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每 18 秒就有人死于艾滋病。
案例简介：结果和有效性 这场运动立即开始通过口碑传播。人们拍摄照片或视频，并在互联网上分享。甚至全国新闻也在黄金时段报道了这场运动。但更重要的是: 这场运动创造了一幅持久感动人们的画面，并真正产生了影响。一个受欢迎的副作用是捐款增加 10.6%，这是迫切需要的。 创意执行 每 18 秒就有人死于艾滋病。为了使这种可怕的高死亡率成为可能，我们需要代表每一个艾滋病受害者。在广告牌上，我们展示了我们强烈的信息，并描绘了 175.2万名艾滋病受害者的所有名字。在广告牌后面，我们安装了生产泡沫并用氦气滋养的机器。泡沫通过十字形模板自动压下，每 18 秒切割一次。因此，从展示艾滋病受害者姓名的广告牌后面，每 18 秒就有一个氦泡沫十字架升到天空。每个十字代表一人死于艾滋病。在城市推广活动中，团队提供了更多带有集成 QR 码的信息材料，这些信息材料自动引导人们前往德国艾滋病基金会的捐赠网站 见解、战略和想法 尽管全世界每年约有 175.2万人死于艾滋病，但艾滋病在我们文明世界中的重要性正在减弱。那么，我们如何才能充分传达这种致命疾病，并将艾滋病的后果带回人们的脑海？当然不是通过创建下一个被忽视的运动 -- 而是通过单独代表每个艾滋病受害者。一个简单的计算给了我们这个想法。每年 175.2万名艾滋病受害者意味着: 每 18 秒就有人死于艾滋病。
每 18 秒就有人死于艾滋病。
案例简介：Results and Effectiveness The campaign immediately started to spread by word-of-mouth. People took pictures or videos and shared them all over the internet. Even the national news reported about the campaign at prime time. But what is more important: the campaign created a picture that touched people lastingly and really made an impact. A welcome side effect was the increase of donations by 10.6% which were urgently needed. Creative Execution Every 18 seconds somebody dies of AIDS. To make this frightfully high death rate seizable we needed to represent every AIDS victim individually. On billboards we displayed our strong message and pictured all the names of the 1.752 million AIDS victims. Behind the billboards we installed machines that produced foam and nourished it with helium. The foam was pressed automatically through a cross shaped stencil and was cut every 18 seconds. So from behind the billboards that displayed the names of the AIDS victims one helium-foam-cross rose to the sky every 18 seconds. Each cross representative for one person who died of AIDS. In the city promotion-teams provided further information-material with integrated QR codes which automatically led people to the donation-site of the Deutsche AIDS-Stiftung e.V. Insights, Strategy and the Idea Even though about 1.752 million people die of AIDS every year worldwide, AIDS is loosing significance in our civilised world. So how can we communicate this deadly disease to its full extent and bring the consequences of AIDS back to peolpe’s minds? Certainly not by creating the next unnoticed campaign – but by representing each AIDS victim individually. A simple calculation gave us the idea. 1.752 million AIDS victims per year means: every 18 seconds somebody dies of AIDS.
EVERY 18 SECONDS SOMEBODY DIES OF AIDS.
案例简介：结果和有效性 这场运动立即开始通过口碑传播。人们拍摄照片或视频，并在互联网上分享。甚至全国新闻也在黄金时段报道了这场运动。但更重要的是: 这场运动创造了一幅持久感动人们的画面，并真正产生了影响。一个受欢迎的副作用是捐款增加 10.6%，这是迫切需要的。 创意执行 每 18 秒就有人死于艾滋病。为了使这种可怕的高死亡率成为可能，我们需要代表每一个艾滋病受害者。在广告牌上，我们展示了我们强烈的信息，并描绘了 175.2万名艾滋病受害者的所有名字。在广告牌后面，我们安装了生产泡沫并用氦气滋养的机器。泡沫通过十字形模板自动压下，每 18 秒切割一次。因此，从展示艾滋病受害者姓名的广告牌后面，每 18 秒就有一个氦泡沫十字架升到天空。每个十字代表一人死于艾滋病。在城市推广活动中，团队提供了更多带有集成 QR 码的信息材料，这些信息材料自动引导人们前往德国艾滋病基金会的捐赠网站 见解、战略和想法 尽管全世界每年约有 175.2万人死于艾滋病，但艾滋病在我们文明世界中的重要性正在减弱。那么，我们如何才能充分传达这种致命疾病，并将艾滋病的后果带回人们的脑海？当然不是通过创建下一个被忽视的运动 -- 而是通过单独代表每个艾滋病受害者。一个简单的计算给了我们这个想法。每年 175.2万名艾滋病受害者意味着: 每 18 秒就有人死于艾滋病。
EVERY 18 SECONDS SOMEBODY DIES OF AIDS.
案例简介：Results and Effectiveness The campaign immediately started to spread by word-of-mouth. People took pictures or videos and shared them all over the internet. Even the national news reported about the campaign at prime time. But what is more important: the campaign created a picture that touched people lastingly and really made an impact. A welcome side effect was the increase of donations by 10.6% which were urgently needed. Creative Execution Every 18 seconds somebody dies of AIDS. To make this frightfully high death rate seizable we needed to represent every AIDS victim individually. On billboards we displayed our strong message and pictured all the names of the 1.752 million AIDS victims. Behind the billboards we installed machines that produced foam and nourished it with helium. The foam was pressed automatically through a cross shaped stencil and was cut every 18 seconds. So from behind the billboards that displayed the names of the AIDS victims one helium-foam-cross rose to the sky every 18 seconds. Each cross representative for one person who died of AIDS. In the city promotion-teams provided further information-material with integrated QR codes which automatically led people to the donation-site of the Deutsche AIDS-Stiftung e.V. Insights, Strategy and the Idea Even though about 1.752 million people die of AIDS every year worldwide, AIDS is loosing significance in our civilised world. So how can we communicate this deadly disease to its full extent and bring the consequences of AIDS back to peolpe’s minds? Certainly not by creating the next unnoticed campaign – but by representing each AIDS victim individually. A simple calculation gave us the idea. 1.752 million AIDS victims per year means: every 18 seconds somebody dies of AIDS.
每 18 秒就有人死于艾滋病。
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EVERY 18 SECONDS SOMEBODY DIES OF AIDS.
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