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小肺
案例简介：执行 为了让这个创意变得真实，我们委托了一名编织者为活动照片拍摄制作定制的针织小肺。这种视觉是所有渠道和媒介的活动的标志。此外，我们以最盛大的方式完成了这个创意，为现场编织带来了流量，我们委托了一架纱线轰炸机编织了一个巨大的 (3 英尺高) 一对肺。作为 NICU 收购的一部分，这些巨大的肺随后在全国 “巡回” 了几个 NICU，并将社区参与的经验直接带给家庭。 结果 现场编织产生了巨大的支持，编织者为全国各地的 NICUs 贡献了近 300 件针织产品。宣传伙伴关系有所增加，也有助于在他们的社区内传播信息，全国各地的编织者继续为这项事业做出贡献。 概要 呼吸道合胞病毒是一种病毒，可导致严重的呼吸问题，甚至导致住院。事实上，呼吸道合胞病毒是婴儿在第一年住院的第一个原因。早产儿因呼吸道合胞病毒疾病住院的可能性是 2 倍。有一种方法可以保护这些婴儿免受呼吸道合胞病毒的侵害。不幸的是，很少有人知道这种病毒的存在。2016年10月，在呼吸道合胞病毒意识月期间，我们发起了我们客户的第一个无品牌活动，以帮助传播呼吸道合胞病毒意识: 保护小肺运动。我们活动和经验的目的是让社区参与我们的使命，以传播意识。我们在宾夕法尼亚州费城举办了第一次编织活动，将编织者聚集在一起，为脆弱的婴儿创造帽子和靴子。 BriefWithProjectedOutcomes 这是一个无品牌的提交，限制是最小的。这绝不代表任何品牌的作品。 战略 为了让准父母能够保护他们的婴儿免受呼吸道合胞病毒的侵害，他们首先需要意识到这种病毒的存在。他们进入信息寻求模式，为婴儿的到来做准备 -- 阅读所有正确的书籍，向朋友和父母询问信息以及最初几个月的期望。当涉及到呼吸道合胞病毒时，我们需要他们也这样做 -- 寻找信息。我们的目标是在让社区参与的同时创造紧迫性 -- 小肺的针织大诞生了。编织在费城举行，全国各地的人们都远程参与, 为高危婴儿制作手工编织物品，这些物品后来被捐赠给医院 NICUs -- 这将保护小肺运动的目的和编织在人们的头脑和心灵中体现出来我们的观众。 简要解释 相关性 保护小肺运动的基石是多个活动，旨在将社区聚集在一起，目的是提高对呼吸道合胞病毒 (RSV) 的认识。该运动利用多个事件传播关于呼吸道合胞病毒的消息:-NICU 收购-38 家医院的 NICU 被很少的肺覆盖2016年10月呼吸道合胞病毒宣传月的教育材料 -- 全国各地为小肺编织的大组织 -- 编织团体捐赠了数百件编织物品，捐赠给 NICUs -- 编织活动 -- 这是一次现场活动费城将提高公众对呼吸道合胞病毒的认识，并参与 NICUs 的针织项目 活动描述 彩色丝带已经成为纪念各种不同疾病的一种常见方式，我们希望采用同样的标志性品牌原则，为呼吸道合胞病毒意识创造一个独特的想法。凭借这一灵感，一对精致编织的肺诞生，成为保护小肺运动的视觉核心。编织象征着家庭为新生婴儿的到来做准备，并确保他们安全、温暖和免受这些因素的影响。今天，这些编织的肺作为保护脆弱婴儿微小肺的象征，并将人们与一个统一的目的 -- 编织小肺。
小肺
案例简介：Execution To bring the creative idea to life with authenticity, we commissioned a knitter to create customized knitted little lungs for the campaign photo shoot. This visual was the hallmark of the campaign across all channels and mediums. And, pulling through the creative idea in the grandest fashion to generate traffic to the live knit-in, we commissioned a yarn bomber to knit a giant (3-foot-tall) pair of lungs. These giant lungs then “toured” several NICUs across the country as part of the NICU takeover and bringing the experience of community involvement directly to families. Outcome The live knit-in generated tremendous support with knitters contributing nearly 300 knitted items to NICUs across the county. Advocacy partnerships have increased and have also helped broadcast the message within their communities as well, and knitters across the country continue to contribute to the cause. Synopsis RSV is a virus that can cause severe breathing problems and even lead to hospitalization. In fact, RSV is the #1 reason babies are hospitalized within their first year of life. Premature babies are 2x more likely to be hospitalized with RSV disease. There is a way to protect these babies from RSV. Unfortunately, few people even know this virus exists. In October 2016, during RSV Awareness Month, we launched our client’s first unbranded campaign to help spread RSV awareness: the Protect Little Lungs campaign. The objective of our events and experiences was to engage the community to our mission to spread awareness. We staged the first ever knit-in Philadelphia, PA, bringing knitters together to bring the campaign to life create hats and booties for vulnerable babies. BriefWithProjectedOutcomes This is an unbranded submission and the restrictios are minimal. In no way does this represent any branded work. Strategy For expectant parents to be able to protect their babies from RSV, they first needed to be aware that this virus exists. They go into information-seeking mode in preparation for the arrival of their babies —reading all the right books, asking friends and fellow parents for information and what to expect in those first few months. When it came to RSV, we needed them to do the same - to seek information. Our goal was to create urgency while getting the community involved—The Knit Big for Little Lungs was born. The knit-in was held in Philadelphia, and people participated remotely all across the country, making hand-knit items for at-risk babies that were later donated to hospital NICUs— bringing the purpose of the Protect Little Lungs campaign and the knit-in alive and relevant in the minds and hearts of our audience. BriefExplanation Relevancy The cornerstone of the Protect Little Lungs campaign was multiple events designed to bring the community together with a single purpose of building awareness of Respiratory Syncytial Virus (RSV).The campaign used multiple events to spread the word about RSV: - NICU takeover – 38 hospital NICUs were blanketed with Little Lungs educational materials throughout RSV Awareness Month in October 2016 - Knit Big for Little Lungs - knitting groups across the country contributed hundreds of knitted items to be donated to NICUs- Knit-in Event – a live event in Philadelphia to generate public awareness of RSV and participation in knitted items for the NICUs CampaignDescription Colored ribbons have become a common way of commemorating various different diseases and we wanted to take that same principle of iconic branding to create a unique idea for RSV awareness. Drawing on that inspiration, a pair of delicately knitted lungs was born as the visual centerpiece of the Protect Little Lungs campaign. Knitting is symbolic of what families do to prepare for arrival of new babies and to make sure they are safe, warm, and protected from the elements. Today, these knit lungs serve as a symbol of protecting vulnerable babies' tiny lungs and brings people together with a unified purpose—knitting for little lungs.
Little Lungs
案例简介：执行 为了让这个创意变得真实，我们委托了一名编织者为活动照片拍摄制作定制的针织小肺。这种视觉是所有渠道和媒介的活动的标志。此外，我们以最盛大的方式完成了这个创意，为现场编织带来了流量，我们委托了一架纱线轰炸机编织了一个巨大的 (3 英尺高) 一对肺。作为 NICU 收购的一部分，这些巨大的肺随后在全国 “巡回” 了几个 NICU，并将社区参与的经验直接带给家庭。 结果 现场编织产生了巨大的支持，编织者为全国各地的 NICUs 贡献了近 300 件针织产品。宣传伙伴关系有所增加，也有助于在他们的社区内传播信息，全国各地的编织者继续为这项事业做出贡献。 概要 呼吸道合胞病毒是一种病毒，可导致严重的呼吸问题，甚至导致住院。事实上，呼吸道合胞病毒是婴儿在第一年住院的第一个原因。早产儿因呼吸道合胞病毒疾病住院的可能性是 2 倍。有一种方法可以保护这些婴儿免受呼吸道合胞病毒的侵害。不幸的是，很少有人知道这种病毒的存在。2016年10月，在呼吸道合胞病毒意识月期间，我们发起了我们客户的第一个无品牌活动，以帮助传播呼吸道合胞病毒意识: 保护小肺运动。我们活动和经验的目的是让社区参与我们的使命，以传播意识。我们在宾夕法尼亚州费城举办了第一次编织活动，将编织者聚集在一起，为脆弱的婴儿创造帽子和靴子。 BriefWithProjectedOutcomes 这是一个无品牌的提交，限制是最小的。这绝不代表任何品牌的作品。 战略 为了让准父母能够保护他们的婴儿免受呼吸道合胞病毒的侵害，他们首先需要意识到这种病毒的存在。他们进入信息寻求模式，为婴儿的到来做准备 -- 阅读所有正确的书籍，向朋友和父母询问信息以及最初几个月的期望。当涉及到呼吸道合胞病毒时，我们需要他们也这样做 -- 寻找信息。我们的目标是在让社区参与的同时创造紧迫性 -- 小肺的针织大诞生了。编织在费城举行，全国各地的人们都远程参与, 为高危婴儿制作手工编织物品，这些物品后来被捐赠给医院 NICUs -- 这将保护小肺运动的目的和编织在人们的头脑和心灵中体现出来我们的观众。 简要解释 相关性 保护小肺运动的基石是多个活动，旨在将社区聚集在一起，目的是提高对呼吸道合胞病毒 (RSV) 的认识。该运动利用多个事件传播关于呼吸道合胞病毒的消息:-NICU 收购-38 家医院的 NICU 被很少的肺覆盖2016年10月呼吸道合胞病毒宣传月的教育材料 -- 全国各地为小肺编织的大组织 -- 编织团体捐赠了数百件编织物品，捐赠给 NICUs -- 编织活动 -- 这是一次现场活动费城将提高公众对呼吸道合胞病毒的认识，并参与 NICUs 的针织项目 活动描述 彩色丝带已经成为纪念各种不同疾病的一种常见方式，我们希望采用同样的标志性品牌原则，为呼吸道合胞病毒意识创造一个独特的想法。凭借这一灵感，一对精致编织的肺诞生，成为保护小肺运动的视觉核心。编织象征着家庭为新生婴儿的到来做准备，并确保他们安全、温暖和免受这些因素的影响。今天，这些编织的肺作为保护脆弱婴儿微小肺的象征，并将人们与一个统一的目的 -- 编织小肺。
Little Lungs
案例简介：Execution To bring the creative idea to life with authenticity, we commissioned a knitter to create customized knitted little lungs for the campaign photo shoot. This visual was the hallmark of the campaign across all channels and mediums. And, pulling through the creative idea in the grandest fashion to generate traffic to the live knit-in, we commissioned a yarn bomber to knit a giant (3-foot-tall) pair of lungs. These giant lungs then “toured” several NICUs across the country as part of the NICU takeover and bringing the experience of community involvement directly to families. Outcome The live knit-in generated tremendous support with knitters contributing nearly 300 knitted items to NICUs across the county. Advocacy partnerships have increased and have also helped broadcast the message within their communities as well, and knitters across the country continue to contribute to the cause. Synopsis RSV is a virus that can cause severe breathing problems and even lead to hospitalization. In fact, RSV is the #1 reason babies are hospitalized within their first year of life. Premature babies are 2x more likely to be hospitalized with RSV disease. There is a way to protect these babies from RSV. Unfortunately, few people even know this virus exists. In October 2016, during RSV Awareness Month, we launched our client’s first unbranded campaign to help spread RSV awareness: the Protect Little Lungs campaign. The objective of our events and experiences was to engage the community to our mission to spread awareness. We staged the first ever knit-in Philadelphia, PA, bringing knitters together to bring the campaign to life create hats and booties for vulnerable babies. BriefWithProjectedOutcomes This is an unbranded submission and the restrictios are minimal. In no way does this represent any branded work. Strategy For expectant parents to be able to protect their babies from RSV, they first needed to be aware that this virus exists. They go into information-seeking mode in preparation for the arrival of their babies —reading all the right books, asking friends and fellow parents for information and what to expect in those first few months. When it came to RSV, we needed them to do the same - to seek information. Our goal was to create urgency while getting the community involved—The Knit Big for Little Lungs was born. The knit-in was held in Philadelphia, and people participated remotely all across the country, making hand-knit items for at-risk babies that were later donated to hospital NICUs— bringing the purpose of the Protect Little Lungs campaign and the knit-in alive and relevant in the minds and hearts of our audience. BriefExplanation Relevancy The cornerstone of the Protect Little Lungs campaign was multiple events designed to bring the community together with a single purpose of building awareness of Respiratory Syncytial Virus (RSV).The campaign used multiple events to spread the word about RSV: - NICU takeover – 38 hospital NICUs were blanketed with Little Lungs educational materials throughout RSV Awareness Month in October 2016 - Knit Big for Little Lungs - knitting groups across the country contributed hundreds of knitted items to be donated to NICUs- Knit-in Event – a live event in Philadelphia to generate public awareness of RSV and participation in knitted items for the NICUs CampaignDescription Colored ribbons have become a common way of commemorating various different diseases and we wanted to take that same principle of iconic branding to create a unique idea for RSV awareness. Drawing on that inspiration, a pair of delicately knitted lungs was born as the visual centerpiece of the Protect Little Lungs campaign. Knitting is symbolic of what families do to prepare for arrival of new babies and to make sure they are safe, warm, and protected from the elements. Today, these knit lungs serve as a symbol of protecting vulnerable babies' tiny lungs and brings people together with a unified purpose—knitting for little lungs.
小肺
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Little Lungs
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基本信息
- 广告战役： #Astrazeneca-推广与活动-2e34#
- 广告品牌： AstraZeneca
- 发布日期： 2000
- 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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