Project 84|微电影|广告营销案例【ADGuider广告指南】

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项目84

案例简介：挑战的解释 (投票30%) 自杀是英国45岁以下男性的最大杀手。每周有84名男子自杀。死于自己的人比死于癌症，心脏病或车祸的人多。每天花费英国经济超过2000万英镑。但这是一个没人想谈论的问题。这进一步污名化了这个问题，将处于危机中的人们推向地下-让他们感到无处可去。在我们看来，这是他妈的不可接受的，需要改变。我们需要创造一个想法: 1.煽动国家对话。成功无非是围绕男性自杀的全国性对话。我们将通过创建的头条新闻和赚取的媒体数量来衡量这一点。 2.迫使政府改变。谈话还不够。我们希望通过政府政策的具体变化来影响系统性变化。 3.阻止了更多的人自杀。如果没有导致更少的人死于自己的双手，以上这些都不会构成成功。我们将通过增加对c.a.l.m的总体电话来衡量这一点。帮助热线和直接通过帮助热线本身阻止的自杀增加。洞察力/突破性思维 (投票30%) 英国男性自杀率背后的数字既令人反感，又令人反感。在过去的十年里，有47,250人自杀。 45,000一直是男性。去年有4,362人自杀。真他妈的可耻。但问题是。人们不能处理像4,362这样的数字。除非你解释4,362相当于另一个男人每2小时自杀一次，否则你无法理解这个数字的含义。有一个神经科学的解释。我们的大脑精确地处理小数字，而大数字大约只能处理。所以我们不能理解大量的。任何依赖于描绘每年因自杀而丧生的数千人的交流都将太大而无法处理。但是，如果我们太小了，我们将缺乏传达危机所需的视觉冲击力，足以引起人们的关注和讨论。因此，我们定义了一个 “金发姑娘” 数字: 大到足以捕捉规模，小到足以用毁灭性真实的人类术语来理解。这个数字是84: 每周自杀的人数。我们面临的挑战是以最具煽动性和非传统的方式来形象化这一点。创意 (投票20%) 与今天上午合作，我们创建了项目84。这个想法的核心是在ITV塔楼的顶部放置84个男性雕像，这对每周自杀的男性人数来说是令人难以忘怀，不可错过且至关重要的可视化。这些雕像是在失去亲人的家庭和著名的街头艺术家马克·詹金斯 (Mark Jenkins) 的帮助下制作的。这提供了大量真实故事，不仅捕捉了男性自杀的悲剧，而且还捕捉了那些被遗忘的人的乐观，蔑视和康复。整个活动都在ITV的旗舰节目 “今晨” 中进行。我们不仅将问题放在一个不可错过的塔楼上，而且还将其 (至关重要的是C.A.L.M. 帮助热线) 放在了数百万真实人群的家中。同时，一份请愿书在n Change.org现场直播，呼吁政府承担预防自杀和丧亲支持的部长级责任。结果/结果 (投票20%) 84项目引发了全国对话。 Google对男性自杀的搜索达到了历史最高水平。这场运动受到了 (国际) 国家媒体的关注。为自杀预防政策创造了一个分水岭。请愿书收到了390,000签名。在pmq期间对项目84进行了辩论，导致任命了英国有史以来第一位自杀预防部长。来自CALM求助热线的数据显示，项目84表明更多的人得到了他们需要的帮助。 3月份的呼声增加了41%。通过对话分析，CALM可以确定通过他们的帮助热线阻止的自杀人数。自项目84以来，每周获救的男性人数比以往任何时候都多: 预防自杀达到了3年来的最高水平，在项目84之后的40周内，每周预防自杀的人数比竞选前的40周多。多亏了84项目，今天至少有239个人还活着，他们不会陪审团的文化/上下文信息 (150字) 自杀是英国45岁以下男性的最大杀手。尽管如此，它仍然是一个污名化的，沉默寡言的杀手，被整个文化所认可，人们无法理解问题的严重性。这是不可接受的。我们希望通过媒体渠道创造一些能够阻止公众和政府前进并引起他们关注的东西，这些渠道将使话题尽可能真实，人性化和可见。

项目84

案例简介：The Interpretation of the Challenge (30% of vote ) Suicide is the single biggest killer of men under 45 in the United Kingdom. 84 men take their lives every single week. More men die from their own hands than through cancer, or heart problems, or car accidents. It costs the British economy over £20 million every single day. But it’s an issue nobody wants to talk about. This stigmatises the issue further, driving men in crisis underground – leaving them feeling like there’s nowhere to turn. In our eyes, this is fucking unacceptable and demands change. We needed to create an idea that: 1. Incited the nation to talk. Success was nothing less than a national conversation around male suicide. We would measure this through the quantity of headlines and earned media created. 2. Forced the government to change. Conversation wasn’t enough. We wanted to affect systemic change, as measured through a concrete change in governmental policy. 3. Stopped more men from killing themselves. None of the above would constitute success if it didn’t result in fewer men dying by their own hands. We would measure this through an increase in overall calls to the C.A.L.M. helpline & an increase in suicides directly prevented on the helpline itself. The Insight / Breakthrough Thinking (30% of vote ) The figures behind male suicide rates in the UK are as stark as they are offensive. In the last ten years, there have been 47,250 suicides. 45,000 have been male. 4,362 men killed themselves last year. That’s f**king shameful. But here’s the issue. People can’t process a number like 4,362. Until you explain that 4,362 equates to another man killing himself every 2 hours, you can’t grasp what that number means. There’s a neuro-scientific explanation. Our brains process small numbers accurately, and large numbers only approximately. So we can’t comprehend large quantities. Any communication reliant on depicting the thousands of men lost to suicide annually would simply be too big to process. But if we went too small, we’d lack the visual impact required to convey the crisis with enough severity to demand attention and discussion. So we defined a ‘goldilocks’ figure: large enough to capture scale, small enough to be understood in devastatingly real, human terms. That figure was 84: the number of men who kill themselves, every single week. Our challenge was to visualize this in the most incendiary and non-traditional way possible. The Creative Idea (20% of vote ) In partnership with This Morning, we created Project 84. The heart of the idea was to place 84 male statues on the top of the ITV tower, in what became a haunting, unmissable, and critically understandable visualisation of the number of men who commit suicide every single week. The statues were made with the help of bereaved families, and acclaimed street artist Mark Jenkins. This provided a wealth of real stories capturing not just the tragedy of male suicide, but the optimism, defiance and recovery of those left behind. The entire campaign played out on This Morning – ITV’s flagship show. We didn’t just put the issue on top of an unmissable tower, we put it (and critically, the C.A.L.M. helpline) in the home of millions of real people. Simultaneously, a petition went live on Change.org, calling on government to deliver ministerial responsibility for suicide prevention and bereavement support. The Outcome / Results (20% of vote) Project 84 incited national conversation. Google searches for male suicide reached an historic high. And the campaign received (inter)national media attention. Created a watershed moment for suicide prevention policy. The petition received 390,000 signatures. Project 84 was debated during PMQs, resulting in the appointment of the UK’s first ever Suicide Prevention Minister. Data from CALM’s helpline shows Project 84 demonstrates more men received the help they needed. Calls for March increased by 41%. Through conversation analysis, CALM can identify with certainty the number of suicides prevented through their helpline. More men have been saved every week since Project 84, than ever before: suicides prevented reached a 3-year high, with more suicides prevented per week in the 40 weeks following Project 84, than 40 weeks prior to the campaign. Thanks to Project 84 there are at least 239 men alive today, who wouldn’t have been Cultural/Context Information for the Jury (150 words) Suicide is the single biggest killer of men under the age of 45 in the UK. Despite this, it remains a stigmatised, silent killer which is under-acknowledged by culture at large with people being unable to appreciate the magnitude of the problem. This was unacceptable. We wanted to create something that would stop the public and government in their tracks and make them pay attention, with media channels that would make the topic as real, human and visible as possible.