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停止流量
案例简介：为什么这项工作与品牌体验和激活相关？ 《停止交通》以一种不容忽视的方式给生活带来了一个统计数字。它始于亚特兰大，拥有世界上最大的移动广告牌。在亚特兰大举办 LIII 超级碗的三周前，我们用一个惊人的数据点包装了 72 辆校车: “在佐治亚州，每年有 3,600 个孩子为了性而被卖掉。# StopTraffick。“这条信息通过 OOH 、汽车和商店贴花、社交和集会被放大了。这需要与州长、交通部、公共汽车司机和警察进行六个月的协调。Stop Traffick 提高了亚特兰大的知名度，并激励其他城市找到自己的 “公交车数量” 描述您所在国家/地区有关健康和健康通讯的任何限制或规定，包括: 不适用于 健康和健康工作必须证明它如何符合 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 成千上万年龄在 12-16 岁的年轻女孩在美国被贩卖进行性行为，她们被操纵和虐待，最终成为崩溃的女性。对身心来说，这是一个毁灭性的循环。Stop Traffick 生来就是为了照亮这个循环，为受害者提供资源和希望。 背景 在佐治亚州，每年大约有 3,600 青春期少女被卖供性行为。* 这个惊人的统计数字部分是由于亚特兰大作为全球商业中心的知名度。它得到了大型会议和旅游业的支持，靠近世界上最繁忙的机场。 2019 年 1 月，随着该市准备举办 LIII 超级碗，这场危机将会恶化。令人悲伤的现实是，虽然游戏带来了大量的人群和兴奋，但性交易的增加缓和了兴奋。这就是为什么一月也是人口贩运意识月不是巧合。 我们的目标是通过意识、教育和行动照亮未成年人的性贩运。我们知道亚特兰大是在正确的时间展示危机有多严重的正确地点，并引发了一场阻止交通的运动。 * 夏皮罗集团 描述创意 (20% 的选票) 忽略统计数据很容易。几乎不可能忽视亚特兰大的 72 辆校车 -- 通常与无辜和安全相关 -- 来强调佐治亚州儿童性交易问题的严重性。那么，两个词的大创意？停止流量 这种创造性的想法植根于将人性添加到统计数据中的力量。没有人能完全理解 3,600 这个数字的大小…… 直到 72 辆校车，该州每年运送 3,600 名儿童所需的公交车数量,可以看到在亚特兰大的街道上行驶一条线，创造了世界上最大的移动广告牌。这个简单、惊人的 “停止交通” 信息在城市的频道中被放大了。 描述策略 (20% 的选票) 有 600万人不知道城市的性奴役危机，一位新当选的州长激励着做出改变,当我们准备主办 LIII 超级碗时，全世界的目光都在注视着我们，我们知道亚特兰大是在正确的时间阻止交通堵塞的正确城市。 我们的方法基于两个造成强大紧张局势的见解。第一个事实是，在亚特兰大，对年轻女孩的性交易是一个可怕的问题，没有人愿意谈论。第二个事实是，高速公路交通在亚特兰大也是一个问题 -- 除了每个人都喜欢谈论这个。事实上，这个城市不能对此闭嘴!所以，我们利用围绕公路交通的对话让人们谈论儿童性贩卖来改变对话。换句话说，我们用 “交通” 来谈论 “交通” 描述执行情况 (30% 的选票) 《停止交通》的基石是一个特技，花了六个多月的时间来计划。这需要全市范围内的公共和私营公司以及 50 名警察和 100 名公共汽车司机的合作。 我们用足够大的停止交通信息包裹了 72 辆校车的顶部和侧面，以便新闻直升机播出。这些公共汽车形成了一个一英里长的移动广告牌，扰乱了亚特兰大的早晨交通。 一个团队通过社交渠道协调实时更新，将对话从 “交通” 改为 “交通”。“公共汽车和幸存者访谈的视频资产被分发。 高速公路广告牌，汽车和商店贴花在地面上传播停止交通信息。 佐治亚州的新州长和商界领袖被招募参加集会，带来了恶名和承诺。 它在 StopTraffick.com 达到高潮，在那里我们推广了许多采取行动的方式，包括社区监督承诺、捐款以及对学校和企业的培训请求。 列出结果 (30% 的选票) 意识: 在活动的 48 小时内，超过 500 个新闻故事覆盖了特技S，有 160 个媒体印象，个社交媒体提及，以及个社交媒体印象。# StopTraffick 成为推特上的热门话题，整体停止 Traffick 媒体的提及上升了 4,500%。 教育: 关于如何发现这一罪行对年轻妇女造成的迹象和细节的信息被吞噬了。脸书的参与度上升了 594%，页面浏览量上升了 735%，视频浏览量上升了 175,033%。 行动: 最重要的一个结果是，在我们的事件发生后，联邦调查局立即对人口贩运进行了高度关注，导致整个亚特兰大市区 169 人被捕。 除此之外，休斯顿被启发去寻找他们自己的 “校车数量”，引发了他们自己的全市对话。另外 12 个州正在谈判效仿，证明 # StopTraffick 实际上是在煽动一场运动。
停止流量
案例简介：Why is this work relevant for Brand Experience & Activation? Stop Traffick brought a statistic to life in a way too big to ignore. It started in Atlanta with the world’s largest moving billboard. Three weeks before Atlanta hosted Super Bowl LIII, we wrapped 72 school buses with a staggering data point: “3,600 kids sold for sex each year in Georgia. #StopTraffick.” This message was amplified via OOH, car and store decals, social, and a rally. It required six months of coordination with the governor, Department of Transportation, bus drivers, and police officers. Stop Traffick increased awareness in Atlanta and inspired other cities to find their own “number of buses.” Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: Does not apply Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Thousands of young girls, ages 12-16, are being trafficked for sex throughout the U.S. They are manipulated and abused, eventually becoming broken-down women. It’s a devastating cycle on the mind and body. Stop Traffick was born to shine a light on this cycle and to offer victims resources and hope. Background Approximately 3,600 adolescent girls are sold for sex each year in Georgia.* This staggering statistic is due in part to Atlanta’s visibility as a global business hub. It’s supported by a large convention and tourism industry and has proximity to the world’s busiest airport. This crisis was set to worsen in January 2019 as the city prepared to host Super Bowl LIII. It’s a sad reality that, while the game brings large crowds and excitement, the excitement is tempered by an increase in sex trafficking. Which is why it’s no coincidence that January is also Human Trafficking Awareness Month. Our goal was to shine a light on the sex trafficking of minors through awareness, education, and action. And we knew Atlanta was the right place at the right time to demonstrate just how big the crisis is – and spark a movement to Stop Traffick. *The Schapiro Group Describe the creative idea (20% of vote) It’s easy to ignore a statistic. It’s nearly impossible to ignore 72 school buses – generally associated with innocence and safety – stopping traffic in Atlanta to highlight the massiveness of Georgia’s child sex trafficking problem. So, the big idea in two words? Stop Traffick The creative idea is rooted in the power of adding humanity to a statistic. No one can quite understand the magnitude of the number 3,600…until 72 school buses, the number of buses needed to hold 3,600 children trafficked each year in the state, are seen driving in a single line through the streets of Atlanta, creating the world’s largest moving billboard. This simple, stunning “Stop Traffick” message was amplified in channels around the city. Describe the strategy (20% of vote) With a diverse population of six million people unaware of the city’s sex slavery crisis, a newly elected governor motivated to make change, and the eyes of the world watching as we prepared to host Super Bowl LIII, we knew Atlanta was the right city at the right time to Stop Traffick. Our approach was based on two insights that created a powerful tension. The first was the fact that sex trafficking of young girls is a horrific problem in Atlanta that no one wants to talk about. The second was the fact that highway traffic is also a problem in Atlanta – except everyone loves to talk about that. In fact, the city can’t shut up about it! So, we used the conversation around highway traffic to get people talking about child sex traffick to change the conversation. In other words, we used “traffic” to talk about “traffick.” Describe the execution (30% of vote) The cornerstone of Stop Traffick was a stunt that took more than six months to plan. It required citywide collaboration from public and private companies, as well as 50 police officers and 100 bus drivers. We wrapped the tops and sides of 72 school buses with Stop Traffick messages large enough for news helicopters to broadcast. These buses formed a mile-long, moving billboard, disrupting morning traffic across Atlanta. A team coordinated live updates across social channels, literally changing the conversation from “traffic” to “traffick.” Video assets of the buses and survivor interviews were distributed. Highway billboards, car and store decals spread the Stop Traffick message on the ground. Georgia’s new governor and business leaders were recruited to participate in a rally, bringing notoriety and commitment. It culminated on StopTraffick.com where we promoted numerous ways to take action, including community watchdog pledges, money donations, and training requests for schools and businesses. List the results (30% of vote) AWARENESS: Within 48 hours of the event, the stunt was covered in over 500 news stories, had 160M media impressions, 10.8K social media mentions, and 42M social media impressions. #StopTraffick became a trending topic on Twitter and overall Stop Traffick media mentions went up 4,500%. EDUCATION: Information on how to spot the signs and details on what this crime does to young women were devoured. Facebook engagement went up 594%, page views went up 735%, and video views went up 175,033%. ACTION: The single most important result was the intense focus the FBI put on human trafficking immediately after our event, which led to 169 arrests throughout Metro Atlanta. As an aside, Houston was inspired to find their own “number of school buses,” sparking their own citywide conversation. Twelve more states are in talks to follow suit, proving #StopTraffick is, in fact, inciting a movement.
Stop Traffick
案例简介：为什么这项工作与品牌体验和激活相关？ 《停止交通》以一种不容忽视的方式给生活带来了一个统计数字。它始于亚特兰大，拥有世界上最大的移动广告牌。在亚特兰大举办 LIII 超级碗的三周前，我们用一个惊人的数据点包装了 72 辆校车: “在佐治亚州，每年有 3,600 个孩子为了性而被卖掉。# StopTraffick。“这条信息通过 OOH 、汽车和商店贴花、社交和集会被放大了。这需要与州长、交通部、公共汽车司机和警察进行六个月的协调。Stop Traffick 提高了亚特兰大的知名度，并激励其他城市找到自己的 “公交车数量” 描述您所在国家/地区有关健康和健康通讯的任何限制或规定，包括: 不适用于 健康和健康工作必须证明它如何符合 “改变生活的创造力” 的标准。为什么你的工作与健康相关？ 成千上万年龄在 12-16 岁的年轻女孩在美国被贩卖进行性行为，她们被操纵和虐待，最终成为崩溃的女性。对身心来说，这是一个毁灭性的循环。Stop Traffick 生来就是为了照亮这个循环，为受害者提供资源和希望。 背景 在佐治亚州，每年大约有 3,600 青春期少女被卖供性行为。* 这个惊人的统计数字部分是由于亚特兰大作为全球商业中心的知名度。它得到了大型会议和旅游业的支持，靠近世界上最繁忙的机场。 2019 年 1 月，随着该市准备举办 LIII 超级碗，这场危机将会恶化。令人悲伤的现实是，虽然游戏带来了大量的人群和兴奋，但性交易的增加缓和了兴奋。这就是为什么一月也是人口贩运意识月不是巧合。 我们的目标是通过意识、教育和行动照亮未成年人的性贩运。我们知道亚特兰大是在正确的时间展示危机有多严重的正确地点，并引发了一场阻止交通的运动。 * 夏皮罗集团 描述创意 (20% 的选票) 忽略统计数据很容易。几乎不可能忽视亚特兰大的 72 辆校车 -- 通常与无辜和安全相关 -- 来强调佐治亚州儿童性交易问题的严重性。那么，两个词的大创意？停止流量 这种创造性的想法植根于将人性添加到统计数据中的力量。没有人能完全理解 3,600 这个数字的大小…… 直到 72 辆校车，该州每年运送 3,600 名儿童所需的公交车数量,可以看到在亚特兰大的街道上行驶一条线，创造了世界上最大的移动广告牌。这个简单、惊人的 “停止交通” 信息在城市的频道中被放大了。 描述策略 (20% 的选票) 有 600万人不知道城市的性奴役危机，一位新当选的州长激励着做出改变,当我们准备主办 LIII 超级碗时，全世界的目光都在注视着我们，我们知道亚特兰大是在正确的时间阻止交通堵塞的正确城市。 我们的方法基于两个造成强大紧张局势的见解。第一个事实是，在亚特兰大，对年轻女孩的性交易是一个可怕的问题，没有人愿意谈论。第二个事实是，高速公路交通在亚特兰大也是一个问题 -- 除了每个人都喜欢谈论这个。事实上，这个城市不能对此闭嘴!所以，我们利用围绕公路交通的对话让人们谈论儿童性贩卖来改变对话。换句话说，我们用 “交通” 来谈论 “交通” 描述执行情况 (30% 的选票) 《停止交通》的基石是一个特技，花了六个多月的时间来计划。这需要全市范围内的公共和私营公司以及 50 名警察和 100 名公共汽车司机的合作。 我们用足够大的停止交通信息包裹了 72 辆校车的顶部和侧面，以便新闻直升机播出。这些公共汽车形成了一个一英里长的移动广告牌，扰乱了亚特兰大的早晨交通。 一个团队通过社交渠道协调实时更新，将对话从 “交通” 改为 “交通”。“公共汽车和幸存者访谈的视频资产被分发。 高速公路广告牌，汽车和商店贴花在地面上传播停止交通信息。 佐治亚州的新州长和商界领袖被招募参加集会，带来了恶名和承诺。 它在 StopTraffick.com 达到高潮，在那里我们推广了许多采取行动的方式，包括社区监督承诺、捐款以及对学校和企业的培训请求。 列出结果 (30% 的选票) 意识: 在活动的 48 小时内，超过 500 个新闻故事覆盖了特技S，有 160 个媒体印象，个社交媒体提及，以及个社交媒体印象。# StopTraffick 成为推特上的热门话题，整体停止 Traffick 媒体的提及上升了 4,500%。 教育: 关于如何发现这一罪行对年轻妇女造成的迹象和细节的信息被吞噬了。脸书的参与度上升了 594%，页面浏览量上升了 735%，视频浏览量上升了 175,033%。 行动: 最重要的一个结果是，在我们的事件发生后，联邦调查局立即对人口贩运进行了高度关注，导致整个亚特兰大市区 169 人被捕。 除此之外，休斯顿被启发去寻找他们自己的 “校车数量”，引发了他们自己的全市对话。另外 12 个州正在谈判效仿，证明 # StopTraffick 实际上是在煽动一场运动。
Stop Traffick
案例简介：Why is this work relevant for Brand Experience & Activation? Stop Traffick brought a statistic to life in a way too big to ignore. It started in Atlanta with the world’s largest moving billboard. Three weeks before Atlanta hosted Super Bowl LIII, we wrapped 72 school buses with a staggering data point: “3,600 kids sold for sex each year in Georgia. #StopTraffick.” This message was amplified via OOH, car and store decals, social, and a rally. It required six months of coordination with the governor, Department of Transportation, bus drivers, and police officers. Stop Traffick increased awareness in Atlanta and inspired other cities to find their own “number of buses.” Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: Does not apply Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Thousands of young girls, ages 12-16, are being trafficked for sex throughout the U.S. They are manipulated and abused, eventually becoming broken-down women. It’s a devastating cycle on the mind and body. Stop Traffick was born to shine a light on this cycle and to offer victims resources and hope. Background Approximately 3,600 adolescent girls are sold for sex each year in Georgia.* This staggering statistic is due in part to Atlanta’s visibility as a global business hub. It’s supported by a large convention and tourism industry and has proximity to the world’s busiest airport. This crisis was set to worsen in January 2019 as the city prepared to host Super Bowl LIII. It’s a sad reality that, while the game brings large crowds and excitement, the excitement is tempered by an increase in sex trafficking. Which is why it’s no coincidence that January is also Human Trafficking Awareness Month. Our goal was to shine a light on the sex trafficking of minors through awareness, education, and action. And we knew Atlanta was the right place at the right time to demonstrate just how big the crisis is – and spark a movement to Stop Traffick. *The Schapiro Group Describe the creative idea (20% of vote) It’s easy to ignore a statistic. It’s nearly impossible to ignore 72 school buses – generally associated with innocence and safety – stopping traffic in Atlanta to highlight the massiveness of Georgia’s child sex trafficking problem. So, the big idea in two words? Stop Traffick The creative idea is rooted in the power of adding humanity to a statistic. No one can quite understand the magnitude of the number 3,600…until 72 school buses, the number of buses needed to hold 3,600 children trafficked each year in the state, are seen driving in a single line through the streets of Atlanta, creating the world’s largest moving billboard. This simple, stunning “Stop Traffick” message was amplified in channels around the city. Describe the strategy (20% of vote) With a diverse population of six million people unaware of the city’s sex slavery crisis, a newly elected governor motivated to make change, and the eyes of the world watching as we prepared to host Super Bowl LIII, we knew Atlanta was the right city at the right time to Stop Traffick. Our approach was based on two insights that created a powerful tension. The first was the fact that sex trafficking of young girls is a horrific problem in Atlanta that no one wants to talk about. The second was the fact that highway traffic is also a problem in Atlanta – except everyone loves to talk about that. In fact, the city can’t shut up about it! So, we used the conversation around highway traffic to get people talking about child sex traffick to change the conversation. In other words, we used “traffic” to talk about “traffick.” Describe the execution (30% of vote) The cornerstone of Stop Traffick was a stunt that took more than six months to plan. It required citywide collaboration from public and private companies, as well as 50 police officers and 100 bus drivers. We wrapped the tops and sides of 72 school buses with Stop Traffick messages large enough for news helicopters to broadcast. These buses formed a mile-long, moving billboard, disrupting morning traffic across Atlanta. A team coordinated live updates across social channels, literally changing the conversation from “traffic” to “traffick.” Video assets of the buses and survivor interviews were distributed. Highway billboards, car and store decals spread the Stop Traffick message on the ground. Georgia’s new governor and business leaders were recruited to participate in a rally, bringing notoriety and commitment. It culminated on StopTraffick.com where we promoted numerous ways to take action, including community watchdog pledges, money donations, and training requests for schools and businesses. List the results (30% of vote) AWARENESS: Within 48 hours of the event, the stunt was covered in over 500 news stories, had 160M media impressions, 10.8K social media mentions, and 42M social media impressions. #StopTraffick became a trending topic on Twitter and overall Stop Traffick media mentions went up 4,500%. EDUCATION: Information on how to spot the signs and details on what this crime does to young women were devoured. Facebook engagement went up 594%, page views went up 735%, and video views went up 175,033%. ACTION: The single most important result was the intense focus the FBI put on human trafficking immediately after our event, which led to 169 arrests throughout Metro Atlanta. As an aside, Houston was inspired to find their own “number of school buses,” sparking their own citywide conversation. Twelve more states are in talks to follow suit, proving #StopTraffick is, in fact, inciting a movement.
停止流量
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Stop Traffick
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基本信息
- 广告战役： #Street Grace-推广与活动-59a15#
- 广告品牌： Streetgrace
- 发布日期： 2020
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 活动
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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