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器官会
案例简介：概要 在泰国，器官捐赠很少交付。尽管有多达 851,691 个器官捐赠者陈述了他们的目的，但只有 2,081 个病例达到了交付阶段。根据泰国法律，尽管签署了捐赠同意书，但家人否认捐赠，捐赠是不可能的。我们怎么能不让他们的遗嘱浪费呢？ 相关性 缺乏关于器官捐赠的足够信息导致了少数成功的捐赠者。为了正确理解和提高认识，我们依靠沟通来教育和说服捐助者及其家庭成员。这项活动完全是有机的，通过在线-离线公关支持。 战略 目标受众: 所有泰国人和全国。捐助者和他们的家人。目标媒体: 所有泰国人和国家电视台的规划: 它已经有机地达到目标，并免费获得了巨大的支持。从通过在线渠道、免费离线媒体和社会影响者发布开始，这创造了一个有效的公关，因为它被认为是一个全国性的问题。 执行 这讲述了红十字会官员尽最大努力向他的亲戚申请病人器官捐赠许可的时刻。然而，该官员被拒绝，即使这实际上是病人捐赠器官的最后遗嘱。这位官员最终不得不让病人说服他的亲戚，在红十字会网站上展示他最后的遗嘱 VDO。它于 2016年4月发布，以达到全国范围。 活动描述 因为最后的电话是由死者的家人决定的，所以我们的条件是，说服自己家人的最好的绝对是死者。在视频剪辑中陈述器官遗嘱是为了让他们的家人接受死者的同意，并最后一次理解他们的目的。我们的目的是在 800,000 名注册捐赠者中推广用视频记录器官遗嘱，并邀请他们在 organwill.com 记录他们的愿望。在他/她逝去的日子里，红十字会的工作人员可以把这段视频分享给家人考虑并做出决定。 结果 第一层: 媒体有机地达到 3.1 米。浏览并获得 72,868 股，在在线频道和印刷媒体中约获得 1,375,000 泰铢 2,454,997 的 pr值。第二层: 这确实在目标中创造了高度的意识。从这次运动中，泰国红十字会不断获得一些捐助者，增加了 17,000 例 (从 2016年4月到7月)。器官将视频显然是谈判官员的宝贵工具。第三层: 全国许多医院将这段视频分享给亲属，作为最后的选择。这有助于说服他们，修复信念和感知。这导致捐赠数量增加。泰国人越来越意识到让他们的家人知道他们捐献器官的意图。
器官会
案例简介：Synopsis In Thailand, organ donation is rarely delivered. Though there are up to 851,691 organ donors stating their purpose, only 2,081 cases achieved the delivering stage. According to Thai law, despite the signed donation consent but the family denies the grant, the donation is impossible.How can we not make their will wasteful? Relevancy Lacking of sufficient information about organ donation has resulted in a small number of successful donors. To correct understanding and to create awareness, we are relying on communications to educate and convince both donors and also their family members. This campaign is purely organic through online – offline PR supports. Strategy Target audience: All Thais and nationwide. Both donors and also their family.Target media: All Thais and nationwidePR planning: It has been organically reached to target and earned huge support with no cost. Started from released through online channels, free offline media, and social influencers, this created an effective PR since it was accounted as a national issue. Execution This narrates the moment when Red-cross officer is trying her best to ask for a permission on patient's organ donation willing from his relative. However, the officer is rejected even it's actually the last will from the patient to donate his organs. The officer finally have to let the patient convinces his relative himself by showing his last will VDO in Red-cross website.It was released in April, 2016 onward to reach a nationwide. CampaignDescription Since the final call is up to the deceased ’s family we came to terms that the best one to persuade their own family is definitely the departed. Stating the organ testament on video clip is to let their family accept the deceased’s consent and understand their purpose for the last time.We aimed to promote recording the organ will on video among 800,000 registered donors and invite them to record their wish at organwill.com. On his/her passing day, the Red Cross staff can share the clip to the family to consider and make a decision. Outcome Tier 1: The media organically reached 3.1 m. views and gained 72,868 shares, approximately earned PR value at THB 1,375,000 in online channel and THB 2,454,997 in printed media.Tier 2 : This truly created high awareness among the target. From this campaign, Thai Red Cross constantly gains a number of donors which is increased by 17,000 cases. (from Apr to July 2016). The Organ Will videos obviously are valuable tools for negotiating officers.Tier 3 : Many hospitals across the country share this clip to relatives as the last option. This helps convince them and fix the belief and perception. This resulted in an increasing a number of donations. Thai people became more aware of letting their families know about their organ donating intentions.
Organ Will
案例简介：概要 在泰国，器官捐赠很少交付。尽管有多达 851,691 个器官捐赠者陈述了他们的目的，但只有 2,081 个病例达到了交付阶段。根据泰国法律，尽管签署了捐赠同意书，但家人否认捐赠，捐赠是不可能的。我们怎么能不让他们的遗嘱浪费呢？ 相关性 缺乏关于器官捐赠的足够信息导致了少数成功的捐赠者。为了正确理解和提高认识，我们依靠沟通来教育和说服捐助者及其家庭成员。这项活动完全是有机的，通过在线-离线公关支持。 战略 目标受众: 所有泰国人和全国。捐助者和他们的家人。目标媒体: 所有泰国人和国家电视台的规划: 它已经有机地达到目标，并免费获得了巨大的支持。从通过在线渠道、免费离线媒体和社会影响者发布开始，这创造了一个有效的公关，因为它被认为是一个全国性的问题。 执行 这讲述了红十字会官员尽最大努力向他的亲戚申请病人器官捐赠许可的时刻。然而，该官员被拒绝，即使这实际上是病人捐赠器官的最后遗嘱。这位官员最终不得不让病人说服他的亲戚，在红十字会网站上展示他最后的遗嘱 VDO。它于 2016年4月发布，以达到全国范围。 活动描述 因为最后的电话是由死者的家人决定的，所以我们的条件是，说服自己家人的最好的绝对是死者。在视频剪辑中陈述器官遗嘱是为了让他们的家人接受死者的同意，并最后一次理解他们的目的。我们的目的是在 800,000 名注册捐赠者中推广用视频记录器官遗嘱，并邀请他们在 organwill.com 记录他们的愿望。在他/她逝去的日子里，红十字会的工作人员可以把这段视频分享给家人考虑并做出决定。 结果 第一层: 媒体有机地达到 3.1 米。浏览并获得 72,868 股，在在线频道和印刷媒体中约获得 1,375,000 泰铢 2,454,997 的 pr值。第二层: 这确实在目标中创造了高度的意识。从这次运动中，泰国红十字会不断获得一些捐助者，增加了 17,000 例 (从 2016年4月到7月)。器官将视频显然是谈判官员的宝贵工具。第三层: 全国许多医院将这段视频分享给亲属，作为最后的选择。这有助于说服他们，修复信念和感知。这导致捐赠数量增加。泰国人越来越意识到让他们的家人知道他们捐献器官的意图。
Organ Will
案例简介：Synopsis In Thailand, organ donation is rarely delivered. Though there are up to 851,691 organ donors stating their purpose, only 2,081 cases achieved the delivering stage. According to Thai law, despite the signed donation consent but the family denies the grant, the donation is impossible.How can we not make their will wasteful? Relevancy Lacking of sufficient information about organ donation has resulted in a small number of successful donors. To correct understanding and to create awareness, we are relying on communications to educate and convince both donors and also their family members. This campaign is purely organic through online – offline PR supports. Strategy Target audience: All Thais and nationwide. Both donors and also their family.Target media: All Thais and nationwidePR planning: It has been organically reached to target and earned huge support with no cost. Started from released through online channels, free offline media, and social influencers, this created an effective PR since it was accounted as a national issue. Execution This narrates the moment when Red-cross officer is trying her best to ask for a permission on patient's organ donation willing from his relative. However, the officer is rejected even it's actually the last will from the patient to donate his organs. The officer finally have to let the patient convinces his relative himself by showing his last will VDO in Red-cross website.It was released in April, 2016 onward to reach a nationwide. CampaignDescription Since the final call is up to the deceased ’s family we came to terms that the best one to persuade their own family is definitely the departed. Stating the organ testament on video clip is to let their family accept the deceased’s consent and understand their purpose for the last time.We aimed to promote recording the organ will on video among 800,000 registered donors and invite them to record their wish at organwill.com. On his/her passing day, the Red Cross staff can share the clip to the family to consider and make a decision. Outcome Tier 1: The media organically reached 3.1 m. views and gained 72,868 shares, approximately earned PR value at THB 1,375,000 in online channel and THB 2,454,997 in printed media.Tier 2 : This truly created high awareness among the target. From this campaign, Thai Red Cross constantly gains a number of donors which is increased by 17,000 cases. (from Apr to July 2016). The Organ Will videos obviously are valuable tools for negotiating officers.Tier 3 : Many hospitals across the country share this clip to relatives as the last option. This helps convince them and fix the belief and perception. This resulted in an increasing a number of donations. Thai people became more aware of letting their families know about their organ donating intentions.
器官会
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Organ Will
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