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案例简介：简要解释 2015 年，英国面临全国献血危机。在过去的十年里，新的献血者登记下降了令人担忧的 40%。需要一场破坏性的沟通运动来在国家层面上引发对话和行为改变。所以我们想出了一个基于紧迫性、利他主义和合作的原创策略，这导致了一个简单的,视觉创意，很容易跨多种渠道翻译。我们从社会每天参与的名称、地点和品牌中删除了血型的字母 -- A 、 O 和 B。由此产生的 # MissingType 活动引发了一场运动，从个人到全球品牌，任何人都可以从物理和商业空间、出版物、徽标和社交媒体档案中删除信件, 让我们的信息容易理解、模仿和分享。超过 1000 个家庭品牌和数千个人加入进来，导致全国新闻报道和捐助者注册数量创纪录。我们不仅扭转了英国献血者的下降趋势，还大幅增加了登记献血的人数，为英国献血者运动创造了记录，拯救了数千人的生命。这个想法如此有效，以至于世界其他地方都注意到，全球的献血组织都想效仿我们。2016 年，我们的战略在前所未有的全球献血者招募活动中，在来自 21 个不同县的 25 个献血者组织中展开。在几个国家，这意味着竞争对手组织第一次合作。因此，# MissingType 是 10 个不同国家的头号热门话题，参与县的捐助者注册平均增长了 181%, 拯救了全世界成千上万的生命
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案例简介：BriefExplanation In 2015, England was faced with a national blood donation crisis. New blood donor registration had plummeted a worrying 40% in the past decade. A disruptive communications campaign was required to spark conversations and initiate behaviour change on a national level.So we came up with an original strategy based on urgency, altruism and collaboration which resulted in a simple, visual creative idea that was easily translatable across multiple channels.We removed the letters of the blood groups – A O and B —from the names, places and brands that society engages with every day. The resulting #MissingType campaign created a movement where anyone, from individuals to global brands, could remove the letters from physical and commercial spaces, publications, logos and social media profiles, allowing our message to be easily understood, imitated and shared. Over 1000 household brands and thousands more individuals joined in, resulting in blanket national news coverage and record numbers of donor registrations. Not only did we reverse the decline in donors in England, we dramatically increased the number of people registering to give blood, setting a record for UK blood donor campaigns and saving thousands of lives. The idea was so effective that the rest of the world took notice and blood donor organisations around the globe wanted to follow our example. In 2016, our strategy was rolled out across 25 donor organisations from 21 different counties in an unprecedented global blood donor recruitment drive. In several countries this meant rival organisations working together for the first time.As a result, #MissingType was the no.1 trending topic in 10 different nations, with participating counties seeing, on average, an unparalleled 181% increase in donor registrations, saving hundreds of thousands of lives all over the world.
Missing Type
案例简介：简要解释 2015 年，英国面临全国献血危机。在过去的十年里，新的献血者登记下降了令人担忧的 40%。需要一场破坏性的沟通运动来在国家层面上引发对话和行为改变。所以我们想出了一个基于紧迫性、利他主义和合作的原创策略，这导致了一个简单的,视觉创意，很容易跨多种渠道翻译。我们从社会每天参与的名称、地点和品牌中删除了血型的字母 -- A 、 O 和 B。由此产生的 # MissingType 活动引发了一场运动，从个人到全球品牌，任何人都可以从物理和商业空间、出版物、徽标和社交媒体档案中删除信件, 让我们的信息容易理解、模仿和分享。超过 1000 个家庭品牌和数千个人加入进来，导致全国新闻报道和捐助者注册数量创纪录。我们不仅扭转了英国献血者的下降趋势，还大幅增加了登记献血的人数，为英国献血者运动创造了记录，拯救了数千人的生命。这个想法如此有效，以至于世界其他地方都注意到，全球的献血组织都想效仿我们。2016 年，我们的战略在前所未有的全球献血者招募活动中，在来自 21 个不同县的 25 个献血者组织中展开。在几个国家，这意味着竞争对手组织第一次合作。因此，# MissingType 是 10 个不同国家的头号热门话题，参与县的捐助者注册平均增长了 181%, 拯救了全世界成千上万的生命
Missing Type
案例简介：BriefExplanation In 2015, England was faced with a national blood donation crisis. New blood donor registration had plummeted a worrying 40% in the past decade. A disruptive communications campaign was required to spark conversations and initiate behaviour change on a national level.So we came up with an original strategy based on urgency, altruism and collaboration which resulted in a simple, visual creative idea that was easily translatable across multiple channels.We removed the letters of the blood groups – A O and B —from the names, places and brands that society engages with every day. The resulting #MissingType campaign created a movement where anyone, from individuals to global brands, could remove the letters from physical and commercial spaces, publications, logos and social media profiles, allowing our message to be easily understood, imitated and shared. Over 1000 household brands and thousands more individuals joined in, resulting in blanket national news coverage and record numbers of donor registrations. Not only did we reverse the decline in donors in England, we dramatically increased the number of people registering to give blood, setting a record for UK blood donor campaigns and saving thousands of lives. The idea was so effective that the rest of the world took notice and blood donor organisations around the globe wanted to follow our example. In 2016, our strategy was rolled out across 25 donor organisations from 21 different counties in an unprecedented global blood donor recruitment drive. In several countries this meant rival organisations working together for the first time.As a result, #MissingType was the no.1 trending topic in 10 different nations, with participating counties seeing, on average, an unparalleled 181% increase in donor registrations, saving hundreds of thousands of lives all over the world.
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Missing Type
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基本信息
- 广告战役： #英国国家医疗服务体系-设计与品牌-95f6#
- 广告品牌： 英国国家医疗服务体系
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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