Anything But Sorry|短视频,海报/平面|广告营销案例【ADGuider广告指南】

除了抱歉

案例简介：当婴儿出生时，父母通常会尽情享受 oohs 、 aahs 和祝贺。大多数人对新父母说的最后一句话是 “对不起”。然而，这正是许多患有唐氏综合症新生儿的父母从朋友、家人甚至医生那里听到的。已经心碎了，“对不起” 提供了更多的心碎。那么祝福者应该怎么说呢？从字面上看，唯一的坏词是 's'。这是加拿大唐氏综合症协会 (CDSS) 在其新运动中提出的观点，“除了抱歉，什么都没有。 “与加拿大唐氏综合症周 (11月1至7日) 同时启动，该运动旨在教育和告知人们当孩子出生时如何做出适当的反应。CDSS 发布了一段幽默但发人深省的视频，名为 “s”。视频以一个问题开始: “你对刚刚生了一个唐氏综合症孩子的父母说什么？ “答案是由唐氏综合症患者提供的,他们用除了 “对不起” 之外的所有不恰当的短语向新父母提供你可以说的话的建议。"关键是，对出生唐氏综合症的孩子的父母说的最不合适的话是 “对不起”，每个孩子的出生都应该庆祝。该视频不仅教育了欢迎唐氏综合症婴儿的问题，还提供了演员阵容 (其中许多人在去年的 “唐氏综合症答案” 中被报道) 一个表达他们幽默感和个性的平台,让社区更加人性化，打击陈规定型观念。视频的观众将被引导到 AnythingButSorry.com，在那里他们可以帮助确保今年出生的每个唐氏综合症婴儿都受到热烈欢迎。该网站提供了一系列可共享的电子贺卡，其中包含与 “s 字” 视频相同的厚颜无耻信息。人们被鼓励去参观和分享一张卡片，以帮助实现欢迎今年北美所有 9,363 名出生唐氏综合症婴儿的目标。当目标达到时，同一演员的感谢视频将会发布。该网站还让人们有机会购买一套印刷的 “对不起” 祝贺卡，所得收益惠及加拿大唐氏综合症协会。虽然这场运动的目标是那些可能难以对出生时患有唐氏综合症的婴儿的新父母说些什么的人, 它还解决了父母对自己对孩子出生的反应的复杂感受。因为如果他们的孩子出生时患有唐氏症，他们不太可能在社交媒体上发布婴儿公告, “对不起” 使用 Facebook 的生活事件功能为他们提供了第二次机会来添加丢失的帖子，并与朋友和家人一起庆祝他们孩子的出生。这项运动的另一个组成部分是针对医生的，医生将通过直接邮件发送信息，鼓励他们改变与出生有唐氏综合症婴儿的父母交谈的方式。就像 “唐氏综合症答案” 一样，“任何对不起” 也利用谷歌广告词来回答朋友和家人在孩子出生时有唐氏综合症时的一些顶级搜索查询。当人们在谷歌上搜索诸如 “你对刚刚生了唐氏综合症的父母说了什么？ “最大的结果将引导他们观看唐氏综合症患者回答他们问题的视频 -- 你应该对任何新生婴儿的父母说同样的话。

除了抱歉

案例简介：When a baby is born, parents are usually showered with oohs, aahs and congratulations. The last thing most people would say to a new parent is “sorry.” Yet this is exactly what many parents with a newborn with Down syndrome hear from friends, family and even their doctors. Already heartbroken, ‘sorry’ offers more heartbreak. So what should well-wishers say? Literally, the only bad word is the ‘S’ word. This is the point the Canadian Down Syndrome Society (CDSS) is making in its new campaign, “Anything But Sorry.” Launching to coincide with Canadian Down Syndrome Week, November 1-7, the campaign aims to educate and inform people on how to react appropriately when a child is born with Down syndrome. The CDSS has released a humorous yet thought-provoking video called “The ‘S’ Word.” The video begins with a question: “What do you say to parents who just had a child with Down syndrome?” The answers are provided by people with Down syndrome, who offer suggestions of what you can say to new parents using every inappropriate phrase they know except "sorry." The point is, the most inappropriate thing to say to parents of a child born with Down syndrome is "sorry" and that the birth of every child should be celebrated. Not only does the video educate about welcoming a baby with Down syndrome, it also gives the cast (many of whom were featured in last year’s “Down Syndrome Answers”) a platform to express their sense of humour and personality, shedding a more human light on the community and combatting stereotypes.Viewers of the video will be directed to AnythingButSorry.com, where they can help make sure that every baby born with Down syndrome this year gets a warm welcome. The website features a series of shareable e-cards with the same cheeky messages as “The ‘S’ Word” video. People are encouraged to visit and share a card to help reach the goal of welcoming all 9,363 babies born with Down syndrome in North America this year. When the goal is reached, a thank you video from the same cast will be released. The site also gives people the opportunity to purchase a set of printed “Anything but Sorry” congratulations cards, with proceeds benefiting the Canadian Down Syndrome Society. While the campaign targets those who might struggle with what to say to new parents of a baby born with Down syndrome, it also addresses the mixed feelings that parents might have about their own reactions to their baby’s birth. Since they are less likely to post a baby announcement on social media if their child is born with Down syndrome, “Anything But Sorry” uses the Facebook’s Life Events feature to offer them a second chance to add that missing post and celebrate the birth of their child with friends and family. Another component of the campaign is directed at doctors, who will be sent information by direct mail encouraging them to change how they speak to parents who have a baby born with Down syndrome. Like “Down Syndrome Answers,” “Anything But Sorry” also leverages Google AdWords to answer some of the top search queries made by friends and family when a child is born with Down syndrome. When people Google questions like “What do you say to parents who just had a baby with Down syndrome?” the top result will direct them to videos of individuals with Down syndrome answering their question—that you should say the same thing as you’d say to the parents of any new baby.