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头发为希望
案例简介：描述客户的简报 癌症诊断通常是压倒性的。除了因为知道你生病而产生的绝望之外，还因为知道你可能负担不起医疗帮助而产生了深深的焦虑。癌症治疗非常昂贵。不到十分之二的病人可以支付化疗费用。数百名病人在朱拉布龙医院等待帮助。 描述促销如何从概念发展到实施 我们决定提高对这个问题的认识。我们想为病人筹集资金来支付他们的癌症治疗费用，我们也想为生存的机会增加希望。我们最终创造了一个行为，把失去的头发，一种疾病的症状，变成了希望的象征。 描述客户和消费者的成功促销，包括一些可量化的结果: 超过 65 万泰国人知道这场运动。所有的雕塑都被卖掉了，这些雕塑足以帮助 Chulabhron Hospital 的 150 名癌症患者，他们现在接受了适当的药物治疗。头发换希望的想法现在已经被同意比曼谷更进一步，从 2013年开始，到世界上其他城市，迪拜、仁川和吉隆坡。 解释为什么促销方法与产品或服务最相关 我们从化疗患者那里收集了丢失的头发，并用他们的头发来制作原创雕塑。这些独特的艺术作品成为 “希望之发” 的基础，在曼谷一家著名的美术馆展出。我们通过印刷、户外、网络、移动向数百万人传播希望的信息，提高公众对挣扎生存的人的困境的认识，并邀请人们参加展览。
头发为希望
案例简介：Describe the brief from the client A cancer diagnosis is usually overwhelming. Beyond the despair that comes from knowing that you are sick, there’s also a deep anxiety that comes from knowing that you might not be able to afford medical help. Cancer treatments are hugely expensive. Less than 2 in 10 patients can afford to pay for chemotherapy sessions. Hundreds of patient are waiting for help at Chulabhron Hospital. Describe how the promotion developed from concept to implementation We decided to raise awareness of this issue. We wanted to raise money for patients to pay for their cancer treatments, and we also wanted to raise hope for a chance to live on. We eventually created an act that turned the lost hair, a symptom of sickness, into a symbol of hope. Describe the success of the promotion with both client and consumer including some quantifiable results: Over 65m of Thai people aware about the campaign. All sculptures were sold which were enough to help 150 cancer patients at Chulabhron Hospital who are now treated with proper medicals. The idea of Hair For Hope has now been agreed to go further than Bangkok to other cities in the world in 2013, Dubai, Incheon and Kuala Lumpur to start with. Explain why the method of promotion was most relevant to the product or service We gathered lost hair from chemotherapy patients, and used their hair to create original sculptures. These unique pieces of art became the basis of a 'Hair for Hope', exhibited at a prominent art gallery in Bangkok. We spread a message of hope to millions of people through print, outdoor, web, mobile, and raised public awareness of the plight of people struggling to survive and invited people to participate at the exhibition.
HAIR FOR HOPE
案例简介：描述客户的简报 癌症诊断通常是压倒性的。除了因为知道你生病而产生的绝望之外，还因为知道你可能负担不起医疗帮助而产生了深深的焦虑。癌症治疗非常昂贵。不到十分之二的病人可以支付化疗费用。数百名病人在朱拉布龙医院等待帮助。 描述促销如何从概念发展到实施 我们决定提高对这个问题的认识。我们想为病人筹集资金来支付他们的癌症治疗费用，我们也想为生存的机会增加希望。我们最终创造了一个行为，把失去的头发，一种疾病的症状，变成了希望的象征。 描述客户和消费者的成功促销，包括一些可量化的结果: 超过 65 万泰国人知道这场运动。所有的雕塑都被卖掉了，这些雕塑足以帮助 Chulabhron Hospital 的 150 名癌症患者，他们现在接受了适当的药物治疗。头发换希望的想法现在已经被同意比曼谷更进一步，从 2013年开始，到世界上其他城市，迪拜、仁川和吉隆坡。 解释为什么促销方法与产品或服务最相关 我们从化疗患者那里收集了丢失的头发，并用他们的头发来制作原创雕塑。这些独特的艺术作品成为 “希望之发” 的基础，在曼谷一家著名的美术馆展出。我们通过印刷、户外、网络、移动向数百万人传播希望的信息，提高公众对挣扎生存的人的困境的认识，并邀请人们参加展览。
HAIR FOR HOPE
案例简介：Describe the brief from the client A cancer diagnosis is usually overwhelming. Beyond the despair that comes from knowing that you are sick, there’s also a deep anxiety that comes from knowing that you might not be able to afford medical help. Cancer treatments are hugely expensive. Less than 2 in 10 patients can afford to pay for chemotherapy sessions. Hundreds of patient are waiting for help at Chulabhron Hospital. Describe how the promotion developed from concept to implementation We decided to raise awareness of this issue. We wanted to raise money for patients to pay for their cancer treatments, and we also wanted to raise hope for a chance to live on. We eventually created an act that turned the lost hair, a symptom of sickness, into a symbol of hope. Describe the success of the promotion with both client and consumer including some quantifiable results: Over 65m of Thai people aware about the campaign. All sculptures were sold which were enough to help 150 cancer patients at Chulabhron Hospital who are now treated with proper medicals. The idea of Hair For Hope has now been agreed to go further than Bangkok to other cities in the world in 2013, Dubai, Incheon and Kuala Lumpur to start with. Explain why the method of promotion was most relevant to the product or service We gathered lost hair from chemotherapy patients, and used their hair to create original sculptures. These unique pieces of art became the basis of a 'Hair for Hope', exhibited at a prominent art gallery in Bangkok. We spread a message of hope to millions of people through print, outdoor, web, mobile, and raised public awareness of the plight of people struggling to survive and invited people to participate at the exhibition.
头发为希望
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HAIR FOR HOPE
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