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# HopeStems
案例简介：描述您所在国家/地区有关健康与健康沟通的任何限制或法规，包括: n/a 健康与健康工作必须证明其如何符合 “改变生活的创造力” 标准。为什么你的工作与健康相关？ 在美国，围绕成瘾的耻辱阻碍了人们寻求帮助。为了解决这个问题，阿片类药物成瘾必须被视为一种脑部疾病，而不是弱点。我们的花脑-被罂粟取代-证明了这一医学真理。这减少了耻辱感，并鼓励人们寻求治疗。这将拯救生命。 陪审团的文化/背景信息 “瘾君子是弱者。“在美国，阿片类药物成瘾是一场全国性的危机，每天都有130人死亡。杀死人的不仅仅是成瘾，还有丑陋的污名和判断使人们不愿寻求帮助。为了解决这个问题，阿片类药物成瘾必须被视为一种脑部疾病，而不是弱点。我们的花脑-被罂粟取代-证明了这一医学真理。这减少了耻辱，在绝望的时候带来了希望，并鼓励人们寻求治疗。这将拯救生命。 竞选活动的名称-希望茎-在不同层面上起作用。茎是花茎的参考。茎也意味着 “来自” 或 “来源”。所以，希望茎意味着; 希望来自我们的花脑。 告诉陪审团艺术指导。 为了对抗围绕阿片类药物成瘾的丑陋耻辱，并证明它是一种脑部疾病，也不是弱点，我们建造了一些美丽的东西; 一个600磅的花的大脑。为什么花？阿片类药物来自花朵-罂粟。 花卉设计师研究了大脑，然后制作了一个木制框架来匹配其复杂的形状。然后，在测试不同的花之后，添加9000康乃馨。康乃馨是持久的，更容易雕刻。色彩故事很关键。我们想要具有阻止能力的美丽，但也要忠于大脑的轮廓。因此，表面上使用了粉红色的康乃馨，褶皱中使用了较深的红色来创建尺寸和深度。 至于改变大脑的300罂粟花？一位来自奥斯陆的纸工匠手工制作了每一个。为什么纸罂粟？好吧，真正的罂粟是非法的。每个纸罂粟上都包裹着一块巧妙印刷的布，上面写着希望的反污名信息。
# HopeStems
案例简介：Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: n/a Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? In the USA, stigma around addiction discourages people from seeking help. To combat this, opioid addiction must be seen as a brain disease, not a weakness. Our floral brain -overtaken by opium poppies- demonstrates this medical truth. This reduces stigma and encourages people to seek treatment. This will save lives. Cultural/Context information for the jury “Addicts are weak. Let them die.“ In the USA, opioid addiction is a national crisis with 130 people dying every day. It’s not just addiction that is killing people, it’s the ugly stigma and judgment that discourages people from seeking help. To combat this, opioid addiction must be seen as a brain disease, not a weakness. Our floral brain-overtaken by opium poppies- demonstrates this medical truth. This reduces stigma, brings hope in a time of despair and encourages people to seek treatment. This will save lives. The campaign’s name - Hope Stems – works on different levels. Stems is a reference to flower stems. Stems also means “to come from” or “the source.” So, Hope Stems means; hope is coming from our flower brain. Tell the jury about the art direction. To combat the ugly stigma around opioid addiction, and demonstrate that it’s a brain disease nor a weakness, we built something beautiful; a 600lb brain of flowers. Why flowers? Opioids come from flowers – the opium poppy. Floral designers studied the brain, then fabricated a wooden frame to match its intricate shape. Then, after testing different flowers, 9000 carnations were added. Carnations are long lasting and easier to sculpt. The color story was critical. We wanted beauty with stopping power but also to stay true to the brain’s contours. So, pink carnations were used on the surface, with darker reds in the folds to create dimension and depth. As for the 300 poppies that changed the brain? A paper artisan from Oslo handcrafted every one. Why paper poppies? Well the real opium poppies are illegal.Wrapped round each paper poppy was an artfully printed cloth with an anti-stigma message of hope.
#HopeStems
案例简介：描述您所在国家/地区有关健康与健康沟通的任何限制或法规，包括: n/a 健康与健康工作必须证明其如何符合 “改变生活的创造力” 标准。为什么你的工作与健康相关？ 在美国，围绕成瘾的耻辱阻碍了人们寻求帮助。为了解决这个问题，阿片类药物成瘾必须被视为一种脑部疾病，而不是弱点。我们的花脑-被罂粟取代-证明了这一医学真理。这减少了耻辱感，并鼓励人们寻求治疗。这将拯救生命。 陪审团的文化/背景信息 “瘾君子是弱者。“在美国，阿片类药物成瘾是一场全国性的危机，每天都有130人死亡。杀死人的不仅仅是成瘾，还有丑陋的污名和判断使人们不愿寻求帮助。为了解决这个问题，阿片类药物成瘾必须被视为一种脑部疾病，而不是弱点。我们的花脑-被罂粟取代-证明了这一医学真理。这减少了耻辱，在绝望的时候带来了希望，并鼓励人们寻求治疗。这将拯救生命。 竞选活动的名称-希望茎-在不同层面上起作用。茎是花茎的参考。茎也意味着 “来自” 或 “来源”。所以，希望茎意味着; 希望来自我们的花脑。 告诉陪审团艺术指导。 为了对抗围绕阿片类药物成瘾的丑陋耻辱，并证明它是一种脑部疾病，也不是弱点，我们建造了一些美丽的东西; 一个600磅的花的大脑。为什么花？阿片类药物来自花朵-罂粟。 花卉设计师研究了大脑，然后制作了一个木制框架来匹配其复杂的形状。然后，在测试不同的花之后，添加9000康乃馨。康乃馨是持久的，更容易雕刻。色彩故事很关键。我们想要具有阻止能力的美丽，但也要忠于大脑的轮廓。因此，表面上使用了粉红色的康乃馨，褶皱中使用了较深的红色来创建尺寸和深度。 至于改变大脑的300罂粟花？一位来自奥斯陆的纸工匠手工制作了每一个。为什么纸罂粟？好吧，真正的罂粟是非法的。每个纸罂粟上都包裹着一块巧妙印刷的布，上面写着希望的反污名信息。
#HopeStems
案例简介：Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: n/a Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? In the USA, stigma around addiction discourages people from seeking help. To combat this, opioid addiction must be seen as a brain disease, not a weakness. Our floral brain -overtaken by opium poppies- demonstrates this medical truth. This reduces stigma and encourages people to seek treatment. This will save lives. Cultural/Context information for the jury “Addicts are weak. Let them die.“ In the USA, opioid addiction is a national crisis with 130 people dying every day. It’s not just addiction that is killing people, it’s the ugly stigma and judgment that discourages people from seeking help. To combat this, opioid addiction must be seen as a brain disease, not a weakness. Our floral brain-overtaken by opium poppies- demonstrates this medical truth. This reduces stigma, brings hope in a time of despair and encourages people to seek treatment. This will save lives. The campaign’s name - Hope Stems – works on different levels. Stems is a reference to flower stems. Stems also means “to come from” or “the source.” So, Hope Stems means; hope is coming from our flower brain. Tell the jury about the art direction. To combat the ugly stigma around opioid addiction, and demonstrate that it’s a brain disease nor a weakness, we built something beautiful; a 600lb brain of flowers. Why flowers? Opioids come from flowers – the opium poppy. Floral designers studied the brain, then fabricated a wooden frame to match its intricate shape. Then, after testing different flowers, 9000 carnations were added. Carnations are long lasting and easier to sculpt. The color story was critical. We wanted beauty with stopping power but also to stay true to the brain’s contours. So, pink carnations were used on the surface, with darker reds in the folds to create dimension and depth. As for the 300 poppies that changed the brain? A paper artisan from Oslo handcrafted every one. Why paper poppies? Well the real opium poppies are illegal.Wrapped round each paper poppy was an artfully printed cloth with an anti-stigma message of hope.
# HopeStems
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#HopeStems
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基本信息
- 广告战役： #Shatterproof-影视-97d2#
- 广告品牌： Shatterproof
- 发布日期： 2000
- 行业领域： 商务服务
- 媒体类别： 微电影
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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