Undercover Crosswords|海报/平面|广告营销案例【ADGuider广告指南】

卧底填字游戏

案例简介：为什么这项工作与媒体相关？新西兰的老年人通常与现代世界的技术相去甚远。他们的主要交流和娱乐方式仍然是电视，电话和报纸。由于没有钱购买昂贵的电视广告来宣传热线，而且滥用者抛出任何公开的热线材料的可能性很高，因此我们需要通过媒体选择进行创新，以进入未被发现的房屋。我们做到了。我们采取了一种流行的消遣方式-简陋的日报填字游戏，通常是非商业空间-并将其变成了老年人的生命线。背景令人震惊的是，虐待老人在新西兰十分猖獗，每年有70,000多名老人被虐待。更糟糕的是，超过75% 的施虐者是他们自己的家庭成员。老年人办公室刚刚创建了0800 EA NOT OK; 65岁以上的老年人虐待受害者帮助热线。但是几乎没有人打电话来。不是因为他们不需要帮助，而是因为人们对虐待老人的了解很少。老年人认为，如果他们没有受到打击或性虐待，他们就不会真正被 “虐待”。最重要的是，宣传求助热线的小册子很可能在受害者看到之前就被施虐者扔掉了。因此，我们的工作是找到一种方法来教育老年人什么是虐待老年人，并敦促受害者拨打求助热线-所有这些都不会提醒虐待者自己。描述创意/见解 (投票30%) 老年人办公室需要暗中教育老年人什么不好，并敦促受害者通过他们的帮助热线寻求帮助。从我们对老年人媒体使用习惯的研究中，我们知道数字运动将是徒劳的，我们需要思考传统 (有转折)。因此，在新西兰顶级国家和地区报纸的支持下，我们推出了360万卧底填字游戏。乍一看，它们就像普通的报纸填字游戏一样-大多数老年人每天都在努力。但是每天的填字游戏都有一个特殊的线索，定义了一种虐待老人的面孔。两周以来，我们所有的线索都得出了相同的答案: 虐待，然后是求助热线。描述策略 (投票20%) 从未在通常非商业性的 “快速填字游戏” 领域开展活动。因此，我们与全国各地的报纸建立了合作伙伴关系，以便在两周内每天自由更改填字游戏。我们不打算仅仅因为填字游戏在老年人中的受欢迎程度，或者因为它们不显眼而使用填字游戏。报纸填字游戏的日常性质和线索的描述性将为我们提供一个理想的媒体空间，让老年人每天有虐待老年人的定义，直到他们对什么构成虐待有了全面的了解-这样他们就可以决定是否应该通过0800 EA寻求帮助。一旦每个填字游戏都消失了，受害者有时间寻求帮助，我们计划让媒体和运行填字游戏的报纸将故事带到全国。描述执行 (投票20%) 在为期两周的时间内 (在6月15日世界老年人虐待意识日的准备中) 我们运行了10条秘密的填字游戏线索，以教育老年人有关10种最常见的虐待类型-例如不还钱，忽视医疗需求和过度医疗。我们虐待老人的线索必须尽可能秘密。因此，除了每天更改一条线索并回答，并在填字游戏下方添加一个小提示以拨打帮助热线之外，我们还没有改变每日 “快速填字游戏” 的外观。总的来说，我们在几乎所有NZ报纸上运行了360万卧底填字游戏，以覆盖广大老年人。一旦填字游戏消失了，受害者有时间按计划寻求帮助，我们就有媒体和报纸运行我们的填字游戏，把这个故事带到全国; 帮助最终将问题公开。列出结果 (投票30%) 我们竞选活动的首要目标是增加通过虐待老人帮助热线寻求帮助的机会。在填字游戏运行的第一周，通话增加了112%。我们的第二个目标是提高全国对什么构成虐待老年人的认识。仅需 $ 6k，新闻稿和令人发人深省的媒体想法，我们就获得了22篇印刷，数字和黄金时段广播新闻的编辑媒体报道。这导致总PR值为 $675k，ROI为112:1。在此期间，呼叫进一步增加到271%-帮助热线的历史最高水平。竞选后的分析显示，3分之1的新西兰人都知道竞选活动。而且，超过一半的人说，这改变了他们对什么是虐待老人以及主要虐待者是谁的看法。这种观念的变化对于帮助新西兰人和老年人认识和报告今后的虐待行为至关重要。

卧底填字游戏

案例简介：Why is this work relevant for Media? Elderly in New Zealand are usually far removed from the technologies of the modern world. Their main modes of communication and entertainment are still the TV, the telephone, and the newspaper. With no money for an expensive TV ad promoting the helpline, and the high possibility of abusers throwing out any overt helpline material, we needed to be innovative with our media choice to enter homes undetected. And we did just that. We took a popular pastime – the humble daily newspaper crossword, which is typically a non-commercial space - and turned it into a lifeline for elderly. Background Shockingly, elder abuse is rampant in New Zealand, with over 70,000 being abused each year. What’s worse, over 75% of abusers are their own family members. The Office for Seniors had just created 0800 EA NOT OK; a helpline for elder abuse victims, aged 65+. But hardly anyone was calling. Not because they didn’t need help, but because there was little awareness of what elder abuse was. Elderly believed that if they weren’t being hit or sexually mistreated, they weren’t truly being ‘abused’. On top of that, pamphlets advertising the helpline were most likely being thrown out by abusers before victims could see them. So, our job was to find a way to educate elderly on what elder abuse is and urge victims to call the helpline – all without alerting the abusers themselves. Describe the creative idea/insights (30% of vote) The Office for Seniors needed to covertly educate elderly on what isn’t ok and urge victims to seek help via their helpline. From our research on elderly media usage habits, we knew a digital campaign would be fruitless and that we needed to think traditional (with a twist). So, with New Zealand’s top national and regional newspapers, we launched 3.6 million Undercover Crosswords. At first glance, they appeared like ordinary newspaper crosswords – something most elderly pore over every day. But each daily crossword had one special clue, defining a type of mistreatment elderly face. For two weeks, all our clues led to the same answer: abuse, followed by the helpline. Describe the strategy (20% of vote) Running a campaign in the typically non-commercial space of ‘Quick Crosswords’ had never been done. So, we formed a partnership with newspapers around the country in order to have freedom to change their crosswords every day for two weeks. We didn’t plan to use crosswords solely because of their popularity amongst elderly, or because they’re inconspicuous. The daily nature of newspaper crosswords, and the descriptive nature of the clues, would provide us with an ideal media space to give elderly the definitions of elder abuse every day, until they had the full picture on what constitutes mistreatment – So they could then decide whether they should seek help via 0800 EA NOT OK. Once every crossword had gone out and victims had had time to seek help, we planned to get the media and the very newspapers that had run our crosswords to take the story to the nation. Describe the execution (20% of vote) Over a two-week period (in the build-up to World Elder Abuse Awareness Day, June 15) we ran 10 covert crossword clues to educate elderly about the 10 most common types of abuse - such as failing to repay money, neglecting medical needs and over-medicating. Our elder abuse clues had to be as undercover as possible. So besides changing out one clue and answer each day, and adding a small prompt to call the helpline below the crossword, we did not alter the look of the daily ‘Quick Crosswords’. In total, we ran 3.6 million Undercover Crosswords in almost every NZ newspaper to reach elderly far and wide. Once the crosswords had gone out and victims had had time to seek help, as planned, we got the media and newspapers that ran our crosswords to take the story to the nation; helping to finally push the issue out into the open. List the results (30% of vote) The first objective of our campaign was to increase help seeking via the elder abuse helpline. In the first week of the crosswords running, calls increased by 112%. Our second objective was to raise national awareness of what constitutes elder abuse. With just $6K, a press release and a though-provoking media idea, we secured 22 pieces of editorial media coverage across print, digital and primetime broadcast news. This resulted in a total PR value of $675k and an ROI of 112:1. Calls further increased during this period to 271% – an all-time high for the helpline. Post-campaign analysis revealed that one third of New Zealanders were aware of the campaign. And, more than half of those said it changed their view of what elder abuse is and who the main abusers are. This change of perception was crucial in helping New Zealanders and elderly recognise and report abuse going forward.