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太阳的声音
案例简介：描述活动/条目: 澳大利亚癌症委员会需要一个想法来改变澳大利亚人对防晒的行为。由于预算有限，他们需要这个想法来引起公众的关注，这将有助于提高对这个问题的认识。传统媒体不起作用，所以我们改变了在海滩、学校、运动场、公园和游泳池使用预先存在的扬声器系统，转而播放一种被称为阳光的声音, 这是对人们保护自己免受阳光照射的友好提醒。 描述客户的简报: 这项运动的目标是所有在阳光下度过时光的澳大利亚人。目标是尽可能多地提高对皮肤癌的认识，并鼓励澳大利亚人保护自己免受阳光照射。 结果: 《太阳之声》的发布是每个主要网络、广播电台和报纸的头条新闻。这导致了当天 27,000 次独特的谷歌搜索 “太阳声音”。《阳光之声》也在 13 个不同国家的国际新闻中报道。仅此次发布就为皮肤癌带来了超过 3,000,000 美元的免费媒体曝光。在对 2,000 名听到阳光声音的受访者进行的一项研究中，96% 的受访者表示，这有助于提醒他们保护自己免受阳光的伤害。对 7,000 名中学生的进一步调查显示，对晒黑的态度与上次调查相比有 40% 的变化。所有这些都只有 20 万美元的预算。 执行: 阳光之声在澳大利亚主要海滩举行的国家冲浪活动中发射。它是在现有的 PA 系统上播放的。支持户外媒体、在线广告和电台采访太阳之声作曲家李 (获奖音乐家), 开车送人们去癌症委员会的网站，在那里可以很容易地下载和播放现有的基础设施的阳光。由于其成功，该倡议现已扩展到澳大利亚的学校、运动场、公园、游泳池和节日，越来越多的场馆计划永久实施这一想法。 情况: 澳大利亚癌症委员会是澳大利亚负责癌症预防的主要组织。澳大利亚是世界上皮肤癌发病率最高的国家。每 90 秒就有一个澳大利亚人被诊断出患有皮肤癌，每 3 个澳大利亚人中就有 2 个会在生活中患上某种形式的皮肤癌。由于只有很小的 20 千英镑的广告预算，主流媒体的宣传活动是不可能的。一个可以产生公关的想法将有助于创造所需的意识。 战略: 仅靠传统广告媒体无法传达信息。阳光之声是一种新的方法，当我们的观众在阳光下时，他们会面临最大的风险，也最有可能改变他们的行为。一种新的方法将是媒体讲述一个故事的理由。 项目的基本描述: 阳光的声音提醒人们保护自己免受阳光的伤害，就像鲨鱼警报警告人们鲨鱼一样。声音是由歌手/歌曲作者本 · 李创作的，可以在现有的 PA 系统上播放。这种声音在澳大利亚的海滩上发出，后来蔓延到其他户外区域，如学校、公园和体育赛事。
太阳的声音
案例简介：Describe the campaign/entry: The Cancer Council of Australia required an idea to change Australians’ behaviour towards sun protection. With a limited budget they needed the idea to generate publicity that would help increase awareness of the issue. Traditional media wasn’t working, so we changed the use of pre-existing speaker systems at beaches, schools, sportsgrounds, parks and pools to instead play a sound, known as the Sun Sound, that’s a friendly reminder for people to protect themselves from the sun. Describe the brief from the client: The campaign was aimed at all Australians that spend time in the sun. The objective was to generate as much awareness as possible about skin cancer and encourage Australians to protect themselves from the sun. Results: The Sun Sound launch was leading news on every major network, radio station and newspaper. This led to 27,000 unique Google searches for ‘Sun Sound’ that day. The Sun Sound was also covered on international news in 13 different countries. The launch alone generated over $3,000,000 in free media exposure for Skin Cancer. In a study done of 2,000 respondents that heard the Sun Sound, 96% of them said it was a helpful reminder to protect themselves from the sun. A further survey of 7,000 secondary school students indicated a 40% change in attitude towards tanning from the previous survey. All this with only a $20k budget. Execution: The Sun Sound launched at national surf events held at major Australian beaches. It was played on existing PA systems. Supporting outdoor media, online advertising and radio interviews with Sun Sound composer, Ben Lee (an award winning musician), drove people to The Cancer Council website where the Sun Sound can be easily downloaded and played on existing infrastructure. Due to its success, the initiative has now spread to schools, sports grounds, parks, pools and festivals across Australia with more and more venues planning to implement the idea on a permanent basis. The Situation: The Cancer Council of Australia are the primary organisation in Australia responsible for cancer prevention. Australia has the highest incidence of skin cancer in the world. One Australian is diagnosed every 90secs and 2 out of 3 Australians will get some form of skin cancer in their life. With only a very small advertising budget of 20k, a mainstream media campaign was out of the question. An idea that could generate PR would help create the awareness required. The Strategy: Traditional advertising mediums alone weren’t getting the message across. The Sun Sound was a fresh approach that targeted our audience when they were in the sun, at most risk and most likely to change their behaviour. A new approach would be a reason for the media to tell a story. Basic description of the project: The Sun Sound is a sound that reminds people to protect themselves from the sun in the same way a shark alarm warns people of sharks. The sound was composed by singer/songwriter Ben Lee and can be played on existing PA systems.The sound launched on Australian beaches and has since spread to other outdoor areas such as schools, parks and sporting events.
Sun Sound
案例简介：描述活动/条目: 澳大利亚癌症委员会需要一个想法来改变澳大利亚人对防晒的行为。由于预算有限，他们需要这个想法来引起公众的关注，这将有助于提高对这个问题的认识。传统媒体不起作用，所以我们改变了在海滩、学校、运动场、公园和游泳池使用预先存在的扬声器系统，转而播放一种被称为阳光的声音, 这是对人们保护自己免受阳光照射的友好提醒。 描述客户的简报: 这项运动的目标是所有在阳光下度过时光的澳大利亚人。目标是尽可能多地提高对皮肤癌的认识，并鼓励澳大利亚人保护自己免受阳光照射。 结果: 《太阳之声》的发布是每个主要网络、广播电台和报纸的头条新闻。这导致了当天 27,000 次独特的谷歌搜索 “太阳声音”。《阳光之声》也在 13 个不同国家的国际新闻中报道。仅此次发布就为皮肤癌带来了超过 3,000,000 美元的免费媒体曝光。在对 2,000 名听到阳光声音的受访者进行的一项研究中，96% 的受访者表示，这有助于提醒他们保护自己免受阳光的伤害。对 7,000 名中学生的进一步调查显示，对晒黑的态度与上次调查相比有 40% 的变化。所有这些都只有 20 万美元的预算。 执行: 阳光之声在澳大利亚主要海滩举行的国家冲浪活动中发射。它是在现有的 PA 系统上播放的。支持户外媒体、在线广告和电台采访太阳之声作曲家李 (获奖音乐家), 开车送人们去癌症委员会的网站，在那里可以很容易地下载和播放现有的基础设施的阳光。由于其成功，该倡议现已扩展到澳大利亚的学校、运动场、公园、游泳池和节日，越来越多的场馆计划永久实施这一想法。 情况: 澳大利亚癌症委员会是澳大利亚负责癌症预防的主要组织。澳大利亚是世界上皮肤癌发病率最高的国家。每 90 秒就有一个澳大利亚人被诊断出患有皮肤癌，每 3 个澳大利亚人中就有 2 个会在生活中患上某种形式的皮肤癌。由于只有很小的 20 千英镑的广告预算，主流媒体的宣传活动是不可能的。一个可以产生公关的想法将有助于创造所需的意识。 战略: 仅靠传统广告媒体无法传达信息。阳光之声是一种新的方法，当我们的观众在阳光下时，他们会面临最大的风险，也最有可能改变他们的行为。一种新的方法将是媒体讲述一个故事的理由。 项目的基本描述: 阳光的声音提醒人们保护自己免受阳光的伤害，就像鲨鱼警报警告人们鲨鱼一样。声音是由歌手/歌曲作者本 · 李创作的，可以在现有的 PA 系统上播放。这种声音在澳大利亚的海滩上发出，后来蔓延到其他户外区域，如学校、公园和体育赛事。
Sun Sound
案例简介：Describe the campaign/entry: The Cancer Council of Australia required an idea to change Australians’ behaviour towards sun protection. With a limited budget they needed the idea to generate publicity that would help increase awareness of the issue. Traditional media wasn’t working, so we changed the use of pre-existing speaker systems at beaches, schools, sportsgrounds, parks and pools to instead play a sound, known as the Sun Sound, that’s a friendly reminder for people to protect themselves from the sun. Describe the brief from the client: The campaign was aimed at all Australians that spend time in the sun. The objective was to generate as much awareness as possible about skin cancer and encourage Australians to protect themselves from the sun. Results: The Sun Sound launch was leading news on every major network, radio station and newspaper. This led to 27,000 unique Google searches for ‘Sun Sound’ that day. The Sun Sound was also covered on international news in 13 different countries. The launch alone generated over $3,000,000 in free media exposure for Skin Cancer. In a study done of 2,000 respondents that heard the Sun Sound, 96% of them said it was a helpful reminder to protect themselves from the sun. A further survey of 7,000 secondary school students indicated a 40% change in attitude towards tanning from the previous survey. All this with only a $20k budget. Execution: The Sun Sound launched at national surf events held at major Australian beaches. It was played on existing PA systems. Supporting outdoor media, online advertising and radio interviews with Sun Sound composer, Ben Lee (an award winning musician), drove people to The Cancer Council website where the Sun Sound can be easily downloaded and played on existing infrastructure. Due to its success, the initiative has now spread to schools, sports grounds, parks, pools and festivals across Australia with more and more venues planning to implement the idea on a permanent basis. The Situation: The Cancer Council of Australia are the primary organisation in Australia responsible for cancer prevention. Australia has the highest incidence of skin cancer in the world. One Australian is diagnosed every 90secs and 2 out of 3 Australians will get some form of skin cancer in their life. With only a very small advertising budget of 20k, a mainstream media campaign was out of the question. An idea that could generate PR would help create the awareness required. The Strategy: Traditional advertising mediums alone weren’t getting the message across. The Sun Sound was a fresh approach that targeted our audience when they were in the sun, at most risk and most likely to change their behaviour. A new approach would be a reason for the media to tell a story. Basic description of the project: The Sun Sound is a sound that reminds people to protect themselves from the sun in the same way a shark alarm warns people of sharks. The sound was composed by singer/songwriter Ben Lee and can be played on existing PA systems.The sound launched on Australian beaches and has since spread to other outdoor areas such as schools, parks and sporting events.
太阳的声音
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Sun Sound
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基本信息
- 广告战役： #Cancer Council-推广与活动-1432#
- 广告品牌： Cancer Council
- 发布日期： 2000
- 行业领域： 公益慈善 , 公共事业
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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