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项目 84
案例简介：概要 每周有 84 名男子在英国过着自己的生活。每年有超过 4,000 人不幸丧生。然而，没有人谈论它。这是不可接受的，我们想做些什么来改变这一点。我们想创造一些东西来阻止人们走上正轨，让他们注意。 结果 发布一周后，我们已经获得了超过 21亿的媒体影响力。此外，这场运动引发了社交媒体上的对话，有 1.7亿的推特印象，我们在 Change.org 给卫生部长的请愿书上收到了 220,000 个签名，最重要的是, 与之前的周平均水平相比，我们在发布后的两周内收到了对热线和网络聊天支持的 34% 的需求。 执行 在处决的核心是放置在 ITV 塔上的 84 尊雕像，代表了每周自杀的 84 名男子。在一系列的工作坊中，失去亲人的家庭被美国街头艺术家马克 · 詹金斯的签名磁带铸造技术所引导，以产生超现实的人物, 然后穿上紧身衣，以突出那些面临抑郁症的人经常经历的孤立，以及如此多的男人在沉默中受苦的方式。通过与 ITV 的《今晨》建立伙伴关系，他们花了一周的时间来策划 84 和男性自杀项目，以及在社交媒体上播种的电影和强行的公关方式, 这场运动驱使人们去平静的热线/网站寻找急需的支持。它还允许他们在与每个人物相关的令人心碎的故事的表面下划伤，并签署请愿书，导致议会对该项目的讨论。 活动描述 在英国，自杀是 45 岁以下男性的最大杀手。尽管如此，自杀仍然是一个污名化的沉默杀手，媒体没有谈论过, 而这一点在整个文化中被低估了，人们无法理解和不愿意解决这个问题的严重性。通过创作 84 件代表因自杀而丧生的人的个人雕塑，并将它们放在伦敦南岸的独立电视塔上, 我们的运动试图通过使这个话题尽可能真实、人性化和引人注目的渠道打破围绕男性自杀的沉默。
项目 84
案例简介：Synopsis 84 men a week take their own lives in the UK. That’s over four thousand lives that are tragically lost each year. Yet, no one was talking about it. This was unacceptable and we wanted to do something to change this. We wanted to create something that stopped people in their tracks and made them pay attention. Outcome A week after launch, we had achieved more than 2.1 billion earned media reach. Furthermore, the campaign sparked conversation on social media with 170 million Twitter impressions, we received 220,000 signatures on the Change.org petition to the Secretary of Health, and most importantly, we received a 34% increase in demand for the helpline and webchat support in the 2 weeks following the launch compared to the weekly average prior. Execution At the heart of the execution were 84 statues placed atop the ITV tower representing the 84 men who take their lives every single week. Across a series of workshops, bereaved families were guided in American street artist Mark Jenkins’ signature tape casting technique to produce the hyper-realistic figures, which were then clothed in drawn-shut hoodies to highlight the isolation often experienced by those facing depression and the way so many men suffer in silence. Through forging a partnership with ITV's This Morning who devoted a week of programming to Project 84 and male suicide, alongside films seeded on social media and a forcible PR approach, the campaign drove people to the CALM helpline/website to find much needed support. It also allowed them to scratch beneath the surface of the heartbreaking stories associated with each figure, and to sign the petition leading to a parliamentary discussion of the Project. CampaignDescription In the UK, suicide is the single-biggest killer of men under 45. Despite this, suicide remains a stigmatised, silent killer which is not talked about in the media, and which is under-acknowledged by culture at large with people being unable to appreciate and unwilling to address the magnitude of the problem. By creating 84 individual sculptures representing men who have lost their lives to suicide and placing them atop the ITV Tower on London's Southbank, our campaign sought to break the silence around male suicide through channels that made the topic as real, human and visible as possible.
Project 84
案例简介：概要 每周有 84 名男子在英国过着自己的生活。每年有超过 4,000 人不幸丧生。然而，没有人谈论它。这是不可接受的，我们想做些什么来改变这一点。我们想创造一些东西来阻止人们走上正轨，让他们注意。 结果 发布一周后，我们已经获得了超过 21亿的媒体影响力。此外，这场运动引发了社交媒体上的对话，有 1.7亿的推特印象，我们在 Change.org 给卫生部长的请愿书上收到了 220,000 个签名，最重要的是, 与之前的周平均水平相比，我们在发布后的两周内收到了对热线和网络聊天支持的 34% 的需求。 执行 在处决的核心是放置在 ITV 塔上的 84 尊雕像，代表了每周自杀的 84 名男子。在一系列的工作坊中，失去亲人的家庭被美国街头艺术家马克 · 詹金斯的签名磁带铸造技术所引导，以产生超现实的人物, 然后穿上紧身衣，以突出那些面临抑郁症的人经常经历的孤立，以及如此多的男人在沉默中受苦的方式。通过与 ITV 的《今晨》建立伙伴关系，他们花了一周的时间来策划 84 和男性自杀项目，以及在社交媒体上播种的电影和强行的公关方式, 这场运动驱使人们去平静的热线/网站寻找急需的支持。它还允许他们在与每个人物相关的令人心碎的故事的表面下划伤，并签署请愿书，导致议会对该项目的讨论。 活动描述 在英国，自杀是 45 岁以下男性的最大杀手。尽管如此，自杀仍然是一个污名化的沉默杀手，媒体没有谈论过, 而这一点在整个文化中被低估了，人们无法理解和不愿意解决这个问题的严重性。通过创作 84 件代表因自杀而丧生的人的个人雕塑，并将它们放在伦敦南岸的独立电视塔上, 我们的运动试图通过使这个话题尽可能真实、人性化和引人注目的渠道打破围绕男性自杀的沉默。
Project 84
案例简介：Synopsis 84 men a week take their own lives in the UK. That’s over four thousand lives that are tragically lost each year. Yet, no one was talking about it. This was unacceptable and we wanted to do something to change this. We wanted to create something that stopped people in their tracks and made them pay attention. Outcome A week after launch, we had achieved more than 2.1 billion earned media reach. Furthermore, the campaign sparked conversation on social media with 170 million Twitter impressions, we received 220,000 signatures on the Change.org petition to the Secretary of Health, and most importantly, we received a 34% increase in demand for the helpline and webchat support in the 2 weeks following the launch compared to the weekly average prior. Execution At the heart of the execution were 84 statues placed atop the ITV tower representing the 84 men who take their lives every single week. Across a series of workshops, bereaved families were guided in American street artist Mark Jenkins’ signature tape casting technique to produce the hyper-realistic figures, which were then clothed in drawn-shut hoodies to highlight the isolation often experienced by those facing depression and the way so many men suffer in silence. Through forging a partnership with ITV's This Morning who devoted a week of programming to Project 84 and male suicide, alongside films seeded on social media and a forcible PR approach, the campaign drove people to the CALM helpline/website to find much needed support. It also allowed them to scratch beneath the surface of the heartbreaking stories associated with each figure, and to sign the petition leading to a parliamentary discussion of the Project. CampaignDescription In the UK, suicide is the single-biggest killer of men under 45. Despite this, suicide remains a stigmatised, silent killer which is not talked about in the media, and which is under-acknowledged by culture at large with people being unable to appreciate and unwilling to address the magnitude of the problem. By creating 84 individual sculptures representing men who have lost their lives to suicide and placing them atop the ITV Tower on London's Southbank, our campaign sought to break the silence around male suicide through channels that made the topic as real, human and visible as possible.
项目 84
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Project 84
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