Repicturing Homeless|短视频|广告营销案例【ADGuider广告指南】

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重新规划无家可归者

案例简介：概要人们总是看到无家可归者的贫困、绝望和不可挽救的。大多数现有的无家可归者运动只是继续重申这种陈规定型的形象，并要求人们出于同情而捐款，这只会让这个社区更加边缘化。这场运动不是遵循怜悯的螺旋，而是旨在改变公众对无家可归者的负面看法，并对这个社区产生真正的影响, 把无家可归者的希望和可能性放在聚光灯下。与此同时，该项目还旨在以有意义的方式为无家可归者社区筹集资金。战略我们的项目旨在挑战公众对无家可归者的负面看法，将无家可归者的希望和可能性置于聚光灯下，而不是另一场只会引起同情的无家可归者运动。库存照片丰富，有普通人的典型场景，我们利用这些场景，帮助公众 “重新描绘” 无家可归者，就像我们任何人一样。这样，人们更有可能以他们应得的方式对待无家可归者，并提供帮助。与此同时，作为一家成熟的在线业务，股票摄影也成为一个完美的持续筹款工具。通过对盖蒂图像最受欢迎场景的数据洞察，我们创建了一个相关的照片集，以用户最常见的图像搜索为目标, 这有助于更多的下载和更多的捐款来帮助无家可归者。有了公寓，他们有了更好的工作和新生活的机会。结果所有照片利润都有助于 fifty50 为无家可归者购买公寓的第一个住房项目。有了房子，他们将有更好的机会找到工作和新的生活。到目前为止，该项目总共为 50 英镑创造了超过 50 英镑的捐款。这个数字仍在攀升，从长远来看，股票摄影是一个持续的筹款工具。凭借 1.55亿的影响力和相当于 140万 € 的盈利媒体，我们正在为无家可归者带来希望和可能性。公众观念的转变，以及人们谈论无家可归者的方式的变化，显然反映在媒体报道和人们对这个项目的在线讨论中。总而言之，这个项目有助于帮助无家可归的人摆脱极端贫困，帮助他们得到一所房子，以及更多的尊重和接受社会。执行我们用无家可归的模特拍摄了最需要的图案，并将照片集成到盖蒂图像数据库中。这些照片的人都可以买到的全球 gettyimages.com 和 istockphoto.com 上。与此同时，推出了一个微型网站，作为所有图像的分类门户，以及一个引导人们探索该计划的项目中心。当 Getty Images 开始每月在他们的时事通讯中向用户社区宣传我们的照片收藏时，我们正在通过各种媒体与强大的照片一起宣传我们的信息: 在线电影, 社交媒体在所有平台上发布，在 fifty50 上的印刷活动，在 n-tv 上的 TVC，在杜塞尔多夫的电影院里的电影,再加上在市中心最大的杜塞尔多夫教堂的展览。这个项目最初是在德国发起的，但是随着越来越多的摄影师和无家可归的非政府组织加入我们，它已经变成了一场全球运动。活动描述 Getty Images 与 fifty50 (无家可归者出售的街头杂志) 合作，并与他们的无家可归者供应商合作，作为经典库存摄影的模特。我们筛选出了盖蒂图像上最受欢迎的主题，并将无家可归者描绘成这些不同生活和工作环境中的普通人。这样，我们展示了无家可归者的可能性，并帮助人们把无家可归者视为真正的人 -- 和我们任何人一样的人。这些照片被上传到盖蒂图片社和 iStock。下载的所有利润都直接流向 fifty50，以帮助无家可归者安顿下来。世界各地更多的摄影师被鼓励加入我们，与他们当地的无家可归者一起创建他们自己的库存照片集，这些照片集也将被整合到 Getty Images 数据库中，并为当地无家可归的非政府组织创造收入。就像这样，这个项目已经变成了一个全球运动。

重新规划无家可归者

案例简介：Synopsis People always see homeless people as poor, desperate, and beyond help. Most existing homeless campaigns simply keep re-affirming such stereotypical images, and ask people to donate out of sympathy, which only marginalized this community even more. Instead of following down the spiral of pity, this campaign is aimed to shift the negative public perceptions of the homeless, and make a real impact for this community, by putting homeless people’s hope and possibilities under the spotlight. At the same time, the project also has the purpose of raising funds for the homeless community in a meaningful way. Strategy Instead of another homeless campaign that only invokes pity, our project aimed to challenge the negative public perceptions of the homeless, by putting homeless people’s hope and possibilities under the spotlight. Stock photos are abundant with typical scenarios of common people, which we took advantage of, to help the public “repicture” the homeless as the same human beings as anyone of us. This way, people are more likely to treat the homeless the way they deserve, and offer help. Meanwhile, as a well-established online business, stock photography also makes a perfect constant fundraising tool. With the data insights about the most in-demand scenarios on Getty Images, we created a relevant photo collection that targets the users in their most common image searches, which contributes to more downloads and more donations to help house the homeless. With an apartment, they have a better chance for a job and a new life. Outcome All photo profits contribute to fiftyfifty’s Housing First project to purchase apartments for the homeless. With a house, they will have a better chance for a job and a new life. So far, the project has generated over € 50K donations in total for fiftyfifty. The number still keeps climbing, with stock photography as a constant fundraising tool over the long term. With 155 million reach, and € 1.4 million equivalent of earned media, we are driving a narrative of hope and possibilities for the homeless. The shift of public perceptions, and the change in the way people talk about the homeless, are evidently reflected in media coverage and people’s online discussion about this project. All in all, this project contributes to help the homeless off the street and out of extreme poverty, by helping them to get a house, as well as more respect and acceptance into the society. Execution We shot the most requested motifs with our homeless models, and integrated the photos into the Getty Images database. These photos are purchasable for people worldwide on gettyimages.com and istockphoto.com. Meanwhile, a microsite was launched, as a categorized portal of all images, and a project hub that leads people to explore the initiative. While Getty Images began to promote our photo collection in their newsletter to the user community every month, we are promoting our message together with the powerful photos through various mediums: online films, social media posts across all platforms, a print campaign on fiftyfifty, a TVC on n-tv, films in cinemas across Düsseldorf, plus an exhibition in the biggest church of Düsseldorf at the town center. The project started out as an initiative in Germany, but with more and more photographers and homeless NGOs worldwide joining us, it has already turned into a global movement. CampaignDescription Getty Images partnered with fiftyfifty (a street magazine sold by homeless people), and worked with their homeless vendors as models for classic stock photography. We filtered out the most in-demand motifs on Getty Images, and portrayed the homeless as common people in these different life and work situations. This way, we showed the possibilities of homeless people, and helped people to see the homeless as who they really are –– the same human beings as anyone of us. The photos were uploaded to Getty Images and iStock. All profits from the downloads go directly to fiftyfifty to help house the homeless. More photographers worldwide are encouraged to join us and create their own stock photo collection with their local homeless, which will also be integrated into the Getty Images database and generate revenue for partnered local homeless NGOs. Just like this, the project has turned into a global movement.