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发现手
案例简介：概要 德国每年有 18.000 名妇女死于乳腺癌。为了避免这种情况，早期检测至关重要。虽然乳房 x光检查是痛苦的，只能作为 50 岁以上女性的预防性检查，但妇科医生弗兰克 · 霍夫曼博士想出了一个提供早期发现的想法: 发现手。一项倡议，利用特殊的人作为触觉检查者，他们能够比任何盲人和视障 (B & VI) 女性准确地发现乳房肿块。一个突破性的商业想法，需要变得出名、容易获得并变成特许经营。 战略 发现手是一项教育和雇佣盲人作为触觉考官的倡议。这些是能够发现乳房肿块的两倍准确的任何医生。该倡议于 2017年与该机构合作，提供了一个走向市场的计划，变得出名和容易获得。这需要一个新的企业身份，一个企业的激活运动，以及一个招聘运动，寻找盲人和视障 (B & VI) 妇女，并教育她们作为触觉考官。因此，我们的目标受众分为 B & VI 和正常视力的女性。为了接触尽可能多的女性观众，我们采取了两个阶段的方法: 一方面, 我们将我们的沟通与 B & VI 和有远见的女性可以理解的独特品牌设计相结合。另一方面，我们分别针对每个观众。 结果 2017 年，发现之手创始人弗兰克 · 霍夫曼博士与该机构合作，提供律师、走向市场计划、企业身份、意识和招聘新考官。到目前为止，56 名盲人找到了一份新工作，超过 50.000 人接受了检查，在非常早期的阶段发现了 125 块肿块。霍夫曼博士: “我可以说，这种触觉诊断方式确实已经拯救了生命。 “特许经营的概念已经扩展到奥地利和哥伦比亚，并将传播到其他国家，如瑞士、荷兰、印度、以色列、西班牙和墨西哥。 执行 为了接触尽可能多的女性，我们开发了一种品牌设计，这种设计同样可以被有视力的人以及 B & VI 所理解 -- 使用盲文和普通字体的混合。一项激活运动提高了相关接触点潜在患者对不同促销材料的认识。例如妇科医生候诊室的海报和传单，以及妇女网站上的在线横幅。对于我们的招聘活动，我们不仅专门针对 B & VI 人，还发明了全新的广告形式: 盲文印刷的胶带将普通物品变成了招聘广告。在线横幅可以通过屏幕阅读器听到。电视广告的音频描述 -- 宣布与 B & VI 完全无关的产品，如汽车 -- 传达了我们零媒体预算的信息。最新广告未使用的媒体频道。最后，我们发起并帮助发现手变成特许经营业务 -- 在全国和全球扩张。 活动描述 介绍发现手 -- 一种使用触觉检查器的方法，这种方法能够比任何医生: 盲人两倍准确地发现乳房中的肿块。虽然这种治疗的最初想法是在 2008年诞生的，但它的创始人霍夫曼博士在 2017年与该机构合作，提供律师、公司身份、走向市场的计划, 为企业开展的激活活动以及寻找盲人和视障人士的招聘活动 (B & VI)妇女和教育他们作为触觉考官。 BriefWithProjectedOutcomes 德国是一个拥有良好卫生系统的国家。但是乳腺癌不知道寄宿生: 在德国，每年有 70.000 多名女性被诊断出乳腺癌。18.000 是致命的。然而，在德国，癌症筛查并不是最佳选择: 预防性乳房 x光检查仅适用于 50 岁以上的女性。尽管大约 20% 的患乳腺癌的女性更年轻。对他们来说，妇科医生的触觉检查是唯一可用的乳腺癌筛查。通过发现手的新检查，这些患者有了更好的选择。因为受过触觉检查教育的盲人女性能够比任何医生两倍准确地发现乳房肿块。由于早期检测可以拯救生命，并允许压力较小的治疗，可以说发现手对德国的每一位女性都具有重要意义。超越。？
发现手
案例简介：Synopsis Every year 18.000 women in Germany die of breast cancer. To avoid this, early detection is crucial. Whilst a mammography is painful and only available as preventive check-up for women above 50 years of age, Gynaecologist Dr Frank Hoffmann came up with an idea providing early detection: discovering hands. An initiative using special people as tactile examiners who are capable of spotting lumps in breasts twice as accurately as any doctor – blind and visually impaired (B&VI) women. A breakthrough business idea that needed to become famous, accessible and turned into a franchise. Strategy discovering hands is an initiative that educates and employs blind women as tactile examiners. These are capable of spotting lumps in breasts twice as accurately as any doctor. The initiative partnered up with the agency in 2017 to provide a go-to-market-plan, become famous and accessible. This required a new corporate identity, an activation campaign for the business as well as a recruitment campaign to find blind and visually impaired (B&VI) women and educate them as tactile examiners. Thus, our target audience divided in B&VI and normal sighted women. To reach as many women as possible from both audiences we took a two-stage approach: On the one hand, we combined our communication with a unique Brand Design understandable by B&VI and sighted women. On the other, we targeted each audience separately. Outcome In 2017, discovering hands founder Dr Frank Hoffmann partnered up with the agency to provide counsel, a go-to-market plan, corporate identity, awareness and the recruitment of new examiners. So far 56 blind women found a new job, over 50.000 have been examined, and 125 lumps have been detected at a very early stage. Dr Hoffmann: “I can say that this way of tactile diagnostics really did save lives already.” The franchise concept already expanded to Austria and Columbia and is about to spread to other countries such as Switzerland, The Netherlands, India, Israel, Spain and Mexico. Execution To reach as many women possible we developed a brand design that was equally understandable by sighted people, as well as B&VI – using a mix of Braille and normal font. An activation campaign raised awareness among potential patients with different promotion material at relevant touchpoints. Such as posters and flyers at gynaecologist’s waiting rooms and online banners on women websites. For our recruitment campaign, we not only specifically targeted B&VI people but invented completely new forms of advertising: Braille-printed duct tape turned ordinary objects into recruitment ads. Online banners became audible via screen readers. And the audio description of TV commercials – announcing products completely irrelevant for B&VI such as cars – delivered our message for zero media budget. A media channel that was unused for advertising up to date. Finally, we initiated and helped discovering hands to turn into a franchise business – expanding nationally and globally. CampaignDescription Introducing discovering hands – an initiative using tactile examiners who are capable of spotting lumps in breasts twice as accurately as any doctor: blind people. Whilst the initial thought of this treatment was born in 2008, its founder Dr Hoffmann partnered up with the agency in 2017 to provide counsel, corporate identity, a go-to-market plan, an activation campaign for the business as well as a recruitment campaign to find blind and visually impaired (B&VI) women and educate them as tactile examiners. BriefWithProjectedOutcomes Germany is a state with an excellent health system. But breast cancer doesn’t know boarders: Over 70.000 women in Germany are diagnosed every year. For 18.000 it’s fatal. Yet, cancer screening offers are not optimal in Germany: The preventive mammography is only available for women over the age of 50. Although around 20% of the women who develop breast cancer are younger. For them the gynaecologist’s tactile examination is the only breast cancer screening available. With the new check-up by discovering hands these patients have a better option. Because the blind women educated as tactile examiners are capable of spotting lumps in breasts twice as accurately as any doctor. Since an early detection can save lives and allows less stressful treatments, one can say that discovering hands is of great significance for every woman in Germany. And beyond. ?
Discovering Hands
案例简介：概要 德国每年有 18.000 名妇女死于乳腺癌。为了避免这种情况，早期检测至关重要。虽然乳房 x光检查是痛苦的，只能作为 50 岁以上女性的预防性检查，但妇科医生弗兰克 · 霍夫曼博士想出了一个提供早期发现的想法: 发现手。一项倡议，利用特殊的人作为触觉检查者，他们能够比任何盲人和视障 (B & VI) 女性准确地发现乳房肿块。一个突破性的商业想法，需要变得出名、容易获得并变成特许经营。 战略 发现手是一项教育和雇佣盲人作为触觉考官的倡议。这些是能够发现乳房肿块的两倍准确的任何医生。该倡议于 2017年与该机构合作，提供了一个走向市场的计划，变得出名和容易获得。这需要一个新的企业身份，一个企业的激活运动，以及一个招聘运动，寻找盲人和视障 (B & VI) 妇女，并教育她们作为触觉考官。因此，我们的目标受众分为 B & VI 和正常视力的女性。为了接触尽可能多的女性观众，我们采取了两个阶段的方法: 一方面, 我们将我们的沟通与 B & VI 和有远见的女性可以理解的独特品牌设计相结合。另一方面，我们分别针对每个观众。 结果 2017 年，发现之手创始人弗兰克 · 霍夫曼博士与该机构合作，提供律师、走向市场计划、企业身份、意识和招聘新考官。到目前为止，56 名盲人找到了一份新工作，超过 50.000 人接受了检查，在非常早期的阶段发现了 125 块肿块。霍夫曼博士: “我可以说，这种触觉诊断方式确实已经拯救了生命。 “特许经营的概念已经扩展到奥地利和哥伦比亚，并将传播到其他国家，如瑞士、荷兰、印度、以色列、西班牙和墨西哥。 执行 为了接触尽可能多的女性，我们开发了一种品牌设计，这种设计同样可以被有视力的人以及 B & VI 所理解 -- 使用盲文和普通字体的混合。一项激活运动提高了相关接触点潜在患者对不同促销材料的认识。例如妇科医生候诊室的海报和传单，以及妇女网站上的在线横幅。对于我们的招聘活动，我们不仅专门针对 B & VI 人，还发明了全新的广告形式: 盲文印刷的胶带将普通物品变成了招聘广告。在线横幅可以通过屏幕阅读器听到。电视广告的音频描述 -- 宣布与 B & VI 完全无关的产品，如汽车 -- 传达了我们零媒体预算的信息。最新广告未使用的媒体频道。最后，我们发起并帮助发现手变成特许经营业务 -- 在全国和全球扩张。 活动描述 介绍发现手 -- 一种使用触觉检查器的方法，这种方法能够比任何医生: 盲人两倍准确地发现乳房中的肿块。虽然这种治疗的最初想法是在 2008年诞生的，但它的创始人霍夫曼博士在 2017年与该机构合作，提供律师、公司身份、走向市场的计划, 为企业开展的激活活动以及寻找盲人和视障人士的招聘活动 (B & VI)妇女和教育他们作为触觉考官。 BriefWithProjectedOutcomes 德国是一个拥有良好卫生系统的国家。但是乳腺癌不知道寄宿生: 在德国，每年有 70.000 多名女性被诊断出乳腺癌。18.000 是致命的。然而，在德国，癌症筛查并不是最佳选择: 预防性乳房 x光检查仅适用于 50 岁以上的女性。尽管大约 20% 的患乳腺癌的女性更年轻。对他们来说，妇科医生的触觉检查是唯一可用的乳腺癌筛查。通过发现手的新检查，这些患者有了更好的选择。因为受过触觉检查教育的盲人女性能够比任何医生两倍准确地发现乳房肿块。由于早期检测可以拯救生命，并允许压力较小的治疗，可以说发现手对德国的每一位女性都具有重要意义。超越。？
Discovering Hands
案例简介：Synopsis Every year 18.000 women in Germany die of breast cancer. To avoid this, early detection is crucial. Whilst a mammography is painful and only available as preventive check-up for women above 50 years of age, Gynaecologist Dr Frank Hoffmann came up with an idea providing early detection: discovering hands. An initiative using special people as tactile examiners who are capable of spotting lumps in breasts twice as accurately as any doctor – blind and visually impaired (B&VI) women. A breakthrough business idea that needed to become famous, accessible and turned into a franchise. Strategy discovering hands is an initiative that educates and employs blind women as tactile examiners. These are capable of spotting lumps in breasts twice as accurately as any doctor. The initiative partnered up with the agency in 2017 to provide a go-to-market-plan, become famous and accessible. This required a new corporate identity, an activation campaign for the business as well as a recruitment campaign to find blind and visually impaired (B&VI) women and educate them as tactile examiners. Thus, our target audience divided in B&VI and normal sighted women. To reach as many women as possible from both audiences we took a two-stage approach: On the one hand, we combined our communication with a unique Brand Design understandable by B&VI and sighted women. On the other, we targeted each audience separately. Outcome In 2017, discovering hands founder Dr Frank Hoffmann partnered up with the agency to provide counsel, a go-to-market plan, corporate identity, awareness and the recruitment of new examiners. So far 56 blind women found a new job, over 50.000 have been examined, and 125 lumps have been detected at a very early stage. Dr Hoffmann: “I can say that this way of tactile diagnostics really did save lives already.” The franchise concept already expanded to Austria and Columbia and is about to spread to other countries such as Switzerland, The Netherlands, India, Israel, Spain and Mexico. Execution To reach as many women possible we developed a brand design that was equally understandable by sighted people, as well as B&VI – using a mix of Braille and normal font. An activation campaign raised awareness among potential patients with different promotion material at relevant touchpoints. Such as posters and flyers at gynaecologist’s waiting rooms and online banners on women websites. For our recruitment campaign, we not only specifically targeted B&VI people but invented completely new forms of advertising: Braille-printed duct tape turned ordinary objects into recruitment ads. Online banners became audible via screen readers. And the audio description of TV commercials – announcing products completely irrelevant for B&VI such as cars – delivered our message for zero media budget. A media channel that was unused for advertising up to date. Finally, we initiated and helped discovering hands to turn into a franchise business – expanding nationally and globally. CampaignDescription Introducing discovering hands – an initiative using tactile examiners who are capable of spotting lumps in breasts twice as accurately as any doctor: blind people. Whilst the initial thought of this treatment was born in 2008, its founder Dr Hoffmann partnered up with the agency in 2017 to provide counsel, corporate identity, a go-to-market plan, an activation campaign for the business as well as a recruitment campaign to find blind and visually impaired (B&VI) women and educate them as tactile examiners. BriefWithProjectedOutcomes Germany is a state with an excellent health system. But breast cancer doesn’t know boarders: Over 70.000 women in Germany are diagnosed every year. For 18.000 it’s fatal. Yet, cancer screening offers are not optimal in Germany: The preventive mammography is only available for women over the age of 50. Although around 20% of the women who develop breast cancer are younger. For them the gynaecologist’s tactile examination is the only breast cancer screening available. With the new check-up by discovering hands these patients have a better option. Because the blind women educated as tactile examiners are capable of spotting lumps in breasts twice as accurately as any doctor. Since an early detection can save lives and allows less stressful treatments, one can say that discovering hands is of great significance for every woman in Germany. And beyond. ?
发现手
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Discovering Hands
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基本信息
- 广告战役： #Discovering Hands-设计与品牌-e688#
- 广告品牌： Discovering Hands
- 发布日期： 2000-01-01
- 行业领域： 生活服务 , 医疗/护理
- 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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