Welcome to Obecity, USA|短视频,图文|广告营销案例【ADGuider广告指南】

欢迎来到美国Obecity

案例简介：“欢迎来到美国Obecity” 是一项多渠道的公共卫生宣传运动，旨在正面应对美国日益严重的肥胖流行病。这项公共服务运动-涵盖充满情感的psa，广播，数字媒体和OOH-告知并吸引公众，以帮助Pennington 2040年消除美国肥胖症流行的使命。尽管肥胖是美国仅次于吸烟的第二大可预防死亡原因，但它缺乏紧迫性。导致这个问题的原因是公众认为肥胖是决策不力的结果。战略上的洞察力是，人们在很大程度上被设定为肥胖，并通过 “Obecity，USA” 的理念传达，这让它像一个真实的地方一样栩栩如生。Obecity，美国成为一个隐喻，可以将人们所包围的问题和环境的规模带回家，并戏剧化地表达 “这不是你在吃什么，而是你在吃什么” 的想法。动画视频传达了肥胖人物的更深刻，更感性的故事，美国，捕捉他们的挣扎。户外广告牌和海报像路边的欢迎标志一样出现在想象的地方，表面令人大开眼界的统计数据关于非常真实的问题的严重性。VisitObecity.org是一个网站体验，旨在感觉像你典型的州旅游网站。Radio psa旨在使自己像熟悉的旅游广告一样，强调公共卫生信息并加强号召性用语 (捐赠)。美国阳狮为彭宁顿生物医学创建的综合广告，类别为: 健康。

欢迎来到美国Obecity

案例简介：“Welcome to Obecity, USA” is a multi-channel public health advocacy campaign designed to tackle the nation’s growing obesity epidemic head-on. The public service campaign – spanning emotion-packed PSAs, radio, digital media and OOH -- informs and engages the public to help Pennington in its mission to eradicate the obesity epidemic in America by 2040. Obesity, despite being the #2 leading preventable cause of death in the US behind smoking, lacks any urgency around it. Contributing to the problem is public perception that obesity is the result of poor decision-making. The strategic insight was that people are largely being set up to be obese and was conveyed through the idea of “Obecity, USA” which brings it to life like a real place. Obecity, USA became the metaphor to drive home the scale of the problem and environment people are surrounded by and to dramatize the idea of ‘it’s not what you’re eating, it’s what you’re being fed.’ Animated videos convey deeper, more emotional stories of the characters living in Obesity, USA and capture their struggles. Outdoor billboards & posters present like roadside welcome signs to the imaginary place and surface eye-opening statistics about the gravity of the very real problem. VisitObecity.org is a website experience designed to feel like your typical state tourism site. Radio PSAs are designed to feel like familiar tourism ads and underscore the public health message and reinforce the call-to-action (donation). Integrated advertisement created by Publicis, United States for Pennington Biomedical, within the category: Health.