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Aid 媒体
案例简介：大纲 2017 年 9 月 20 日，波多黎各经受住了近代史上最强大的大西洋飓风的愤怒。飓风玛丽亚以 223千米的风横扫该岛，导致 70,000 多个家庭没有屋顶。对许多人来说，风暴还在继续，因为持续的降雨加剧了紧急状态，紧急防水布和建筑用品的短缺推迟了救援。作为对前所未有的破坏程度的立即反应，并考虑到其主要渠道遭受严重破坏,波多黎各户外广告协会着手将整个行业供受风暴影响的人使用。目标: 将我们处理耐候材料的资源和专业知识用于帮助失去屋顶的波多黎各人。•鼓励品牌、协会成员、供应商和志愿者参与进来。•到达并影响尽可能多的无屋顶家庭和有需要的家庭。 策略 通过这一举措，我们旨在接触受飓风玛丽亚影响最大的人: 那些失去屋顶的人。其中许多人年老，生活在弱势和弱势社区。我们的策略是让品牌和我们的协会成员参与进来，并让他们立即真正影响有需要的波多黎各人。 相关性 波多黎各户外广告协会创建了 AidMedia，通过帮助波多黎各人在他们历史上最困难的时刻，让品牌有机会真正实现生活。随着这种激活，品牌支持不仅限于鼓励口号，而是变成了具有巨大影响的即时解决方案。 结果 我们的倡议显示了一个行业有能力在困难时刻重塑自己，并将其资源用于那些需要帮助的人。在这些困难时期，我们意识到，当谈到有效性时，唯一真正重要的数字是我们能够提供更好生活环境的波多黎各人的数量。•7 个受灾严重的城镇已经到达: 胡玛考、多拉多、卡瓜斯、君科斯、卡罗莱纳、卡穆伊和古拉博主要品牌的支持: 拜耳、山姆会员商店、彪马能源和沃尔玛等。•900 个额外的防水布直接交给市政市长 • 900 多个家庭受到影响 • 1,000 多名波多黎各人迄今为止提供了帮助。•688,695,000 种印象将继续在许多没有屋顶的家庭中产生意识。 执行 与市政府合作，我们绘制了严重袭击社区的地图，测量了无屋顶房屋，并创建了一个作为 AidMedia 空间提供的房屋在线清单 -- 它们的有效性不是通过接触和印象来衡量的,但是得到了家庭的帮助。我们能够生产和安装定制的耐候覆盖物，作为这些房屋的临时屋顶,由户外材料制成，比联邦应急管理局 (FEMA) 的蓝色防水布更耐用。 活动描述 在这些需要的时候，我们决定把我们的付费媒体变成援助媒体: 一种新的媒体，它给品牌一种将他们的支持信息转化为支持行动的方式，并将户外广告放在最有帮助的地方: 无屋顶的家庭。
Aid 媒体
案例简介：Synopsis On September 20th, 2017, Puerto Rico withstood the wrath of the most powerful Atlantic hurricane in recent history. Hurricane María tore through the Island with 223km winds and left over 70,000 families without a roof. For many, the storm went on, as constant rains aggravated the state of emergency, and a shortage of emergency tarps and construction supplies delayed relief. As an immediate response to the unprecedented level of devastation and taking into consideration its main channels sustained heavy damage, the Outdoor Advertising Association of Puerto Rico set out to put an entire industry at the disposal of those affected by the storm. Objectives: • Put our resources and expertise handling weather-resistant material in benefit of Puerto Ricans who lost their roofs. • Encourage brands, Association members, suppliers and volunteers to get involved. • Reach and impact as many roofless homes and families in need as possible. Strategy With this initiative, we aimed to reach the people who were affected the most due to hurricane María: those who lost their roofs. Many of them elderly and living in disadvantaged and vulnerable communities. Our strategy was to involve brands and our Association members and give them an immediate way to truly impact Puerto Ricans in need. Relevancy The Outdoor Advertising Association of Puerto Rico created AidMedia as a way to give brands the opportunity to truly come to life by helping Puerto Ricans in the most difficult moment of their history. With this activation, brand support was not limited to encouraging slogans, but rather turned into immediate solutions of great impact. Outcome Our initiative showed an industry’s capacity to reinvent itself in moments of difficulty and put its resources in benefit of those in need. In these hard times, we realized that when it comes to effectiveness, the only number that really matters, is the amount of Puerto Ricans we can provide with a better living environment. • 7 hard-hit towns reached: Humacao, Dorado, Caguas, Juncos, Carolina, Camuy and Gurabo • Major brands’ support: Bayer, Sam’s Club, Puma Energy and Walmart, among others. • 900 additional tarps handed directly to municipalitie's mayors • 900+ families impacted • 1,000+ Puerto Ricans helped to date. • 688,695,000 impressions that will continue generating awareness on the many families that still live without a roof. Execution In collaboration with municipal governments we mapped severely hit communities, measured roofless houses and created an online inventory of homes that were offered as AidMedia spaces - their effectiveness measured not by reach nor impressions, but by families helped. We were able to produce and install custom-made weather resistant coverings that served as temporary roofs for these houses, made of outdoor material that is even more durable than the Federal Emergency Management Agency’s (FEMA) blue tarps. CampaignDescription In these times of need, we decided to turn our paid media into Aid Media: a new medium that gives brands a way to turn their support messages into support actions and place outdoor advertising where it can help the most: roofless homes.
Aid Media
案例简介：大纲 2017 年 9 月 20 日，波多黎各经受住了近代史上最强大的大西洋飓风的愤怒。飓风玛丽亚以 223千米的风横扫该岛，导致 70,000 多个家庭没有屋顶。对许多人来说，风暴还在继续，因为持续的降雨加剧了紧急状态，紧急防水布和建筑用品的短缺推迟了救援。作为对前所未有的破坏程度的立即反应，并考虑到其主要渠道遭受严重破坏,波多黎各户外广告协会着手将整个行业供受风暴影响的人使用。目标: 将我们处理耐候材料的资源和专业知识用于帮助失去屋顶的波多黎各人。•鼓励品牌、协会成员、供应商和志愿者参与进来。•到达并影响尽可能多的无屋顶家庭和有需要的家庭。 策略 通过这一举措，我们旨在接触受飓风玛丽亚影响最大的人: 那些失去屋顶的人。其中许多人年老，生活在弱势和弱势社区。我们的策略是让品牌和我们的协会成员参与进来，并让他们立即真正影响有需要的波多黎各人。 相关性 波多黎各户外广告协会创建了 AidMedia，通过帮助波多黎各人在他们历史上最困难的时刻，让品牌有机会真正实现生活。随着这种激活，品牌支持不仅限于鼓励口号，而是变成了具有巨大影响的即时解决方案。 结果 我们的倡议显示了一个行业有能力在困难时刻重塑自己，并将其资源用于那些需要帮助的人。在这些困难时期，我们意识到，当谈到有效性时，唯一真正重要的数字是我们能够提供更好生活环境的波多黎各人的数量。•7 个受灾严重的城镇已经到达: 胡玛考、多拉多、卡瓜斯、君科斯、卡罗莱纳、卡穆伊和古拉博主要品牌的支持: 拜耳、山姆会员商店、彪马能源和沃尔玛等。•900 个额外的防水布直接交给市政市长 • 900 多个家庭受到影响 • 1,000 多名波多黎各人迄今为止提供了帮助。•688,695,000 种印象将继续在许多没有屋顶的家庭中产生意识。 执行 与市政府合作，我们绘制了严重袭击社区的地图，测量了无屋顶房屋，并创建了一个作为 AidMedia 空间提供的房屋在线清单 -- 它们的有效性不是通过接触和印象来衡量的,但是得到了家庭的帮助。我们能够生产和安装定制的耐候覆盖物，作为这些房屋的临时屋顶,由户外材料制成，比联邦应急管理局 (FEMA) 的蓝色防水布更耐用。 活动描述 在这些需要的时候，我们决定把我们的付费媒体变成援助媒体: 一种新的媒体，它给品牌一种将他们的支持信息转化为支持行动的方式，并将户外广告放在最有帮助的地方: 无屋顶的家庭。
Aid Media
案例简介：Synopsis On September 20th, 2017, Puerto Rico withstood the wrath of the most powerful Atlantic hurricane in recent history. Hurricane María tore through the Island with 223km winds and left over 70,000 families without a roof. For many, the storm went on, as constant rains aggravated the state of emergency, and a shortage of emergency tarps and construction supplies delayed relief. As an immediate response to the unprecedented level of devastation and taking into consideration its main channels sustained heavy damage, the Outdoor Advertising Association of Puerto Rico set out to put an entire industry at the disposal of those affected by the storm. Objectives: • Put our resources and expertise handling weather-resistant material in benefit of Puerto Ricans who lost their roofs. • Encourage brands, Association members, suppliers and volunteers to get involved. • Reach and impact as many roofless homes and families in need as possible. Strategy With this initiative, we aimed to reach the people who were affected the most due to hurricane María: those who lost their roofs. Many of them elderly and living in disadvantaged and vulnerable communities. Our strategy was to involve brands and our Association members and give them an immediate way to truly impact Puerto Ricans in need. Relevancy The Outdoor Advertising Association of Puerto Rico created AidMedia as a way to give brands the opportunity to truly come to life by helping Puerto Ricans in the most difficult moment of their history. With this activation, brand support was not limited to encouraging slogans, but rather turned into immediate solutions of great impact. Outcome Our initiative showed an industry’s capacity to reinvent itself in moments of difficulty and put its resources in benefit of those in need. In these hard times, we realized that when it comes to effectiveness, the only number that really matters, is the amount of Puerto Ricans we can provide with a better living environment. • 7 hard-hit towns reached: Humacao, Dorado, Caguas, Juncos, Carolina, Camuy and Gurabo • Major brands’ support: Bayer, Sam’s Club, Puma Energy and Walmart, among others. • 900 additional tarps handed directly to municipalitie's mayors • 900+ families impacted • 1,000+ Puerto Ricans helped to date. • 688,695,000 impressions that will continue generating awareness on the many families that still live without a roof. Execution In collaboration with municipal governments we mapped severely hit communities, measured roofless houses and created an online inventory of homes that were offered as AidMedia spaces - their effectiveness measured not by reach nor impressions, but by families helped. We were able to produce and install custom-made weather resistant coverings that served as temporary roofs for these houses, made of outdoor material that is even more durable than the Federal Emergency Management Agency’s (FEMA) blue tarps. CampaignDescription In these times of need, we decided to turn our paid media into Aid Media: a new medium that gives brands a way to turn their support messages into support actions and place outdoor advertising where it can help the most: roofless homes.
Aid 媒体
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Aid Media
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