People. Not Symbols|户外|广告营销案例【ADGuider广告指南】

人。不是符号

案例简介：世界各地的 synopsipeople 都知道标志性的国际通行标志，用于识别为残疾人保留的停车位。然而，在以色列，数百名健康的司机每天都忽略这个标志，并在残疾人指定的地点停车。因此，在国际残疾人日到来之际,进入以色列-残疾人的非营利组织, 决定通过发起一项提高公众敏感性的行动来提高公众对这个问题的认识，并发出足够大的回应，让政治家们不再能够忽视这个问题。战略虽然我们的目标主要是通过呼吁健康司机的人性一面，让他们对残疾人停车标志表现出公然的不尊重, 我们还旨在通过动员公众的道德正派感，通过社交媒体对违法者施加压力，为这项运动创造动力。我们的赌注是，如果社交媒体上改变用途的标志引起的喋喋不休和讨论足够大声,我们的斗争最终会在媒体上得到回应，并进入议会的权力走廊，在那里做出决定。因此，虽然我们行动的核心是重新利用以前没有使用过的和大部分被忽视的媒体 (路标)，但我们的其余努力将集中在建立公众聊天上,动员媒体并利用社交媒体讨论的力量来推动立法者并迫使他们采取行动。为了纪念国际残疾人日，我们重新利用了标志性的国际 “残疾人停车” 标志，这些标志经常被忽视，给了他们一张人情味的脸。重新调整标志的用途，并将其作为媒体平台，我们用真实人物的图片取代了符号的二维插图无面孔版本。为此，我们拍摄了 50 名残疾人，并让他们看起来完全像访问的国际象征。然后，我们将他们的照片打印成原始停车标志的确切尺寸，并用我们的人类版本替换了成千上万的插图残疾人停车标志。结果围绕我们的行动在社交媒体上展开的讨论所有新闻媒体都报道了我们的活动。报道是积极和支持的,称我们的倡议是 “原创的和人性化的”，我们的斗争是合理的。在 “以色列进入” 试图到达以色列议会的十年之后，我们的信息最终被列入公众议程，并传到以色列议会的前厅。在经济事务委员会主席 Eitan Cabel 主持的一次特别会议上，他说，“作为接触以色列 '人民' 运动的直接结果。不是象征，整个以色列议会将联合起来做出改变，现在是时候了! “议会承诺在 2018年底前修改法律，将违规停车者的罚款增加 100%欧洲最大的无障碍组织表示，他们将推出自己版本的活动。使用标志作为媒体平台，我们用真实的图片代替了符号的二维插图匿名版本人。我们总共拍摄了 50 名残疾人，包括议员、残奥会奖牌获得者和名人。我们在蓝色背景下拍摄它们，穿着白色衣服，让它们看起来完全像访问的国际象征。然后，我们将他们的照片打印成原始停车标志的确切尺寸，并用我们的人类版本替换了以色列 17 个城市 4000 的插图残疾人停车标志。标志性的国际 “残疾人停车” 标志经常被忽视，并将其作为媒体平台，通过用真人照片代替图标来提高人们对这个问题的认识。

人。不是符号

案例简介：SynopsisPeople all over the world know the iconic international Symbol of Access used to identify parking spots reserved for the disabled.Yet, in Israel, hundreds of healthy drivers ignore the symbol every day and park in disabled people’s designated spots.So in anticipation of the International Day of Persons with Disabilities, Access Israel – an NPO for people with disabilities, decided to raise public awareness for the issue by initiating an action that would sensitize the public and echo loud enough that politicians would no longer be able to ignore the issue.StrategyWhile we aimed primarily to sensitize healthy drivers with a blatant disrespect for disabled parking signs by appealing to their human side, we also aimed to create traction for the campaign by enlisting the moral sense of decency of the general public to apply pressure via social media on lawbreakers. Our bet was that if the chatter and discussion created by the repurposed signs on social media were loud enough, our fight would ultimately be echoed in the press and make it to the corridors of power in parliament where the decisions get made.So while the heart of our action would be about repurposing a previously unused and mostly ignored media (the signposts), the rest of our efforts would be concentrated on building up public chatter, mobilizing the press and funneling the power of social media discussions to move lawmakers and pressure them into taking action.RelevancyFor the International Day of Persons with Disabilities, we repurposed the iconic international “parking for disabled” signs so often ignored and gave them a human face. Repurposing the signs and using them as a media platform, we replaced the two-dimensional illustrated faceless version of the symbol with the picture of real people. To do that we photographed 50 people with disabilities and staged them to look exactly like the International Symbol of Access. We then printed their pictures to the exact dimensions of the original parking signs and replaced thousands of illustrated disabled parking signs with our human version.Outcome• A discussion surrounding our action scaled on social media• All news outlets covered our campaign.• Coverage was positive and supportive, calling our initiative “original and human” and our fight justified.• After a decade that ‘Access Israel’ had been trying to reach the Israeli parliament, our message finally made it to the public agenda and reached the antechambers of the Israeli parliament. In a special session chaired by Eitan Cabel - Chairman of the Economic Affairs Committee – he stated that “As a direct result of Access Israel's campaign ‘People. Not Symbols’ the entire Israeli Parliament will unite to make the change and it's about time!”• The parliament pledged to modify the law by the end of 2018 by Increasing the fine for parking violators by 100%• 2 of Europe’s largest accessibility organizations have said they will launch their own version of our campaign.ExecutionUsing the signs as a media platform, we replaced the two-dimensional illustrated faceless version of the symbol with the picture of real people. We photographed a total of 50 disabled people, including members of parliament, Paralympic medalists and celebrities. Capturing them on a blue background, dressed in white clothes, we staged them to look exactly like the International Symbol of Access. We then printed their pictures to the exact dimensions of the original parking signs and replaced 4000 of illustrated disabled parking signs in 17 cities all over Israel with our human version.Campaign DescriptionRepurpose the iconic international “parking for disabled” signs so often ignored and use them as a media platform to raise awareness for the issue by replacing the icons with the pictures of real people.