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丰胸霜
案例简介：观众 我们通过研究和焦点小组发现，大多数新西兰女性知道她们需要定期检查乳房，但 70% 的女性实际上并没有这样做。女性不检查乳房的原因有很多 -- 她们不知道如何检查，她们忘记了，或者她们觉得触摸乳房不舒服。 客户简报或目标 通过创造一种美容产品，我们吸引了一群观众，他们通常会转向传统的乳腺癌运动，并给他们一种舒适而切实的方式来定期检查他们的乳房。该产品将我们的信息直接放在女性手中，仅仅通过使用它，她们就开始了新西兰乳腺癌基金会倡导的拯救生命的行为。 执行 我们创造了丰胸霜 -- 一种简单的润肤霜，让检查乳房成为你日常美容的一部分。简单地应用它可以帮助你看起来和感觉任何肿块或变化，可能是癌症的迹象。我们在 2014年10月乳腺癌宣传月期间推出了乳霜，将该产品在 80% 新西兰领先的杂货店零售商中上市。我们支持公关和有影响力的美容博客的推出。印刷活动帮助我们通过 NZBCF 拥有的大量在线资产来推广产品，同时接触更广泛的受众。这只是一个长期行为改变项目的开始。我们发展的伙伴关系给了这个想法在国际市场上扩展的规模和手段。 结果 我们已经卖出了我们第一次生产的 75%，乳霜已经开始将关于乳腺癌的对话从意识转向行动。通过创造一种美容产品，观众通常会转向传统的乳腺癌运动，他们用自己的话积极传播新西兰乳腺癌基金会的乳房意识信息, 以一种与他们相关的方式。乳房霜已经被美容博客和美容论坛上的日常用户广泛推广和评论，平均产品评分为 4.9/5。到目前为止，对该产品的热爱帮助我们接触了 115万的观众，并帮助我们将这种新的、潜在的拯救生命的行为正常化。 概要 世界卫生组织估计，通过乳腺癌的早期检测和治疗，每年可以挽救 400,000 人的生命。然而，在新西兰，只有 40 岁以上的女性接受了乳房 x光检查，此外，50% 的乳腺癌实际上是通过症状发现的。我们的简报是鼓励所有 20 岁以上的女性开始自我检查，帮助她们尽早发现乳腺癌的迹象。
丰胸霜
案例简介：Audience We discovered through research and focus groups that most New Zealand women know they need to check their breasts regularly, yet 70% of women don’t actually do it. There are many reasons why women don’t check their breasts – they don’t know how, they forget, or they feel uncomfortable touching their breasts. Client Brief Or Objective By creating a beauty product, we engaged an audience that would normally switch off to traditional breast cancer campaigns, and gave them a comfortable and tangible way to regularly check their breasts. The product puts our message directly in women’s hands and simply by using it they are performing the life-saving behaviour the New Zealand Breast Cancer Foundation advocates. Execution We created Breast Cream - a simple moisturiser that makes checking your breasts a part of your regular beauty routine. Simply applying it helps you look and feel for any lumps or changes that could be signs of cancer.We launched Breast Cream in October 2014 during Breast Cancer Awareness Month, putting the product on the shelf in 80% of New Zealand’s leading grocery retailers. We supported the launch with PR and targeted influential beauty bloggers. A print campaign helped us reach a broader audience along with promoting the product through NZBCF’s substantial owned online assets. This is only the beginning of a long-term behaviour change project. The partnerships we’ve developed give this idea the scale and means to expand across international markets. Outcome We’ve sold 75% of our first production run, and Breast Cream is already starting to shift the conversation around breast cancer from awareness to action. By creating a beauty product an audience that would normally switch off to a traditional breast cancer campaign are actively spreading The New Zealand Breast Cancer Foundation’s breast awareness messaging in their own words, and in a way that’s relevant to them. Breast Cream has been promoted and reviewed extensively by beauty bloggers and by everyday users on beauty forums, scoring an average product rating of 4.9/5. This love for the product has so far helped us reach their extended audience of 1.15 million, and is helping to normalise this new, potentially life-saving behaviour. Synopsis The World Health Organisation estimates that 400,000 lives a year could be saved through the early detection and treatment of breast cancer. Yet only women over the age of 40 are offered a mammogram in New Zealand, furthermore 50% of breast cancers are actually discovered through symptoms. Our brief was to encourage all women over the age of 20 to start a self-checking routine to help them pick up any signs of breast cancer early.
Breast Cream
案例简介：观众 我们通过研究和焦点小组发现，大多数新西兰女性知道她们需要定期检查乳房，但 70% 的女性实际上并没有这样做。女性不检查乳房的原因有很多 -- 她们不知道如何检查，她们忘记了，或者她们觉得触摸乳房不舒服。 客户简报或目标 通过创造一种美容产品，我们吸引了一群观众，他们通常会转向传统的乳腺癌运动，并给他们一种舒适而切实的方式来定期检查他们的乳房。该产品将我们的信息直接放在女性手中，仅仅通过使用它，她们就开始了新西兰乳腺癌基金会倡导的拯救生命的行为。 执行 我们创造了丰胸霜 -- 一种简单的润肤霜，让检查乳房成为你日常美容的一部分。简单地应用它可以帮助你看起来和感觉任何肿块或变化，可能是癌症的迹象。我们在 2014年10月乳腺癌宣传月期间推出了乳霜，将该产品在 80% 新西兰领先的杂货店零售商中上市。我们支持公关和有影响力的美容博客的推出。印刷活动帮助我们通过 NZBCF 拥有的大量在线资产来推广产品，同时接触更广泛的受众。这只是一个长期行为改变项目的开始。我们发展的伙伴关系给了这个想法在国际市场上扩展的规模和手段。 结果 我们已经卖出了我们第一次生产的 75%，乳霜已经开始将关于乳腺癌的对话从意识转向行动。通过创造一种美容产品，观众通常会转向传统的乳腺癌运动，他们用自己的话积极传播新西兰乳腺癌基金会的乳房意识信息, 以一种与他们相关的方式。乳房霜已经被美容博客和美容论坛上的日常用户广泛推广和评论，平均产品评分为 4.9/5。到目前为止，对该产品的热爱帮助我们接触了 115万的观众，并帮助我们将这种新的、潜在的拯救生命的行为正常化。 概要 世界卫生组织估计，通过乳腺癌的早期检测和治疗，每年可以挽救 400,000 人的生命。然而，在新西兰，只有 40 岁以上的女性接受了乳房 x光检查，此外，50% 的乳腺癌实际上是通过症状发现的。我们的简报是鼓励所有 20 岁以上的女性开始自我检查，帮助她们尽早发现乳腺癌的迹象。
Breast Cream
案例简介：Audience We discovered through research and focus groups that most New Zealand women know they need to check their breasts regularly, yet 70% of women don’t actually do it. There are many reasons why women don’t check their breasts – they don’t know how, they forget, or they feel uncomfortable touching their breasts. Client Brief Or Objective By creating a beauty product, we engaged an audience that would normally switch off to traditional breast cancer campaigns, and gave them a comfortable and tangible way to regularly check their breasts. The product puts our message directly in women’s hands and simply by using it they are performing the life-saving behaviour the New Zealand Breast Cancer Foundation advocates. Execution We created Breast Cream - a simple moisturiser that makes checking your breasts a part of your regular beauty routine. Simply applying it helps you look and feel for any lumps or changes that could be signs of cancer.We launched Breast Cream in October 2014 during Breast Cancer Awareness Month, putting the product on the shelf in 80% of New Zealand’s leading grocery retailers. We supported the launch with PR and targeted influential beauty bloggers. A print campaign helped us reach a broader audience along with promoting the product through NZBCF’s substantial owned online assets. This is only the beginning of a long-term behaviour change project. The partnerships we’ve developed give this idea the scale and means to expand across international markets. Outcome We’ve sold 75% of our first production run, and Breast Cream is already starting to shift the conversation around breast cancer from awareness to action. By creating a beauty product an audience that would normally switch off to a traditional breast cancer campaign are actively spreading The New Zealand Breast Cancer Foundation’s breast awareness messaging in their own words, and in a way that’s relevant to them. Breast Cream has been promoted and reviewed extensively by beauty bloggers and by everyday users on beauty forums, scoring an average product rating of 4.9/5. This love for the product has so far helped us reach their extended audience of 1.15 million, and is helping to normalise this new, potentially life-saving behaviour. Synopsis The World Health Organisation estimates that 400,000 lives a year could be saved through the early detection and treatment of breast cancer. Yet only women over the age of 40 are offered a mammogram in New Zealand, furthermore 50% of breast cancers are actually discovered through symptoms. Our brief was to encourage all women over the age of 20 to start a self-checking routine to help them pick up any signs of breast cancer early.
丰胸霜
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Breast Cream
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基本信息
- 广告品牌： New Zealand Breast Cancer Foundation
- 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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