Undercover Crosswords|海报/平面|广告营销案例【ADGuider广告指南】

卧底填字游戏

案例简介：为什么这项工作与媒体相关？新西兰的老年人通常与现代世界的技术相去甚远。他们的主要交流和娱乐方式仍然是电视、电话和报纸。由于没有钱购买宣传帮助热线的昂贵电视广告，而且滥用者很可能会抛出任何公开的帮助热线材料，我们需要创新我们的媒体选择，以便进入家庭而不被发现。我们做到了。我们采取了一种流行的消遣方式 -- 不起眼的每日报纸纵横字谜，这是一个典型的非商业空间 -- 并把它变成了老年人的生命线。背景令人震惊的是，虐待老人在新西兰猖獗，每年有超过 70,000 人被虐待。更糟糕的是，超过 75% 的虐待者是他们自己的家庭成员。老年人办公室刚刚创建了 0800 EA NOT OK; 为 65 岁以上的老年虐待受害者提供帮助热线。但几乎没有人打电话来。不是因为他们不需要帮助，而是因为他们对什么是虐待老人知之甚少。老年人认为，如果他们没有被殴打或性虐待，他们就不会真正被 “虐待”。除此之外，宣传帮助热线的小册子很可能在受害者看到之前就被施虐者扔掉了。因此，我们的工作是找到一种方法来教育老年人什么是虐待老人，并敦促受害者拨打帮助热线 -- 所有这些都不会提醒虐待者自己。描述创意/见解 (30% 的选票) 老年人办公室需要秘密地教育老年人什么是不好的，并敦促受害者通过他们的帮助热线寻求帮助。从我们对老年媒体使用习惯的研究中，我们知道数字运动将是徒劳的，我们需要思考传统 (扭曲)。因此，我们与新西兰的顶级国家和地区报纸一起推出了 360万个秘密填字游戏。乍一看，它们看起来就像普通的报纸填字游戏 -- 这是大多数老年人每天都会关注的东西。但是每个每日纵横字谜都有一个特殊的线索，定义了一种虐待老年人的脸。两周以来，我们所有的线索都导致了同样的答案: 虐待，然后是帮助热线。描述策略 (20% 的选票) 在典型的非商业空间 “快速交叉词” 中开展活动从未完成。因此，我们与全国各地的报纸建立了伙伴关系，以便在两周内每天自由地改变他们的填字游戏。我们不打算仅仅因为填字游戏在老年人中的受欢迎程度，或者因为它们不显眼就使用填字游戏。报纸字谜的日常性质，以及线索的描述性，将为我们提供一个理想的媒体空间，给老年人每天虐待老人的定义,直到他们全面了解什么是虐待-然后他们可以决定是否应该通过 0800 EA 寻求帮助。一旦每个纵横字谜都消失了，受害者有时间寻求帮助，我们计划让媒体和那些经营我们的纵横字谜的报纸把这个故事带到全国。描述执行情况 (20% 的选票) 两周时间 (在 6月15日世界虐待问题意识日的准备阶段) 我们运行了 10 个秘密的纵横字谜线索来教育老年人 10 种最常见的虐待类型 -- 例如不还钱、忽视医疗需求和过度用药。我们虐待老人的线索必须尽可能秘密。因此，除了每天改变一条线索并回答，并在纵横字谜下方添加一个小提示来拨打帮助热线，我们并没有改变每日 “快速纵横字谜” 的外观。总的来说，我们几乎在新西兰的每份报纸上都发布了 360万个秘密填字游戏，以接触到全世界的老年人。一旦填字游戏发出，受害者有时间寻求帮助，就像计划的那样，我们得到了媒体和报纸来运行我们的填字游戏，把这个故事带到全国; 帮助最终将问题公之于众。列出结果 (30% 的选票) 我们运动的第一个目标是通过虐待老人帮助热线增加寻求帮助。在填字游戏运行的第一周，电话增加了 112%。我们的第二个目标是提高全国对虐待老年人的认识。凭借 6 万美元、一份新闻稿和一个尽管发人深省的媒体理念，我们获得了 22 篇印刷、数字和黄金时段广播新闻的编辑媒体报道。这导致了 675 美元的公关总值和 112 的投资回报率: 1。在此期间，电话进一步增加到 271%，这是帮助热线的历史最高水平。运动后的分析显示，3分之1 的新西兰人知道这项运动。一半以上的人说，这改变了他们对什么是虐待老人以及谁是主要虐待者的看法。这种观念的改变对于帮助新西兰人和老年人认识到并报告未来的虐待行为至关重要。

卧底填字游戏

案例简介：Why is this work relevant for Media? Elderly in New Zealand are usually far removed from the technologies of the modern world. Their main modes of communication and entertainment are still the TV, the telephone, and the newspaper. With no money for an expensive TV ad promoting the helpline, and the high possibility of abusers throwing out any overt helpline material, we needed to be innovative with our media choice to enter homes undetected. And we did just that. We took a popular pastime – the humble daily newspaper crossword, which is typically a non-commercial space - and turned it into a lifeline for elderly. Background Shockingly, elder abuse is rampant in New Zealand, with over 70,000 being abused each year. What’s worse, over 75% of abusers are their own family members. The Office for Seniors had just created 0800 EA NOT OK; a helpline for elder abuse victims, aged 65+. But hardly anyone was calling. Not because they didn’t need help, but because there was little awareness of what elder abuse was. Elderly believed that if they weren’t being hit or sexually mistreated, they weren’t truly being ‘abused’. On top of that, pamphlets advertising the helpline were most likely being thrown out by abusers before victims could see them. So, our job was to find a way to educate elderly on what elder abuse is and urge victims to call the helpline – all without alerting the abusers themselves. Describe the creative idea/insights (30% of vote) The Office for Seniors needed to covertly educate elderly on what isn’t ok and urge victims to seek help via their helpline. From our research on elderly media usage habits, we knew a digital campaign would be fruitless and that we needed to think traditional (with a twist). So, with New Zealand’s top national and regional newspapers, we launched 3.6 million Undercover Crosswords. At first glance, they appeared like ordinary newspaper crosswords – something most elderly pore over every day. But each daily crossword had one special clue, defining a type of mistreatment elderly face. For two weeks, all our clues led to the same answer: abuse, followed by the helpline. Describe the strategy (20% of vote) Running a campaign in the typically non-commercial space of ‘Quick Crosswords’ had never been done. So, we formed a partnership with newspapers around the country in order to have freedom to change their crosswords every day for two weeks. We didn’t plan to use crosswords solely because of their popularity amongst elderly, or because they’re inconspicuous. The daily nature of newspaper crosswords, and the descriptive nature of the clues, would provide us with an ideal media space to give elderly the definitions of elder abuse every day, until they had the full picture on what constitutes mistreatment – So they could then decide whether they should seek help via 0800 EA NOT OK. Once every crossword had gone out and victims had had time to seek help, we planned to get the media and the very newspapers that had run our crosswords to take the story to the nation. Describe the execution (20% of vote) Over a two-week period (in the build-up to World Elder Abuse Awareness Day, June 15) we ran 10 covert crossword clues to educate elderly about the 10 most common types of abuse - such as failing to repay money, neglecting medical needs and over-medicating. Our elder abuse clues had to be as undercover as possible. So besides changing out one clue and answer each day, and adding a small prompt to call the helpline below the crossword, we did not alter the look of the daily ‘Quick Crosswords’. In total, we ran 3.6 million Undercover Crosswords in almost every NZ newspaper to reach elderly far and wide. Once the crosswords had gone out and victims had had time to seek help, as planned, we got the media and newspapers that ran our crosswords to take the story to the nation; helping to finally push the issue out into the open. List the results (30% of vote) The first objective of our campaign was to increase help seeking via the elder abuse helpline. In the first week of the crosswords running, calls increased by 112%. Our second objective was to raise national awareness of what constitutes elder abuse. With just $6K, a press release and a though-provoking media idea, we secured 22 pieces of editorial media coverage across print, digital and primetime broadcast news. This resulted in a total PR value of $675k and an ROI of 112:1. Calls further increased during this period to 271% – an all-time high for the helpline. Post-campaign analysis revealed that one third of New Zealanders were aware of the campaign. And, more than half of those said it changed their view of what elder abuse is and who the main abusers are. This change of perception was crucial in helping New Zealanders and elderly recognise and report abuse going forward.