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危险!狗便便
案例简介：结果和有效性 我们获得了公众对我们请愿的大量支持，加上媒体的广泛报道，迫使政治家采取行动。赚来的媒体价值是最初投资的 26 倍以上，我们获得了 60% 多名议员的支持。以色列议会 -- 已授权拨款 9 000 万美元，为清除地雷提供资金。从以色列边境地区清除地雷的进程现在已经开始，在未来几年里，给该地区造成创伤的 100 万枚地雷中的 90% 将被清除。 创意执行 在一个普通的星期五下午，我们把罗斯柴尔德大道 -- 特拉维夫市中心绿树成荫、精致的街道 -- 变成了一个 “城市雷区”。我们分发了携带小 “危险” 警告标志的假狗粪。为了进一步加强这一信息，我们还将我们的微小警告标志粘贴到真正的狗粪中 -- 首先是全球媒体。我们的安装小组包括地雷事故的受害者，以确保证人立即了解问题的严重影响。我们立即引起了困惑和惊讶的路人和通勤者的关注。他们开始拍照，并打电话给朋友，告诉他们这次经历。我们的请愿书签名摊位被占用了。与此同时，11 岁的地雷受害者丹尼尔 · 尤瓦尔向媒体透露了地雷造成的情感和身体伤害。我们的双重方法覆盖了全国各地的以色列人，提供了社会货币，并获得了令人难以置信的新闻报道。 见解、战略和想法 以色列边界上有 100万多枚未爆炸地雷，每年造成人员伤亡。我们的简报是让政府采取行动。然而，尽管以色列人冒险进入受欢迎的边境地区进行周末旅行时面临风险，但这并没有影响 70% 以色列人居住的城市和郊区的生活。我们的见解是，我们需要确定一种情感相当于踩到地雷 -- 这让生活变得困难，尽管规模较小。我们的解决方案是狗屎。就像没有人想踩到地雷一样，你也不想踩到狗屎。希伯来语俚语 “Mokesh” 甚至承认这一点，意思是地雷和狗粪。我们将把地雷列入政治议程，以狗粪为媒介，说服以色列城市居民要求政府采取行动。
危险!狗便便
案例简介：Results and Effectiveness We secured massive public support for our petition and this combined with widespread media coverage put pressure on politicians to take action. Earned media value was more than 26 times the original investment and we secured support from more than 60% of members of parliament. The Israeli parliament - the Knesset - has mandated the allocation of the $90m needed to fund landmine removal. The process of removing landmines from Israel’s border areas has now started and 90% of the 1m landmines that scar the landscape will be removed in the coming years. Creative Execution On an ordinary Friday afternoon, we transformed Rothschild Avenue - the tree-lined, sophisticated street in the heart of Tel-Aviv - into an “urban minefield”. We distributed fake dog poop carrying small “danger” warning signs. To further strengthen the message we also stuck our tiny warning signs into real dog poo - a global media first. Our installation team included victims of landmine accidents to ensure that witnesses would immediately understand the serious impact of the issue. We attracted immediate attention from bemused and surprised passers-by and commuters. They started taking photos and calling their friends to tell them about the experience. Our petition-signing booth was overrun. At the same time, 11 year-old landmine victim Daniel Yuval spoke to media outlets to drive home the emotional and physical damage that was being caused by landmines. Our dual approach reached Israelis right across the country, delivering social currency and earning incredible press coverage. Insights, Strategy and the Idea There are over one million unexploded landmines on Israel’s borders, causing death and injury every year. Our brief was to get the government to take action. However, while Israelis were at risk when they ventured into the popular border areas for weekend trips, it wasn’t something that impacted on life in cities and suburbs, where 70% of Israelis live. Our insight was that we needed to identify an emotional equivalent to stepping on a landmine - something that made life difficult, albeit on a smaller scale. Our solution was dog poop. Just as no-one wants to step on a landmine, you don’t want to step in dog poop either. This is even recognised by Hebrew slang - “Mokesh” - meaning both landmine and dog poop. We would put landmines on the political agenda using dog poop as the medium to persuade Israel’s urban population to demand government to take action.
DANGER! DOG POOP
案例简介：结果和有效性 我们获得了公众对我们请愿的大量支持，加上媒体的广泛报道，迫使政治家采取行动。赚来的媒体价值是最初投资的 26 倍以上，我们获得了 60% 多名议员的支持。以色列议会 -- 已授权拨款 9 000 万美元，为清除地雷提供资金。从以色列边境地区清除地雷的进程现在已经开始，在未来几年里，给该地区造成创伤的 100 万枚地雷中的 90% 将被清除。 创意执行 在一个普通的星期五下午，我们把罗斯柴尔德大道 -- 特拉维夫市中心绿树成荫、精致的街道 -- 变成了一个 “城市雷区”。我们分发了携带小 “危险” 警告标志的假狗粪。为了进一步加强这一信息，我们还将我们的微小警告标志粘贴到真正的狗粪中 -- 首先是全球媒体。我们的安装小组包括地雷事故的受害者，以确保证人立即了解问题的严重影响。我们立即引起了困惑和惊讶的路人和通勤者的关注。他们开始拍照，并打电话给朋友，告诉他们这次经历。我们的请愿书签名摊位被占用了。与此同时，11 岁的地雷受害者丹尼尔 · 尤瓦尔向媒体透露了地雷造成的情感和身体伤害。我们的双重方法覆盖了全国各地的以色列人，提供了社会货币，并获得了令人难以置信的新闻报道。 见解、战略和想法 以色列边界上有 100万多枚未爆炸地雷，每年造成人员伤亡。我们的简报是让政府采取行动。然而，尽管以色列人冒险进入受欢迎的边境地区进行周末旅行时面临风险，但这并没有影响 70% 以色列人居住的城市和郊区的生活。我们的见解是，我们需要确定一种情感相当于踩到地雷 -- 这让生活变得困难，尽管规模较小。我们的解决方案是狗屎。就像没有人想踩到地雷一样，你也不想踩到狗屎。希伯来语俚语 “Mokesh” 甚至承认这一点，意思是地雷和狗粪。我们将把地雷列入政治议程，以狗粪为媒介，说服以色列城市居民要求政府采取行动。
DANGER! DOG POOP
案例简介：Results and Effectiveness We secured massive public support for our petition and this combined with widespread media coverage put pressure on politicians to take action. Earned media value was more than 26 times the original investment and we secured support from more than 60% of members of parliament. The Israeli parliament - the Knesset - has mandated the allocation of the $90m needed to fund landmine removal. The process of removing landmines from Israel’s border areas has now started and 90% of the 1m landmines that scar the landscape will be removed in the coming years. Creative Execution On an ordinary Friday afternoon, we transformed Rothschild Avenue - the tree-lined, sophisticated street in the heart of Tel-Aviv - into an “urban minefield”. We distributed fake dog poop carrying small “danger” warning signs. To further strengthen the message we also stuck our tiny warning signs into real dog poo - a global media first. Our installation team included victims of landmine accidents to ensure that witnesses would immediately understand the serious impact of the issue. We attracted immediate attention from bemused and surprised passers-by and commuters. They started taking photos and calling their friends to tell them about the experience. Our petition-signing booth was overrun. At the same time, 11 year-old landmine victim Daniel Yuval spoke to media outlets to drive home the emotional and physical damage that was being caused by landmines. Our dual approach reached Israelis right across the country, delivering social currency and earning incredible press coverage. Insights, Strategy and the Idea There are over one million unexploded landmines on Israel’s borders, causing death and injury every year. Our brief was to get the government to take action. However, while Israelis were at risk when they ventured into the popular border areas for weekend trips, it wasn’t something that impacted on life in cities and suburbs, where 70% of Israelis live. Our insight was that we needed to identify an emotional equivalent to stepping on a landmine - something that made life difficult, albeit on a smaller scale. Our solution was dog poop. Just as no-one wants to step on a landmine, you don’t want to step in dog poop either. This is even recognised by Hebrew slang - “Mokesh” - meaning both landmine and dog poop. We would put landmines on the political agenda using dog poop as the medium to persuade Israel’s urban population to demand government to take action.
危险!狗便便
暂无简介
DANGER! DOG POOP
暂无简介
基本信息
- 广告品牌： Mokesh - The Coalition For Mine Free Israel
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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