Words of Welcome|短视频|广告营销案例【ADGuider广告指南】

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欢迎的话

案例简介：战略为了实现我们帮助弥合沟通差距的目标，我们必须将成本和物流保持在最低水平，同时确保我们的影响是巨大的。这个想法需要帮助叙利亚人学习德语，但也需要志愿者在拥挤且经常混乱的营地轻松实施。我们关注每个难民应该用德语学习的前 28 个单词; 他们每天需要的基本物品的名称。然后，我们创建了一个设计系统来帮助学习这些单词，并将它们作为替换标签直接应用于项目。他们收到的每一个援助产品，他们都能够学习这个词，并随后用流利的德语要求这个项目。活动描述欢迎的话是一个设计概念，将每一笔援助捐赠变成德语课程。我们与语言专家一起开发了一个结合阿拉伯语和德语的语音系统。对于最重要的日常物品的名称，我们创建了带有产品名称音标的标签。通过用阿拉伯语大声朗读这些标签，难民可以立即用完美的德语发音。随着每一个重新标记的产品，难民们在他们的词汇中添加了一个新的德语单词。我们为 28 个难民基本援助项目创建了转录标签: 水、粘性绷带、沐浴露、洗发水、肥皂、婴儿牛奶、婴儿奶瓶、尿布、婴儿奶嘴、卫生巾、牙膏, 牙刷，止咳糖浆，足球，冬装外套，内衣，袜子，笔记本，看书，电池,毯子、剃刀、手帕、雨靴、泰迪熊、饼干、坚果和热水瓶。结果我们授权在德国的叙利亚难民立即用德语传达他们的基本需求。(请参阅案例电影以供参考) 迄今为止，我们已经制作了 70,000 多米的磁带来帮助难民学习德语 -- 帮助寻求庇护者在他们的新环境中感到更多的理解和欢迎。执行我们与多个难民收容所合作，选择了最基本的产品，满足难民的基本需求。接下来，我们与语言专家一起开发了一个语音系统，为这些项目的名称创建语音转录。为了支持尽可能多的人，我们用三种语言创建了这些转录本: 阿拉伯语、波斯语和乌尔都语。通过在一卷简单的磁带上打印转录本，我们让志愿者和难民很容易在现场重新包装捐赠。胶带使用 7 种颜色代表不同的产品类别，有助于区分食品、卫生、医疗和婴儿产品。欢迎平台的语言迎合了每个难民需要学习的前 28 个单词，这样他们就可以交流他们的基本需求: 卫生巾、牙膏、膏药 (创可贴) 、水。在线平台使人们能够向其他公民、品牌和公司传播信息，以吸引新的赞助商。概要德国欢迎了因叙利亚冲突而流离失所的 100万多名难民。寻求庇护者在德国面临新的挑战: 大多数叙利亚难民不懂德语或英语，也看不懂罗马字母。这种语言障碍使得寻求庇护者和护理人员之间的沟通极其困难。德国政府表示，一体化和基本沟通对于提供有意义的支持至关重要。

欢迎的话

案例简介：Strategy To achieve our goal of helping bridge the communication gap we had to keep costs and logistics to a minimum while ensuring that our impact was substantial. The idea needed to help Syrians learn the German language but also needed to be easily implemented by volunteers in crowded and often chaotic camps. We focused on the first 28 words every refugee should learn in German; the names of the essential items they need on a daily basis. We then created a design system to help learn these words and applied them directly to the items as a replacement label. With every aid product they received, they were able to learn the word and subsequently ask for this item in fluent German. CampaignDescription Words of Welcome is a design concept that turns every aid donation into a German language lesson. Together with language experts, we developed a phonetic system that combines the Arabic and German languages. For the names of the most essential daily items, we created labels with phonetic transcriptions of the product’s name. By reading these labels aloud in Arabic, refugees can instantly pronounce the word in perfect German. With every relabelled product, refugees add a new German word to their vocabulary. We created transcribed labels for 28 essential aid items for refugees:Water, adhesive bandages, shower gel, shampoo, soap, baby milk, baby bottle, diapers, baby pacifier, sanitary pads, toothpaste, toothbrush, cough syrup, football, winter jacket, underwear, socks, note book, reading book, batteries, blanket, razor, handkerchiefs, rain boots, Teddy bear, cookies, nuts and hot water bottle. Outcome We empower Syrian refugees in Germany to instantly communicate their basic needs in German. (Please see case film for reference)To date, we have produced over 70,000 metres of tape to help refugees learn German – helping asylum seekers feel more understood and welcome in their new environment. Execution In collaboration with multiple refugee shelters, we selected the most essential products that serve the basic needs of the refugees. Next, we developed a phonetic system together with language experts to create phonetic transcriptions for the names of these items. To support as many people as possible, we created these transcriptions in three languages: Arabic, Farsi and Urdu. By printing the transcriptions on a simple roll of tape, we made it easy for volunteers and refugees to repackage the donations on site. The tape uses 7 colours representing different product categories – helping to differentiate food, sanitary, medical and baby products. The Words of Welcome platform caters for the first 28 words every refugee needs to learn so they can communicate their basic needs: Sanitary towels, toothpaste, plasters (Band Aids), water…. An online platform enables people to spread the word to other citizens, brands and corporations to attract new sponsors. Synopsis Germany has welcomed over one million refugees displaced by the conflict in Syria. Asylum seekers face new challenges in Germany: the majority of Syrian refugees cannot understand German or English and are unable to read the Roman alphabet. This language barrier makes communication between asylum seekers and caregivers extremely difficult. The German government states that integration and basic communication are essential in providing meaningful support.