France Accessible|户外,短视频|广告营销案例【ADGuider广告指南】

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案例简介：背景在巴黎，2018，一项基本的普遍权利没有得到尊重: 人人享有平等的流动性。行动不便的人只能乘坐巴黎地铁的2%，因为只有14号线配备了适当的设备来帮助轮椅使用者出行。一个不公平和不可接受的情况，使巴黎成为世界上残疾人最不容易进入的城市，远远落后于华盛顿等其他大城市 (100% 容易进入)，洛杉矶 (100% 无障碍) 、东京 (88% 无障碍) 或巴塞罗那 (82% 无障碍)。这种情况令人担忧，尤其是因为2024奥运会和残奥会就在眼前，巴黎注定是主办城市之一。Idea在世界移动日期间，数百名志愿者和残疾人参与了在巴黎293个不可进入的地铁站进行的非法特技操作。经典的地铁地图上覆盖着一张新的地铁地图，上面专门显示了14号线: 残疾人唯一可以到达的线路。战略巴黎地铁在303个地铁站中只有9个，对于行动不便的人来说，它是世界上最不容易到达的。流动性是一项普遍权利，流动性下降的人应该像其他人一样平等地获得流动性。首先针对一般公众 (7000万法国人，特别是所有巴黎人)，特别是那些对社交网络有影响力的人。第二个目标，记者和媒体。最后，那些有能力改变事情的人: 政治家。我们设法引起了巴黎市长安妮 · 伊达尔戈和法国总统埃马纽埃尔 · 马克龙的注意。我们重新设计了巴黎地铁地图，这样它只能显示14号线，打印出来并贴在巴黎293个不可到达的地铁站的经典地铁地图上。我们还向人们分发了10 000份包含我们地图的传单。执行媒体渠道和整合: 位于入口和巴黎地铁站内部的当前地铁地图。实施: 我们重新设计了巴黎地铁地图，使其只显示14号线。然后，我们使用不干胶纸以真实尺寸打印地图。比例: 我们把这些新地图贴在巴黎293个不可到达的地铁站的经典地铁地图上。时间表: 这个报道特技发生在2018年9月26日的世界移动日，并在媒体和政治中讨论了3个月。结果-5.9亿全球印象-500万在赚媒体-0媒体投资-数百篇文章在媒体-引起了政治家的注意: 巴黎市长安妮 · 伊达尔戈给负责巴黎地铁的组织发了一封公函，采取具体措施让所有人都能乘坐地铁。埃马纽埃尔 · 马克龙 (Emmanuel Macron) 最近宣布，到2024年，在奥运会/残奥会之前，地铁网络的60% 将对所有人开放。

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案例简介：Background In Paris, 2018, one basic universal right isn’t respected : equal mobility for all. People with reduced mobility only have access to 2% of the Paris Metro, as only Line 14 is properly equipped to help wheelchair users get around. An unfair & unacceptable situation, making Paris the least accessible city, for people with disabilities, in the world, far behind other big cities like Washington (100% accessible), Los Angeles (100% accessible), Tokyo (88% accessible) or Barcelona (82% accessible). This situation is cause for concern, especially since the 2024 Olympic & Paralympic games are right around the corner, and Paris is meant to be one of the host cities. Idea During World Mobility Day, hundreds of volunteers & people with disabilities participated in an illegal stunt operation which took place in the 293 non-accessible metro stations in Paris. The classical metro map was covered with a new metro map that exclusively showed Line 14 : the only accessible line to people with disabilities. Strategy With only 9 accessible metro stations out of 303, the Paris metro is the least accessible one in the world for people with reduced mobility. Mobility is a universal right, people with reduced mobility should have an equal access to it like everybody else. First target the general public (70 million french people, especially all parisians), especially those with influence on social networks. Second target, the journalists & the media. And lastly, those who have the power to change things : the politicians. We managed to catch the attention of the mayor of Paris, Anne Hidalgo, and of the french president Emmanuel Macron. We redesigned the Paris metro map so that it would only show Line 14, printed it and stuck it on top of the classical metro maps in the 293 non-accessible metro stations in Paris. We also handed out 10 000 leaflets containing our map to people. Execution Media channels and integration : the current metro maps located at the entrance and inside Paris metro stations. Implementation : We redesigned the Paris metro map so that it would only show Line 14. We then printed the maps in real size using self adhesive paper. Scale : We stuck these new maps on top of the classical metro maps in the 293 non-accessible metro stations in Paris. Timeline : This covering stunt took place on World Mobility Day, on the 26th of September 2018, and was talked about in the medias & politics for 3 months. Outcome - 590 million global impressions - 6,5 million in earned media - 0 media investments - Hundreds of articles in the media - Caught the attention of the politicians : Mayor of Paris Anne Hidalgo sent an official letter to the organisation in charge of the Paris Metro, to take concrete measures to make the metro more accessible to all. Emmanuel Macron recently announced that 60% of the metro network would be accessible to all by 2024, in time for the Olympic / Paralympic Games.