Uniform Against Malnutrition|短视频|广告营销案例【ADGuider广告指南】

反对营养不良的制服

案例简介：概要作为儿童营养专家，凯洛格希望帮助解决该国最大的问题之一: 儿童营养不良。该品牌寻求开展一场揭露营养不良案例的社会运动，以使该品牌的食品计划对高风险儿童更加有效和相关。战略孩子生命的早期标志着他余生身体和情感的发展，这就是为什么制服是专门为 6 岁以下的孩子设计的。我们去了墨西哥 4 个最需要的地方的公立学校，为他们提供制服。此外，老师和家长收到了一个信息工具包，在那里他们可以找到各种传单、营养指南和一些凯洛格的产品。这就是我们如何使用制服来鼓励他们采取第一步，以防他们发现可能的营养不良病例。结果在不到两周的时间里，我们去了墨西哥 4 个最需要的地方的 20 所公立学校，为他们提供制服。在此期间，成千上万的孩子穿着我们的制服。我们已经接到了 200 多个电话，这些电话已经成为解决墨西哥儿童营养不良问题的第一步, 让我们在这些地方发展我们的数据库，让我们提供更个性化和有效的营养计划。随着我们实施倡议的地方的父母对营养问题的了解越来越广泛，他们对品牌的看法有所改善。由于这一举措的成功，预计到今年年底，全国最偏远地区的 200 多所公立学校将参加《营养不良制服》, 以及成千上万营养不良的墨西哥儿童。执行在工业设计师、医生和营养学家的帮助下，我们以一种非常简单的方式将专用仪表集成在制服中。一旦孩子们穿上制服，父母和老师就不得不用魔术贴系统关闭右臂上暴露的部分。袖子一侧的箭头指向与三种可能的营养状态相关的三种颜色 (绿色、黄色或红色)，这取决于手臂的直径。如果颜色是绿色，孩子处于良好状态; 如果是黄色或红色，这意味着孩子处于中度或严重的营养不良状态。在黄色或红色指示器的情况下，营养专家的号码可以在衬衫的标签上找到，以获得即时帮助。活动描述我们找到了一种可靠的方法来识别六岁以下儿童的这个问题: 上臂直径测量。失去肌肉组织是营养不良的明显症状，手臂是身体的一部分，我们可以清楚地看到它失去了。这就是为什么上臂直径测量比孩子的体重或身高更足以识别营养不良，这是医生和营养学家常用的技术。直径 12.5厘米的手臂是营养不良的标志。通过这种技术，我们创建了能够实时显示营养不良警报的校服。通过将这种测量系统放在孩子们的衣袖上，并简单地将它们调整到手臂上，我们每天都在跟踪他们的营养状况。 BriefWithProjectedOutcomes 在墨西哥，每 8 名 5 岁以下儿童中就有 1 名营养不良。然而，解决这个问题是困难的，因为它往往是无形的。营养不良的孩子可能看起来很健康; 如果是这样，父母、政府或品牌如何通过适当的治疗或更好的营养来解决疾病？另一件让识别营养不良病例变得复杂的事情是，在这个国家，并不是所有的孩子都能很好地获得医疗服务。平均而言，社会卫生专业人员每年只到偏远地区的学校一两次。这种情况使凯洛格识别营养不良病例并通过更有效的营养计划解决这些问题的努力变得复杂。

反对营养不良的制服

案例简介：Synopsis As children nutrition experts, Kellogg’s wanted to help solve one of the biggest problems in the country: child malnutrition. The brand seeked to develop a social campaign to expose malnutrition cases in order to make the brand’s food programs more effective and relevant for kids in high risk situations. Strategy The early years of a child's life mark the physical and emotional development for the rest of its life, this is why the uniforms were specifically designed for kids under 6. We went to public schools at 4 of the most needed locations in Mexico to provide them with the uniforms. In addition, teachers and parents received an informative kit where they could find various flyers, a nutrition guide, and some Kellogg's products. This is how we’re using the uniforms to encourage them to take the first step in case they found a possible malnutrition case. Outcome In less than two weeks, we went to 20 public schools at 4 of the most needed locations in Mexico to provide them with the uniforms. During this period, thousands of children wore our uniforms. We have already received more than 200 hundred telephone calls that have become the first step to solve the children’s malnutrition problem in Mexico, allowing us to grow our database in these locations and letting us offer more personalized and effective nutrition programs. Brand perception improved among parents of the places in which we implemented our initiative, as their knowledge about nutrition issues became wider. Due to the success of this initiative, Uniform Against Malnutrition are expected to reach more than 200 public schools in the most remoted areas of the country by the end of the year, as well as thousands of Mexican kids in high risk of malnutrition. Execution With the help of industrial designers, doctors and nutritionists, we integrated the special meter in uniforms in a very simple way. Once kids had their uniforms on, parents and teachers just had to close the part that remained exposed in their right arm with a Velcro system. An arrow on one side of the sleeve pointed to three colors (green, yellow, or red) related to three possible nutrition states, depending on the arm's diameter. If the color was green, the child was in a good condition; if it was yellow or red, it meant the child was in a moderate or severe malnutrition situation. In the case of a yellow or red indicator, a nutritional expert’s number could be found on the shirt's label for immediate help. CampaignDescription We found a reliable way to identify this problem in kids under six years old: upper arm diameter measurement. Losing muscular tissue is a clear symptom of malnutrition, and the arm is the part of the body where we can see this lost clearly. That´s why upper arm diameter measurement is more adequate to identify malnutrition than the weight or height of the kid, and it is a common technique used by doctors and nutritionists. An arm with 12.5cm in diameter is a sign of malnutrition. Through this technique, we created school uniforms capable of displaying malnutrition alerts in real-time. By placing this measuring system on the sleeves of kids’ clothing, and simply adjusting them to their arms, we kept track of their nutritional status daily. BriefWithProjectedOutcomes In Mexico, 1 out of every 8 children under the age of five suffers from malnutrition. However, battling this problem is difficult because it often remains invisible. Malnourished children may look healthy; if so, how could parents, goverments or brands address the illness with proper treatment or better nutrition? Another thing that complicates identifying malnutrition cases is that in this country not all the kids have a good access to medical services. On average, social health professionals just arrive once or twice per year to schools in remoted areas. This situation complicates Kellogg´s efforts to identify malnutrition cases and to tackle them with more effective nutrition programs.