needed support for refugee needs, both urgent and long term. Strategy • Target audience The campaign was aimed widely at Europeans - everyone affected by the refugee crisis.• PR Planning/Approach: The campaign starting poing was the 5th anniversary of the war in Syria.We opened with a press conference hold by Caritas international alongside the Keys of hope art exhibit. A photography campaign by British documentary photographer Bradley Secker, accompanied by biographical films.A robust digital hub showcased the same content plus a deeper dive.Traditional and online PR - bloggers, influencers, celebrity posts and people all over the social web helped to spread the Keys of hope message and directed people to the platform. Synopsis • SituationAfter 5 years of war in Syria, 12 million people had left their homes. But what they found were closed borders. And closed hearts. Refugees weren’t being viewed as innocents forced from their homes against their will that deserve compassion and a helping hand. They were seen as economic opportunists, financial burdens, and even potentially dangerous.• BriefTurn the tide of growing apathy and distrust into solidarity and active support for Syrian refugees. Educate and motivate people to care and contribute to those who so desperately need help. • Objectives- Increase contributions to Caritas International for the purpose of supporting their refugee centers across Europe.- Soften public opinion toward the real victims of the war in Syria, raising awareness of their desperate plight.
Keys of Hope
案例简介：难民留下了一切，除了他们的房子钥匙。它让他们想起他们曾经拥有的东西，并希望能再次找到。竞选的想法是给 10 个钥匙背后的 10 个人类故事一个他们在大众媒体上没有得到的声音。因此，最后，简单的房子钥匙改变了公众的辩论，并帮助将大量匿名难民再次变成需要我们团结的人。 执行 希望现场活动、数字活动和社交媒体推广的关键，以及博客节目于 2016年初开始，计划全年继续。 结果 人们发现了希望版画和传记电影的钥匙。他们通过公关、社交和博客在线参与。他们与同龄人连接并分享这些故事，为捐赠平台增加了 300% 的流量。赞助的媒体安置导致超过 1700万人。但最重要的是，公众辩论发生了变化，将大量匿名的难民变成了人类。它给了需要帮助的人希望。 活动描述 创造性的想法: 希望的钥匙运动是基于一个小的洞察力，给我们这个时代最大的悲剧之一一个更人性化的视角: 当难民不得不抛弃一切时, 他们都带着一件东西 -- 他们的房子钥匙 -- 象征着希望，有一天,他们会回来。竞选的想法是分享 10 个钥匙背后的 10 个人类故事。在欧洲各地明爱难民营的记录中，照片和视频揭示了逃离家园的人的动机，其中没有一个是经济的。竞选观众会了解像他们一样的人，他们有希望、梦想、幸福和一个他们不想离开的家。 相关性 “希望的钥匙” 运动是在考虑两个关键目标的情况下发起的 -- 软化难民危机的公众舆论和增加捐款 -- 这两个目标都将影响人们的行为，并有助于带来一些急需的支持为了难民的需要, 紧急和长期的。 战略 目标受众该运动广泛针对欧洲人 -- 受难民危机影响的每个人。公关规划/方法: 从 poing 开始的运动是叙利亚战争五周年。我们以国际明爱举行的新闻发布会以及希望之钥艺术展开幕。英国纪录片摄影师布拉德利 · 塞克的摄影运动，伴随着传记电影。一个强大的数字中心展示了相同的内容和更深的潜水。传统和在线公关博客、影响者、名人帖子和社交网络上的人帮助传播了希望信息的关键，并将人们引导到平台上。 概要 · 叙利亚战争 5 年后，1200万人离开了家园。但他们发现的是封闭的边界。和封闭的心。难民不被视为无辜的人，他们违背自己的意愿被迫离开家园，应该得到同情和帮助。他们被视为经济机会主义者、财政负担，甚至潜在的危险。将日益冷漠和不信任的趋势转化为对叙利亚难民的团结和积极支持。教育和激励人们关心和帮助那些迫切需要帮助的人。•目标-增加对国际慈善社的捐款，以支持他们在欧洲的难民中心。-缓和公众对叙利亚战争真正受害者的意见，提高对他们绝望困境的认识。
Keys of Hope
案例简介：Refugees leave everything behind, but their house key. It reminds them of what they once had and hope to find again. The campaign idea was to give 10 human stories behind 10 keys a voice their weren’t getting in the mass media. So finally simple house keys changed the public debate and helped to turn a mass of anonymous refugees into human beings again who need our solidarity. Execution The Keys of Hope live event, digital campaign, and social media outreach, as well as blogger program began in early 2016 and are planned to continue throughout the year. Outcome People found an engagend with the keys Keys of hope prints and biographical films. They were engaged online via PR, social and blog posts. They connected and shared the stories with their peers, generating 300% more traffic to the donation platform. Sponsored media placement resulted in reaching over 17 million people.But most important of all, the public debate changed, turning an anonymous mass of refugees back into human beings. It has given hope to people who need help. Campaign Description Creative Idea:The Keys of Hope campaign was based on one small insight that gives a more human perspective to one of the biggest tragedies of our time: While refugees have to leave everything behind, there is one thing they all take with them – their house keys – a symbol of hope that one day, they will return.The campaign idea was to share 10 human stories behind 10 keys. Documented in Caritas refugee camps all over Europe, photographs and videos reveal the motivations of those fleeing their homes, none of which are economic. Campaign viewers would get to know people just like them, who had hopes, dreams, happiness, and a home they didn’t want to leave. Relevancy The Keys of Hope campaign was initiated with two key objectives in mind – soften public opinion of the refugee crisis and increase contributions - both of which would influence ongoing peoples behavior and help bring some much needed support for refugee needs, both urgent and long term. Strategy • Target audience The campaign was aimed widely at Europeans - everyone affected by the refugee crisis.• PR Planning/Approach: The campaign starting poing was the 5th anniversary of the war in Syria.We opened with a press conference hold by Caritas international alongside the Keys of hope art exhibit. A photography campaign by British documentary photographer Bradley Secker, accompanied by biographical films.A robust digital hub showcased the same content plus a deeper dive.Traditional and online PR - bloggers, influencers, celebrity posts and people all over the social web helped to spread the Keys of hope message and directed people to the platform. Synopsis • SituationAfter 5 years of war in Syria, 12 million people had left their homes. But what they found were closed borders. And closed hearts. Refugees weren’t being viewed as innocents forced from their homes against their will that deserve compassion and a helping hand. They were seen as economic opportunists, financial burdens, and even potentially dangerous.• BriefTurn the tide of growing apathy and distrust into solidarity and active support for Syrian refugees. Educate and motivate people to care and contribute to those who so desperately need help. • Objectives- Increase contributions to Caritas International for the purpose of supporting their refugee centers across Europe.- Soften public opinion toward the real victims of the war in Syria, raising awareness of their desperate plight.
希望之钥
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Keys of Hope
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