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 Direct 相关？老年人办公室是新西兰老年公民的政府看门狗; 照顾他们的福利，如果他们遭受虐待，提供支持。然而，当你的目标受众，65 岁以上的人，经常被藏在紧闭的门后时，很难成为看门狗。他们迫切需要一种到达无法到达的地方的方法。卧底填字游戏就是这么做的。这是一个可以从裂缝中溜走，直接落入老年人手中而未被发现的想法，即使是在最控制的家庭中。描述您所在国家/地区有关健康和健康通讯的任何限制或规定，包括: NA 健康和健康工作必须证明它如何符合 “改变生活的创造力” 的标准。为什么你的工作与健康相关？虐待老人在新西兰猖獗，每年有 70,000 多起案件。可悲的是，超过 75% 的虐待者是他们自己的家庭成员。我们的秘密填字游戏成功地接触到了老年人，教育他们什么是不好的，并敦促受害者寻求帮助 -- 所有这些都没有让虐待者刮风。背景令人震惊的是，虐待老人在新西兰猖獗，每年有超过 70,000 人被虐待。更糟糕的是，超过 75% 的虐待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; 为 65 岁以上的老年虐待受害者提供的机密帮助热线。但几乎没有人打电话来。不是因为他们不需要帮助，而是因为他们对什么是虐待老人知之甚少。除此之外，宣传帮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人，并敦促受害者拨打帮助热线 -- 所有这些都不会提醒虐待者自己。描述创意 (30% 的选票) 老年人办公室需要教育老年人什么是不好的，并敦促受害者寻求帮助 -- 所有这些都没有虐待者发现。因此，通过新西兰顶级的国家和地区报纸，我们推出了 360万个秘密填字游戏。乍一看，它们看起来就像普通的报纸填字游戏 -- 这是大多数老年人每天都会关注的东西。但是每个每日纵横字谜都有一个特殊的线索，定义了一种虐待老年人的脸。两周以来，我们所有的线索都导致了同样的答案: 虐待，然后是帮助热线。描述策略 (20% 的选票) 新西兰的老年人往往远离现代世界的技术。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，而且滥用者很可能会抛出任何公开的帮助热线材料，我们需要创新。所以，我们的计划是采取一种受欢迎的消遣方式 -- 不起眼的日报纵横字谜游戏 -- 并把它变成老年人的生命线。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就使用填字游戏。报纸填字游戏的日常性质，以及线索的描述性，将为我们提供一个理想的空间，给老年人每天虐待老人的定义,直到他们全面了解什么是虐待-然后他们可以决定是否应该通过 0800 EA 寻求帮助。描述执行情况 (20% 的选票) 为期两周 (在 6 月 15 日建立虐待老人意识日) 我们运行了 10 个秘密的纵横字谜线索来教育老年人 10 种最常见的虐待类型 -- 例如不还钱、忽视医疗需求和过度用药。我们虐待老人的线索必须尽可能秘密。因此，除了每天改变一条线索并回答，并在纵横字谜下方添加一个小提示来拨打帮助热线，我们并没有改变每日 “快速纵横字谜” 的外观。总的来说，我们几乎在新西兰的每份报纸上都刊登了 360万个秘密填字游戏，以确保我们能接触到全世界的老年人。一旦填字游戏发出，受害者们有时间寻求帮助，我们就会得到媒体和报纸来报道我们的填字游戏，把这个故事带到全国; 帮助最终将问题公之于众。列出结果 (30% 的选票) 我们运动的第一个目标是通过虐待老人帮助热线增加寻求帮助。在填字游戏运行的第一周，电话增加了 112%。到活动结束时，求助热线的电话总数进一步增加到 271%，这是自求助热线开通以来的最高水平。我们的第二个目标是提高全国对虐待老年人的认识。所以，一旦每个纵横字谜都消失了，受害者有时间寻求帮助，我们就把这个故事带到了全国。运动后的分析显示，3分之1 的新西兰人知道这项运动。一半以上的人说，这改变了他们对什么是虐待老人以及谁是主要虐待者的看法。这种变化的 perce消费对于帮助新西兰人和老年人认识和报告未来的虐待至关重要。

卧底填字游戏

案例简介：Why is this work relevant for Direct? The Office for Seniors’ operates as a government watch dog for elder citizens in New Zealand; looking out for their welfare and offering support if they experience abuse. However, it’s hard to be a watch dog when your target audience, people aged 65+, are often hidden behind closed doors. They desperately needed a way to reach the unreachable. And Undercover Crosswords did just that. It was an idea that could slip through the cracks and directly into the hands of the elderly undetected, in even the most controlling of homes. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: NA Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? Elder abuse is rampant in NZ with 70,000+ cases each year. Sadly, over 75% of abusers are their own family members. Our Undercover Crosswords succeeded in reaching the elderly, educating them on what isn’t ok and urging victims to seek help – all without their abusers catching wind. 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 confidential 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. 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 (30% of vote) The Office for Seniors needed to educate elderly on what isn’t ok and urge victims to seek help – all without abusers finding out. 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) NZ’s elderly are often 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 expensive TV ads and the high possibility of abusers throwing out any overt helpline material, we needed to be innovative. So, our plan was to take a popular pastime - the humble daily newspaper crossword - and turn it into a lifeline for elderly. 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 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. Describe the execution (20% of vote) Over a two-week period (in the build up to 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 ensure we reached elderly far and wide. Once the crosswords had gone out and victims had had time to seek help, 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%. By the end of the campaign, calls to the helpline further increased to a total of 271% - marking the highest level of calls since the helpline’s launch. Our second objective was to raise national awareness of what constitutes elder abuse. So, once every crossword had gone out and victims had had time to seek help, we took the story to the nation. 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.