Inclusion since the first day|微电影|广告营销案例【ADGuider广告指南】

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案例简介：为什么这项工作与公关相关？该活动利用强大而动人的洞察力与新父母互动。改变我们的包装，我们激励他们和社会建立一个包容的世界。改变我们的包装是对整个行业影响最大的新闻，对媒体，电视和社交网络产生了影响。在竞选的头几个月，每个人都在谈论我们和包容性。描述有关您所在国家/地区的健康与健康通信的任何限制或法规，包括: 竞选活动没有限制。健康与保健工作必须证明它如何满足 “改变生活的创造力” 的标准。为什么你的工作与健康相关？我们改变包装以改变社会范式，包容不能等待。它必须从儿童到达世界的那一天开始。这就是为什么我们邀请两个患有唐氏综合症的孩子加入其他babysec的孩子。证明他们应该得到同样的机会。背景得知您的孩子将患有唐氏综合症的消息，这使任何父母都感到恐惧。这种恐惧无处不在，即使在超市里，你也可以看到那些孩子不会比其他孩子有同样的可能性。描述创意 (投票20%) 我们邀请了两个患有唐氏综合症的婴儿作为我们包装的一部分，因为包容应该从他们到达世界的那一刻开始。描述策略 (投票30%) 我们与拉丁美洲的不同非政府组织结成联盟，并在电视和社交媒体上发起了我们的运动。不同的国家。同时，我们与市长药店和超市合作，将我们的产品投放到尽可能多的地方。描述执行 (投票20%) 第一次运动是在智利发起的，然后又有七个拉丁美洲国家加入。在8月2018年中，我们通过电视和社交网络上的2分钟广告来传达新闻。然后，我们将尿布放在每个国家的连锁超市和最大的药房中，到目前为止，市场上有5500万个容器被购买并在社交网络上共享。列出结果 (投票30%)，必须至少包括以下两个层: 8非政府组织直到今天，超市货架上仍有5500万个包装。社交媒体互动的2500% 增加。第一周的观看次数为1000万。 4000万媒体的暗示。 # CompromisoBabysec成为推特上的热门话题。今天的超市货架看起来更像是我们想要的未来。

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案例简介：Why is this work relevant for PR? The campaign use a powerful and moving insight to engage with de new parents. Changing our packaging we inspiring them and the society to build a inclusive world. Changing our packaging was the news with the greatest impact in the entire industry, generating an impact on the press, TV and social networks. During the first months of the campaign, everyone talked about us and about inclusion. Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including: No restrictions for the campaign. Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness? We change our packaging to change a social paradigm, inclusion can not keep waiting. It has to start from the day children arrive in the world. That's why we invite two children with down syndrome to join other babysec children. To demonstrate that they deserve the same opportunities. Background Getting the news that your child will have Down Syndrome it’s something that scares any parent. This fears lives everywhere, even in the supermarket where you can see that those childrens will not have the same possibilities than the others. Describe the creative idea (20% of vote) We invited two babies with Down Syndrome to be a part of our packaging, because inclusion should start from the moment they arrive in the world. Describe the strategy (30% of vote) We formed alliances with different NGO in Latin America and launched our campaign on TV and Social Media in different countries. At the same time we worked with the mayor drugstores and supermarkets to put our product available in the most places possible. Describe the execution (20% of vote) The first campaign was launched in Chile, then joined by seven more countries of latinomerica. In August of 2018 we communicated the news with a commercial of 2 minutes on TV and social networks. Then we put the diapers in the supermarket chains and largest pharmacies in each country and to date there are 55 million containers in the market being purchased and shared on social networks. List the results (30% of vote) must include at least two of the following tiers: 8 NGO 55 millions of packagings in the supermarket shelf until this day. 2500 % increase of interactions in social media. 10 millions views in the first week. 40 millions media impresions. #CompromisoBabysec became Trending Topic on Twitter. The supermarket shelf today looks more that the future we want.